Dl part-2

Week 3: Digital Marketing Strategy Development

Reading: Chapter 4

This Photo by Unknown Author is licensed under CC BY-SA-NC

Today's Topics:

What is a digital marketing strategy?

Why are a digital marketing strategy and digital transformation needed?

How to structure a digital marketing strategy

Online Value Proposition

Customer Journeys

Campaign Objectives

RACE

The context of a digital marketing strategy

Digital strategic initiatives Suggest types of digital marketing strategic initiatives:

• New customer proposition • New Business • Customer acquisition • Customer conversion • Customer development • Social media and content

marketing

Customer acquisition Content and inbound marketing by Hubspot

Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them. While outbound marketing interrupts your audience with content they don’t always want, inbound marketing forms connections they are looking for and solves problems they already have.

JD Wetherspoons: Reducing barriers driving sales

What can go wrong?

Underestimated demand for online services

Intense competition

Insufficient resources and capabilities

Lack of control

Lack of senior management support

Many online businesses fail to succeed because they never set the right kinds of goals. Without goals, they may not have a clear direction for their activities and may never do the right things to help turn a profit.

How to structure digital marketing

strategy

Situation Analysis – capability

review

EDS Electronic Data Systems Cat Herder commercial by Fallon

Online Value Proposition?

• Online Value Propositions give focus to your customers and act as a trigger for why they should buy

• Use elements of the marketing and communication mix to add value for your target audience

What’s your value proposition? Low total cost, operational excellence

What’s your value proposition?

Superior Products, expertise, innovation

What’s your value proposition?

Customer focus, tailored to customers’ needs

“Outstanding care, guidance and support”

" To secure the best future for Council housing tenants and services in Derby."

CHOOSE YOUR BRAND NAME

If you have not already chosen a brand name go to

https://www.oberlo.com/tools/bu siness-name-generator

Video Ads and DM objectives

Getting to know your customers from a digital perspective

The knowledge: • Customer

connectivity • Channel use • Digital media

consumption • Digital

engagement • Logistics of buyer

behaviour

The Opportunities: • Behavioural

targeting • Creative content

marketing

Digital Research and Customer Insights

• Identify Unique visitors • Individual visitors to a

site measured through cookies or IP addresses on an individual computer.

• Search Tools • Freemium Tools for

visitor comparison • Paid for tools

Map your customer journey: Find the MoT

Campaign planning:

setting objectives

When you create a DM strategy Start with your goals

Specific Raise awareness Using social media - FB

Measurable 200 new followers By week 2

Achievable Is this possible? Could it be

more ambitious?

Relevant Is Soc.

Media used by TA?

Will FB help raise

awareness?

Time- bound

Start campaign 01/03/21

Achieve goal by 01/05/21

Defining goals and KPIs success factors

We think it helps to simplify growth targets into visitor volume, quality and value.

For a pureplay online business, your focus on objectives has to be to set realistic targets to grow the business. But grow what?

Examples of objectives are: 1. Volume - your objective for the size of audience you will reach on your site measured through unique visitors or visits. With a new or startup business you want to grow your brand so you should have a KPI of brand mentions and searches. 2. Quality. objectives for achieving interaction and conversion with site visitors. Conversion rates to your add-to-basket and checkout to sale are all important here. 3. Value. This is the £, € and $ overall and profit. Look at both short-term and long-term value. You should set objectives for growing average order value. You should also at longer-term objectives of repeat customer order value based on repeat customer conversion rate as a KPI. With a new business it's particularly important to break this down into second order conversion over a time period.

CONVERT ENGAGEACTREACH

Digital marketing is complex, so frameworks are useful to plan, manage and optimize

Figure 1.3 The RACE omnichannel marketing planning framework summarising aims, activities and measures

STRANGERS VISITORS

PROSPECTS OF

LEADS

CUSTOMERS REPEAT

CUSTOMERS

Research Teaching

Engagement Impact

Fiona Ellis-Chadwick

Presenter Fiona Ellis-Chadwick

Researcher and producer Fiona Ellis-Chadwick

For further information email [email protected]