Digital marketing - strategic thinking

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Learn to formulate Digital Marketing strategy for your business.

Learn to formulate Digital Marketing strategy for your business.

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  • 1. Strategic Thinking
  • 2. At the end of this presentation you will know • Digital marketing strategy & why do I need one? • Is it right for my business? • How do I formulate a Digital Marketing Strategy? • Are my customers ready for it?
  • 3. The Global User Base Source: http://www.internetworldstats.com/ Asia 44% of global U.S. 11.7% Rest of world 88.3% U.S. 66% Rest of world 34% China 22.9% Japan 4.6% India 4.7% Lets start with some facts & figures
  • 4. Global Ad Spend $500 Billion
  • 5. 2012f Global Ad Spend 2004 41.5% 4.3% 6.5% 26.1% 15.4% 6.0% 43.7% 18.6% 5.2% 16.6% 9.8% 5.9% Source: GroupM TYNY Summer 2011 TV Internet Radio Newspaper Magazines Outdoors
  • 6. 2012f Global Ad Spend 2004 $16B $100B Source: GroupM TYNY Summer 2011 TV Internet Radio Newspaper Magazines Outdoors
  • 7. India Ad Spend
  • 8. 2012f India Ad Spend 2004 38.5% 0.6% 2.0% 47.2% 4.3% 7.4% 41.6% 4.5% 4.8% 40.7% 2.4% 5.6% Source: GroupM TYNY Summer 2011 TV Internet Radio Newspaper Magazines Outdoors
  • 9. 2012f India Ad Spend 2004 $17M $353M Source: GroupM TYNY Summer 2011 TV Internet Radio Newspaper Magazines Outdoors
  • 10. Why do I need a Digital Marketing Strategy?
  • 11. • Without one you’ll miss opportunities and lose business • Your TG rely on digital technology to research, evaluate and purchase the products/services they consume • Helps you to broaden the scope of your marketing reach and narrow its focus
  • 12. Defining your Digital Marketing Strategy Different Products Different Markets Different Needs Different Solutions
  • 13. Defining your Digital Marketing Strategy Know your business Know the competition Know your customers Know what you want to achieve (clear, measurable and achievable goals) Know how you are doing (ongoing and iterative process) Remember DM is about people communicating with other people; the technology is just a bit in the middle that helps it to happen
  • 14. Understanding the digital consumers They are increasingly comfortable with the medium They want it all, want it now They are in control They are fickle They are vocal
  • 15. Spread the word Influencing the influencers Online equivalent of ‘Word of mouth’ marketing, on steroids
  • 16. Mind your Ps • Place • Price • Product • And the most important ‘Promotion’
  • 17. Promotion on digital channels • Website • SEO • PPC • Affiliate marketing • Online PR • Social Networking • E-mail marketing • CRM
  • 18. Case Study: Dove Self-Esteem Fund
  • 19. Case Study: Dove Self-Esteem Fund • Campaign brief: Effect change positively in the lives of 70K girls • Dove’s Mission: Foster positive self esteem in the lives of young girls • Target Group: Mums, mentors and educators • Objective: Provoke mothers to think about their daughters’ self esteem and inspire them to get using the Dove Self-Esteem Fund resources and tools found on campaignforrealbeauty.ca • Campaign Concept: Two films were developed, ‘Daughters’ and ‘Evolution’ to encourage attendance at Dove Self-Esteem Workshops
  • 20. Case Study: Dove Self-Esteem Fund Campaign Strategy: • Generate awareness of the Dove Self-Esteem tools and resources • A 15 sec viral ‘film trailer’ was streamed on mass and targeted women’s websites to drive traffic to the site • Develop series of customized e-newsletters that were targeted at mothers and teachers to introduce to the website • The campaign: ‘Daughters’ video was posted on YouTube and then viral version of video was launched along with emails and online banners. This was followed by the ‘evolution’ video
  • 21. Case Study: Dove Self-Esteem Fund Results: Average daily visits to the website grew from 1,378 to 16,785, and increase of 1,118 percent ‘Daughters’ email campaign: • 220,942 emails delivered • 72,070 emails opened (33 percent) • 30,749 emails clicked (13 percent) ‘Evolution’ email campaign: • 224,174 emails delivered • 75,055 emails opened (33 percent) • 25,475 emails clicked (11 percent)
  • 22. Case Study: Dove Self-Esteem Fund • ‘Evolution’ video downloads: 115,212; • ‘Daughters’ video downloads: 32,818;