11. What is Strategy?
“A strategy is a plan of action designed to
achieve a specific goal”
12. What is Digital Strategy?
“In the fields of strategic management,
marketing strategy and business strategy, digital
strategy is the process of specifying an
organization's vision, goals, opportunities and
initiatives in order to maximize the business
benefits of digital marketing to the organization.”
13. “Strategy comes from identifying one or two
critical issues in the situation – the pivotal
points that can multiply the effectiveness of
effort – and then focusing and concentrating
action and resources on them”
2011 Financial Times
and Goldman Sachs
Business Book of the
Year
What is Strategy?
16. What’s Not Strategy?
“We shall increase our
sales by 20%
We will increase our
page impressions by
10,000 per month”
Operational
Effectiveness
!
“We shall use social
media to better
service our clients”
21. Available Resources
Know Yourself Know Your Customer
TheMarketplace
1
Vision,
Desires &
Diagnosis
2
Invention
Innovation
&
Entrepreneurship
3
Market
Move
Options
1
Tasks/
Functions
2
Perceived
Difference
and its Value
3
Emotional
Response
& Loyalty
1
Market Size
& Density
(Direct &
Indirect)
2
Fighting
Weight
(if they are to
be displaced)
3
White
space
1
Time
2
Talents
3
Cash
Micro Analysis
24. Exclusive
Niche
or limited Audience Mass MarketMainstream
Warm
(Comforted)
Mild
(Informed)
Cold
(Rational)
Customer
Volume
How Customer Perceives
Your Business
6
5 7
31
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
High 5 Over Here
Industry Leader
SmoothOmnipresence
Members
Shout LoudlyHand Shake
Hot
(Passionate)
Macro Analysis
25. Exclusive
Niche
or limited Audience Mass MarketMainstream
Warm
(Comforted)
Mild
(Informed)
Cold
(Rational)
Customer
Volume
How Customer Perceives
Your Business
6
5 7
31
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
High 5 Over Here
Industry Leader
SmoothOmnipresence
Members
Shout LoudlyHand Shake
Hot
(Passionate)
Macro Analysis
26. Exclusive
Niche
or limited Audience Mass MarketMainstream
Warm
(Comforted)
Mild
(Informed)
Cold
(Rational)
Customer
Volume
How Customer Perceives
Your Business
6
5 7
31
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
High 5 Over Here
Industry Leader
SmoothOmnipresence
Members
Shout LoudlyHand Shake
Hot
(Passionate)
Macro Analysis
Cash
Innovation
32. Critical Issue
Booking.com vs Own Site
Search Engine Optimisation
Pay Per Click Advertising
Display Advertising
Facebook
Email Marketing
Third Party Sites
(e.g. booking.com)Own Booking Engine
Pintrest
TwitterLinkedIn
Website Design
38. Exclusive
Niche
or limited Audience Mass MarketMainstream
Warm
(Comforted)
Mild
(Informed)
Cold
(Rational)
Customer
Volume
How Customer Perceives
Your Business
6
5 7
31
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
High 5 Over Here
Industry Leader
SmoothOmnipresence
Members
Shout LoudlyHand Shake
Hot
(Passionate)
Macro Analysis
Cash
Innovation
39. Exclusive
Niche
or limited Audience Mass MarketMainstream
Warm
(Comforted)
Mild
(Informed)
Cold
(Rational)
Customer
Volume
How Customer Perceives
Your Business
6
5 7
31
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
High 5 Over Here
Industry Leader
SmoothOmnipresence
Members
Shout LoudlyHand Shake
Hot
(Passionate)
Macro Analysis
Cash
