Panagiotis Leontios

Posts Tagged ‘digital marketing’

Digital and Social Media Marketing – The importance of ongoing monitoring (part VI)

In Business, IT on 05/05/2016 at 11:16 am

ongoing monitoring#1 | Introduction

In this last chapter we are going to talk about the importance of monitoring and learning from your engagements. It is not surprising and it still does happen that businesses will go out to social media networks, spend a lot of money and at the end of the process have no idea whether they have been successful, or seen any benefit or actually any return on their investment. Campaigns do not work in isolation. Campaigns do need to be a part of a plan and that plan should necessitate that you learn from and reflect upon what information you can take from your buyer persona in relation to your content. All of your social media networks of significance provide feedback; provide data that can be used to improve, to modify and to change direction if necessary for a campaign. They can also be used to compare with others and they can also be used to understand what the buyer persona is responding to. All of this means that it is worth time and effort to analyze the data that is available to you possibly right now. There is a lot of data out there and ultimately it is the understanding of what social networks provide to you and being able to understand from the social networks what you need to do next.

The biggest focus of social media marketing is that we promote our solution online and we reach out consumer online. That is why this strategy is very important for us because we can analyze social marketing campaigns which we can order and assign to our team members and then we can analyze the effectiveness, the return on investment even with the smallest budget to reach the targeted people that we want and it is important to use those channels which work best.

A weekly meeting in the office is a good practice to make sure that you are reviewing activity quite regularly, it is important to review things quite a lot. In a new campaign that goes live you should tend to log in to new statistics every day but you can see a more full effect especially on overall traffic levels or organic search levels on a more longer term basis so you can have key statistics that you can pull from your online tools across the business on weekly basis and have that catch up in your marketing meeting which allows you to make decisions on whether you continue to invest in certain areas or invest in something new, and try something else because something is dropping off. I would say weekly is a good standpoint to have from a monitoring and evaluating point of view.

Monitoring is definitely an ongoing process. We could be having monthly reports for this process. First of all you could be asking from different departments responding from social media, reporting from websites, reporting from the campaign, from the planners’ part that is, and you could also have one project manager analyzing data and trying to find results from different platforms. One negative of digital advertising platforms is that they are not a lot of synergies between them. There are huge competitors like Facebook and Google so they are not allowing third parties to connect figures. What you have to do is take the results of different platforms and try to translate them in one report coming from you so that there is no golden rule or platform taking all in one and this is the worst thing online. When it is a PPC campaign you should do it every day, for SEO on a weekly basis and for content it is every hour because you have to see how competitors and funs are responding, and especially if you are using social media for customer service, you have to be there.

See the rest of the article, including the following contents:

#2 | Understanding of social capital

#3 | Accessing data in Google Analytics

#4 | Accessing data from Facebook

#5 | Accessing Data from Twitter

#6 | Using spreadsheets to analyze and populate reports

#7 | Learning from digital results

#8 | PPC reports


Digital and Social Media Marketing – Buyer Persona Development (part III)

In Business on 27/01/2016 at 11:06 am

6a0133f3a4072c970b01b7c7b1a954970b-550wi#1 | Introduction

Before we start creating content for digital images, video, text, sound – we have to think who this content is targeted at – and this is where we have a concept of something that’s called a “buyer persona.”

A Buyer Persona (BP) is a fictional individual who is developed by an organization based on the organization’s researched profile of its typical customer. Not necessarily transacting but certainly “buying into your content”.

Persona Name
• Personal Details
o Background
o Job/Hobby details (B2C) or key job responsibilities (B2B)
o Role in purchase process, how are decisions made
• Communication mix
o Main sources of information (where personas do their research)
o Preferred content medium (how do they like to absorb content)
o Marketing message (messaging speaking directly to this persona)
• Goals and main points
o Goals
o Challenges/pain points, emotions accompanying those challenges (e.g. issues facing during day-today business that you product and services are helping to solve)
• Personal attributes
o Quotes (bring personas to life with actual quotes gathered during interviews)
o Objections (anticipate any objections from BP during purchase process and when on web site, what sections are they interested in)

Read on the rest of the article, covering areas such as:

#2 | The importance of understanding who the target audience is and how search and social help to develop this understanding

#3 | Planning integration of search and social media

#4 | Keyword research for Buyer Persona

#5 | Social media channels for Buyer Persona

#6 | Develop keyword plan for a campaign

#7 | PPC keyword vs organic keyword plan

#8 | Develop social media editorial calendar

Digital and Social Media Marketing Introduced (part I)

In Business, IT on 10/12/2015 at 11:38 am

strategy#1 | Digital Marketing is a Strategic Decision


Strategy is basically an organization’s sense of purpose (as stated precisely by its mission). Its three elements are:

  • Analysis: where are we now?
  • Development: where do we want to be?
  • Implementation: how to get there?

Strategic Planning is an organization’s process of defining its long-term direction and the plan for prioritizing its resources in order to implement a strategy.

Digital Marketing (DM) is:

  • Α strategic decision increasingly adopted by many organizations for the engagement of their audiences; this holds regardless size or type of organizations.
  • About using digital media in order to understand the audiences and what they need.
  • Core and key in tracking branding, accountability of investment and ROI.
  • To be expected to produce tangible results after one year of investing into it which is considered to be a reasonable period of time for such an investment.

In the full article you can see the rest four (4) points related to Digital and Social Media Marketing:

#2 | SWOT analysis and SMART objectives serve DM Strategic Planning

#3 | Identifying our Position within Digital Business Ecosystem

#4 | Consumer’s Journey to On Line Purchase

#5 | Digitizing Old Terms


%d bloggers like this: