This document discusses the basics of developing a digital marketing strategy. It begins by defining common digital marketing terms like reach, frequency, cost per thousand, share of voice, gross rating points, and selectivity index. It then discusses key trends in digital marketing for 2013 and provides links to various digital marketing tools and resources that can be used to build the different blocks of an effective digital strategy.

1. Digital Marketing
Strategy
Bruxelles Formation - Novembre 2013

2. •
Intro
•
Back to a few basics
•
Building blocks of a digital marketing strategy
•
Start bookmarking : tools discovery

3. intro

4. hello
@theafter

7. back to a few basics

8. Marketing basics

9. media concepts

10. Reach
&
The percentage (%) of an audience exposed one or more times to a
communication vehicle within a specified period of time

11. Average number of times those who are reached have an opportunity
to be exposed to a message within a given time period

12. OTS
$
when a page is successfully displayed on the user's computer screen
when a poster is available for viewing in a 2m2
when a radio spot is aired (H), etc.

13. Cost per Thousand :
Media term describing the cost
of 1000 gross contacts
(impressions).
For example a Web site that
charges 1500 euros and
reports 100 000 gross contacts
has a CPM of 15 euros.
CPM = (cost / number of gross contacts) x 1000

14. SOV
Number of gross contacts received by an advertisement on a site (or
site section) / Total impressions served by the site (or site section)
during the same period, expressed in %

15. other definitions
•
(Ad) audience : Number of unique users or visitors exposed to a site (or an ad) within a
specific time period
•
(Ad) Click : A measurement of the user-initiated interaction (such as clicking on) an element
causing a re-direct to another Web location or another frame or page within the advertisement.
•
(Ad) Click Rate : Gross click rate = Number of clicks / Number of impressions, expressed in %;
Net click rate = Number of clicks / Number of unique users, expressed in %
•
(Ad) impression or Gross contact : An ad which is served to a user's browser. Ads can be
requested by the user's browser (referred as pull ads) or they can be pushed, such as e-mail
ads.
•
Cost per click or CPC : Cost of advertising based on the number of clicks received.
•
Cost per action or CPA : Online advertising payment model in which payment is based solely
on qualifying actions such as sales or registrations
•
Unique Visitor : Individual or browser which accesses a Web site within a specific time period.

16. GRP
Definition :
•
the reach of 1% of a target audience. Gross Rating Points (grps) is
the sum of reach of a media schedule. Essentially synonymous with
TRPs (target rating points).
!
•
How to calculate it?
•
GRP = % Reach X Frequency
•
Cost-Per-Point (CPP) – the cost of delivering one GRP.
•
Formula: CPP= media cost/GRPs

17. selectivity index
Percentage of Users in a
Demographic Segment
X 100
SI =
Percentage of Population in the
Same Segment

18. the long tail
In these distributions a high-frequency or high-amplitude population is followed by a low-frequency or low-amplitude population which gradually "tails off." In
many cases the infrequent or low-amplitude events—the long tail, represented here by the yellow portion of the graph—can cumulatively outnumber or outweigh
the initial portion of the graph, such that in aggregate they comprise the majority.

19. the players
Sales Houses
Specialists
Brands
Media
Consumers
transmitters
allowers
Media agency
Ad agency
initiators
shapers

21. market dynamics

22. key trends - 2013

23. building blocks

24. www.wads.ro

26. v2.0-Digital-Marketing-Plan-Template-Smart-Insights

27. media.co.uk

28. inbound marketing
The best way to turn strangers into customers and
promoters of your business.
hubspot.com

30. How likely are you to
recommend company/
brand/product X
to a friend/colleague/
relative?

35. Links
•
http://marketingcharts.com
•
http://hootsuite.com/
•
http://www.iabeurope.eu/
•
http://emarketer.com
•
http://sproutsocial.com/
•
http://www.abondance.com/
•
http://www.consumerbarometer.com/
•
http://engagor.com/
•
http://www.youtube.com/user/MozHQ
•
http://www.thinkwithgoogle.com/
insights/emea
•
http://www.traceworks.com/
•
https://delicious.com/theafter/tools
•
http://www.google.com/analytics
•
https://ahrefs.com
•
http://www.google.com/insights/
consumersurveys/home
•
http://klipfolio.com
•
http://www.beweb.com
•
http://www.google.com (images)
•
http://www.facebook.com/insights
•
http://www.proxistore.com
•
http://www.google.com/think/
•
http://www.customreportsharing.com/
•
http://www.socialseeder.com/
•
http://www.netmarketshare.com/
•
https://www.google.com/analytics/
gallery/
•
https://app.hubspot.com/library/
•
http://builtwith.com/
•
•
http://www.woopra.com
http://www.smartinsights.com/allresources/
•
http://www.annielytics.com/
•
http://conseilsmarketing.fr/
•
http://netvibes.com
•
http://moz.com
•
http://www.ubervu.com/
•
http://www.marketingcharts.com
•
http://mention.net
•
http://searchenginewatch.com/
•
http://twittercounter.com/
•
http://ahrefs.com/
•
http://www.socialbro.com/
•
https://freekeywords.wordtracker.com/
•
http://www.comscore.com/Insights
•
http://www.google.com/webmasters
•
http://www.woorank.com
•
http://www.google.com/trends/
•
http://www.google.com/adplanner
•
http://www.econsultancy.com
•
http://www.google.com/adwords
•
http://facebook.com/ads
•
http://www.linkedin.com/ads

36. Annie Cushing
http://bit.ly/XcHeF4