More Related Content Similar to Developing Digital Strategy for Business / Brand (20) More from Kabir Ahmad (17) Developing Digital Strategy for Business / Brand2. © Kabir Ahmad (kabirahmad2008@gmail.com)
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Expert Areas: Digital Strategy, Marketing, OTT mobile
technology, Wearable Market, Digital Gaming, Gamification
• Leading Digital Marketing Team with
• Research & Consultancy
• Steering Committee member with
3. © Kabir Ahmad (kabirahmad2008@gmail.com)
• More than 20 cutting edge market research paper
• Cited / interviewed by The Hindu, Infosys, Market
Analyst, Knowledgepr, Explore B2B, Linkedin, OSP
Magazine, Zintro
• Gamification Guru #100 rank by leaderboarded.com
• Spoke in couple of international seminar
• Did consultancy to SingTel, Star Hub, Verizon etc.
http://www.linkedin.com/in/kabirahmad
4. © Kabir Ahmad (kabirahmad2008@gmail.com)
Training Goal …
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• Strategic Consideration of building vibrant digital
strategy
• What does digital marketing mean and its scope?
• Where does monetization scope lies ?
• How to effectively manage online community?
• Who is the online customer and their preference?
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Defining Environment
Define Sustainable Environment
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Key Strategic
Consideration
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Global Scenario …
More than 50% of business executives say they
have a digital strategy (source: Gartner)
What exactly do they mean?
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Global Scenario …
First, there is a definition of digital that looks back to
the past. "Many businesses are looking at the whole
e-commerce, e-business area that everyone was
talking about in the late 1990s and thinking
12. © Kabir Ahmad (kabirahmad2008@gmail.com)
Global Scenario …
Elsewhere, the word digital is used to describe
current technology trends such as social media,
mobile applications and cloud computing.
13. © Kabir Ahmad (kabirahmad2008@gmail.com)
Global Scenario …
The third use of the term digital is in reference to the
near future, in which products and services themselves
become digital. The most obvious example is the
automotive industry such as embedding digital systems
into cars or E-cigarettes all contain microprocessors,
some of them have wireless capabilities and many of
them charge up using a USB connection
17. © Kabir Ahmad (kabirahmad2008@gmail.com)
What does Digital Strategy Mean …
29. © Kabir Ahmad (kabirahmad2008@gmail.com)
What is the Problem …
The problem is that nobody sees the creation of a
digital strategy as their job, so if you don’t step up,
then the chances are nobody will.
30. © Kabir Ahmad (kabirahmad2008@gmail.com)
What is the Problem …
“Senior management lack confidence in digital
because they don’t really understand it. They need
a roadmap to reassure them.”
31. © Kabir Ahmad (kabirahmad2008@gmail.com)
What you need to convince on …
A Digital Strategy Is Not A Business Strategy
A traditional business strategy focuses on two key
components; a long term roadmap and budget
forecasting. Unfortunately both of these elements are hard
to replicate in a digital strategy.
Creating a digital strategy that looks 3–5 years ahead is an
unrealistic expectation. Technology just moves too fast for
that. Equally, accurate budgeting is difficult when the
landscape is evolving at such a rapid rate. A digital
strategy therefore has to take a different approach.
32. © Kabir Ahmad (kabirahmad2008@gmail.com)
its about “teaching a man to fish”
Focus on 3P’s : creating Policies, Priorities and People”
33. © Kabir Ahmad (kabirahmad2008@gmail.com)
People
• Who makes decisions about different digital elements and
who actually does the work? (For example, you don’t want the
Head of IT making decisions on design, or the Head of
Marketing picking a hosting environment.)
• What work is going to be done in-house and what should be
outsourced?
• When outsourcing, what criteria are used for selecting a
supplier?
35. © Kabir Ahmad (kabirahmad2008@gmail.com)
Policies
• Policies act as a framework within which operational
decisions are made. In other words, instead of having to make
a decision each time a scenario occurs, the decision has
already been made and formalized into a policy.
• A great example of this is a social media policy. What are
staff allowed to say on social media? What is acceptable and
unacceptable?
36. © Kabir Ahmad (kabirahmad2008@gmail.com)
BBC have clear policies for the design style of their websites
37. © Kabir Ahmad (kabirahmad2008@gmail.com)
Priorities
• The two most important priorities to set are business
objectives and target audiences.
• A clear list of priorities will help resolve conflicts and keep
things moving forward
• What are the most urgent areas where work needs to be
done?
38. © Kabir Ahmad (kabirahmad2008@gmail.com)
Creating A Preliminary Roadmap Considering Scope
39. © Kabir Ahmad (kabirahmad2008@gmail.com)
Scope : Mutiscreen Strategy
• Mobile – Are you going to build a responsive site? Do you
need native apps? If so, what platforms will you support?
• Social Media – What platforms are you going to support?
How are you intending to use social media? Who is responsible
for it? What policies exist around acceptable behavior? How
are negative events handled?
40. © Kabir Ahmad (kabirahmad2008@gmail.com)
• Email – This should cover everything from newsletters to trigger
based emails. You should address who is responsible for email
correspondence and how your email lists are maintained and
privacy is protected.
• Digital Marketing – This would encompass everything from SEO
and PPC to banner advertising and affiliate schemes.
• Website – What features should you support on the website? How
do you decide on content? Who is responsible for site maintenance
from design, content and technical perspectives?
41. © Kabir Ahmad (kabirahmad2008@gmail.com)
Social & Cultural Aspect
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What your Target Group loves to do …
• Mobile
• Website
• Apps
• Social Media
• Online purchase
• When interact
• How interact
44. © Kabir Ahmad (kabirahmad2008@gmail.com)
Marketing &
Monetization
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46. © Kabir Ahmad (kabirahmad2008@gmail.com)
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What I saw in Bangladesh …
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What did they miss out …
48. © Kabir Ahmad (kabirahmad2008@gmail.com)
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What happened then …
49. © Kabir Ahmad (kabirahmad2008@gmail.com)
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Digital Marketing …
50. © Kabir Ahmad (kabirahmad2008@gmail.com)
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Content Marketing …
52. © Kabir Ahmad (kabirahmad2008@gmail.com)
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Blog vs. Infographic …
55. © Kabir Ahmad (kabirahmad2008@gmail.com)
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Mobile Advertising …
56. © Kabir Ahmad (kabirahmad2008@gmail.com)
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Social Medial Marketing …
60. © Kabir Ahmad (kabirahmad2008@gmail.com)
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Connecting Offline …
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Community
Management
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69. © Kabir Ahmad (kabirahmad2008@gmail.com)
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Listening & Monitoring …
85. © Kabir Ahmad (kabirahmad2008@gmail.com)
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Civic Engagement & Autonomy ….