Is your approach to digital marketing strategy consistently hitting all of your KPIs and objectives? If not, this is the masterclass for you. Join digital strategist Celina Farrell, from MAXEMUS Digital Marketing, for advanced, actionable, step-by-step guidance in creating a digital marketing strategy that will take your results to the next level. Be prepared to discover: The world’s best digital marketing planning framework, with a step-by-step guide to rapidly create an integrated digital strategy—your roadmap to success The power of targeting—how to focus your marketing on exactly the right audience, so you’ll boost your conversion rates How to get your value proposition right, so your prospects buy into your brand Why you should always build your marketing around the right vision, objectives and KPIs Plus, we’ll provide you with access to handy worksheets and guides: - Digital Marketing Strategy Workbook Template - B2B and B2C Digital Marketing Plan Examples - Digital Marketing Audit Spreadsheet - Multichannel Campaign Planning Worksheet - Budget Planning Spreadsheet - 90 Day Planning Template

1. MASTERCLASS
Celina Farrellcelina@maxemus.com.au
DIGITAL STRATEGIST AND DIRECTOR,
MAXEMUS DIGITAL MARKETING
SYDNEY, AUSTRALIA ~ AUGUST 22 - 23, 2018
DIGIMARCONAUSTRALIA.COM | #DigiMarConAustralia
DIGIMARCONNEWZEALAND.CO.NZ | #DigiMarConNZ
Digital Marketing
Strategy Master Class

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ABOUT
CELINA FARRELL
Founder and Chief Strategist of
MAXEMUS Digital Marketing - a growth
agency.
WHAT WE
DO:

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Why do you need
a framework?
DIGITAL MARKETING IS
CHAOTIC
FRAGMENTED
DISRUPTIVE

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DOES YOUR ORGANISATION
HAVE A DEFINED DIGITAL
STRATEGY?
Dr Dave Chaffey
www.smartinsights.com

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A PLANNING FRAMEWORK
OPTIMISEMANAGEPLAN
• Review 90 day plans and
dashboards
• Optimise using channel
best practices and
analytics
• Review digital TOWS
> Key issues summary
• Define vision for digital
brand value
• Prioritised strategy
roadmap
• Digital contribution review
using Analytics
• Digital capability review
across RACE
• Set SMART objectives,
KPIs, create dashboards

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RACE
A digital marketing
FRAMEWORK
Dr Dave Chaffey
www.smartinsights.com

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RACE PLANNING FRAMEWORK
Dr Dave Chaffey
www.smartinsights.com

9. MAXEMUS.COM.AUDr Dave Chaffey
www.smartinsights.com
MAXEMUS.COM.AU
DIGITAL CAMPAIGN CAPABILITY

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What Does Success Look Like?
Define different levels of measures for managing digital marketing
activities for a common understanding within an organization

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Integrate for Better Buy-In

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5S GOALS
–Sell – Set goals to grow sales?
–Speak – Set goals to get closer to customers
–Service – Have we set goals to online customer service goals?
–Save – Set cost-saving goals
–Sizzle – Adding value to your brand online

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SIZZLE – BUILDING YOUR
ONLINE BRAND
Key goals: customer satisfaction, recommendations or
advocacy
1.Refine your existing proposition
2.Select your target audience
3.Research your audience
4.Benchmark OVPs
5.Define your OVP
6.Communicate OVPs
7.Deliver, review and improve

14. Measurement
Framework

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DON’T BLAME
THE HIPPO*
They may ask for vanity
measures
…. or rely on gut instinct
*Highest Paid Person’s Opinion

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Targeting and
Segmentation
KEY STRATEGY COMPONENTS
Targeting and
Segmentation
Positioning Proposition and the
marketing mix
Content Strategy
Digital channel
acquisition
communications
strategy
Conversion strategy
Nurture
communications
Martech and data
strategy
Integration strategy
Social media
marketing strategy
Governance strategy
Brand Strategy

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Who is your target audience?
What spaces/media channels do they keep their eyes on?
Will this affect the format your content takes shape of?
What things are they thinking and talking about?
What are their pain-points? [Insights]

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STRATEGIC
SEGMENTATION
–Define core audiences
• Most profitable customers
• Customers that are difficult to reach using
other media
• Loyal customers
• Customers that are not brand-loyal
• Larger companies (B2B)
• Smaller companies (B2B)
• Specific members of the buying unit (B2B).
–Define opportunities to reach new
markets

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OWNED MEDIA
TARGETING
OPTIONS
–Company website
–Social presence
–Email marketing

20. Email Targeting
Example
EBAY UK
MAXEMUS.COM.AU
Keyword
Personas
Gender, Geography
Consumer/Business
Transaction Value Segmentation
Propensity Models
Tech Kids Fashion
Cars &
Parts
Last
Purchase
Last
Category
Keyword
Keyword
Personas

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PAID MEDIA TARGETING
Search
marketing
Display
advertising
Affiliates and
partnerships
• Content to address pain
points
• Keywords
• Key phrases
• Audience (in-market,
interest-based or affinity)
• Placements
• Retargeting
• Verticals
• Businesses with
complimentary services /
products

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IS YOUR ‘ALWAYS-ON’ LIFECYCLE
MARKETING EFFECTIVE?
Dr Dave Chaffey
www.smartinsights.com

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CUSTOMER LIFECYCLE
TOUCHPOINT REVIEW
Dr Dave Chaffey
www.smartinsights.com

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Key Takeaway
● Use a strategic framework
to organise and optimise
your digital marketing
● FOCUS - don’t spread your
team to thin

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26. MEASURABLE SUCCESS.
SUSTAINABLE RESULTS.
maxemus.com.au

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LET’S CONNECT!
Questions & Discussion
Welcome
linkedin.com/in/celinafarrell
facebook.com/maxemusdigitalmarketing/
instagram.com/maxemus_digital_marketing/
twitter.com/maxemus_mktg
http://bit.ly/Celina_Farrell
Strategic
Consulting
Digital
Storytelling
Email &
SMS
Influencers
PPC Social Media