2. BUILD
DIGITAL
MARKETING
STRATEGY
THAT ROCKS
Marianna Vardanyan

3. BUILD
DIGITAL
MARKETING
STRATEGY
THAT ROCKS
Marianna Vardanyan

4. BUILD
DIGITAL
MARKETING
STRATEGY
THAT ROCKS
Marianna Vardanyan

5. DIGITAL MARKETING IS…
The marketing of products or services
using digital channels to reach consumers.
The key objective is to promote brands through
various forms of digital media.
— Financial Times, ft.com/lexicon

6. “Digital media is the best thing to happen to
marketing in recent times. Now messages can be
customized for distinct groups and individuals.
By analyzing Big Data, one can identify the best
prospects and the appropriate messages to
deliver.”
– Steven Kotler, Marketing Professor

7. “We have technology, finally, that for the first
time in human history allows people to really
maintain rich connections with much larger
numbers of people.”
– Pierre Omidyar, Founder, eBay

8. DIGITAL MARKETING CHANNELS
include but are not limited to:
§ Search Engine Optimization (SEO)
§ Pay Per Click Marketing (PPC)
§ Email Marketing
§ Social Media Marketing (SMM)
§ Content Marketing
§ Affiliate Marketing
§ Mobile Marketing
§ SMS
§ TV, Radio, digital billboards, etc.

9. DIGITAL MARKETING CHANNELS
include but are not limited to:
§ Social Media Marketing (SMM)

10. BETTER
MAKING GOOD GET BETTER

11. SOSTAC marketing planning model
Situation – where are we now?
Objectives – where do we want to be?
Strategy – how do we get there?
Tactics – how exactly do we get there?
Action – what is our plan?
Control – did we get there?

12. SITUATION
Where are we now
and what are our
market advantages?

14. Set up SMART objectives:
Specific, Measurable , Actionable, Reasonable, Timed
OBJECTIVES
What are the online
and offline business
objectives?

15. You are not marketing to your mother!

16. STRATEGY
What is our
segmentation,
targeting and
positioning strategy?

18. TACTICS
How do we
implement
the strategy?

20. ACTION
Who is going to do
what and when?

22. Did we meet
the objectives
set up above?
CONTROL

23. :)

24. Case Study: R/GA’s
“Dear Mr. President”
campaign
http://www.rga.com/work/dear-mr-president/

25. THANK YOU.
Marianna Vardanyan
Follow @mashock