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Young Marketers Elite 2 - Digital Assignment - Khai Pham & Minh Vu

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Young Marketers Elite 2 - Digital Assignment - Khai Pham & Minh Vu

  1. 1. - Ourselves-
  2. 2. Agenda What is Digital Marketing Strategy? The process? An example from a familiar brand 1 2 3 Digital
  3. 3. What is digital marketing strategy Definition The process of specifying an organization's brand vision, and related marketing activities in order to maximize the digital initiatives to the brand. In other words… Digital marketing strategy is Marketing strategy that utilizes the uprising opportunity of Digital platforms. It goes beyond Digital Communication. It can be: -Digital Distribution (E-commerce: Lazada, Amazon) -Digital Business Platform (UBER) -Digital Pricing (PayPal)
  4. 4. Steps to build Digital Marketing Strategy Analyzing consumer, category, competitor, company, collaboration BusinessContext Business Objectives Marketing Objectives Target consumer & insight Define relevant business objectives for challenges the company/ brand is facing in current context Interpret business objectives into marketing objectives Dig deep to understand consumer, define their unmet need to build marketing strategy
  5. 5. Marketing strategy Digital marketing strategy KPIs Execution & evaluation Gate: If Digital is relevant with marketing strategy & target consumer, then continue. If not, then forget Digital! Building Strategic/campaign Ideas, Plans. Choosing main tools and platforms Set clear KPIs that best-reflect how the objectives will be achieved Execute, learning & adjust everyday. Steps to build Digital Marketing Strategy
  6. 6. OREO Digital Marketing Strategy OREO is a long established brand in the world. It look old, with indifferent image. Biscuit market is one the competitive market when consumer be low loyalty BusinessContext Business Objectives Marketing Objectives Target consumer & insight How OREO can be younger and more attractive in consumer’ eyes, so they can get more fan. How OREO can convince consumer they are not old, keep relevant with new century through more engagement. Young 16-30 OREO consumers, active on social and follow new trend.
  7. 7. OREO Digital Marketing Strategy Marketing strategy Digital marketing strategy KPIs Execution & evaluation For their 100th birthday OREO wanted to boost front of mind awareness, create talkability that would build brand equity, and extend their fan base further. With a long established brand, OREO want to capitalize on today’s culture and show their relevancy to today’s consumers OREO doesn’t appear on social platform in appealing way. In other hand, digital channel is the new trend of youth, where they update and discuss information and spend many time. OREO want to "help everyone around the world celebrate the kid inside and show their relevancy on digital channel Increase 110% fan who interact with their “twist” through like, share or comment. It kick off June 25 and extend in 100 days. Use OREO cake as material to make “daily hot news” on their channel. It catch up new trend, celebrate memorable moments in 100 years.. After campaign: +280% increase share on Facebook +515% increase on retweets +231M media impressions +433M views on Facebook -> Base on KPIs, OREO did have huge success and make big impact to current fan
  8. 8. Thank you PhamVan Khai Nguyen Hoang MinhVu

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