marketing strategy

2. Final project: Digital Marketing Strategy & Campaign Examples
● Short market overview: competitor research and analysis
● Buyer persona profile presentation
● Key messages to be used in communication
● Digital marketing budget and media split for the 3 stages in
the funnel and for each buyer persona - 6-month budget
● Create Google Search Ad, Youtube Ad, Google
Display/Discovery Ad, Facebook Ad and Instagram Ad for the
business

3. Magic AI black box
• Transactions
• COCA
• ROAS
• POAS
• Conversion
Value
Most of the time in digital marketing things sort of look like
this...

4. ... and if it’s e-commerce, they also look a lot like this...

5. Transactions
Revenue
... and it always comes down to these 2 little guys...

6. How should we go about
digital marketing
strategy?
Defining your target
buyer personas
Analysing your strengths
and weaknesses
Analysing your direct
competitors and their
messages
Analysing your direct
competitors and their
messages
Choosing the right
message for your
campaign
Choosing the right
marketing channels mix
Mixing it all
with budget
and KPIs
Et voila! Your Digital
Marketing Strategy is
served

7. We can see things through the conversion funnel lens…
Conversion
Funnel
Generating
interest
Activating the
audience
Conversion

8. … or through the relationship pipeline lens
Marketing Pipeline
Generating
interest
Conversion

9. What happens when we chase conversions, COCA and
ROAS/POAS is that we actually save now and we pay later
Both machine learning in ads and our marketers
and agencies will actually go for the safe targets,
the low hanging fruit
Generating
interest
Activating the
audience

10. CLTV (Customer
Lifestime Value)
Total Marketing Costs
Transactions
Revenue

11. Generating
interest
Activation
Conversion

12. Ce contează pentru ei în
luarea unei decizii? Care este
valoarea principală pe care
pun accent? Care este o frică
pe care o au în legătură cu
achiziția unui produs sau
serviciu?
How should a buyer persona profile look like?
General information
Age, sex, relationship status,
geo location, income level,
education, professional
information
Key values
What matters for them
when they make a
decision? What are their
fears and motivators?
Goals and challenges
What are their professional and
personal goals? How do your
product and services contribute
to achieving these goals?
Where do we find them?
What are their main information
sources? Where do they shop?
What are their hobbies? What
social networks do they use?
What events do they participate
in?
Where do we get data
for the buyer persona
profile info?

13. ● What is the differentiator you are
communicating? - Unique Selling Proposition
● What is something that is:
⮚ Really unique for your business;
⮚ Your competitors don’t have;
⮚ Really important for your buyer persona.
Key message
What is the reason to believe behind my key message?

14. Buyer Persona Filter. Check if the USP you are
communicating is:
● Adapted to your buyer persona? Does the buyer persona
understand it?
● Desirable for your buyer persona?
● Credible? Is there a Reason To Believe behind it?
● Relatable? Does the buyer persona understand the USP
as something they can relate to?
Key message
Check your message against the buyer persona filter

15. What is the main purpose of our ad?
● To draw attention?
● To convince the user of something?
● To stand out from the crowd and get over banner blindness?
Key message
Remember the actual purpose of your ad

16. YouTube Ads (In-
stream, Bumber,
Skippable), Facebook
Video Views,
Instagram Reels,
Google Discovery,
Display, Google
Shopping,
Performance Max,
Tik Tok Ads, Content
Marketing, SEO,
Pinterest Ads
Facebook Dynamic
Prospecting, Google
Search, Shopping ,
Performance Max,
YouTube Video
Action, Affiliate
Marketing, Criteo,
RTB House,
Programmatic Ads,
Email Marketing,
Content Marketing,
SEO
Facebook Catalogue Sale, Instagram Shop
Ads, Remarketing Google Search și Display,
Shopping și Performance Max, Email
Marketing, SEO
Generating
interest
Activation
Conversion

17. Budget split
According to the marketing pipeline stages
Generating interest
● Attracting new audience
Activating & engaging the interested
audience
● Remarketing this audience and
engaging them
Capturing and converting the existing
demand
● Conversion-oriented performance
marketing campaigns
40%
30%
30%
Generating interest
Activation
Conversion

18. 40%
● New Audience & Brand Awareness
campaigns:
○ Facebook Ads - Traffic, Reach
○ Instagram Ads
○ Youtube Ads
○ Google Display & Discovery
Ads
● Google Search Ads
● Google Performance Max
● Content Marketing
● Tik Tok Ads
● Pinterest Ads
● SEO
Generating interest
Budget split
First stage: generating interest

19. 30%
Traffic and leads campaigns:
● Facebook Dynamic
Prospecting
● Youtube for Action
● Email Marketing
● Google Search
● Google Shopping & Google
Performance Max
● Affiliate Marketing
● Content Marketing
● SEO
Activation
Budget split
Second stage: Activating and engaging the interested audience

20. 30%
Conversion campaigns,
remarketing campaigns for the
interested and engaged
audience:
● Facebook Catalog Sales Ads
● Campanii de remarketare
● Google Search și Display
● Google Shopping și
Performance Max
● Email Marketing
● SEO
Conversion
Budget split
Third stage: Capturing and converting the existing demand

21. Budget split
First stage: goals, KPIs and campaign types
Budget Stage Goal KPIs Digital marketing channel mix Campaign types
40%
Generating
interest
New relevant
audience
Impressions
Reach
Engagement
% View Rate
% CTR
● Youtube Ads - Youtube
Skippable In-Stream Ads
● Youtube Bumper Ads 6 secunde
● Facebook Video Views Ads,
Single Image Ads
● Facebook Collection Ads
● Instagram - Reels, Stories, Feed
● Content Marketing
● Google Discovery & Display Ads
● Google Shopping and
Performance Max
● Tik Tok Ads
● Pinterest Ads
● SEO
● Video minim 40 seconds, voice over,
mentioning your brand
● Collection Ads
● Single Image 1080x1080, 1080x1920,
1200x628,
● Smart Display
● Standard Display Ads - top 10
formate - 120x600, 160x600,
200x200, 250x250, 300x250, 728x90,
320x50, 300x600, 970x250, 970x90
● Discovery - Single Image, Carousel
● Responsive Display 1200x1200,
1200x628
● Tik Tok 1080x1920

22. Budget Stage Goal KPIs Digital marketing channel mix Campaign types
30% Activation Leads
% CTR
% Bounce Rate
Time On Site
Pageviews/Visit
● Facebook Carousel Ads
● Facebook Single Image
● Facebook Dynamic
Prospecting
● YouTube Video Action
● Instagram - Stories & Feed
Ads
● Google Discovery & Display
Ads
● Google Search, Shopping
and Performance Max
● Email marketing
● Affiliate Marketing
● Criteo, RTB House
● Content Marketing
● SEO
● Carousel Ads
● Single Image
1080x1080, 1080x1920,
1200x628,
● Smart Display
● Discovery - Single
Image, Carousel
● Video 1920x1080
Budget split
Second stage: goals, KPIs and campaign types

23. Budget Stage Goal KPIs Digital marketing channel mix Campaign types
30% Conversion Orders
Conversion Rate
Revenue
COCA
ROAS
POAS
Average Order Value
● Facebook Catalog Sales
● Instagram Shopping Ads -
Feeds & Stories
● Remarketing Google
Display Ads
● Remarketing - Google
Search - RLSA
● Google Shopping and
Performance Max
● SEO
● Dynamic Product
Ads
● Single Image
1080x1080,
1080x1920, 1200x628,
● Responsive Display
1200x1200, 1200x628
● Standard Display Ads
- top 10 formats -
120x600, 160x600,
200x200, 250x250,
300x250, 728x90,
320x50, 300x600,
970x250, 970x90
Budget split
Third stage: goals, KPIs and campaign types

24. Creatives adapted to the stage
Visuals, videos and key messages
Stage
What should the creative
focus on?
Generating
interest
Presenting the brand, a
new product or category,
USPs

25. Stage
What should the creative
focus on?
Activation
Presenting key
advantages, key categories,
key products
Creatives adapted to the stage
Visuals, videos and key messages

26. Stage
What should the creative
focus on?
Conversion
Discount, price, limited
offer
Creatives adapted to the stage
Visuals, videos and key messages

27. Generating
interest
Activation
Conversion

28. Thank you!
raluca@mth.digital
youtube.com/c/ralucaradumth