Developing Digital Strategy for Business / Brand

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1. Strategic Consideration of building vibrant digital strategy
2. What does digital marketing mean and its scope?
3. Where does monetization scope lies ?
4.How to effectively manage online community?
5.Who is the online customer and their preference?

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Developing Digital Strategy for Business / Brand

  1. 1. Welcome to Training Developing Digital Strategy for Business
  2. 2. © Kabir Ahmad (kabirahmad2008@gmail.com) • 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. 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. 4. © Kabir Ahmad (kabirahmad2008@gmail.com) Training Goal … • • 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?
  5. 5. © Kabir Ahmad (kabirahmad2008@gmail.com) Defining Environment Define Sustainable Environment
  6. 6. © Kabir Ahmad (kabirahmad2008@gmail.com)
  7. 7. © Kabir Ahmad (kabirahmad2008@gmail.com) Key Strategic Consideration •
  8. 8. © Kabir Ahmad (kabirahmad2008@gmail.com) •
  9. 9. © Kabir Ahmad (kabirahmad2008@gmail.com) •
  10. 10. © Kabir Ahmad (kabirahmad2008@gmail.com) Global Scenario … More than 50% of business executives say they have a digital strategy (source: Gartner) What exactly do they mean?
  11. 11. © Kabir Ahmad (kabirahmad2008@gmail.com) 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. 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. 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
  14. 14. © Kabir Ahmad (kabirahmad2008@gmail.com) Real Scenario …
  15. 15. © Kabir Ahmad (kabirahmad2008@gmail.com) Real Scenario …
  16. 16. © Kabir Ahmad (kabirahmad2008@gmail.com) Real Scenario …
  17. 17. © Kabir Ahmad (kabirahmad2008@gmail.com) What does Digital Strategy Mean …
  18. 18. © Kabir Ahmad (kabirahmad2008@gmail.com)
  19. 19. © Kabir Ahmad (kabirahmad2008@gmail.com)
  20. 20. © Kabir Ahmad (kabirahmad2008@gmail.com)
  21. 21. © Kabir Ahmad (kabirahmad2008@gmail.com)
  22. 22. © Kabir Ahmad (kabirahmad2008@gmail.com)
  23. 23. © Kabir Ahmad (kabirahmad2008@gmail.com) Your Customer …
  24. 24. © Kabir Ahmad (kabirahmad2008@gmail.com) Who will do it…
  25. 25. © Kabir Ahmad (kabirahmad2008@gmail.com)
  26. 26. © Kabir Ahmad (kabirahmad2008@gmail.com)
  27. 27. © Kabir Ahmad (kabirahmad2008@gmail.com)
  28. 28. © Kabir Ahmad (kabirahmad2008@gmail.com)
  29. 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. 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. 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. 32. © Kabir Ahmad (kabirahmad2008@gmail.com) its about “teaching a man to fish” Focus on 3P’s : creating Policies, Priorities and People”
  33. 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?
  34. 34. © Kabir Ahmad (kabirahmad2008@gmail.com)
  35. 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. 36. © Kabir Ahmad (kabirahmad2008@gmail.com) BBC have clear policies for the design style of their websites
  37. 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. 38. © Kabir Ahmad (kabirahmad2008@gmail.com) Creating A Preliminary Roadmap Considering Scope
  39. 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. 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. 41. © Kabir Ahmad (kabirahmad2008@gmail.com) Social & Cultural Aspect
  42. 42. © Kabir Ahmad (kabirahmad2008@gmail.com) What your Target Group loves to do … • Mobile • Website • Apps • Social Media • Online purchase • When interact • How interact
  43. 43. © Kabir Ahmad (kabirahmad2008@gmail.com) Connect culture …
  44. 44. © Kabir Ahmad (kabirahmad2008@gmail.com) Marketing & Monetization •
  45. 45. © Kabir Ahmad (kabirahmad2008@gmail.com) •
  46. 46. © Kabir Ahmad (kabirahmad2008@gmail.com) • What I saw in Bangladesh …
  47. 47. © Kabir Ahmad (kabirahmad2008@gmail.com) • What did they miss out …
  48. 48. © Kabir Ahmad (kabirahmad2008@gmail.com) • What happened then …
  49. 49. © Kabir Ahmad (kabirahmad2008@gmail.com) • Digital Marketing …
  50. 50. © Kabir Ahmad (kabirahmad2008@gmail.com) • Content Marketing …
  51. 51. © Kabir Ahmad (kabirahmad2008@gmail.com) •
  52. 52. © Kabir Ahmad (kabirahmad2008@gmail.com) • Blog vs. Infographic …
  53. 53. © Kabir Ahmad (kabirahmad2008@gmail.com) • SEO vs. SEM …
  54. 54. © Kabir Ahmad (kabirahmad2008@gmail.com) • Web Advertising …
  55. 55. © Kabir Ahmad (kabirahmad2008@gmail.com) • Mobile Advertising …
  56. 56. © Kabir Ahmad (kabirahmad2008@gmail.com) • Social Medial Marketing …
  57. 57. © Kabir Ahmad (kabirahmad2008@gmail.com) •
  58. 58. © Kabir Ahmad (kabirahmad2008@gmail.com) •
  59. 59. © Kabir Ahmad (kabirahmad2008@gmail.com) • Video Marketing …
  60. 60. © Kabir Ahmad (kabirahmad2008@gmail.com) • Connecting Offline …
  61. 61. © Kabir Ahmad (kabirahmad2008@gmail.com) •
  62. 62. © Kabir Ahmad (kabirahmad2008@gmail.com) • Monetization …
  63. 63. © Kabir Ahmad (kabirahmad2008@gmail.com) •
  64. 64. © Kabir Ahmad (kabirahmad2008@gmail.com) • Analytics …
  65. 65. © Kabir Ahmad (kabirahmad2008@gmail.com) •
  66. 66. © Kabir Ahmad (kabirahmad2008@gmail.com) Community Management •
  67. 67. © Kabir Ahmad (kabirahmad2008@gmail.com)
  68. 68. © Kabir Ahmad (kabirahmad2008@gmail.com) • Role …
  69. 69. © Kabir Ahmad (kabirahmad2008@gmail.com) • Listening & Monitoring …
  70. 70. © Kabir Ahmad (kabirahmad2008@gmail.com) • Engagement …
  71. 71. © Kabir Ahmad (kabirahmad2008@gmail.com) • Rewards …
  72. 72. © Kabir Ahmad (kabirahmad2008@gmail.com) •
  73. 73. © Kabir Ahmad (kabirahmad2008@gmail.com) •
  74. 74. © Kabir Ahmad (kabirahmad2008@gmail.com) •
  75. 75. © Kabir Ahmad (kabirahmad2008@gmail.com) Managing Gen Y •
  76. 76. © Kabir Ahmad (kabirahmad2008@gmail.com) • Who they are …
  77. 77. © Kabir Ahmad (kabirahmad2008@gmail.com) •
  78. 78. © Kabir Ahmad (kabirahmad2008@gmail.com) •
  79. 79. © Kabir Ahmad (kabirahmad2008@gmail.com) • Search …
  80. 80. © Kabir Ahmad (kabirahmad2008@gmail.com) • Social Selling …
  81. 81. © Kabir Ahmad (kabirahmad2008@gmail.com) • Social Buying …
  82. 82. © Kabir Ahmad (kabirahmad2008@gmail.com) • Fun …
  83. 83. © Kabir Ahmad (kabirahmad2008@gmail.com) • Loyalty Reward …
  84. 84. © Kabir Ahmad (kabirahmad2008@gmail.com) •
  85. 85. © Kabir Ahmad (kabirahmad2008@gmail.com) • Civic Engagement & Autonomy ….
  86. 86. Thank you

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