Both marketers and business owners know that, as a practice, digital marketing is confusing, foreign, and even chaotic. This is probably because of the constantly changing landscape brought by rapid technological growth or the lack of awareness about the ins and outs of digital marketing or both. That’s why a lot of questions about what digital marketing is or how to do digital marketing remain questions. The most common one is: Where do I start? With users coming in from different cylinders—engaging on your Facebook page, commenting on your blog post, clicking on your display ads, among many others—everyone will really ask where to start. If the definition of digital marketing is marketing using digital channels, does everyone have a solid idea of what channel/s to use? If its objective is to promote brands through various forms of digital media, is there a fool-proof way of effectively promoting something? To answer the questions above, we say no. No business is the same, more so their objectives, their goals, and what’s available to them. That is why it’s futile to glorify one particular way of doing digital marketing. But we also tell you that there is a guide for you to determine what fits—what works best for your business and what digital marketing strategy will make an impact. Enter Propelrr’s Digital Marketing Framework. Its key components are your objectives, branding, content, infrastructure, channels, analytics, strategy plus execution, and customer experience.

1. Transforming
Digital Marketing
Into A Framework
[That Works!]
www.propelrr.com

2. www.propelrr.com
A Search Opt Media Inc. Company
MANILA | PHNOM PENH
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3. Digital
Transformation
defines customer
experience.
Marketing
Customer
Service
Product
Sales
Total
Customer
Experience
All-digital or
digitally-enabled
The essence of digital transformation is
that marketing, sales, service — and most
of all — product are all being entwined
together under the banner of
“customer experience.”

4. Digital marketing
is chaotic.

5. Customers are
coming from
different cylinders

6. If you’re a marketer,
how would you start?

7. How will you address
nonlinear customer
journey?

8. Online Touchpoints
Offline Touchpoints
Social Media Ads
Email
Facebook
Landing
Page
Twitter
Website
LinkedIn
Messaging
Apps
Email
Word of
mouth
Call
Word of
mouth
Personal
Interaction
Word of
mouth
Word of
mouth
Nonlinear Customer Journey
Display ads
Search
Linkedin
Facebook
Forums/Groups
Word of
Mouth
Personal
Interaction
CallPrint
LoyaltyEvent DateRegisterConsiderationAwareness
Website
www.propelrr.com

9. Do these lead users
foretell the future of
marketing?Digital
Laggards
Digital
Discoverers
Digital
Marketers
Digital
Transformers
Digital
Natives
Advance or Perish
Digital
marketing
sophistication is
heavily skewed.
Lead Users
Source: chiefmartec.com
Digital natives — Amazon,
Facebook, Netflix, Spotify,
Uber, etc.
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10. Transforming Digital Marketing Into A Framework [That Works!]
Which do you think are
the top marketing
mandates in 2018?
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11. Transforming Digital Marketing Into A Framework [That Works!]
28% Accelerate revenue growth across the organization
20% Optimize customer experience strategy
19% Champion a customer-centric corporate
culture and mindset
12% Ramp up lead flow
07% Cut costs and optimizing spend for more efficient
customer engagements
06% Align with sales around customer
experience strategy
04% Onboard new marketing technology
04% Other
Of the following, which do you believe is marketing’s top mandate for this year?
Cross-org
Growth and CX
Is top mandate
For 67% CMOs
in 2018
Source: CMO Council CX Dynamics Report
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12. Why do you need
a framework?
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13. Transforming Digital Marketing Into A Framework [That Works!]
Digital is disruptive
and fragmented.
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14. Transforming Digital Marketing Into A Framework [That Works!]
Digital is
cheap, NOT.
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15. Transforming Digital Marketing Into A Framework [That Works!]
Confusing tactics
from strategy.
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16. Transforming Digital Marketing Into A Framework [That Works!]
Investing in
strategy, but not
tactics.
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17. Transforming Digital Marketing Into A Framework [That Works!]
Right framing of
questions.
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18. The Propelrr
Framework
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19. Digital
Marketing
Framework
Inspired by Portent’s Digital Marketing Stack
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20. You
Digital Marketing Framework
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21. Awareness Engagement
Lead Generation
Sales Revenue
Digital Marketing Framework
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22. Your brand underpins everything you
do as a company.
What’s the brand story that you wanted
to tell?
Branding
Source: Propelrr.com
www.propelrr.com

23. It is important to us what your
psychological construct is about and
how your customers would want to
experience, identify, and perceive you.
Branding
Source: Propelrr.com
www.propelrr.com

24. There’s no excuse not to talk about your
brand’s genetic makeup. Your DNA
speaks about why you exist in the first
place.
Branding
Source: Propelrr.com
www.propelrr.com

25. People
Scalability
Compatibility
Performance/
Speed
Security
Stability
Digital Marketing Framework
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26. Web Analytics
Business
Analytics
Mobile App
Analytics
Digital Marketing Framework
CRM
Analytics
Social Media
Analytics
Ads
Analytics

27. Transforming Digital Marketing Into A Framework [That Works!]
Establish
ABC Brand
Win New
Visitors
Build Fan Base
Market Share
of Visits
Fan Base
Connections
Connections per
medium Upstream
and Downstream
Traffic
ABC Store Footprint
VS Non-Footprint
Hold 3.00% of the
Department Store
Online market share
Grow Fan Base by
37% or 1,013,266
connections
Improve
Efficiencies
Identify True
Opportunity
Task Completion
Rate
Task Completion Rate
per Primary Purpose
of Visit
FY: 80
May: 72
Increase
Sales
Improve
Conversion
Rate
Increase
Customer Spend
per Order
Conversion
Rate
Average Order
Value
On-Site Search
VS Non
On-Site Search
Product
Recommendations
FY: 1.78%
May: 1.72%
FY: $93.03
May: $63.79
ObjectivesGoalKPISegmentTarget
Source: kaushik.net
Digital Marketing and Measurement Model

28. Transforming Digital Marketing Into A Framework [That Works!]
Create
Awareness
Generate Leads Highlight
Events
Website Goal:
Reinforce
Offline/Online
Advertising
Website Goal:
Capture Leads
(Email/Contact)
Website Goal:
Provide
Homebuyer Info
& Resources
Website Goal:
Engage Community
via Local Events
KPI:
Branded Traffic
Target:
7k Visits/Mo
KPI:
Conv. eNews
Target:
45/Mo
KPI:
Conv. Home Tours
Target:
20/Mo
KPI:
# of Downloads
Target:
150/Mo
KPI:
Visitor Loyalty
Target:
50% Repeat Visits
Segments:
Traffic Sources
Converted Visits
Segments:
Traffic Sources
Site Tools Used
Segments:
Visitor Type
Content Type
Viewed
Segments:
Document Type
Geography
Segments:
1,2,3+
Visit Buckets
Source: kaushik.net
Digital Marketing Framework
www.propelrr.com

29. Interactive
Content
Blog Posts
Infographics
Clustered
Content
Listicles
Videos
Digital Marketing Framework
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30. “Content is more than the things
you read, even more than what
you see. It is more than a story.
It invites action.”
Content
Source: Propelrr.com
www.propelrr.com

31. Earned
Paid
OwnedRented
Digital Marketing Framework
www.propelrr.com

32. Transforming Digital Marketing Into A Framework [That Works!]
Digital PR
Paid
Adwords
Social Media Ads
Sponsored Content
Paid Influencers
Owned
Website
Lead Platform
Blogs
Mobile Sites
Email Newsletter
Rented
Social Media
Platforms
(Facebook, YouTube,
Twitter, Instagram,
LinkedIn)
Slideshare
Earned
SEO
Reviews
Online Interactions
Word-of-Mouth
Virality
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33. Digital Marketing Framework
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34. A B
Digital Marketing Framework
What is your path from A to B?www.propelrr.com

35. Transforming Digital Marketing Into A Framework [That Works!]
“Strategy is an integrated cascade of
choices that uniquely positions a player
in its market to create sustainable
advantage and superior value relative to
the competition.”
Strategy Definition
Source: Playing to Win Book
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36. Transforming Digital Marketing Into A Framework [That Works!]
We want to [what to win] in [where to play]
by [how to win].
Strategy Statement
Source: Matthew E. May
www.propelrr.com

37. A B
Digital Marketing Framework
How are you going to traverse the path?
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38. Transforming Digital Marketing Into A Framework [That Works!]
Execution
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“The decisions and activities you
undertake in order to turn your
strategy into success.” - hbr.org

39. www.propelrr.com

40. Transforming Digital Marketing Into A Framework [That Works!]
“It is how customers feel as a
result of doing business with your
company. It lives between the
ears of your customer, and is
defined by them.” - mcorpcx.com
Customer Experience
www.propelrr.com

41. Digital
Marketing
Framework
www.propelrr.com

42. A case study using
the digital marketing
framework
www.propelrr.com

43. Transforming Digital Marketing Into A Framework [That Works!]
$350,000,000
In gross vehicle sales in 2017
AutoDeal.com.ph generated
50%
New car dealers
90%
Revenue growth
45%
Improvement in average
dealership response time
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44. Transforming Digital Marketing Into A Framework [That Works!]www.propelrr.com

45. Transforming Digital Marketing Into A Framework [That Works!]
Source: AutoDeal Q2 report
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46. Transforming Digital Marketing Into A Framework [That Works!]
Competitors: Comparison — Google Trends
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47. Transforming Digital Marketing Into A Framework [That Works!]
Organic Search Growth
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48. Transforming Digital Marketing Into A Framework [That Works!]
Competitors: Comparison
Brand Website Traffic
Autodeal 2.72M
Carmudi 815.43K
Car Finder PH 125.02K
AutoMobiliCo 55.94K
Tsikot 457.64K
Top Gear 2.55M
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49. Transforming Digital Marketing Into A Framework [That Works!]
AutoDeal is the #1
automotive website
in PH according
to SimilarWeb.
Source
www.propelrr.com

50. Transforming Digital Marketing Into A Framework [That Works!]
How did Autodeal
trailblaze its way
to the top?
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51. Transforming Digital Marketing Into A Framework [That Works!]
Increase brand awareness
Acquire high quality leads
Sell cars
Objectives
www.propelrr.com

52. Transforming Digital Marketing Into A Framework [That Works!]
Tagline
Car Buying, Simplified.
www.propelrr.com

53. Transforming Digital Marketing Into A Framework [That Works!]
Corporate Blog for Car dealers
Blog for car reviews, Lifestyle
content, & news for its audience
Digital PR
Digital Videos
Newsletter
Social media posts
Content
Whitepapers
OFW Tips
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54. Transforming Digital Marketing Into A Framework [That Works!]www.propelrr.com
Watch the video: https://www.youtube.com/watch?time_continue=35&v=y5U1eWhg2dE

55. Transforming Digital Marketing Into A Framework [That Works!]
Infrastructure
Amazon Server
Content Delivery
Network (CDN)
Responsive Website
Https Protocol
People
Encrypted Data
www.propelrr.com

56. Transforming Digital Marketing Into A Framework [That Works!]
Analytics
Analytics
Lead Management
Dashboard for
Dealer's Sales Force
Web Analytics
Sales Performance
Analytics
www.propelrr.com

57. Transforming Digital Marketing Into A Framework [That Works!]
Earned
SEO
Reviews
Online Interactions
Word-of-Mouth
Virality
www.propelrr.com

58. Transforming Digital Marketing Into A Framework [That Works!]
Digital PR
Paid
Adwords
Social Media Ads
Sponsored Content
www.propelrr.com

59. Transforming Digital Marketing Into A Framework [That Works!]
Rented
Social Media Platforms
(Facebook, YouTube,
Twitter, Instagram,
LinkedIn)
Slideshare
www.propelrr.com

60. Transforming Digital Marketing Into A Framework [That Works!]
Owned
Website
Lead Platform
Blogs
Mobile Sites
Email Newsletter
www.propelrr.com

61. AutoDeal wants to become the #1
website and lead management platform
in the Philippine automotive industry by
simplifying car buying/selling online.
Strategy Statement
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62. Transforming Digital Marketing Into A Framework [That Works!]
Customer Experience
www.propelrr.com

63. Transforming Digital Marketing Into A Framework [That Works!]
Customer Experience
www.propelrr.com

64. Transforming Digital Marketing Into A Framework [That Works!]
Customer Experience
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65. Transforming Digital Marketing Into A Framework [That Works!]
Customer Experience
www.propelrr.com

66. Key
Takeaways
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67. Customer experience is
the key driver behind
digital transformation.
www.propelrr.com

68. Always use a framework
for all your digital
marketing initiatives.
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69. Digital marketing isn’t a
standalone discipline. It
should be part of your
marketing mix.
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70. Be mindful of those teeny weeny
analytics trackers. It can make or
break your campaigns.
Think “Data by Design”.
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71. Digital marketing is effective when
all the elements of the framework
are present. Without one, it won’t
work or it is ineffective or costly.
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72. Let’s get connected!
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