A keynote presented by Celina at DigiMarcon, Sydney. Hasty to adopt a digital approach, many organisations overlook the need to develop a digital strategy. The result of this can be digital chaos rather than digital transformation. Did you know fifty percent of marketers surveyed admit that they have active digital marketing programs, but no defined digital strategy? Understandable given that developing strategy is hard work. And it’s harder today than it has ever been due to the exponential rate of change ... Using a digital framework helps you define a comprehensive digital plan to make the case for more investment in digital and change your approach to managing digital marketing. A digital framework facilitates the move to a more integrated approach as part of your long-term marketing strategy. To download your Digital Strategy Toolkit - go to www.maxemus.com.au/strategy-toolkit

1. Conquer Digital Chaos
With Strategy
maxemus.com.au

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Why do you need
a framework?
DIGITAL MARKETING IS
CHAOTIC
FRAGMENTED
DISRUPTIVE

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DOES YOUR ORGANISATION HAVE A
DEFINED DIGITAL STRATEGY?
Dr Dave Chaffey
www.smartinsights.com

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Targeting and
Segmentation
KEY STRATEGY COMPONENTS
Targeting and
Segmentation
Positioning Proposition and the
marketing mix
Content Strategy
Digital channel
acquisition
communications
strategy
Conversion strategy
Nurture
communications
Martech and data
strategy
Integration strategy
Social media
marketing strategy
Governance strategy
Brand Strategy

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A PLANNING FRAMEWORK
OPTIMISEMANAGEPLAN
• Review 90 day plans and
dashboards
• Optimise using channel
best practices and
analytics
• Review digital TOWS
> Key issues summary
• Define vision for digital
brand value
• Prioritised strategy
roadmap
• Digital contribution review
using Analytics
• Digital capability review
across RACE
• Set SMART objectives,
KPIs, create dashboards

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RACE
A digital marketing
FRAMEWORK
Dr Dave Chaffey
www.smartinsights.com

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RACE PLANNING FRAMEWORK
Dr Dave Chaffey
www.smartinsights.com

8. MAXEMUS.COM.AUDr Dave Chaffey
www.smartinsights.com
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DIGITAL CAMPAIGN CAPABILITY

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What Does Success Look Like?
Define different levels of measures for managing digital marketing
activities for a common understanding within an organisation

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Integrate for Better Buy-In

11. Measurement
Framework

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Who is your target audience?
What spaces/media channels do they keep their eyes on?
Will this affect the format your content takes shape of?
What things are they thinking and talking about?
What are their pain-points? [Insights]

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STRATEGIC
SEGMENTATION
–Define core audiences
• Most profitable customers
• Customers that are difficult to reach using
other media
• Loyal customers
• Customers that are not brand-loyal
• Larger companies (B2B)
• Smaller companies (B2B)
• Specific members of the buying unit (B2B).
–Define opportunities to reach new
markets

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OWNED MEDIA
TARGETING OPTIONS
–Company website
–Social presence
–Email marketing

15. Email Targeting
Example
EBAY UK
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Keyword
Personas
Gender, Geography
Consumer/Business
Transaction Value Segmentation
Propensity Models
Tech Kids Fashion
Cars &
Parts
Last
Purchase
Last
Category
Keyword
Keyword
Personas

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PAID MEDIA TARGETING
Search
marketing
Display
advertising
Affiliates and
partnerships
• Content to address pain
points
• Keywords
• Key phrases
• Audience (in-market,
interest-based or affinity)
• Placements
• Retargeting
• Verticals
• Businesses with
complimentary services /
products

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IS YOUR ‘ALWAYS-ON’ LIFECYCLE
MARKETING EFFECTIVE?
Dr Dave Chaffey
www.smartinsights.com

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CUSTOMER LIFECYCLE
TOUCHPOINT REVIEW
Dr Dave Chaffey
www.smartinsights.com

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Appropriate strategy timeline?
–Ever-changing digital world = planning paradox
–Depends on your organisation and its current position in the organisational life cycle
–We recommend the digital strategy should be refreshed at least every three years
• The supporting investment plan needs annual review
• Take into account changing organisational resources and priorities
–So what are you waiting for?
• There is no governance control more important than a digital strategy – it will
guide your organisation’s investment decisions, provides context for business
cases and provide the organisation with confidence in its digital future
Good luck!

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Key Takeaways
–Use a strategic framework to ORGANISE and OPTIMISE
your digital activities
–REVIEW your strategy regularly
–FOCUS - don’t spread your team too thin!
–OUTSOURCE digital strategy if requirements are beyond
internal capabilities

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22. MEASURABLE SUCCESS.
SUSTAINABLE RESULTS.
maxemus.com.au