1. BDMM 4336
Digital Marketing Strategy
Digital
Strategy
Class 4 Plan for a beginning, middle and end.
Fall 2011
A strategy is a formal PLAN
@AndreaGenevieve
andream@stedwards.edu

2. BDMM 4336
Before you start..
Digital Ask the following:
Strategy
Class 4 • Who is my audience?
Fall 2011 Do they use technology?
• What are my products?
Will they benefit from tech?
• What other marketing channels will
I use?
• What is my budget and timeline?
@AndreaGenevieve
andream@stedwards.edu

3. BDMM 4336
No Magic Formula
Digital
Strategy
Class 4
Fall 2011
@AndreaGenevieve
andream@stedwards.edu

4. BDMM 4336
Lay A Foundation
Digital • Know your business
Strategy • Know the competition
Class 4 • Know your customers
Fall 2011
• Know what you want to achieve
• Know your current portfolio
• Know how much time and resources
you have
@AndreaGenevieve
andream@stedwards.edu

5. BDMM 4336
Online Consumers
Digital Consumer 2.0 is involved.
Strategy
Class 4 They customize the web.
Fall 2011
Consumers will always require
attention.
You job will be to dialogue dance
through sales funnel.
@AndreaGenevieve
andream@stedwards.edu

6. BDMM 4336
Consumer Traits
Digital
Strategy
Class 4
Fall 2011
@AndreaGenevieve
andream@stedwards.edu Techy, Search Savy, Controlling, Picky, Impatient, Vocal

7. BDMM 4336
Types of Consumers
Digital Loyal: Represent no more than 20%
Strategy Discount: Decisions made based on
Class 4 markdown
Fall 2011 Impulse: No particular item in mind,
purchased is on a whim
Need-based: Specific intention to buy
Wandering: No specific need, looking
for an experience or community
@AndreaGenevieve
andream@stedwards.edu

8. BDMM 4336
4 New Consumer Types
Digital • Steadfast Frugalists
Strategy • Involuntary Penny-Pinchers
Class 4 • Pragmatic Spenders
Fall 2011
• Apathetic Materialists
PR Newsire Article
@AndreaGenevieve
andream@stedwards.edu

9. BDMM 4336
4 P’s of Marketing
Digital
Strategy
PRODUCT
Class 4
Fall 2011 PLACE
PRICE
PROMOTION
@AndreaGenevieve
andream@stedwards.edu

10. BDMM 4336
4 P’s of Marketing
Digital PROMOTION:
Strategy 1. Web
Class 4 2. SEO
Fall 2011
3. PPC and Search
4. Affiliate
5. PR
6. Social Media
7. Email Marketing
8. CRM
@AndreaGenevieve
andream@stedwards.edu

11. BDMM 4336
Know Your Goals
Digital S.M.A.R.T
Strategy Specific
Class 4 Measurable
Fall 2011
Attainable
Relevant
Timely
@AndreaGenevieve
andream@stedwards.edu