This document summarizes a workshop on digital strategy planning. It discusses why organizations need digital strategies and what constitutes a digital strategy. It covers current digital trends, examples of digital strategy case studies, and the different types of digital marketing. It also discusses social media marketing and analytics. Finally, it addresses integrating digital strategies with business plans and measuring success through metrics like return on investment and engagement.
2. 10-1pm
1. Why have a digital strategy?
2. What is a digital strategy? The six forces
3. The digital opportunity: current and future trends
4. Introduction to digital strategy planning
5. Integrating digital with your business plan
6. Measuring success: ROI and Analytics
4. Strategy before tactics is equivalent to diving into a
pool before looking to see if there is water let alone
the depth to handle such.
Aaron Kahlow Online Marketing Connect
5. Strategy without tactics is the slowest route to victory.
Tactics without strategy is the noise before defeat.
20. The six pillars of your digital strategy
Internal
Communications
Productivity/
Promotion
Product
Marketing
development
Your
Digital
Strategy
Customer Transaction
service Marketing
Digital
Engagement
21. Digital strategy case studies
Internal Communications:
Creation Interactive, Creative Nottingham, BT
Promotion Marketing: Howies, Wiggly Wigglers
Transaction marketing: Portero fashion
Digital Engagement: Johnson & Johnson
Customer service: Dell
Productivity/Product development:
Sales Force, Lego Users Group Network, Turbo Tax
36. Digital marketing adoption
E-commerce
Social marketing
Email marketing
Web 2.0
Web accessibility
Rich media content
Online support
Search marketing
Mobile apps
Pervasive computing Website
Cloud computing E-Brochure
Augment & Prosumers
virtual reality
3D
37. “Your product will only survive in a crowded marketplace if
you stop advertising and start innovating. The old ways of
marketing are dead – and being safe is now risky”
Seth Godin, Purple Cow
45. The three types of e-marketing
1. Transactional
E-Commerce
Direct marketing
2. Promotional
Online content
Viral marketing
Email marketing
Brand sponsored media
• Conversational
Digital engagement
Social networking
Web 2.0/ shared data,/bookmarking
User-generated content
46. The three types of e-marketing
1. Transactional
E-Commerce
Direct marketing
2. Promotional
Online content
Social
Viral marketing
Email marketing
Brand sponsored media
• Conversational
Media
Digital engagement
Social networking
Web 2.0/ shared data,/bookmarking
User-generated content
47. How does social media marketing work?
100 passionate users
1000 true fans
51. Public is the new default
“People have really gotten
comfortable not only sharing more
information and different kinds, but
more openly and with more people.
That social norm is just something
that has evolved over time.”
52. Public is the new default
Mark Kuckerberg, Facebook Founder (26)
65. User persona
Uzma, 35
Working mother from Leicester
Internet access: evenings via laptop
Online locations: Facebook,
Netmums, iVillage
User preferences: email offers,
printable vouchers, sharing photos,
casual games
Website services: home delivery
booking, opening times of stores
66. Exercise: Defining user personas
Blueberry Mobile phones
Phone handsets and special data
packages to two target audiences:
ABC1 20 – 30 year old personal users,
female bias
Business users 40-50, male bias
(skewed to small businessses in
knowledge sectors)
67. User persona: personal user
Name:
Age:
Occupation:
How/where they access web:
Social networks:
Needs from website:
Pre-purchase (sales marketing):
After sale (relationship
marketing):
68. User persona: business user
Name:
Age:
Occupation:
How/where they access web:
Social networks:
Needs from website:
Pre-purchase (sales marketing):
After sale (relationship
marketing):
69. 12-1pm
1. Introduction to digital strategy planning
• Integrating digital with your business plan
• Measuring success: ROI and Analytics
4. Creating your action plan
85. Return on investment (direct marketing)
Digital Customer
activity End sale
interaction
•Metrics:
Website traffic
(paid/organic search, social media)
On site conversion
Size of network (email, followers, unique users)
86. Return on engagement
(relationship marketing)
Reduced cost/
Conversation interaction Increased sale
•Metrics:
Website traffic from other sites/social networks
Quality of network (relevancy and influence)
Volume and percentage of network interaction