UKBasecamp is an acceleration & business development program for internationalizing technology companies https://www.ukbasecamp.com/

5. Digital Marketing Strategy Development &
Implementation Steps
Situation
Review
Strategic Goal
Setting
Strategy
Formulation
Strategy
Implementation
Tracking &
Optimization

6. PILOT Method for Strategy Implementation
(P)re-Launch
• Product/Service
Validation
• Product/Service
Business Model
Creation
• Product/Service
Marketing
Strategy Creation
(I)nitial Setup
• Agile
Methodology
Setup
• Required Tools
Setup
• End-to-end
Tracking System
Setup
(L)aunch
• Kick-Off / Early
Traction
• Test in Owned-
Earned-Paid
Channels
• Detect What’s
Working
(O)ptimize
• Lean
Marketing/Produ
ct Management
Approach
• Continuous ROI
Based
Optimization
(T)ake-Off
• Omni-Channel
Optimization
• Acquisition/Enga
gement
Automation
• Retention

7. Key Topics in Strategy Implementation
Channels
•OWNED MEDIA
•Web-app-social
media accounts-
own content
•PAID MEDIA
•Pay per click-
impression-action
•EARNED MEDIA
•WOM-Viral
Segmentation
& Targetting
•Geographic
•Demographic
•Behavioral
•Psychographic
Goals
•Awareness
•Trial
•Cross/Up Sale
•Loyalty
Differentiation
•Value Proposition

9. Planning & Implementation
Website
Engagement
App
Engagement
SEO
Content
Creation
Social Media
Management
E-mail
Marketing
Owned Media Analysis
Web-Site Mobile App Current Content Database
Social Media
Accounts
Owned Media Solutions

11. SEM
Display
• Blogs
• Networks
• Affiliate
• Re-marketing
Social Media Ads
• Linkedin
• Twitter
• Facebook
Video
Mobile Marketing
• Display
• Search
• Video
Paid Media Solutions

12. Optimization
A-B Testing ROI Based Continuous Optimization
Performance Analysis
Landing Page, Banner, CTA, Wording Analysis Cost - ROI
End-to-End Tracking Set-Up
Tracking Setup to Entire Sales funnel
Determining Channels
According to Goals – Target Market (Linkedin, AdWords, Blogs, Video, etc)
Paid Media Process

14. Monitoring & Optimizing
Seeding Through partnerships & Influencers
Content Distribution via Owned & Paid Media
Content/Event Creation
Earned Media Strategy
Earned Media Solutions/Process