This document provides an overview of developing a digital marketing strategy. It discusses why digital is important for businesses given India's growing online population. It defines a digital strategy and provides steps to create one, including setting goals, defining audiences, creating a customer journey map, developing campaigns, drafting a content calendar, planning resources, and measuring results. An example is also given of an integrated digital strategy with goals, strategies to achieve them, and key performance indicators. The document aims to educate on how to properly develop an effective digital strategy.

1. Training
Digital Marketing Strategy
by
Madhura Chaudhuri
July 2018

2. Agenda
1. Why Digital is important?
2. Quick facts about the Digital world
3. What is a Digital Strategy?
4. How to develop a Digital Strategy?

3. WhyDigital?
India with the world’s second-largest population,
also has the booming second-largest digital market.
The 400 million India's online population is expected
to hit 650 million by 2020 which is double the
population of the US.
The ownership of Smartphone has tripled in the last
four years alone.
The popular government's nationwide “Digital India”
initiative as well as the growing mobile commerce
sector makes India an impossible market to ignore
for any business.

4. WhyDigital?

5. WhyDigital?

6. WhyDigital?
India is coming online at an extraordinary rate
which has been possible by the growth of
affordable data and smartphones.
As more and more people in India discover the
internet and its applications, it is entering the
everyday life of every Indian.
A large portion of the online population is turning
to search to look for information and answers.
THAT’S WHY ☺

7. WhatisaDigitalStrategy?
Definition
a digital strategy is a high level plan
that details how digital media and
platforms can be used to achieve an
organization's goals

8. Ask these questions before you begin….
1. Is the audience we are trying to reach active online?
2. Are our marketing resources better spent
somewhere else?
3. Is digital marketing key to our overall business
strategy?
4. Are we looking to expand and reach new users?
HowtobuildaDigitalStrategy?
Is Digital right for my audience?

9. StepstocreateaDigitalStrategy
7 steps
Set GOALS
Define your
AUDIENCE
Create
JOURNEY
map
Develop a
CAMPAIGN
Draft a
CONTENT
calendar
Plan
RESOURCES
MEASURE
Results

10. STEP 1
Set GOALS

11. SetGOALS
Step 1
GOAL
To get a role as a Digital Strategist in 2018
INSIGHT
Lack the skills that I don’t have at the moment
STRATEGY
Learn the skills of a Digital Strategist
Example
SMART goals are specific they're measurable they're
attainable they're relevant and they're time-based.

12. STEP 2
Define your AUDIENCE

13. CreateAudiencePersonas
Research your customer
gender, age, income level,
employment, location, and
education
Look for trends
Find as many trends or patterns
in this data as possible and make
note of them.
Mould the clay
Organize them into primary,
secondary, and tertiary profiles,
going from most common
characteristics to least.
Turn the data into
people
Give each of your personas
names. Give them job titles.
Give them alma maters. Give
them marital statuses. Give
them career histories. Give
them a place to live.
Uncover goals
Whether they’re personal or
professional, your audience has
goals and aspirations.
Look at your product or service
and identify which goals your
product or service helps your
personas achieve.
Know the pain points
What barriers do they face in
reaching their goals that your
product or service helps
overcome?

14. DefineyourAudience
ExampleStep 2
Building audience personas requires some research
chops, a touch of intuition, and a bit of creativity.

15. STEP 3
Create a JOURNEY map

16. Stepsoftheonlinecustomerjourney
The online customer journey starts off with the initial decision-making phases, including Awareness,
Consideration, Preference and Purchase. While these are all very important phases, what really sets
this industry apart from others is what happens after the purchase in the Onboarding and Post-
Purchase phases.

17. Let’stakealookateachofthesestepsbelow
Awareness
This is where customers have a
pain point or problem and start
to engage in the process of
discovering which solutions are
out there.
Considerations
Customer has familiarized himself with
your brand and is aware of the
products and/or services offered, the
research (or consideration) phase will
commence. Price, product reviews etc.
Preference
Based on their research, your online
visitors will ultimately establish a
preference as to which company they
will purchase from.
Purchase
Customer has finally decided to
purchase online! They have
selected your product and click
through to the checkout page.
Two things are critical at this
point. You must provide
a smooth and flawless checkout
process, followed
by confirmation of purchase.
Onboarding
Onboarding is the process in which
your customer gets better acquainted
with the product they’ve signed up for
or purchased from you. It is also the
period in which your business is likely
to receive the most feedback and
support questions from your
customers as they want to get started
using the product.
Post-Sales
After the customer has been
onboarded, you’ll want them to
continue using your product as well as
come back for more. To ensure that
this happens, it’s important to keep in
touch, whether that’s by sending
regular product updates and
announcements, checking up on them
to see if the product they purchased is
still to their liking, etc.

18. AJourneyMap-Example
Website/
Mobile App
Email
Social media
or other
Advertising/
Content
Social media
campaign
Adwords/ Ads
Videos/
webinars
Whitepapers/
Tutorials
Reviews/ Comparison
guides/Free trials
Datasheets/Product
info
Product reviews
a smooth and
flawless
checkout
process,
followed
by confirmati
on of
purchase.
Product tutorials/
FAQs/ Customer
support
Newsletters
Video tutorials
Personalized
content
Newsletters/
product
launch
Events
Step 3
There are many ways to design a journey map this is a very basic simple way that can
be created in a spreadsheet

19. STEP 4
Develop a CAMPAIGN

20. Fordevelopingacampaign
Campaign title
Key messages
Content- text, images, etc
Identify channels
from journey map
CTA
Step 4

21. STEP 5
Draft a CONTENT calendar

22. Draftingacontentcalendar
Days Topic/Title Content type Platform(s) Target persona CTA
Monday
Author: X
New product
updates
Newsletter Email Website signup
Tuesday
Author: Y
Product tip Social media
campaign
Facebook,
Twitter, Linkedin
Share content
Wednesday
Author:Z
Product offer Newsletter,
social media
post, website
content
Website, Email,
FB, Twitter,
Linkedin
Website visit/
purchase
Step 5
Once you have your campaign ready, you need to draft a content calendar really it is a simple
tool for making content marketing focus

23. STEP 6
Plan RESOURCES

24. Planningresources
People
Software/Tools
TimeThis is really important you don't want to go
through all this effort to create a digital
strategy and realize that you don't have the
resources or funds to support it
Step 6

25. STEP 7
MEASURE Results

26. Measuringresultsforsuccess
1. Website traffic
2. Sources
3. Demographics
4. Email views
5. Email subscribers
6. What actions users took?
Like, share, purchase, etc.
Step 7
Focus on those metrics or analytics that are related to your specific goals
remember we talked about those SMART goals

27. Integrated Digital Strategy-- EXAMPLE
Goals Strategies to achieve these goals KPIs (Performance)
#1
Increase in number of
subscribers by 20% for
newsletters by 2018 Dec.
• Implement responsive campaigns.
web/mobile email campaigns.
• Referral programs.
• Signup campaigns
• Increase in open rates of email
campaigns
• Signups on website
#2
Add 50 new customers on
our system by 2019 March
• Google adwords
• Social media campaigns
• Remarketing on adwords, FB, Instagram
• Website visits
• Bounce rates
• Purchase
#3
Educate the local
community about our
electronics product using
Google adwords and social
media promoted posts.
Goal: 100,000 views
• Google adwords
• Social media campaigns
• Remarketing on adwords, FB, Instagram
• Brand mentions via social media
• Number of shares / likes
• Video views

28. Thank you!
If you have any queries,
reach out to me at
hello@madhura.co