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Creating an engaging Digital Strategy
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.
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Creating an engaging Digital Strategy
- 1. Creating an engaging DigitalStrategy 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:
- 2. 2 The SmartInsights.com Digital StrategyHub http://bit.ly/smarterstrategy
- 3. © crea8ivity.com 2008| 3Books & Guest Blog Posts
- 4. 4 Conferences, Webinars &Workshops
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- 6. 6 Vote: Do youhave a digital strategy?
- 7. 7 Vote: Do youhave a digital strategy?
- 8. 8 Developing Your Digital MarketingStrategy Marketing Strategy – the marketing plan Marketing Strategy - key components Marketing Strategy - 1 key component: engagement
- 9. 9 2013 CMO Summit KelloggSchool 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
- 10. 10 Marketing Plan SOSTAC® SituationAnalysis Objectives Strategy Tactics
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- 12. 12 SOSTAC® Marketing Plan SituationAnalysis Objectives Strategy Tactics Action Control + 3Ms
- 13. 13 SOSTAC® Marketing Plan SituationAnalysis - Customers - Social Media - Technology (dig mktg & auto marketing) - Competition (Hyper-Competition)
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- 16. 16 SOSTAC® Marketing Plan SituationAnalysis Accelerated Change - Customers - Social Media - Technology (automated marketing) - Competition (Hyper Competition) Sloppy Mktg & Inefficient Manual Mktg = Opportunity To Build Wall ~ Customers → Grow Lifetime Customers + ROI
- 17. 17 SOSTAC® Marketing Plan Objectives Visitors Leads Sales Engagement Net Promoter Score ROI
- 18. 18 Sir Clive Sinclair UK‟sNo.1 Techno Inventor created the world‟s 1st eCar - Sinclair C5 Why did the C5 Fail? SOSTAC® Marketing Plan Strategy
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- 21. 21 Strategy Drives Tactics Segmentation, Targeting& Positioning = Key Components of Strategy
- 22. 22 Repositioning Facebook Position FBas „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.'
- 23. 23 Repositioning Twitter as alive-TV companion a new TV Guide a new TV Rating mechanism
- 24. 24 RePositioning Intel From: ‘High qualitytechnology products’ To: ‘Leader in technology breakthroughs’ Targeting Generation Y & associating with innovation in music, art & lifestyle.
- 25. 25 Strategy Drives Tacticse.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 MarketingStrategy Marketing Plan - where strategy fits Marketing Strategy - key components A Marketing Strategy - engagement
- 27. 27 STP Key Components ofStrategy What are the other Key Components of Digital Marketing Strategy?
- 28. 28 Vote Do youknow your ideal customer profile?
- 29. 29 Marketing Strategy – KeyComponents Segmentation Targeting Objectives Positioning Sequence Integration Tools Engagement
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- 31. 31 Integration Systems: CRM, CMS,Web Analytics & Sales Data: Recognise customer - different platforms Recognise behavioural / data patterns Drive deeper insights Add scores & rankings to profiles Use Progressive Profiling Layer additional (3rd party) profile data Highlight Influencers Automate Relevant & Personal Responses
- 32. 32 Developing Your Digital MarketingStrategy Marketing Plan - where strategy fits Marketing Strategy - key components Marketing Strategy – 1 component: engagement
- 33. 33 The Ladder Of Engagement BoostsLoyalty Boosts Engagement Boosts Awareness/Reach
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- 35. 35 Vote: Which ofthese 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)
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- 41. National Library OfIreland Facebook UGC – putting old photos in the place now
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- 56. Get Some GreatStories &/or Join Us GreatSportsmanship GreatSportsmanship.org Great Sportsmanship Channel
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- 58. 58 Developing Your Digital MarketingStrategy 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 MarketingStrategy Marketing Plan- where strategy fits - SOSTAC ® Marketing Strategy - key components: STOP SITE Marketing Strategy - 1 component: The Ladder Of Engagement
- 60. 60 “It is theone 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 MarketingStrategy Continue the conversation & get some cutting edge (occasionally funny) marketing observations... PRSmithMarketing PR_Smith PRSmith1000
Editor's Notes
- #8 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
- #22 STP – Ohmae – no point rowing harder
- #25 Gen X after baby boomers – so 70s – ishGen Y after X – so 80’s – 2000 (millenials)
- #26 Muireann Bolger, M. (2011) Profile: Gail Hanlon, Expect the unexpected, The Marketer, Sep/Oct
- #30 Long v shortEasy v not easy to change
- #58 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