Digital strategy

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Paul Bidder, Commercial Director, Red Ant presents on Digital Strategy at the Digital Marketing London meet up in April 2010.

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Digital strategy

  1. 1. Planning a digital strategy
  2. 2. Ok, you need to come up with a digital strategy. You look at what you could do
  3. 3. Wow look at all the pretty things we can do in digital I can’t fail!!!
  4. 4. Someone suggests that you should have a strategy, that you have to work out what need before you start anything
  5. 5. There’s no need We’ll do what everyone does It’s all guess work anyway
  6. 6. Wrong!!!
  7. 7. Optionss Trying to avoid This
  8. 8. Now the boring bits…...
  9. 11. Planning
  10. 12. Planning
  11. 13. Message Path
  12. 14. Size of Digital Channels in UK
  13. 15. 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.
  14. 16. <ul><li>You need to establish 4 key stages to have a successful campaign: </li></ul><ul><li>Objectives are the top-level aims of the brand </li></ul><ul><li>Goals are measurable KPI’s that monitor the success of a campaign </li></ul><ul><li>Strategies are specific long-term plans implemented to achieve goals </li></ul><ul><li>Tactics are the actions required to execute the strategies </li></ul>
  15. 17. OK, Anyone looking like this yet???
  16. 18. Creation
  17. 19. 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
  18. 20. Source: Global Web Index, Pilot Survey, UK Data, June 2009 How Opinions are Formed...
  19. 21. Engagement Needs
  20. 22. Engagement Path <ul><li>Awareness = audience being aware of the campaign/brand </li></ul><ul><li>Evaluation = dipping your toe into the water with limited exposure </li></ul><ul><li>Use = user interaction without high barriers to conversion </li></ul><ul><li>Conversion = meets the short term aim of the strategy </li></ul><ul><li>Engagement = enter a long-term relationship to encourage brand loyalty </li></ul>
  21. 23. Engagement Evaluation
  22. 24. Fiscal Evaluation
  23. 25. Fiscal Evaluation
  24. 26. Fiscal Evaluation
  25. 28. 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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