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IMAGE: http://www.smartinsights.com/managing-digital-marketing/capability-performance-review/sostac-marketing-plan-infographic/
Of all marketers
have found a
customer through
Facebook in 2013.
Inbound marketing
delivers 54% more
leads than
traditional outbound
marketing.
Of all marketers
have found a
customer though
LinkedIn
http://i.marketingprofs.com/assets/images/daily-chirp/20-captivating-marketing-statistics-that-will-drive-2014-infographic.jpg
Videos on landing
pages increase
conversions by
86%
At 89%,customer
testimonials have
the highest
effectiveness rating
for content
marketing.
B2B companies
that blog gain 67%
more leads than
those that dont.
http://i.marketingprofs.com/assets/images/daily-chirp/20-captivating-marketing-statistics-that-will-drive-2014-infographic.jpg
Globally, mobile
penetration stands
at 93%
http://www.slideshare.net/wearesocialsg/social-digital-mobile-around-the-world-january-2014
http://realbusiness.co.uk/article/19058-40-stats-about-mobile-that-every-ceo-should-know
The UK downloaded
approximately 275m
apps in February
2013 alone.
75% of search
users are not
clicking past the
first page of search
results.
Organic search
traffic produces
35% higher
conversion rates
than traffic driven
by equivalent paid
search traffic.
20% of searches on
Google are related
to location and 56%
of mobile phone
users use their
browser for local
searches.
Based on these statistics, it is a given that for any digital marketing strategy
to be effective and successful, you must include a combination of:
1.
2.
3.
4.
Your digital marketing strategy is just a content plan that is highly tailored to
your audience. That means you provide them with useful, valuable content,
through the channels they want, on the devices the use for the search terms
they enter.
And you inform this content plan (digital marketing strategy) with in-depth
research and data.
http://i.marketingprofs.com/assets/images/daily-chirp/20-captivating-marketing-statistics-that-will-drive-2014-infographic.jpg
Situation analysis should be the first tactic when planning your digital
marketing strategy. You need to understand your current
performance before you can set attainable and relevant objectives.
Analysing your current situation will give you the benchmark against
which all future progress and achievements can be measured.
This should include looking at:
SITUATION ANALYSIS
S - strengths
W - weaknesses
O - opportunities
T - threats
SITUATION ANALYSIS
OBJECTIVES
STRATEGY
Awareness
Interest
Trust
STRATEGY
Action
Complete
Successful Conversion
CONVERSION RATE
Increasing the
effectiveness of the
conversion funnel
by improving any
existing marketing
strategy and
content.
Fastest growth
occurs when these
two improvements
coincide
TIME
STRATEGY
Increasing
traffic to the
website by
engaging new
target markets
What content you will produce and when: plan and schedule
When you will broadcast content: time of day, weekends etc.
Where you will share content: social and mobile platforms
How you will tailor content to suit different audiences
Planning your actions is the point when you decide who will be
responsible for which aspect of your strategy and when they will be
implemented.
You should outline the systems, processes and tools you will use
throughout the duration of your marketing.
ACTIONS
Processes and tools you will use to collect data should also be
specified to make data sets reliably comparable.
Different measurement tools can differ in their results, to handle this
collect data from several different analytics tools and take an
average.
CONTROL
CONTROL
One of the best tools available to help keep control of your digital
marketing strategy is Google Analytics.
This is a completely free resource that only requires the simple
addition of a tracking code to your website in order to enable data
collection.
The Met Office needed a way to monitor vast amounts of online data
in order to demonstrate ROI which they measure in terms of reach,
revenue and reputation.
Gathering analytics and data enabled the Met Office to transform its
content marketing strategy through data driven insight, allowing them
to create digital personas and better understand their audience
behaviour and content preferences
With this insight, the Met Office can invest in marketing resources
and provide relevant content that is better aligned with customer
interests, and can syndicate the content to other authority newswires
and syndication partners to attract more relevant traffic to the Met
Office website.
http://www.figarodigital.co.uk/case-study/the-met-office-webtrends.aspx
We provide data doses for our retainer clients and when requested
can deliver bespoke digital marketing strategy audits, tailored to
providing the relevant analytics our clients need based on their
chosen objectives.
In one case, by providing this tailored digital marketing strategy audit
and identifying key actions points, our client was able to increase
traffic to their site by 60% in a single year.
http://www.figarodigital.co.uk/case-study/the-met-office-webtrends.aspx
info@cloudspotting.co.uk
+44 (0)113 234 1542
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/company/cloudspotting
@leedswebagency