Companies allow more people and a greater variety of audiences to view their latest products and services. This strategy effectively tests instead of assumes which markets and audiences will convert well, ultimately reducing the risk of no sales at all.

1. Digital Strategy
New Product
Manu Fotedar

2. Presentation Structure
• Top 3 Strategies or Focus Areas
• Key Goals
• Business Objectives Product Category
• Determinants of Online Strategy
• Aligning Digital with Business Objectives
• Audience Extension
• Granular Product Campaign Objectives
• Granular Product Campaign Launch Strategy
• Categorising Top, Middle & Bottom Funnel Ads (SEM only)
• Paid SEM ROI Forecast
• Measurement & Control

3. FOCUS AREAS ValueBenefits
Ensure Customer & Service focused
Campaigns roadmap.
• Ads Integrity and
framework
• Higher Bill of ROI definition
• Top, Mid, Bottom purchase
funnel categorisation
Campaign Strategy: Test, Analyse &
Optimise
Competitor Analysis + Combined Metrics • Drive compliance and
improve offerings
Measure, Evaluate & Manage
1
2
3
Effort
High
High
High
High
High
Mid
Top 3 Focus Areas

4. 1. Anchor execution in Paid (Publishers and Ad networks),
Owned and Earned (Social assets) channels for Product
s category.
2. New Product– Revenue, Market Share, Brand Premium/
Mix, Brand Consideration
3. Drive Product sales through amplifying REACH and Re-
targeting.
4. Educate & Expose customers with Inbound contextual &
display product marketing
5. Create and measure key online metrics and attribution.
Key Goals

5. Business Objectives New Product Category
Business
Mission
Business
Objectives
Marketing
Objectives
Marketing
Strategy
Brand health metrics, Category performance and
Competition track
Product campaigns Proposition
development.
Raise profitability ROI
Increase online sales 20% Mobile-Commerce Dev
Increase product
availability and
promotion
Reflect customer
behavior in
marketing efforts
Increase mkt share
in domestic mkt
Campaigns that win share and
meet top line and bottom line goal
Specific
Measurable
Actions

6. Determinants of Online Strategy
Business
Mission
Business
Objectives
Marketing
Objectives
Marketing
Strategy
Target-Market
Definition
Market-Related
Technology Issues
Five P-Related
Technology Issues
E-Commerce Tracking
Product
Promotion
Price
Place
Personalisation

7. Aligning Digital with Business Objectives
• Business Objectives and Digital Objectives need to be aligned to make
sure the Digital Strategy will get support and deliver to the business
Business Objective Digital Objective Metrics
1. Increase Profitability on
Campaigns / Initiatives
Increase customer
engagement & service
online.(as a cheaper alternative to
call centre)
Volume of queries resolved &
re-marketed online through
various channels.
2. Create differentiated brand
experience
Engage customers online
through lifecycle
Increased interactions in
online vs. offline channels
3. Increase Product sales
volume & Liquidation speed.
Online contribution to
revenue per product
Sales volume, sales
conversion rates, average
order value, clicks to
conversion.

8. Audience Extension
No Product
Knowledge
Deep Product
Knowledge

9. Granular Product Campaign Objectives
Objective Owner Measure of Success
Increase hits to the LP’s as follows:
July: From 500 – 1000
Aug: From 1000 – 1500
September: From 1500 – 2300
October: From 2300 – 3000
DM1 Google Analytics report to be
checked weekly to ensure
metrics are on track. To be
checked monthly to asses
position. (MCF, Attribution highly
imp)
Generate a 50% increase in web site sales over the
4 month period.
DM2 Quarterly sales figures. Will
review monthly and weekly
sales figures to ensure we are
progressing and to identify
which tactics work best.
Increase Social followers/influence:
July: +3500
Aug: 5000
September: 6000
October:7000
DM3 Monthly recording &
management via Hootsuite or
internal software.

10. Granular Product Campaign Launch Strategy
Direct Paid Earned
Strategic combination 1
Customised & Direct
Email campaign with 3
useful stories, one offer
coupon and a customer
story
PPC click ad campaign
driving traffic to Product
s LP’s
Monthly blog agenda – 8
blogs per month based
around New Product
category
Strategic combination 2
Email campaign with
special offer, limited time
Advert on top online
news forum in business
section
4 blogs, 3 video tutorials,
posted to You Tube. All
linked to competition
give away
Strategic combination 3
Email automation
Low-hanging fruit Product listing ads
Personalised product
recommendations with
intent pop-ups

11. Measurement & Control
How do we monitor performance?
• Goal tracking performance metrics, funneling.
• Attribution modeling
• Cohort Analysis for Customer Retention feasibility
• Establish meaningful goals for metrics
• Track metrics and compare with goals

12. • Isolate channels, Identify higher/lower performing
channels/placements/keywords.
• Goal Conversions and Funnel Visualisations essential for conversion
tracking.
• Create an integrated Growth hacking framework.
• Micro-Target Audience- penetrate online with specialized offerings.
• Invest in Mobile channels, Create Content to Build Stickiness.
Conclusion – Strategy Implementation

13. Thank You.