II.  Make your Business Social               Strategies of Digital Marketing“The value of a dollar is social, as it is cre...
have a
BRAND       CONSUMER Consumer                Brand
STRATEGIC PLANNING PROCESSDigital Strategy (Wikipedia): In the fields of strategic management, marketing strategy and oper...
Strategy Process                               Analysis      External Environment                   Internal Resources    ...
ExploreS.W.O.TInsight / PlanningImplementation & Follow up(+ Creative Plan Inclusion)
Explore•   Identify business objectives•   Communication objectives•   Source of business•   Market place dynamics•   Targ...
S.W.O.TDesiredbehaviors • Strengths • Opportunities • Weaknesses • Threats
The Insight leads the way to strategicallyselect the most Influential, relevant andengaging digital platforms to the targe...
6 Key DecisionsThe strategy definition is driven by the objectives and vision.                  Strategy Definition       ...
The 7 P’s…We need toredefine them!
Tactics and the Marketing Mix    Re‐defining  the 7 P’s in an online context…
PlanningIt’s about being SPECIFIC Market budgets, platform allocation, creative asset, campaign (timing), reach metrics, f...
Promotion
Implementation& Follow •   Live follow up •   Metric Analytics Report •   Recommendation •   Optimization •   Post Buy
+ Creative assetDevelopment and implementation.
Q&A
El Negocio es Social, Nuevamente  (The Business is Social, Again!)  - 2 Strategies of Digital Marketing
El Negocio es Social, Nuevamente  (The Business is Social, Again!)  - 2 Strategies of Digital Marketing
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El Negocio es Social, Nuevamente (The Business is Social, Again!) - 2 Strategies of Digital Marketing

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Worshop "El Negocio es Social, Nuevamente!" (The Business is Social, Again!). Training session delivered at the "Camara de Empresarios Latinos de Houston" (CELH) on 1/28/2012

Section II. Strategies of Digital Marketing

http://www.ncontacto.com/el-negocio-es-social.html

Published in: Business, News & Politics
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El Negocio es Social, Nuevamente (The Business is Social, Again!) - 2 Strategies of Digital Marketing

  1. 1. II.  Make your Business Social Strategies of Digital Marketing“The value of a dollar is social, as it is created by society” ‐ Ralph  Waldo Emerson
  2. 2. have a
  3. 3. BRAND CONSUMER Consumer Brand
  4. 4. STRATEGIC PLANNING PROCESSDigital Strategy (Wikipedia): In the fields of strategic management, marketing strategy and operational strategy, digital strategy is the process of specifying an organizations vision, goals, opportunities and initiatives in order to maximize the business benefits digital investments and efforts  Is the process for achieving an objective basedprovide to the organization. These can range from an enterprise focus, which considers the broader opportunities and risks that digital potentially creates (e.g., changes in the  on substantiated information.publishing industry) and often includes customer intelligence, collaboration, new product/market exploration, sales and service optimization, enterprise technology architectures and processes, innovation and governance; to more marketing and customer‐focused efforts such as web sites, mobile, eCommerce, social, site and search engine optimization, and advertising.
  5. 5. Strategy Process Analysis External Environment Internal Resources Objectives Vision / Mission Objectives – KPI’s Definition Option Generation / Evaluation Option Selection Implementation  Planning Evolution ‐ Measurement
  6. 6. ExploreS.W.O.TInsight / PlanningImplementation & Follow up(+ Creative Plan Inclusion)
  7. 7. Explore• Identify business objectives• Communication objectives• Source of business• Market place dynamics• Target audience• Media relations
  8. 8. S.W.O.TDesiredbehaviors • Strengths • Opportunities • Weaknesses • Threats
  9. 9. The Insight leads the way to strategicallyselect the most Influential, relevant andengaging digital platforms to the targetaudience.
  10. 10. 6 Key DecisionsThe strategy definition is driven by the objectives and vision. Strategy Definition Option  Option  Option  Generation Evaluation Selection • Decision 1: Define appropriate channels • Decision 2: Analyze capabilities • Decision 3: Revenue models • Decision 4: Market place re-structuring • Decision 5: Market and product development • Decision 6: Position / Differentiation
  11. 11. The 7 P’s…We need toredefine them!
  12. 12. Tactics and the Marketing Mix Re‐defining  the 7 P’s in an online context…
  13. 13. PlanningIt’s about being SPECIFIC Market budgets, platform allocation, creative asset, campaign (timing), reach metrics, flightining patterns, Test & Learn
  14. 14. Promotion
  15. 15. Implementation& Follow • Live follow up • Metric Analytics Report • Recommendation • Optimization • Post Buy
  16. 16. + Creative assetDevelopment and implementation.
  17. 17. Q&A

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