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#passion4digital @AleksejHeinze
JEMSS project successfully completed:
findings from research and development of a Joint Ma...
#passion4digital @AleksejHeinze
#passion4digital @AleksejHeinze
#passion4digital @AleksejHeinze
#passion4digital @AleksejHeinze
#passion4digital @AleksejHeinze
#passion4digital @AleksejHeinze
• European Online
Advertising surpasses
TV to record annual
spend of €36.2bn
• Европейскат...
#passion4digital @AleksejHeinze
YouTube subscribers… абонати на YouTube
Vivacom - 1000 PlanetaOfficial - 657,832
Bulgarian...
#passion4digital @AleksejHeinze
GETTING YOUR DUCKS IN A ROW
#passion4digital @AleksejHeinze
What should be
the content of our
Digital Marketing
Strategy?
#passion4digital @AleksejHeinze
• Digital marketing strategy – long
term priorities (over 3 to 5 years) for
engagement of ...
#passion4digital @AleksejHeinze
Heinze, Fletcher, Rashid and Cruz (2016) Digital and Social Media Marketing: A Results-Dri...
#passion4digital @AleksejHeinze
1. Your strategic business objectives
• Marketing
• Sales
• Operations
• Support
#passion4digital @AleksejHeinze
2. Your buyer persona – the target
audience personified through a profile
#passion4digital @AleksejHeinze
Source: https://xtensio.com/user-persona/
#passion4digital @AleksejHeinze
3. Content
https://www.youtube.com/watch?v=g40rrWBx2ok
#passion4digital @AleksejHeinze
Source: Screenshot: Channels play different roles in the customer journey
https://www.thin...
#passion4digital @AleksejHeinze
5. Data
#passion4digital @AleksejHeinze
Image Source http://www.enricdurany.com/work/how-to-deal-with-hippos-highest-paid-person-o...
#passion4digital @AleksejHeinze
Data driven strategy refinement
#passion4digital @AleksejHeinze
Data driven strategy refinement
Don’t go over one A4 page for your strategy document
#passion4digital @AleksejHeinze
Heinze, Fletcher, Rashid and Cruz (2016) Digital and Social Media
Marketing: A Results-Dri...
#passion4digital @AleksejHeinze
How to learn more? Book…
• 20 authors!
• This title will be released on
November 17, 2016....
#passion4digital @AleksejHeinze
How to learn more? MOOC
Massive
Open
Online
Course
https://www.youtube.com/watch?v=VufHCbN...
#passion4digital @AleksejHeinze
Recognition
#passion4digital @AleksejHeinze
And much more
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Buyer Persona Spring: Digital Marketing Strategy development template

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JEMSS project successfully completed: findings from research and development of a Joint Master’s Degree on Digital and Social Media Marketing. Dr Aleksej Heinze summarises some of the key lessons from the JEMSS project - slides presented at the #passion4digital conference in Bulgaria Sofia on 14th September 2016. Explanation of the Buyer Persona Spring - a concept for guiding the development of a digital marketing strategy.

See video here https://www.youtube.com/watch?v=xNVMY8N43W8

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Buyer Persona Spring: Digital Marketing Strategy development template

  1. 1. #passion4digital @AleksejHeinze JEMSS project successfully completed: findings from research and development of a Joint Master’s Degree on Digital and Social Media Marketing Dr Aleksej Heinze, University of Salford This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
  2. 2. #passion4digital @AleksejHeinze
  3. 3. #passion4digital @AleksejHeinze
  4. 4. #passion4digital @AleksejHeinze
  5. 5. #passion4digital @AleksejHeinze
  6. 6. #passion4digital @AleksejHeinze
  7. 7. #passion4digital @AleksejHeinze • European Online Advertising surpasses TV to record annual spend of €36.2bn • Европейската oнлайн реклама надминава телевизиoннaтa и дocтигa €36.2 милиардa пpeз 2016 г. (IAB 2016)
  8. 8. #passion4digital @AleksejHeinze YouTube subscribers… абонати на YouTube Vivacom - 1000 PlanetaOfficial - 657,832 Bulgarian National Television - 7,942Bodil40 - 1,930,390
  9. 9. #passion4digital @AleksejHeinze GETTING YOUR DUCKS IN A ROW
  10. 10. #passion4digital @AleksejHeinze What should be the content of our Digital Marketing Strategy?
  11. 11. #passion4digital @AleksejHeinze • Digital marketing strategy – long term priorities (over 3 to 5 years) for engagement of an organisation using relevant channels, content and data with the specific buyer persona
  12. 12. #passion4digital @AleksejHeinze Heinze, Fletcher, Rashid and Cruz (2016) Digital and Social Media Marketing: A Results-Driven Approach, Routledge, London Buyer Persona Spring
  13. 13. #passion4digital @AleksejHeinze 1. Your strategic business objectives • Marketing • Sales • Operations • Support
  14. 14. #passion4digital @AleksejHeinze 2. Your buyer persona – the target audience personified through a profile
  15. 15. #passion4digital @AleksejHeinze Source: https://xtensio.com/user-persona/
  16. 16. #passion4digital @AleksejHeinze 3. Content https://www.youtube.com/watch?v=g40rrWBx2ok
  17. 17. #passion4digital @AleksejHeinze Source: Screenshot: Channels play different roles in the customer journey https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html 4. Channels
  18. 18. #passion4digital @AleksejHeinze 5. Data
  19. 19. #passion4digital @AleksejHeinze Image Source http://www.enricdurany.com/work/how-to-deal-with-hippos-highest-paid-person-opinion-ab-testing-to-the-rescue/
  20. 20. #passion4digital @AleksejHeinze Data driven strategy refinement
  21. 21. #passion4digital @AleksejHeinze Data driven strategy refinement Don’t go over one A4 page for your strategy document
  22. 22. #passion4digital @AleksejHeinze Heinze, Fletcher, Rashid and Cruz (2016) Digital and Social Media Marketing: A Results-Driven Approach, Routledge, London Buyer Persona Spring
  23. 23. #passion4digital @AleksejHeinze How to learn more? Book… • 20 authors! • This title will be released on November 17, 2016. https://www.amazon.co.uk/Digital-Social-Media-Marketing-Results-Driven/dp/1138917915
  24. 24. #passion4digital @AleksejHeinze How to learn more? MOOC Massive Open Online Course https://www.youtube.com/watch?v=VufHCbNSGg4
  25. 25. #passion4digital @AleksejHeinze Recognition
  26. 26. #passion4digital @AleksejHeinze And much more

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