Digital: 

Strategy, Customers & Tools
Andrew Mashman | [email protected] | 0414 464 453 |@amashman

WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015

• Introduction to digital marketing
• The micro and macro environments of digital marketing
• Digital marketing strategy
• The Internet and the marketing mix
• Relationship marketing using digital platforms
• Delivering the online customer experience
• B2B and B2C digital marketing
• Planning a campaign for digital media
• Communications using digital media channels
• Contemporary issues
• Evaluation and improvement of digital channel performance
Core Subjects (9 Subjects): Electives:
MKT501 Marketing Management Choose any three (3) postgraduate elective
MKT510 Customer Behaviour subjects within the Faculty of Business. 
MKT560 Marketing and Organisational Research
MKT570 Integrated Marketing Communications Note: MKT525 Digital Marketing could be used 
MKT540 Marketing Strategy here as a suitable elective
MKT520 Managing Product and Service Innovation
MKT550 Global Marketing
MKT561 Services Marketing
MKT562 Business to Business Marketing

• Graduate Certificate in Marketing (4 subjects) also available

• To contact Charles Sturt University: [email protected]
Electives (4 subjects)
ACG504 Communication in Business
ACG506 Financial Management of Small Business
FIN560 Financial Planning
HRM501 Labour Market Studies
HRM540 Theory of Conflict Resolution 
MGT501 Management Theory and Practice
MGT510 Strategic Management
MGT536 Leadership – A Critical Perspective
MGT584 Leadership in Teams
MKT525 Digital Marketing
MKT570 Integrated Marketing Communications
PAD591 Public Sector Management

Many more…

• To contact Charles Sturt University: [email protected]

Core Subjects (4 Subjects): Electives (4 subjects):
MGT501 Management, Theory & Practice ECO501 Business Economics
MKT501 Marketing Management FIN516 Corporate Finance
MBA504 Accounting & Financial Management HRM502 Human Resource Management
MGT510 Strategic Management MGT550 Operations Management
HRM507 Research Methods
Specialisation (4 Subjects) MGT559 Contemporary Issues in Leadership
choose 4 subjects from areas such as MGT540 Management of Change
Finance, Leadership, Marketing,  MKT547 Ethics of Corporate Governance
Public Sector Management, etc MGT553 Project Management
MGT583 Managing for Sustainability

• Other flexible subject options available

• Graduate Certificate in Business Administration (4 subjects) also available
• To contact Charles Sturt University: [email protected]
Core Subjects (8 Subjects): Academic Electives (2 subjects):
FIN571 Managerial Finance HRM502 Human Resource Management
MGI511 Project Management Fundamentals ITC506 Topics in IT Ethics
MGI515 IT Service Quality Management MGT540 Management of Change
MGI516 IT Governance MKT501 Marketing Management
MGI521 Professional Communications MKT525 Digital Marketing
MGT501 Management Theory & Practice
MGT510 Strategic Management Industry Electives (2 subjects):
MGT580 Forecasting and Risk Assessment MGI512 The Project Lifecycle
MGI514 Project Management Leadership
MGI518 Program and Portfolio Management

• Graduate Certificate in Business Administration (Computing) also available

• To contact Charles Sturt University: [email protected]
Core Subjects (7 Subjects): Specialisations (4 subjects):
HRM502 Human Resource Management Choose four (4) subjects from one of the 
MGT501 Management Theory & Practice following IT specialist areas:
MGT540 Management of Change
MGT510 Strategic Management  Information Systems Security
MKT501 Marketing Management  Networking and Systems Administration
MGI515 IT Service Quality Management  Project Management
MGI521 Professional Communications

Academic Elective (1 subject)
MKT525 Digital Marketing available

• Graduate Certificate in Management (Information Technology) also available

• To contact Charles Sturt University: [email protected]
• CSU - one of the leading providers of distance education courses in
Australia
• Graduate with a prestigious postgraduate award
• Course designed to be studied part-time by distance education
• Experience CSU’s interactive online study environment
• CSU’s the leading provider of distance education IT postgraduate courses
in Australia
• Study 3 sessions every year – Graduate Certificate in 2 sessions, Masters
in 2 years part time
• Pathway options for those with industry experience but no undergraduate
degree
• Session 3 starts November 16. Enrolment open. MKT525 available

• To contact Charles Sturt University: [email protected]

• www.csu.edu.au/apply
• This course is bought buy CSU and IT Masters as a stand alone free
online course.
• MKT525 the CSU Master’s Digital Marketing subject. You could study the
complete subject as a stand alone subject or you could do it as part of a
Graduate Certificate qualification which is the first 4 subjects of a Masters
degree – something to really get your career moving
• You could start studying this subject as part of a Grad Cert or Masters as
early as November this year.
• You’ll get an email with some links to the courses and enrolment and I’d
suggest you Google “Grad Certs” to learn more able this cool way to get
career and studies moving!

WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015

Session 1 – Tuesday August 18th
Introduction to Digital Marketing

• Across the next 4 weeks you’ll be Session 2 – Tuesday August 25th

exposed to a range of Digital Digital Strategy
Marketing issues
• Each week you’ll be able to Session 3 – Tuesday September 1st
complete another bit of the Digital Digital Tools
Marketing Template
• Along the way ask questions and Session 4 – Tuesday September 8th
use our forum to discussion ideas More Digital Tools
and issues in your Digital
Marketing challenges Session 5 – Tuesday September 15th
Online Test  ‐ Free and open book
WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015
Digital Marketing S1 Digital Strategy S2 Digital Tools S3 More Digital Tools S4 Online Test S5 

Welcome ‐ The Digital  Rich Content – AV &  Open Book Multiple 

The Org & its Customers Search SEO and SEM
Sphere & Marketing Blogging Choice Test 1 hour

Fast Moving Digital  Digital & Analogue  Computer, Tablet, 

Social Networks Congratulations
Spaces Integration Mobile, Wearable

Digital Consumers B2B  The Advertising 
Digital Marketing Plan Email
& B2C Opportunity

Viral Marketing Integration & Timing

Expert Guest Speaker Expert Guest Speaker Expert Guest Speaker

Elisha Booth www.ebdigital.com.au James Lloyd  ‐ www.brijid.com Rich Evans www.redd.com.au
The Digital Marketing plan SEO & SEM Social Media
WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015
• www.imediaconnection.com
• www.marketingcharts.com Plus +
• www.mumbrella.com.au @amashman – Twitter and Andrew 
• www.adma.com.au Mashman on LinkedIn and Google+ 
• www.smartinsights.com (course text Author) #csuimc
• http://trendsmap.com/
• www.marketo.com Seek out Digital Marketing opinion leaders 
• http://www.jeffbullas.com on your favourite social media channels to 
• http://www.gartner.com/marketing/digital/ follow and share
• www.mashable.com
• www.youtube.com.au (Search - Shift Happens or Did You Know)
• http://www.emarketer.com/corporate/coverage?mobile_mktg_feb05#/
• http://www.quirk.biz/resources/completeglossary.q;jsessionid=7DD8D661A16E215D2E70C2956FF7A
F03.sybaris_jboss
• http://wearesocial.net/blog/2015/01/digital-social-mobile-worldwide-2015/

WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015

Session 1 – Tuesday August 18th
Introduction to Digital Marketing

Digital Marketing S1

Welcome ‐ The Digital 
Sphere & Marketing

Fast Moving Digital Spaces

Digital Consumers B2B & 
B2C

WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015

• More notes and sources on digital marketing trends and tools
• Weeks 2-3-4, 15 minutes with a talented guest
– Elisha Booth, James Lloyd, Rich Evans
• Live look at Google Ad words dashboard, LinkedIn ads,
Posting a blog utilising SEO tool in Wordpress, Website
stats and Google Analytics.
• Any questions you’d specifically like addressed – post them
to the subject/course forum and I’ll try to address them.
WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015
Welcome ‐ The Digital 
Sphere & Marketing

• Evolving around technology and specifically the integration of technologies

• Massive adoption of smart phones
• Increased bandwidth and mobility possibilities
• Big Data……
• Growth hackers, #growthhacking
• Automation
• Success and failure happens quickly
• Success might be in customer interactions, time engaged, $ raised, or
brand recognition.

WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015

• Advertising
• Selling
• A department
• A nice job title
• ……. ?
• Marketing is a philosophy or an orientation
• Marketing ingrained throughout the
business.
• Marketing embraces all the communication
and sales disciplines Digital  ‐ Marketing leveraging technology

WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015

• DM – The application of the internet and related technologies
in conjunction with traditional communications to achieve
marketing objectives (Chaffey 2012)
• Digital is the fastest moving space marketers are working in !
• Things that worked well yesterday are old news today, ideas,
platforms, content and more - so its difficult to stay up with
the game or your customers.

WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015

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WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015

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WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015
• https://www.youtube.com/watch?v=KYtMkhfQfa4 3
WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015
• Tried to sell their
idea/algorithm – no one
cared about the
difference that would
make.
• www.abc.xyz
• Billboard for Recruiting
on Hwy101 – to target
specialist knowledge
• www.7427466391.com

WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015

4
5
WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015
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WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015
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WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015
• Amir Kassaei – CCO – DDB Worldwide
• Third Eye Project !
– https://www.youtube.com/watch?v=IOSVN30RPE4 8
WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015
A “Talkable” Experience
Great Products/Services
Brand Loyalty
Great Value
Part of Something
?

Customer Orientation Co‐ordinated
Outward focus &  Customer 
Forward looking Journey / Marketing 
Activities
Customer FIRM 
Planning Satisfaction Success
Organisations 
Performance  7 P’s
Objectives Action
Evaluation

Adopted from Rix 2003

WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015

Price
or
Value
Environment

Competition
Distribution
Place

Coordinated
Or

Marketing Mix

Target
Markets
Communication
or
Promotion

WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015

• Digital influences all aspects of the
marketing mix and the perceived position
of a product/service or brand by a
consumer.
• Digital Marketing though heavily
influences communication as even using
an App for example sends messages to
the user about a product or brand, value,
availability and usefulness !
WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015
WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015
• Promotional tools to leverage the other aspects of the
marketing mix to effectively & efficiently communicate to
the target market for action. Environment
Competition
Communication
of the other P’s
Promotion or

Coordinated
Marketing Mix

Target
Market
Tools for Promotion and Communication
Personal Selling, Direct Marketing, Sales Promotion, Consumers
Advertising, Public Relations Perception

WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015

• Paid – You Control, ATL,
advert, media buy
• Owned – You Control -
call centre, company
web, apps customer
service, cars, touch
points and more.
• Earned – you facilitate -
PR, content,
social media, wom/viral
WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015
• http://wearesocial.net/blog/2015/01/
digital-social-mobile-worldwide-
2015/

WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015

WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015
WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015
Fast Moving Digital 
Spaces

• Wearables ? Apple Watch to Fitbit and speciality use devices

• Content video specifically and Youtube being the 2nd biggest search
engine.
• Streaming - Credibility established by Netflix in Aust.
• Automation
• Geocaching (Geo positioning)
• Wallets / Payment systems - Braintree, Clipp
• Control – Orgs like having influence and direct control + Metrics
• More and more budget is moving digital

WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015

WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015
WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015
WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015
• Having the skill
sets to do most
aspects of DM
• Outsourcing is
the answer
• Image source: Intelligenthq.com

WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015

Digital Consumers B2B 
& B2C

• Organisations need
customers to achieve their
goals
• The digital consumer is
anyone who can interact with
the digital universe, globally
this is a substantial number
• Segmentation is still critical

WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015

• Image source: Wearesocial.com
WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015
• B2C is retail, its any one who an organisation might target to
get them to become aware, interested or consuming
• Goals could be sales, trials, hits visits, posts or likes –
ultimately we need some type of action !
• Targeting everyone is cost prohibitive and very inefficient so
we segment to find target markets that can help us meet our
goals. (think brand damage / opt out)
• Retail consumers are really leveraging digital to become
smarter shoppers.

WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015

• Businesses obviously target other businesses to achieve their goals.
• Business customer can be more difficult to work with and get access
to, relationships, time, quality offerings are critical
• Businesses see digital as a way to build their brand in specific
segments, demonstrate and communicate with more reach and
control than ever before to make relationship building easier.
• Businesses clients should be segmented so you can focus in on
media, technology, industry, or need for maximum impact.

WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015

• Small business, Big business, Green
business, NFP business

WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015

Segmentation Targeting Positioning
• Basis for  ? • Attractiveness • Select specific target markets
• Profiles of  • Ranking • Develop a custom position for 
each
What suits your  Who would you like  Unique marketing 
business and is  to work with ? mix for each target 
unique to your  Who can you provide  market so they 
business ? better value to ? identify its for “ME”

WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015

Increasingly Flexible Offer

Narrowcast –
One to One
Marketing
Allows you to better 
know what services 
to provide, 
processes to use and 
communications to 
make, when !
Mass
Marketing
Increasingly Granular Market
WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015
• KDFs - Key Discriminating Features –
what's needed for a customer/segment to
be interested.
• Customers don’t change their buying
criteria to fit your organisational view of
the world (segmentation)
– This will result in some element of tension
and on-going unmet need till a new solution
is found.
WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015
• Geographic segmentation
– calls for dividing the market into different geographical units such
as nations, regions, states, municipalities, cities or
neighbourhoods.
• Demographic segmentation
– consists of dividing the market into groups based on variables
such as age, gender, family size, family life cycle, income,
occupation, education, religion, race and nationality.
• Psychographic segmentation
– buyers are divided into different groups based on socioeconomic
status, lifestyle or personality characteristics.
• Behavioural segmentation
– divides buyers into groups based on their knowledge of the
product, their attitude towards it, the way they use it and their
responses to it. (Digital)

WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015

• Blackwell et al 2006
WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015
UG, PG
Doctoral
Single
• Think about who your customers are or who you’d like to be your Married
customers st
1 in Family
• Write a detailed profile of this 1 person or group – who are they? Time Poor
Resistant
– Include things like; old, young, optimistic, internal/distance, detail orientated, iPhone
Fun
carrying, coffee sipping, ugg boot wearing, tribe/cult memberships, and anything you can
Connected
think of if you wanted to intimately understand this stakeholder type ! – have fun with it.
Cranky
ESL
Attention to detail
• What are their needs - if you were this type of persona, (brainstorm it with Socio Economic
colleagues or friends) what would your needs and desires be in that role. Regional/ Metro
Think about rational things and the more emotional/social aspects….. Device carrying
School leaving
CSU Brand loyal
• As an example, do a Media Diary of 1 day in your life (download the template) On Campus
• Keep all this for your digital marketing plan template. Off Campus
Lethargic

WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015

Your Digital  Marketing 
Plan Template
Andrew Mashman
[email protected]
• Understand 
internal and 
SWOT
Digital Marketing Plan external 
state of play

My  • A target market 
with known 
Customers characteristics

• What do we 
Digital  want to 
Goals achieve
• S.M.A.R.T

Budget determination • Big picture strategy 
Digital  statement that will 
Strategy guide & integrate 
tactics

Ongoing Performance  • A suite of tactical tools 
Evaluation & Tuning to implement and 
Digital Tools drive goal aligned 
consumer behaviours

WK1 Digital Marketing FOC CSU/ITM © Liberated Vision

2015
Your Digital Marketing Plan
1. Put SWOT together  ‐ this sets the scene – what's controllable (Internal – Strengths  & Weaknesses) and uncontrollable (External –
Opportunities & Threats), should also point to customer opportunities – un met needs, changing behaviour etc. that will provide the 
opportunity to justify this digital marketing plan.
2. Identified from the SWOT who is the target market we need to go after and will respond to our offer ? In‐depth knowledge of the customer is 
critical here. You need to know more than your competitors. Understanding their media habits and technological capability is key for Digital 
Marketing to be effective. Focuses Strategy
3. Goals and Objectives: what does the business need to achieve and what can consumers/clients contribute to that – buy, hit, post, develop, 
refer and more, this will drive strategy.
4. Digital Strategy: what’s the big plan ? Driven to move consumers, we need to know what is doable, what consumers are inspired by, where 
are the consumers in terms of awareness, interest desire or action with your product/service  what their media behaviour is, and the key 
goals of the organisation – move stock, $, hits, brand awareness etc. This will help understand the budget we need and how we will achieve 
our goals. Strategy guides and integrates tactics
5. Tactical / Digital tools: what is the portfolio of tools that will deliver on your objectives, which ones are usable and affordable/resourceable, 
what timing and integration
6. Budget: Zero base – clean sheet ‐ what will it cost to achieve these results
7. Evaluation: Comparing your SMART objectives with actual results and the results (live) of the tools you are using. Each tool should contribute 
to your target market goals, if not drop it.

WK1 Digital Marketing FOC CSU/ITM © Liberated Vision

2015
Strengths, Weaknesses, 
SWOT
Opportunities & Threats
(summary of the SA) list the key points
Strengths Weaknesses

Opportunities Threats

WK1 Digital Marketing FOC CSU/ITM © Liberated

Vision 2015
Driven from the SWOT  ‐ Critical Issues Identified
• 2 to 4 things central and critical to achievement of future goals 
coming out of the Situational analysis and SWOT, things that MUST be 
included in your digital marketing plan.
•1
•2
•3
•4

WK1 Digital Marketing FOC CSU/ITM © Liberated Vision

2015
Market Targets and Objectives My 
Customers

• The target market of this plan is ……. Specifically define who it is and 
who its not
• Include a rich customer profile

• With the Target Market we will achieve…….. Digital 
•1 Goals

•2
•3
• Use S.M.A.R.T Goals/Objectives (must be measureable)
WK1 Digital Marketing FOC CSU/ITM © Liberated Vision
2015
Digital Strategy Overview  Digital 
Strategy

• Based on the TM and organisational goals what can we do to, what is 
the project, how are we going about it.
• Digital Strategy drives and integrates tactical / digital tool usage 

WK1 Digital Marketing FOC CSU/ITM © Liberated Vision

2015
What Tools/Media, Timing & Measurement 
• Web, content, social media, paid, owned, earned and more. Digital Tools
• Screen / Platform
• Search SEO, SEM
• Apps
• Payment opportunity
• Email
• Channels and Media opportunity
• Timing
• Get the list of tools to meet your customers needs !
WK1 Digital Marketing FOC CSU/ITM © Liberated Vision
2015
Digital Marketing Implementation
Action/Tool Objective Target Timing Responsibility Detail /  Progress
Integration

WK1 Digital Marketing FOC CSU/ITM © Liberated

Vision 2015
Marketing your Digital Marketing plan
• Who are the stakeholders
• What information do your stakeholders want
• How do they want to get it
• How can you get their buy‐in
• Internal and external presentations, yammer, forums, blogs, 
roadshows, incentives, post‐it notes on the back of toilet 
doors.
• Use hardcopy, intranet, extranet, video, podcast and chalk art 
in the hallways !

WK1 Digital Marketing FOC CSU/ITM © Liberated Vision

2015
Budget – Zero Base Budget determination

• Best to explore all options rather than accept 10% of the off‐line 
budget !
• Develop a plan to achieve the goals and then cost it, make it palatable 
and get sign off.
• Digital allows live results and metrics, monitor your spend and move 
it quickly if its not giving you results
• Develop a project plan (maybe MS Project or Smartsheet) to monitor 
and report on progress with great reports.
• Match budget to your goals and tactics so there are no surprises.

WK1 Digital Marketing FOC CSU/ITM © Liberated Vision

2015
Evaluation for fun and feedback Ongoing Performance 
Evaluation & Tuning

• Always measure against your original SMART Goals.
• Know what you are measuring
• Know how to measure it
• Measure real time via dashboards or at time intervals that meet your 
needs
• Do more of the things that go well, cut the poor performers
• Use the feedback to build a strong case for your next cool plan.

WK1 Digital Marketing FOC CSU/ITM © Liberated Vision

2015
• Do the Media Diary (template supplied)
• Do a SWOT and Critical issues for your organisation (from Digital
Marketing template supplied)
• Have a browse through some of the articles on digital (supplied)
• Do a Google search on “#csuimc” for communication and digital issues
• Find some “digital groups” or Gurus on your favourite SM platforms and
follow/join
• Become more aware of Digital messages you are receiving and how you
are responding to them.
• Next Week – Customers, Strategy & Viral.

WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015

WK1 Digital Marketing FOC CSU/ITM © Liberated Vision 2015