Digital Marketing Strategy

What is a Strategy?

A plan of action designed to achieve a
particular goal.

What is Digital Marketing?

It aims to create demand using the
power of the Internet.

It is
measurable.
It gives brands
opportunity to
build tailored,
optimised brand
experiences
Image credit: Living Shadow from Wikimedia Commons
http://commons.wikimedia.org/wiki/File:Tape_measure_colored.jpeg

So then, what is a Digital Marketing
Strategy?

Builds on traditional marketing
strategy, using the benefits and
challenges within the digital medium.

Integrated online and offline strategies
are key.
They speak to an overall brand
identity which is vital to achieve an
organisation’s goals.

Strategy is about choices

The brand that
attempts to be all
things to all
people risks
losing the clarity
of its value
proposition.
Image credit: D Sharon Pruitt

Consider the factors that affect your
business.

For example:
•Market
•Competitor landscape
•Customers
•Core competencies

The Internet has changed traditional
marketing models...

Porter’s 5 Forces
The 4 P’s

The 4P’s: product, price, placement and
promotion; and Porter 5 Forces
analysis have been re-examined and
adapted.

The Internet allows for new Products
and Services.

They can be customised en masse, e.g.
NIKEiD (http://nikeid.nike.com).

Pricing information is accessible on
comparison websites.
(www.pricerunner.co.uk and
www.nextag.com)

Businesses need to differentiate on
value – customers may pay a higher
price for better value.

Placement and distribution is no longer
determined by location (online bookings,
eTicketing, mail order etc.).

Various technologies (APIs, SOAP
services, RSS and XML) allow
information and services to be
distributed throughout the world.

Promotion online can be tracked,
measured and targeted more
effectively.

The new P: People
Allows for personalisation, peer-to-peer
sharing, communities and
consumer-centric organisations.

Seth Godin recommends these five
elements:
•Data
•Stories
•Products
•Interaction
•Connection

Data:
The raw facts about your product or
service.
Online data is richer than ever before!

Stories:
Markets are ‘conversations’.
Brands create stories.

Products:
Physical manifestations of your story.

Interactions:
Tactics to connect with consumers.
Comprise touch points of the brand.

Connection:
Like the 5th ‘P” – people ‘fall in love’
with your brand.

Creating and implementing a
strategy.

Must cover:
•Who you are
•What you are offering
•Who you are offering it to
•Why and how you are doing this

Consider context.
Understand your business and market.

Use a SWOT
analysis:
•Strengths
•Weaknesses
•Opportunities
•Threats

Objectives:
Consider creativity and technology.
These should speak to the system AND
the story.

They should also be aligned with the
greater strategic objectives of your
brand.

Value exchange:
•What value are you adding to the
market?
•What constitutes success?
•How do you measure this?

Tactics...The how.
The strength of the tools is dependent
on the type of objectives set.

Metrics:
How will you measure value exchange?
These are the key performance
indicators (KPIs).
Set them up early on!

Ongoing optimisation:
Monitor, measure, experiment, learn, be
proactive!
Google Insights; Flickr; Delicious; Spyfu; Quirk
SearchStatus; SEO Book’s Rank Checker; Change
Detection; Google Alerts; BrandsEye; Google Patent
Search; Google Adwords External Keywords Tool;
Google Trends; YouTube Selection Tool, etc.
Use tools to gather data: