Elite assigment 2 digital marketing strategy - mai bang kim ha

1. ASSIGNMENT 14. 1 – DIGITAL MARKETING STRATEGY
Kim Hà – Mai Bằng

2. What is Digital Marketing Strategy
Requires who,
what, where,
when & how
A marketing objective
has to be measureable
& actionable
A digital marketing strategy is a plan to accomplish something
with the benefit of digital tools
Today, digital is a participatory
layer of all media that allows users
to self – select their own
experiences, and afforts marketers
the ability to bridge media, gain
feedback, iterate their message,
and collect relationships.
Simply we can think
A Plan Accomplish Something Benefit of digital tools

3. SO To sum up, A digital marketing strategy is:
A digital marketing strategy is the who, what, when and where of listening and
responding to consumers, bridging brand experiences, iterating offerings, and
collecting and activating consumer relationships in order to accomplish an
actionable and measureable marketing objective

4. Steps to Build
Digital Marketing Strategy

5. When it comes to developing business relationships
digitally there are four critical strategies to consider
Define Marketing Objective
Background/ Context/ Challenge defining
Define digital campaign Objective
Define Target audience
Finding insights relevant with digital context
From insight plus brand role to strategic approach
Generate Digital Campaign Big Idea/Strategy
Then we
STEPSTOBUILDDIGITALMARKETINGSTRATEGIES

6. STEP 1: DEFINE MARKETING OBJECTIVE AND CONTEXT ANALYSIS EXAMPLE
Problem: The number of the accidents and
dead of the youth near by the Metro is raising
as a result of their careless and
consciousness. The common media
messages seem useless.
Marketing Objective: Change the mindset of
the youth to reduce 10% accident rate
involving trains in the key areas within 1 year
DUMP
WAYS
TO
DIE

7. STEP 2: DEFINE DIGITAL CAMPAIGN OBJECTIVE AND UNDERSTAND TARGET CONSUMER
About Target Audience
Who are they?
What are their common behavior?
What attract them most or what their faith?
What are they searching for?
About Digital Trend
YOU MUST ANSWER THESE QUESTION
TARGET AUDIENCE
YOUTH: 12-20 years old
LIVE IN KEY CITY
DIGITAL OBJECTIVE:
Create the platform on digital
(youtube, facebook) For youth
to change their mind
& behavior
Once you know your position in the market, the next steps is to
answer question around your audience and their digital habits:

8. STEP 3: FINDING INSIGHTS RELEVANT WITH DIGITAL CONTEXT
About Target Audience
Who are they?
What are their common behavior?
What attract them most or what their faith?
What are they searching for?
About Digital Trend
Key Finding:
- Young people do not like being told how to behave - tell
them to do one job that improper access, most likely
they will do the opposite.
- In media, they feel interested in what their can turn it
into their own version.
- Young like to entertain and have short attention span
Trend:
- Youtube and Game is the two best platform for viral.
- “Simple is the best” and “Visualize the message” are
the key findings for how to transmit the message.
YOU MUST ANSWER THESE QUESTION
DUMP
WAYS
TO
DIE

9. STEP 4: FROM INSIGHT PLUS BRAND ROLE TO STRATEGIC APPROACH
What is compelling social experience
we want consumer to join ?
Instead of using the traditional way of shocking to convey the
dangers of not ensuring rail safety, Metro train choose to
approach young people with the visual and simple message
and full of entertainment media to convince them to voluntary
participate in the campaign

10. STEP 5: GENERATE DIGITAL CAMPAIGN BIG IDEA/STRATEGY
• Metro train offer the series of innovatively
stupid ways to die that make the youth
laugh and end with the most stupid way in
accidents related to the subway.
• In the campaign, McCann Melbourne used
many cute characters which can bring the
enjoyment for the TA.
The most attention
of this campaign is
the Big idea:
Many ways to die
is express by
different cute
animated
characters
Idea on digital must be answer the question:
How can I use different form of advertising to extend the reach?