Deck used during the 'What's Next on Digital', an exclusive event by blue2purple and Google

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Top best practices for your business.
- Erna Kuc and Lisa Diamant -
2017

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HOW TO BUILD AN EFFICIENT
DIGITAL MARKETING STRATEGY?
@blue2purple
#WHATSNEXT

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FOR YOUR DIGITAL CAMPAIGNS
#WHATSNEXT

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THE CONSUMER JOURNEY

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What are the key drivers
Try to understand the context

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Client briefing
Breaking the silo’s

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KPI’s Integrated in the Model
Apply your KPI’s to each phase
Awareness Consideration & Evaluation Purchase
Micro-Conversions Macro-Conversions
• %Brand Volume
• Brand volume Growth
• Growth of social
engagement
• Growth of video
engagement
• Growth of new users
• Growth of site visit
• Use of simulator
• Catalogue download
• More Info Request
• # new subscriptions
• Total revenue thanks to
subscriptions
• # of upsales
SEE THINK DOSEE THINK DOSEE THINK DO

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Building a strategy

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Before the launch

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Case
Example

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STEP 2:
THE CONSUMER JOURNEY
PUT A FACE ON IT…
THE RIGHT WAY!

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Building Personaes
Put a face on your target audience.
3

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Using Personaes
Integrate this knowledge in your marketing campaigns’ briefings

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The Reality
Online & Offline: Complementary, but not the same!

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Google Analytics Back Office
(online) Surveys
Build Personas
Put a face on your target audience.

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Google Analytics Audience Report
You have everything you need right here

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blue2purple’s Personaes
Take the time to put together the right profiles (based on transactions, new sessions, etc.)

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BE FLEXIBLE!

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01
02
03 You are not Google, you don’t
know everything: Optimize
based on findings in first
evaluation
Optimization
After a few days, make a first
evaluation based on the success
metrics & KPI’s you’ve set for
yourself
EvaluationYou’re good to go,
make sure everything
launches well
Campaign
After optimiaing based
on the fitrst evaluation,
check if results are as
wished... If not: adapt!
Evaluation
04
Get the most out of your campaigns
Keep an eye on it & optimize!

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Great plan to start with!
Bassed on learnings, benchmarks, with great KPI’s… Everything’s perfect!

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It’s OK to say: Oops...
Turns out one channel is performing far better than foreseen!

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KEY TAKEWAYS

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Curstomer
journey
Break the silo’s
Audience
Define who you’ll talk
to offline AND online!
… Challenge yourself!
Measure
Set your success
metrics, measure &
optimize!
Remember...
Make the smart choices, and be open for change

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YOU’RE READY TO
SHINE BRIGHT...
LIKE A (Lisa) DIAMOND!

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Thank You !
For your undivided attention
Questions?
Erna Kuc
Digital Media Strategist
erna.kuc@blue2purple.com
Lisa Diamant
Digital Media Strategist
Lisa.diamant@blue2purple.com