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PRESENTATION How do you know where to go if you dont know where you are? Conducting a Digital Marketing Assessment Laurie Robinson, ICEF Intro My Digital Experience 17 years of post-secondary experience, Masters Degree in Intercultural

  1. PRESENTATION How do you know where to go if you don’t know where you are? Conducting a Digital Marketing Assessment Laurie Robinson, ICEF

  2. Intro My Digital Experience 17 years of post-secondary experience, Masters Degree in Intercultural and International Communications ▶ Douglas College (7 years) ▶ Kwantlen Polytechnical University (2 years) ▶ Thompson Rivers University (TRU) (8 years) ▶ British Columbia Institute of Technology -BCIT (15 years) ▶ ICEF (1.5 years) icef.com | 2

  3. INTRODUCTION What we’ll talk about Defining the Analytics / Data Evaluation of Assessing where objectives Analysis Strategy you are icef.com | 3

  4. assessment Ranking Model Point A Point B A logical approach to improvement is to consciously decide to move from point A to Point Z point B, or to Point Z, and to document how to accomplish the desired progress. (Buscemi, 2014) icef.com | 4

  5. How do you know where to go if you don’t know where you are?

  6. assessment Ranking Model icef.com | 6

  7. ASSESSMENT The Six Pillars INT/EXT SOCIAL EMAIL CMNS SEO PAID SEM WEBSITE MARKETING MEDIA - Social Media ROI icef.com | 7

  8. Marketing Assessment Framework Element Current Desired Gap Actions Dependencies Investment State State ASSESSMENT Email Marketing content The Spreadsheet! Lead Generation Database (Marketing Management Generation & nurturing of Software) Qualified Leads Automation Metrics - dashboards Process Internal / External PR Communications News Internal Emails SEM Google Adwords Paid Yahoo/Bing Google Display Ads (retargeting) SEO Organic Google Yahoo/Bing Social Media Facebook Twitter YouTube channel Google + linkedIN Slideshare Flicker/ instagram Pinterest Infographics Website Content Usability Metrics Design icef.com | 8

  9. ASSESSMENT Pillar #1: Email Marketing icef.com | 9

  10. ASSESSMENT Pillar #1: Email Marketing icef.com | 10

  11. ASSESSMENT Pillar #1: Email Marketing – how to increase CTR https://www.everycloudtech.com/giant-email-marketing-statistics-guide icef.com | 11

  12. ASSESSMENT Pillar #1: Email Marketing – how to increase CTR https://www.everycloudtech.com/giant-email-marketing-statistics-guide icef.com | 12

  13. ASSESSMENT Process Flowchart – email marketing 3. THEY ASK FOR INFO Automated Landing Thank- Personal Thank- Emails until page / Email you email or you they form page call email 4. THEY EXPRESS convert INTEREST 5. YOU OFFER OPPORTUNITY 6. THEY SIGN UP icef.com | 13

  14. ASSESSMENT Marketing automation– email marketing 3. THEY ASK FOR INFO 4. THEY EXPRESS INTEREST 5. YOU OFFER OPPORTUNITY 6. THEY SIGN UP icef.com | 14

  15. ASSESSMENT Email Marketing – add video A clearer picture for digital video Expect digital video to shake off its reputation of being little more than a replay of TV content in 2017. Video is already one of the fastest growing areas of digital, but emerging opportunities like live streaming, 360-degree and live 360-degree video, virtual reality and group video chat promise to elevate digital video to even higher heights in 2017 and enable brands to present content in more captivating ways. icef.com | 15

  16. ASSESSMENT Pillar #2: Internal and External Communications PR News Newsletters Blogs Internal Emails icef.com | 16

  17. ASSESSMENT Pillar #2: Internal and External Communications PR News Newsletters Blogs Internal Emails icef.com | 17

  18. ASSESSMENT Pillar #2: Internal and External Communications PR News Newsletters Blogs Internal Emails icef.com | 18

  19. ASSESSMENT Pillar #2: Internal and External Communications PR News Newsletters Blogs Internal Emails icef.com | 19

  20. ASSESSMENT Pillar #3: Paid Search Engine Marketing (SEM) Google Adwords icef.com | 20

  21. ASSESSMENT Pillar #3: Paid Search Engine Marketing (SEM) Google Adwords icef.com | 21

  22. ASSESSMENT Pillar #3: Paid Search Engine Marketing (SEM) Display Ads icef.com | 22

  23. ASSESSMENT Pillar #3: Paid Search Engine Marketing (SEM) Display Ads icef.com | 23

  24. ASSESSMENT Pillar #3: Paid Search Engine Marketing (SEM) Ad Retargeting (Remarketing) icef.com | 24

  25. ASSESSMENT Pillar #4: Search Engine Optimization (SEO) Google Yahoo/Bing icef.com | 25 icef.com | 25

  26. ASSESSMENT Pillar #5: Social Media icef.com | 26

  27. ASSESSMENT Pillar #6: Website 1. Content 2. Design 3. Metrics 4. Usability icef.com | 27

  28. ASSESSMENT Pillar #6: Website Usability Testing: Eye Tracking icef.com | 28

  29. Marketing Assessment Framework Element Current Desired Gap Actions Dependencies Investment State State ASSESSMENT Email Marketing content 4 5 1 The Spreadsheet! Lead Generation Database (Marketing Management Generation & nurturing of Software) Qualified Leads Automation Metrics - dashboards Process Internal / External PR Communications News Internal Emails SEM Google Adwords Paid Yahoo/Bing Google Display Ads (retargeting) SEO Organic Google Yahoo/Bing Social Media Facebook Twitter YouTube channel Google + linkedIN Slideshare Flicker/ instagram Pinterest Infographics Website Content Usability Metrics Design icef.com | 29

  30. ASSESSMENT The Ranking icef.com | 30

  31. ASSESSMENT Spider Charts! 0-No activity 1- Ad hoc 2-Repeatable 3-Defined 4-Managed 5- Optimized icef.com | 31

  32. ASSESSMENT Social Media 0-No activity 1- Ad hoc 2-Repeatable 3-Defined 4-Managed 5- Optimized icef.com | 32

  33. ASSESSMENT Final Report icef.com | 33

  34. BEST PRACTICES Strategy action How do we know if our marketing strategy is working? measure measure ▶ Set measurable goals. ▶ Focus on a pillar. ▶ Have a plan for lead follow up. refine analysis ▶ Measure what works and what doesn't icef.com | 34

  35. Facilitator Laurie Robinson Director, Marketing & Communications ICEF, GmbH lrobinson@icef.com | icef.com icef.com | 35

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