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digital marketing
Digital Marketing Institute.ie

Planning Your Digital
Marketing Campaign
Keith Feighery

http://bit.ly/EquineConference

Session Outline

Understanding the Digital Marketing Landscape
Components of a Digital Marketing Plan
Objectives and Digital Goals
Personas and Value Propositions
Choosing your Digital Channels
Questions and Answers

Career Summary

 Director of Digital Strategy with Digital Insights
 14 Years experience developing and marketing web and digital applications  Lecturer on MA in Digital Media Technologies
 Lecturer with DMI, Dublin Business School, SureSkills, Griffith
College, IBAT, Champlain College in Online Marketing and Digital
Strategy

Contact Details

www.DigitalInsights.ie

086 6070274

www.linkedin.com/in/keithfeighery

www.twitter.com/kfeighery

keith.feighery@digitalinsights.ie

Understand the Digital
Landscape

Irish Online Stats to Consider
 70% of all Irish Internet Users use Facebook (approx 2.2M)
 Tops 2 sites visited are Google (38%), Facebook (19%)
 Average Irish person spends 20 Hrs+ online each month
- 4 hours 10 mins Facebook
- 2 hours 51 mins Google

 Approx 70% of Facebook User are Aged under 35
 47% of All Facebook Users login Daily
 53% Facebook User Female; 47% Male
 700K Twitter Accounts – ~100K Daily Users
 861K Users on LinkedIn – 31% login weekly (9% Daily)

What Are We Trying to do with Digital Marketing?

Use Digital Channels to
Reach, Acquire, Retain
(Advocate) Customers both
Online and Offline

Digital Marketing Should
Support and Accelerate the following: Create Awareness of
Products/Services
Customer/Prospect
Engagement
Customer Acquisition
Customer Retention
Customer Advocacy

What are the core Tools at a
Digital Marketers disposal

Key Online Marketing Tactics
 Search Engine & Rich Media Marketing
- PPC, Display and Affiliates

 Search Engine Optimisation (SEO)
- Structured & Planned Content,
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