The document discusses developing an effective digital marketing strategy. It begins by explaining the importance of having a strategy and outlines the SOSTAC marketing plan framework. It then discusses key components of a digital marketing strategy, including segmentation, targeting, objectives, positioning, integration of systems and data, and engagement. A major part of the strategy is determining where a brand fits on the "ladder of engagement" from awareness to collaborative co-creation with customers. The document stresses the importance of a strategic approach to digital marketing and customer engagement.
Tech Startup Growth Hacking 101 - Basics on Growth Marketing
Creating an engaging Digital Strategy
1. Creating an engaging
Digital Strategy
PR Smith
PR Smith Marketing
‘There’s no point rowing harder, if you’re rowing in the wrong direction’
Kenichi Ohmae
Paul will explain how to create a digital strategy based on different
approaches for audience engagement.
Digital Marketing Priorities 2013
Brought to you by:
8. 8
Developing Your
Digital Marketing Strategy
Marketing Strategy – the marketing plan
Marketing Strategy - key components
Marketing Strategy - 1 key component:
engagement
9. 9
2013 CMO Summit
Kellogg School of Management
Jan 2013
„The game had changed
forever‟
The most sought after
marketers today are those
that can manage
• Digital Marketing
• Big Data
Forbes 15/1/13
22. 22
Repositioning Facebook
Position FB as „The Internet‟
Key to Facebook‟s strategy is … ………..
no matter where users start on the ladder
of mobile technology,
(from the most basic device to the newest smartphone),
„Facebook (which starts free) becomes better and
more fun to use as they upgrade.'
24. 24
RePositioning Intel
From:
‘High quality technology products’
To:
‘Leader in technology breakthroughs’
Targeting Generation Y
& associating with innovation in
music, art & lifestyle.
25. 25
Strategy Drives Tactics e.g. Intel
Print display, Google search, TV advertising, social media
channels, public relations, outdoor 3D projections;
training programmes for store assistants and re-sellers,
online community forum called IT Galaxy:
- B2B game IT Manager III: Unseen Forces
Partnered with edgy magazine ‘Vice’ to launch
The Creators Project + The Museum Of Me
Appointed Will.i.am, Black Eyed Peas, as director of creative
innovation
26. 26
Developing Your
Digital Marketing Strategy
Marketing Plan - where strategy fits
Marketing Strategy - key components
A Marketing Strategy - engagement
27. 27
STP
Key Components of Strategy
What are the other
Key Components
of
Digital Marketing Strategy?
35. 35
Vote: Which of these forms
of online customer engagement
are most important to you?
(a) Ratings
(b) Reviews
(c) Discussions
(d) Generating Ideas
(e) Suggesting Improvements/Complaining
(f) Creating Social Ads
(g) Creating Product (Collaborative)
58. 58
Developing Your
Digital Marketing Strategy
Marketing Plan - where strategy fits
Marketing Strategy - key components
Marketing Strategy – 1 key component:
The Ladder Of Engagement:
decide strategically what level/s
you want to engage
59. 59
Developing Your
Digital Marketing Strategy
Marketing Plan- where strategy fits - SOSTAC ®
Marketing Strategy - key components: STOP SITE
Marketing Strategy - 1 component:
The Ladder Of Engagement
60. 60
“It is the one
that is
the most
adaptable
to change.”
“It is not
the strongest
of the species
that survives,
nor the most
intelligent
that
survives.”
61. 61
Develop Your
Digital Marketing Strategy
Continue the conversation
& get some cutting edge
(occasionally funny)
marketing observations...
PRSmithMarketing
PR_Smith
PRSmith1000
Hinweis der Redaktion
Does your organisation have defined digital marketing strategy?Yes - it’s integrated into our marketing strategy Yes – it’s in a separate documentNo – we are doing digital marketing, but no strategy
STP – Ohmae – no point rowing harder
Gen X after baby boomers – so 70s – ishGen Y after X – so 80’s – 2000 (millenials)
Muireann Bolger, M. (2011) Profile: Gail Hanlon, Expect the unexpected, The Marketer, Sep/Oct
Long v shortEasy v not easy to change
Customers who engage with companies via social media channels (1) spend more 0-40% (2) deeper emotional commitment +33% Net Promoter Score Social Media ROI . Bain found that that customers who engage with companies via social media channels spend 20% to 40% more money with those companies than other customers. They also demonstrate a deeper emotional commitment to the companies, granting them an average 33 points higher Net Promoter® score (NPS®), a common measure of customer loyaltyhttp://www.bain.com/publications/articles/putting-social-media-to-work.aspx Bain 2011 Putting social media to work