Digital Marketing Presentation, City University London - Liesure

1. Digital Detox
Digital Marketing Strategic Plan
Clarissa Nascimento
Komal Shah
Viola Dabrowska
Zaheer Jaffri

2. Index
• What is Digital Detox?
• Why Digital Detox?
• The Industry
• Digital Detox – About Us
• What We Do
• Our Philosophy
• The Importance of Digital Marketing
• Social Media
• Mobile Marketing
• SEO
• Content Strategy
• DM Strategy
• Process of Digital Marketing
• Adoption & Proposal
• E-CRM
• SWOT Analysis
• Affiliates
• Corporate Partners

3. What is Digital Detox?
3

4. Why Digital Detox?
4
Sometimes the constant flood of information and the “always on” mentality can become
overwhelming.
With the rapid new developments in smartphone, notebook and tablet technologies, people have the
ability to continuously send and receive information at the touch of a button or swipe of a finger.
As a result, the trend of vacations from digital technology has emerged.

5. The Industry
5
A small but growing number of travel companies are beginning to offer what they are calling
technology- or digital-detox programmes, designed to give travelers a break from their devices
and from 24/7 online connectivity.
Customers' average age varies from 18 years old and up. They come from all over the
world. The product attracts people from the tech, finance, fashion and
entertainment industry.
Travelers voluntarily signing up for tech detox programmes span a variety of demographics:

6. Digital Detox is an organisation dedicated to creating balance in
the digital age. We produce device-free events, lead workshops,
host retreats and summer camps, run corporate trainings and
seminars and bridge the gap between disconnecting and
connecting.
Our Goal - To inspire, empower and teach others how to create
more balance in their life.
How? Through cultural events, interactive education, science-
based unique programming and curriculum, device-free retreats
and camps, corporate workshops and seminars, community
building, and outdoor adventure.
Digital Detox – About Us

7. What We Do
Whether on the yoga mat or dining room table, in an office or while hiking through the
woods, we create experiences that transform lives.
 Host Digital Detox Retreats
 Organize Device-Free Drinks, Community Gatherings and Phone-Free Parties
 Create Analogue Zones at Festivals and Conferences
 Lead Corporate Workshops for tech companies and teams
 Run Camp Grounded – Summer Camp For Adults
 We provide individuals and teams the opportunity to put aside their digital arm, gain
perspective, and re-emerge with new found inspiration and balance.
Don’t get us wrong.
In fact, we love technology and innovation; the potential of this brilliant future drives us
to achieve greatness each day. Though we know just like you, that in order to truly reboot
and gain perspective, to stay healthy and happy, it’s important to unplug.
We all need to make time to Digital Detox, disconnect to reconnect, and remember what
it means to simply be human.
What We Do

8. Our Philosophy
Digital detox week by Vancouver-based Adbusters
www.adbusters.org
Truly Relax
Connect with nature
Healthy and Holistic approach for
positive wellbeing
• We Love Technology
• We Love Nature
• We Love Balance

9. Digital Detox Website

10. The Importance of Digital Marketing

11. Social Media
According to Razorfish, the #1 reason fans “Like” or “Follow” a brand on social
networks is to get access to exclusive content, promotions, and deals.
We give our fans privileged content that makes them feel special: early dibs on deals,
invitations to events, previews on new product ranges, opportunity to become VIP,
giveaways, recognition and ‘thank you’ treats. They all play crucial role when it comes to
engagement.

12. Instagram
Every month, we encourage our fans to submit photos of themselves from their last day
at camp/retreat (when they get their devices back!). And each month, one lucky fan is
invited to one of our city retreats.
Blog
There isn’t anything more ironic than a Digital Detox blog. Right?
Let’s get it straight. We are not new-naturalists or anti-futurist hippies. For the record,
we are geeks.
Our Blog is ’s about balance, sustainability, health, understanding, creativity, play, and
exploring how to be more present in a world filled of constant distraction.
Every time we share interesting things to do, delicious recipes to cook, fun games to
play, beautiful stories to tell and incredible places to visit we ask our followers to send us
their ideas – the first five people always receive a bag of exclusive treats!
*Treats include food samples, invitations to our Device-Free Drinks, vouchers for
goods/services of our partners.
Social Media
We want consumers to share their brand love. Tapping into this can create regular, effective
content and engagement with our followers.

13. Mobile Marketing

14.  Responsive Design
We decided to balance design with functionality to make
it adaptable. Our website can be accessed from any
mobile, smartphone or tablet.
 We are in a process of building an application for
Android and iOS. We are still in a testing phase.
 Tailored emails are sent out every second Wednesday
about cultural events, interactive education and free
workshops (morning hours).
Mobile Marketing

15. We want Google to understand what our website is about.
Search Engine Optimisation

16. TO OPTIMISE OUR WEBSITE we followed these simple tips to help Google
understand the content on our site.

17. Content Strategy

18. Content Strategy
Need to check following :
X Presence of duplicate content
X Missing meta descriptions, title tags, h1 tags
X Repetitive text
X Low-quality writing
X Insufficient content across site
X Lack of fresh, new content
X Shortage of contextual links
X No blog
Notes:
- Need a strategic content plan over 6-12 months cycle (different stages of buying cycle)
- Need to increase frequency, quality, and quantity (On-site content is static)
- Need proper outreach and correct social integration (Off-site shared content minimal)

20.  GOALS
• Increase number of new visits per week/month
• Decrease bounce rate by at least 20-30% within the first 6 months
• Increase number of visits from organic search based on SEO
• Increase number of enquiries from the website by 20%
• Build a strong brand for Digital Detox in the elite holiday sector
 TARGET AUDIENCES
• Elite class and workaholic
• People who are stressed with work
• People who are looking to have a break with their daily busy
schedule
• People who are looking to change or improve their diet etc..
 TIMEFRAME
• 6 months, to build online presence ready for December holidays.
DM Strategy for the next 6 months

21. Process of Digital Marketing

22. On Page
BLOG
Cont.
Articles
PR
Search
Remar-
keting
PPC
FB Ads
Linked-In
Ads
YouTube
Ads
Sponsor-
ship
Presence
Engag-
ement
Social
Out-
reach
Outbound
Inbound
Lead Gen
Email
Rich
Media
360
Tours
Crea-
tive
YouTube
Vids
Goal
Tracking
KPI
Data
Techni-cal
SEO
URL Structure
SEO
Meta
Data
Brand
Link
Program
Adoption & Proposal

23. E-CRM
•Focusing on individual
customer needs.
•Website
•Social Media
•Emails
•Affiliates
•Events
•Customer Selection and
acquisition
•Target right segment
•How do we reach them?
•Use right channels
•Understanding Individual
needs.
•Maximise service quality.
•Relevant offers for existing,
new and potential clients.
CUSTOMER
RELATIONSHIP
SELECT &
ACQUIRE
CUSTOMISE
INTERACTIVE
CHANNELS

24. SWOT Analysis
STRENGTHS
Market Niche
Customization
First Mover Advantage
Online Presence
OPPORTUNITIES
Highly Scalable Business
Model
Diverse Customer Base
Shift in Mentality
WEAKNESS
Affordability
Market Acceptance
THREATS
Competition over time
Natural catastrophe

25. Affiliates
Magazines & Web portal

26. Our corporate client list includes teams from TOMS Shoes, &
Smarty Pants Vitamins, while hosting employees at personal
retreats from companies such as Facebook, Apple, Cisco, IDEO,
Twitter & Google.
Corporate Clients

27. Thank you