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360 Degree Digital Marketing Strategy - EBriks Infotech

360 Degree Digital Marketing Strategy - EBriks Infotech

360 Degree Digital Marketing Strategy - EBriks Infotech

  1. 1. Developing a 360° Digital Strategy
  2. 2. About Me
  3. 3. Inconvenient Truths
  4. 4. It is no longer acceptable for a brand to wait for the audience to visit
  5. 5. Brands must actively communicate to prosper
  6. 6. Positive engagement snowballs, arrogance creates stagnancy
  7. 7. Lazy marketing… …Ain’t nobody got time for that!
  8. 8. What is strategy?
  9. 9. Strategy is a plan for obtaining a goal based on the information at hand
  10. 10. Goals need to be S.M.A.R.T.
  11. 11. Specific S Measurable M Actionable A Realistic R Timely T
  12. 12. Strategy is a plan for obtaining a goal based on the information at hand
  13. 13. Information at hand are the pieces of information related to the goal that help inform the strategy
  14. 14. Information is gained by Failing Analyzing Data Participating Observing Taking Courses Interviewing Doing Reading
  15. 15. For Example…
  16. 16. Sample Strategy Goal Get 100 alumni to buy tickets for the charity dinner at the end of the month. Insight Alumni association is hosting a networking event next week and also has access to 1000+ members across social media. Strategy Sponsor alumni networking event and include regular messaging via social media as part of deal.
  17. 17. Four Core Stages to Building And Running A Digital Strategy Planning Evaluation Actualisation Creation
  18. 18. Planning Audience (broken down into key sgements) Initial aims and expected returns Brand background, present positioning and perception Audience locations and value of each audience segment against initial aims
  19. 19. Creation Planning campaign elements based upon previous analysis Creating key performance indicators per channel and estimating expected return per channel Design and build of campaign elements / channels Planning and establishing actualisation routes, communication flows and expectations
  20. 20. Actualisation Building the engagement timeline Engagement w/ audience through the engagement loop Sampling progress through a campaign and optimising the campaign message Recording information through each campaign step for evaluation
  21. 21. Evaluation Evaluating KPIs and achievements Reviewing engagement and unexpected longer term benefits Taking lessons on board to build stronger future campaigns Scoring the strategy and the benefits it has given
  22. 22. Digital strategy means something that will change my bottom line in 3-6 months. Shiv Singh, PepsiCo
  23. 23. This is Social Media
  24. 24. Content Calendar
  25. 25. Cloud Computing
  26. 26. Project Management Suite
  27. 27. Inventory
  28. 28. Playbook
  29. 29. Channel Mix
  30. 30. Social Policy
  31. 31. Stay Abreast of Industry Trends
  32. 32. Measuring Social Media REACH • Visits/Views • Followers/Fans ENGAGEMENT • Likes/Retweets • Comments ACTION • Downloads • Sign-Ups
  33. 33. Review • No excuse for not developing digital strategy • Strategy: A plan for obtaining a goal based on the information at hand • 4 core stages to building strategy: 1) Evaluation 2) Planning 3) Actualisation 4) Creation • Digital strategy essentials: Content calendar, cloud computing, project management suite, inventory, playbook, channel mix, social policy, education
  34. 34. Next Steps
  35. 35. 1) Build An Ark
  36. 36. 2) Listen & Compare
  37. 37. 3) What’s The Point
  38. 38. 4) Select Success Metrics
  39. 39. 5) Analyze Your Audiences
  40. 40. 6) How Will You Be Human?
  41. 41. 7) What’s Your One Thing?
  42. 42. 8) Create A Channel Plan
  43. 43. Some Trends
  44. 44. Mobile Usage Increases
  45. 45. Big Data Becomes Easier To Manage
  46. 46. Social Media Personalizes Your Feeds
  47. 47. Personalization Becomes A Marketing Priority
  48. 48. Google+ Also Becomes A Priority
  49. 49. Can’t Ignore International And Niche Networks
  50. 50. Visual Marketing Grows
  51. 51. Real Time Marketing Over Campaigns
  52. 52. Marketers Consolidate Their Mix
  53. 53. Show Me The ROI
  54. 54. Content Marketing Remains The Focus
  55. 55. Look Out For Google Glass
  56. 56. Simple Immediate Social Integrated Personalized
  57. 57. Review • Next steps: 1) Build an ark 2) Listen & compare 3) What’s the point 4) Measure success metrics 5) Analyze your audiences 6) How will you be human? 7) What’s your one thing 8) Create a channel plan • Future of digital: Simple, immediate, social, integrated, personalized
  58. 58. In conclusion, when it comes to digital strategy, employ the boldness and improvisation of Gandalf. But temper that with the meticulousness and caution of…
  59. 59. Thank You! @HamzaK

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