Can be used as a straightforward Playbook/ Guide, for any Product or Service to build their Digital Marketing Strategy.

1. Digital Marketing Strategy
Truths & Fairy Tales
cc: Freydís - https://www.flickr.com/photos/22329928@N08
George Tsiakas
Digital Marketing Leader
June 2019 Email: gtsiakas1@gmail.com

2. Agenda
• Communication Types
• Online Media Types
• The Heart of all Digital Strategy
• Metrics Framework
• KPIs & Benchmarking
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3. Digital Communication?
What is
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4. Creating & Distributing
Messages across different
Online Media
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5. Creating Messages?
of what Kind?
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6. 3 Types
of Messaging Online
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7. Messaging Through:
• Image
• Video
• Text (Text can also
complement the above)
cc: immaterial.labour - https://www.flickr.com/photos/81366563@N00

8. Where do we Put them?
Ok we have Produced the Creatives
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9. Online Media?
What do you mean?
cc: Jason A. Howie - https://www.flickr.com/photos/40493340@N00

10. 3 Categories
of Online Media
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12. Owned Media
• A Channel the Brand Controls
• It is Owned by the Company
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13. Owned Media
• Websites
• Facebook Fan Pages
• Youtube Channels
• Mobile Applications
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14. Paid Media
• Advertising Messages served
through Paid Channels
(through Publishers)
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15. Paid Media
• Paid Search
• Paid Social
• Display
• Partnerships/ Reservations
cc: JD Hancock - https://www.flickr.com/photos/83346641@N00

16. Earned Media
• User Sharing
• User Generated Content
(UGC)
• User Word of Mouth (WOM)
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17. Earned Media
• User Shares, Comments,
Reviews, Articles, Blog Posts,
Social Media posts
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18. LETS STRATEGIZE!
NOW WE KNOW WHERE & HOW TO PLAY SO,
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19. DIGITAL STRATEGY
THE HEART OF ALL
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20. NOPE. ITS PLAIN AND SIMPLE
IS IT ROCKET SCIENCE?
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21. Sources:
https://www.smartinsights.com/traffic-building-strategy/offer-and-message-development/aida-model/
https://en.wikipedia.org/wiki/AIDA_(marketing)
• The AIDA model is one
of the longest serving
models used in
advertising
• Developed in the late
nineteenth century.
• Aims to describe the
stages that occur from
the time when a
consumer first
becomes aware of a
product or brand,
through to the point of
action or purchase.

22. Sources:
https://www.smartinsights.com/traffic-building-
strategy/offer-and-message-development/aida-model/
https://en.wikipedia.org/wiki/AIDA_(marketing)
• Awareness: The customer
becomes aware of a category,
product or brand (usually
through advertising)
• Interest: The customer
becomes interested by
learning about brand benefits
& how the brand fits with
lifestyle
• Desire: The consumer
develops a favorable
disposition towards the
brand
• Action: The consumer forms
a purchase intention, shops
around, engages in trial or
makes a purchase

23. DIFFERENT NAMES OVER TIME
AIDA MODEL GAINED MANY
The Principles stay the same

24. Awareness/ Acquisition
Engagement
Conversion
Retention
Create visibility of our
content/ messaging to
the Right Target
Audience
Create, Optimize & distribute
content/ messaging to
engage our audience where
possible
Use consumer data signals to
drive traffic to e-retailer
product pages
Retain the Users for Future
Communications

25. TIME TO BUILD A METRICS FRAMEWORK
RIGHT, YOU NOW HAVE THE FUNNEL
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26. Question Funnel Stage Metrics
Do people know the product/ service? Awareness Video Views
Facebook Reach
Mobile Application DAU & MAU
Did people care about it? Engagement Video Average Watchtime (minutes)
Time in App
Time on Website
Were people influenced by it? Conversion ROAS (Return on Advertising Spend)
CPC (on Facebook)
CTR (on Conversion Media)
What is those people Value over time? Retention Customer Retention Rate
Customer Lifetime Value
Metrics Framework Example: 11 Metrics that Matter

27. WHAT DO YOU NEED TO DO?
RIGHT, YOU NOW HAVE THE METRICS THAT MATTER
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28. SET UP KPIs/ TARGETS
THROUGH BENCHMARKING
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29. HOLD ON!
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30. FAIRY TALES HERE...
...I HAVE HEARD THERE ARE
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31. THE PROBLEM
AN EXAMPLE ON DIGITAL MEDIA…
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32. BENCHMARKS & KPIs?
HOW DO WE DEFINE
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33. WE CAN'T
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34. THE RESULT?
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35. IN APPROXIMATION
WE ARE CURRENTLY PLANNING & EXECUTING
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36. WHY WE CAN'T?
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37. TV vs DIGITAL
"BENCHMARKING"
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38. TV (Vast Majority Across the Globe)
• Media Scene: PRECISE
• Share of Spending (SOS): PRECISE
• Share of Voice (SOV): PRECISE
• Main Metric: GRP's PRECISE
• Markets Activity: TRACKED,
RECORDED
cc: Iman Mosaad - https://www.flickr.com/photos/42030962@N07

39. DIGITAL MEDIA (Across the Globe)
• Media Scene: IMPRECISE
• Share of Spending (SOS): N/A
• Share of Voice (SOV): N/A
• Main Metrics: A Gazilion of them
Depending on the Case - All Precise but
Needs Human Intervention to make
direct comparisons
• Markets Activity: NOT TRACKED, NOT
RECORDED
cc: Iman Mosaad - https://www.flickr.com/photos/42030962@N07

40. NOT TRACKED, NOT RECORDED?
WHAT??? MARKETS ACTIVITY
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41. WHAT DOES THIS MEAN?
cc: That Dude Eddie - https://www.flickr.com/photos/90710705@N08

42. AGAINST THE INDUSTRY (SOS) & COMPETITORS (SOV)?
CAN WE "POSITION" OURSELVES ON MEDIA
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43. TV: WE CAN, DIGITAL: WE CANNOT
VERY SIMPLE:
cc: Gabriel 'Briel' Rocha - https://www.flickr.com/photos/25398881@N04

44. WORK IN SILOS
...BECAUSE DIGITAL MEDIA ACROSS THE GLOBE
cc: Daniel Kulinski - https://www.flickr.com/photos/7729940@N06

45. FLYING BLIND
SO, ON DIGITAL MEDIA WE ARE SORT OF
cc: Sprengben [why not get a friend] - https://www.flickr.com/photos/37010090@N04

46. CAN EFFICIENTLY BENCHMARK & BUILD HIGHLY EFFICIENT KPIs
& there is NO ONE that
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47. BENCHMARKING IS A FAIRY TALE
WE CAN ONLY MAKE APPROXIMATIONS
cc: chiaralily - https://www.flickr.com/photos/26870279@N04

48. OK, BUT WHAT CAN WE DO?
cc: Stefan Baudy - https://www.flickr.com/photos/92454606@N00

49. OUR PERFORMANCE
We can IMPROVE
cc: kevin dooley - https://www.flickr.com/photos/12836528@N00

50. OUR DIGITAL MEDIA PERFORMANCE
BY TRACKING & RECORDING
cc: StockMonkeys.com - https://www.flickr.com/photos/86530412@N02

51. BY BENCHMARKING
AGAINST OURSELVES OVER TIME
cc: Daniel Kulinski - https://www.flickr.com/photos/7729940@N06

52. DRIVE ON-GOING EFFECTIVENESS & EFFICIENCY
WITH THE GOAL TO
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53. WE WILL USE DATA...
...WHEN WE FINALLY MANAGE TO BENCHMARK LIKE THAT
cc: Dave Dugdale - https://www.flickr.com/photos/37387065@N05

54. TRUTH
AS THE SINGLE SOURCE OF
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55. TO BENEFIT
cc: luc legay - https://www.flickr.com/photos/49503019876@N01

56. TOP LINE BENEFITS
• Measure, Compare & Optimize across
Markets/ Brands
• Run future attribution analysis against
other data sets (eg Sales figures)
• Make quick Global, Regional & Local
decisions
• Improve Campaign Efficiencies (eg Cost,
Targeting)
cc: Thomas Hawk - https://www.flickr.com/photos/51035555243@N01

57. FROM DATA TO WISDOM
TO ULTIMATELY ARRIVE
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58. ...WHILST WISDOM ALWAYS
COMES FROM THE TRUTH
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59. AND THE TRUTH IS
• Marketing your messages Digitally is
simple: 3 Types of Messages can go to 3
Types of Online Media
• The Funnel is the Heart of all Digital
Strategy
• Strategy has to be built on KPIs/ Targets
with a set of Metrics that matter per
Funnel Stage
cc: Thomas Hawk - https://www.flickr.com/photos/51035555243@N01

60. FAIRY TALES NOW?
SO WHERE ARE THE
cc: Trey Ratcliff - https://www.flickr.com/photos/95572727@N00

61. GONE?cc: Kenny Luo - https://unsplash.com/@kennyluoping?utm_source=haikudeck&utm_medium=referral&utm_campaign=api-credit