Digital strategy

Planning a digital strategy

Ok, you need to come up with a digital strategy. You look at what you could do

Wow look at all the pretty things we can do in digital I can’t fail!!!

Someone suggests that you should have a strategy, that you have to work out what need before you start anything

There’s no need We’ll do what everyone does It’s all guess work anyway

Wrong!!!

Optionss Trying to avoid This

Now the boring bits…...

Planning

Message Path

Size of Digital Channels in UK

Location Evaluation Do not just assume that the locations of your audience in the UK are the same in Europe, Asia, US, etc… each region/country reacts differently and you need to research each individually for each of the aims that you are focusing on.

You need to establish 4 key stages to have a successful campaign:
Objectives are the top-level aims of the brand
Goals are measurable KPI’s that monitor the success of a campaign
Strategies are specific long-term plans implemented to achieve goals
Tactics are the actions required to execute the strategies

OK, Anyone looking like this yet???

Creation

Where you could build strategies Blogging Campaign monitoring Twitter feeds Email marketing SEO & PPC Display advertising Geo-locational messaging Viral Affiliates Interactive TV Facebook Persona maintenance Reciprocal linking Social media E-Commerce Flash & video Microsites Games Mobile applications Design & build Bookmarking/tagging Forums SMS/MMS/RFID Bluetooth Augmented reality QR codes eCRM

Source: Global Web Index, Pilot Survey, UK Data, June 2009 How Opinions are Formed...

Engagement Needs

Engagement Path
Awareness = audience being aware of the campaign/brand
Evaluation = dipping your toe into the water with limited exposure
Use = user interaction without high barriers to conversion
Conversion = meets the short term aim of the strategy
Engagement = enter a long-term relationship to encourage brand loyalty

Engagement Evaluation

Fiscal Evaluation

How to Actualise and Evaluate? That will be the next seminar IF I’m invited back Applause (lots) and please feel free to stand…...................   

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Digital strategy

by The Digital Marketing Group on Apr 14, 2010

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Digital strategy — Presentation Transcript