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7 steps to digital marketing strategy

The document is a guide for creating or updating a digital marketing strategy, authored by Dr. Dave Chaffey and Danyl Bosomworth. It outlines a seven-step process for effective digital marketing, focusing on understanding the ecosystem, targeting, proposition, and customer engagement. The guide aims to help companies improve their digital marketing approach for better results.

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DIGITAL MARKETING STRATEGY GUIDE Your companion to creating or updating your online channel strategy Authors: Dr Dave Chaffey and Danyl Bosomworth
Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal Digital Marketing Strategy Seven Steps to Success Guide Contents 04 Introduction Convincing others you need a strategy 096WHS'H¿QHRXUDSSURDFKWRGLJLWDOVWUDWHJ 19 Step 2 Understand your ecosystems 6WHS'H¿QHRXUIXWXUH 40 Step 4 Strategy: Targeting 47 Step 5 Strategy: Proposition 56 Step 6 Strategy: Getting New Customers 72 Step 7 Strategy: Keeping customers engaged and loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.
Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 3 About our 7 Steps digital marketing guides How will the guides help me? :H¶YHFUHDWHGRXU6WHS*XLGHVIRU([SHUWPHPEHUVWREHRXUFRQVWDQWFRPSDQLRQDVRX OHDUQUHYLHZDQGLPSURYHRXUDSSURDFKWRGLJLWDOPDUNHWLQJ:HNQRZRX¶UHEXVDQGXQGHU pressure to get results, so they’re written to help you do just that. They take you through the ques- WLRQVRXVKRXOGEHDVNLQJWRLPSURYHSHUIRUPDQFHDQGVXJJHVWLQJWKHULJKWDSSURDFKHVIRURX 2XU(ERRNVDUHDOOFUHDWHGWRKHOSRX ; Improve results$IRFXVRQJHWWLQJWKHEHVWUHVXOWVIURPRXUGLJLWDOPDUNHWLQJ ; Review your current approach$XQLTXHZRUNERRNIRUPDWKHOSVLGHQWLISULRULWLHV ; Apply analytics,QHJUDWHGDGYLFHRQXVLQJ*RRJOH$QDOWLFVWRLPSURYHSHUIRUPDQFH ; Learn best practice. Strategy recommendations and practical tips highlighted throughout. Who are the guides written for? 2XU(ERRNVDUHGHVLJQHGWRKHOSRXDQGRXUWHDPLIRXDUHDFWLYHOPDQDJLQJGLJLWDOPDUNHW LQJ7KHDUHDOVRSDFNHGIXOORISUDFWLFDODGYLFHLIRX¶UHZRUNLQJKDQGVRQRQDFRPSDQZHEVLWH or campaigns like search, email or social media marketing. This is how our guides are designed to KHOSGLIIHUHQWWSHVRISHRSOHPDSSODQDQGPDQDJHWKHLUGLJLWDOPDUNHWLQJ ; Company owners and marketing managers:HKHOSRXFUHDWHRUUH¿QHSODQVVRRX can invest in the approaches that matter. We help you set goals and put in place a system to PHDVXUHDQGLPSURYHVLQFHDOORXUJXLGHVFRYHUKRZWRJHWPRUHIURP*RRJOH$QDOWLFV ; Digital marketing and Ecommerce managers:HKHOSRXGULYHHI¿FLHQFLHVIURPHDFKRI WKHNHGLJLWDOPDUNHWLQJFKDQQHOVSOXVRXUZHEDQGVRFLDOSUHVHQFHVWKURXJKUHYLHZLQJRXU DSSURDFKXVLQJXVLQJRXUFRPSUHKHQVLYHZRUNERRNWHPSODWHV ; Digital marketing specialists:KHWKHURXZRUNRQVRFLDOPHGLDPDUNHWLQJ6(233 HPDLOPDUNHWLQJRUFRQYHUVLRQUDWHRSWLPLVDWLRQIRUWKHZHEVLWHZHKDYHDJXLGHWRTXLFNOKHOS you review and improve your approach. ; Consultants and agencies. Many consultants and agencies use our guides to check and UH¿QHWKHLUDSSURDFKDQGUHFRPPHQGDWLRQVWRFOLHQWVRQGLJLWDOPDUNHWLQJ7KH¶UHDOVRXVHG WRKHOSHGXFDWHWHDPPHPEHUVRQWKHODWHVWGLJLWDOPDUNHWLQJEHVWSUDFWLFHDQGWHFKQLTXHV Guide features $OORXUJXLGHVLQFOXGHWKHVHIHDWXUHVWRKHOSRXLPSURYH ; KHFNOLVWVRITXHVWLRQVWRDVNWRUHYLHZRXUPDUNHWLQJDSSURDFK ; *XLGDQFHRQXVLQJ*RRJOH$QDOWLFVWRLPSURYHSHUIRUPDQFH ; Colour-coded GH¿QLWLRQV, key strategy recommendations and EHVWSUDFWLFHWLSV ; 'LDJUDPVJLYLQJIUDPHZRUNVWRGHYHORSRXUVWUDWHJ ; /RWVRIH[DPSOHVRIEHVWSUDFWLFHWKURXJKPLQLFDVHVWXGLHVDQGVFUHHQFDSWXUHV Tell us what you think 'DYHKDIIHDQGWHDPKDYHGHYHORSHGWKHVHJXLGHVEDVHGRQZRUNLQJZLWKPDQWSHVRI FRPSDQLHVDQGLQWUDLQLQJ%XWLPSURYHPHQWVDUHDOZDVSRVVLEOHVRZH¶GEHJUDWHIXOLIRXFRXOG email: support@smartinsights.comZLWKRXUFRPPHQWVJRRGRUEDG,QSDUWLFXODUZH¶UHLQWHUHVW HGLQLGHDVRQLPSURYLQJWKHVHJXLGHVRUIRURWKHUJXLGHVRXZRXOG¿QGXVHIXO7KDQNV
Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 4 Introduction Convincing others you need a strategy UHDWLQJDGLJLWDOPDUNHWLQJVWUDWHJDQGSODQLVQRGLIIHUHQWIURPFUHDWLQJDQRWKHU PDUNHWLQJSODQLQIDFWLW¶VLQFUHDVLQJOVWUDQJHWRKDYHVHSDUDWHSODQVIRUµGLJLWDO¶DQGµRIÀLQH¶ VLQFHWKDW¶VQRWKRZRXUFXVWRPHUVSHUFHLYHRXUEXVLQHVV +RZHYHUZH¶UHRIWHQUHTXLUHGWRVHSDUDWHSODQVIRU³GLJLWDO´RQOEDVHGRQWKHZDWHDPV DQGUHSRUWLQJDUHPDQDJHGDQGWRKHOSWKHWUDQVLWLRQWRGLJLWDO±EHIRUHLWEHFRPHV³EXVLQHVV DVXVXDO´$FRPPRQIRUPDWKHOSVDOLJQRXUSODQWRRWKHUPDUNHWLQJSODQV 7RVWDUWZHKDYHWRIDFHWKHUHDOLWWKDWPDQRUJDQLVDWLRQVGRQ¶WKDYHDGLJLWDOPDUNHWLQJ strategy at all. 0DQRUJDQLVDWLRQVDUHGRLQJGLJLWDOPDUNHWLQJEXWIHZKDYHDVWUDWHJ7KDW¶V ZKDWRQHRIRXUUHDGHUVXUYHVVKRZHG 7KLVVXJJHVWVWRXVWKDWRXRURXUFROOHDJXHVPDQRWXQGHUVWDQGWKHQHHGIRUDGLJLWDO VWUDWHJ:KQRW³Just Do It´DVWKHXVHGWRVDLQWKH1LNHDGVDQGNHHSRXUÀH[LELOLW Well, we’ve seen many companies, large and small who get this wrong. Rather than strategy, WKHVLPSOXVHDVHULHVRIWDFWLFVOLNHVHDUFKVRFLDORUHPDLOPDUNHWLQJEXWZLWKRXWD coherent plan. $ODFNRIVWUXFWXUHGSODQQLQJIRUGLJLWDOPDUNHWLQJLVHYLGHQWLQUHODWLYHOXQVRSKLVWLFDWHG DGRSWHUVRIGLJLWDOFKDQQHOV)RUHDUO(FRPPHUFHDGRSWHUVLWLVEHVWWRFUHDWHDVHSDUDWH (PDUNHWLQJSODQWRSURYLGHIRFXVDQGDLGWUDQVIRUPDWLRQEXWIRUPRUHPDWXUHRUJDQLVDWLRQV GLJLWDOPDUNHWLQJDFWLYLWLHVVKRXOGEHLQWHJUDWHGLQWRDQQXDOSODQQLQJ Strategy Recommendation 1 UHDWHDVSHFL¿FGLJLWDOPDUNHWLQJSODQ UHDWHDGHWDLOHGGLJLWDOPDUNHWLQJSODQGH¿QLQJWKHGLJLWDOFKDQQHOVWUDWHJIRUHDFKPDMRU PDUNHWSURSRVLWLRQWRSURYLGHIRFXVDQGGLUHFWLRQIRUWKHIXWXUH (TXDOOLW¶VLPSRUWDQWWKDWFUHDWLQJDVHSDUDWHGLJLWDOSODQRUVHSDUDWHUHVRXUFHWRIRFXVRQ GLJLWDOPDUNHWLQJGRHVQ¶WFUHDWHDVLOR6RZHVHHDGLJLWDOSODQDVDVKRUWWHUPWRROWRGH¿QH RXUGLJLWDOIXWXUHDQGKHOSWUDQVIRUPRXUEXVLQHVVXQWLOLWEHFRPHVSDUWRISODQQLQJIRU EXVLQHVVDVXVXDO Strategy Recommendation 2 (QVXUHRXUSODQLVLQWHJUDWHG Although you need a separate digital plan to help you create a strategy it’s important to NHHSLWZHOOLQWHJUDWHG7KDWPHDQVVXSSRUWLQJFRPPRQEXVLQHVVJRDOVDQGFRQVLVWHQW ZLWKEUDQGDQGFRPPXQLFDWLRQVWUDWHJ
Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 5 1RWFRQYLQFHGRIWKHQHHGIRUDVHSDUDWHGLJLWDOSODQRUQHHGWRFRQYLQFHRXUFROOHDJXHV 7URXWWKHVHDUJXPHQWV:HKDYHRIWHQVHHQWKHVHWSLFDOSUREOHPVLQRUJDQLVDWLRQV ZKHUHGHWDLOHGSODQVIRUGLJLWDOPDUNHWLQJKDYHQRWEHHQFUHDWHGRUPDQDJLQJWKHSODQVGR QRWKDYHFOHDUOGH¿QHGRZQHUVKLS 7KHVHDUHULVNVWKDWFDQEHPDQDJHGWKURXJKKDYLQJDVWUDWHJGH¿QHGLQDGLJLWDOFKDQQHO plan: Our top 10 reasons why you DO need a digital strategy 7SLFDOSUREOHPVZKHQFRPSDQLHVGRQ¶WKDYHDFOHDUOGH¿QHGGLJLWDOPDUNHWLQJVWUDWHJ : 1. You’re directionless. :H¿QGWKDWFRPSDQLHVZLWKRXWDGLJLWDOVWUDWHJDQGPDQ WKDWGR
GRQ¶WKDYHFOHDUVWUDWHJLFJRDOVIRUZKDWWKHZDQWWRDFKLHYHRQOLQHLQWHUPVRI JDLQLQJQHZFXVWRPHUVRUEXLOGLQJGHHSHUUHODWLRQVKLSVZLWKH[LVWLQJRQHV$QGLIRX don’t have goals you likely don’t put enough resources to reach the goals and you don’t evaluate through analytics whether you’re achieving those goals. : 2. You won’t know your online market share. XVWRPHUGHPDQGIRURQOLQHVHUYLFHV PDEHXQGHUHVWLPDWHGLIRXKDYHQ¶WUHVHDUFKHGWKLV3HUKDSVPRUHLPSRUWDQWORX ZRQ¶WXQGHUVWDQGRXURQOLQHPDUNHWSODFH±WKHGQDPLFVZLOOEHGLIIHUHQWWRWUDGLWLRQDO FKDQQHOVZLWKGLIIHUHQWWSHVRIFXVWRPHUSUR¿OHDQGEHKDYLRXUFRPSHWLWRUVSURSRVLWLRQV DQGRSWLRQVIRULQYHVWLQJLQPDUNHWLQJFRPPXQLFDWLRQVWRWDUJHWRQOLQHDXGLHQFHV : 3. Existing and start-up competitors will gain market share,IRX¶UHQRWGHYRWLQJ enough resources to digital marketing or you’re using an ad-hoc approach with no clearly GH¿QHGVWUDWHJLHVWKHQRXUFRPSHWLWRUVZLOOHDWRXUGLJLWDOOXQFK : 4. You don’t have a powerful online value proposition$FOHDUOGH¿QHGRQOLQH FXVWRPHUYDOXHSURSRVLWLRQZLOOKHOSRXGLIIHUHQWLDWHRXURQOLQHVHUYLFHHQFRXUDJLQJ H[LVWLQJDQGQHZFXVWRPHUVWRHQJDJHLQLWLDOODQGVWDORDO : 5. You don’t know your online customers well enough. ,W¶VRIWHQVDLGWKDWGLJLWDOLVWKH ³PRVWPHDVXUDEOHPHGLXPHYHU´%XW*RRJOH$QDOWLFVDQGVLPLODUWRROVZLOORQOWHOORX YROXPHVQRWVHQWLPHQWRXQHHGWRXVHRWKHUIRUPVRIIHHGEDFNWRLGHQWLIRXUZHDN points and then address them. : 6. You’re not integrated. ,W¶VDOOWRRFRPPRQIRUGLJLWDODFWLYLWLHVWREHFRPSOHWHGLQ silos, whether that’s a specialist digital marketer, sitting in IT or a separate digital agency. ,W¶VHDVLHUWKDWZDWRSDFNDJHGLJLWDOPDUNHWLQJLQWRDFRQYHQLHQWFKXQN%XWRIFRXUVH LW¶VOHVVHIIHFWLYH(YHURQHDJUHHVWKDWGLJLWDOPHGLDZRUNEHVWZKHQLQWHJUDWHGZLWK traditional media and response channels. : 7. Digital doesn’t have enough people/budget given its importance. ,QVXI¿FLHQW UHVRXUFHZLOOEHGHYRWHGWRERWKSODQQLQJDQGH[HFXWLQJHPDUNHWLQJDQGWKHUHLVOLNHOWR EHDODFNRIVSHFL¿FVSHFLDOLVWHPDUNHWLQJVNLOOVZKLFKZLOOPDNHLWGLI¿FXOWWRUHVSRQGWR FRPSHWLWLYHWKUHDWVHIIHFWLYHO : 8. You’re wasting money and time through duplication. (YHQLIRXGRKDYHVXI¿FLHQW UHVRXUFHLWPDEHZDVWHG7KLVLVSDUWLFXODUOWKHFDVHLQODUJHUFRPSDQLHVZKHUHRX VHHGLIIHUHQWSDUWVRIWKHPDUNHWLQJRUJDQLVDWLRQSXUFKDVLQJGLIIHUHQWWRROVRUXVLQJ GLIIHUHQWDJHQFLHVIRUSHUIRUPLQJVLPLODURQOLQHPDUNHWLQJWDVNV : 9. You’re not agile enough to catchup or stay ahead. ,IRXORRNDWWKHWRSRQOLQH EUDQGVOLNH$PD]RQ'HOO*RRJOH7HVFR=DSSRVWKH¶UHDOOGQDPLF±WULDOLQJQHZ approaches to gain or keep their online audiences. : 10 You’re not optimising(YHUFRPSDQZLWKDZHEVLWHZLOOKDYHDQDOWLFVEXWPDQ senior managers don’t ensure that their teams make or have the time to review and act
Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 6 RQWKHP2QFHDVWUDWHJHQDEOHVRXWRJHWWKHEDVLFVULJKWWKHQRXFDQSURJUHVVWR FRQWLQXRXVLPSURYHPHQWRIWKHNHDVSHFWVOLNHVHDUFKPDUNHWLQJVLWHXVHUH[SHULHQFH email and social media marketing. What is a digital marketing strategy? 7KHWHUP³GLJLWDOPDUNHWLQJVWUDWHJ´LVRIWHQXVHGORRVHOZKHQWDONLQJDERXWIXWXUHSODQV EXWZKDWH[DFWOLVLWDQGZKDWVKRXOGEHLW¶VVFRSHRXPDNQRZEXWRWKHUVZRQ¶WVRLW¶V ZRUWKEULHÀVFRSLQJLWRXWVRRXUYLVLRQLVFOHDU Strategy Recommendation 3 'H¿QHWKHVFRSHDQGODEHOOLQJRIGLJLWDOVWUDWHJ 'H¿QHZKLFKFXVWRPHUWRXFKSRLQWVDQGFKDQQHOVZKLFKQHHGPDQDJLQJDVSDUWRIDGLJLWDO VWUDWHJVRWKHVFRSHRIGLJLWDOPDUNHWLQJLVFOHDU'HSHQGLQJRQRXUWSHRIRUJDQLVDWLRQ DQGWHUPLQRORJRXPDODEHOWKHVWUDWHJGLIIHUHQWOIRUH[DPSOH ; Digital marketing strategy ±,QWHJUDWLRQRIZHEVLWHPRELOHPDUNHWLQJDQGGLJLWDO FRPPXQLFDWLRQVFKDQQHOVIRUFXVWRPHUDFTXLVLWLRQDQGUHWHQWLRQ ; Ecommerce strategy±8VHGIRUWUDQVDFWLRQDOEXVLQHVVHVIRFXVHGRQLQFUHDVLQJ online sales ; Ebusiness strategy±$OVRWSLFDOIRUWUDQVDFWLRQDOEXVLQHVVHVEXWSODFHVHPSKDVLV on improving internal processes and integrating with channel partners ; Multichannel marketing strategy±$EURDGHUVWUDWHJWSLFDOIRUUHWDLOFRPSDQLHV LQWHJUDWLQJZHEDQGPRELOHVLWHVDOHVZLWKGLVWULEXWLRQWKURXJKSKVLFDOVWRUHVRU catalogue phone sales. 6RIDUVRJRRGEXWWKHYLVLRQRIGLJLWDOVWUDWHJVKRXOGQ¶WEHOLPLWHGELW¶VVLPLODULWWRRWKHU VWUDWHJLHV7KHUHLVDULVNWKDWWKH,QWHUQHWDQGGLJLWDOPHGLDDUHWUHDWHGDVµjust another channel to market¶ZLWKRXWUHYLHZRIWKHRSSRUWXQLWLHVWRRIIHULPSURYHGGLIIHUHQWLDWHGRQOLQH services and content. :KDWLVLW Digital marketing strategy 9LHZWKHGLJLWDOVWUDWHJDVDFKDQQHOVWUDWHJIRURXUEUDQGZKLFKUHTXLUHVVSHFL¿F FKDQQHOWDUJHWLQJFKDQQHOSURSRVLWLRQVDQGFKDQQHOSDUWQHUVEDVHGRQFXVWRPHU SUHIHUHQFHV,QWHJUDWLRQEHWZHHQFKDQQHOVUHPDLQVLPSRUWDQW 7KLVLVKRZZHVHHGLJLWDOVWUDWHJVKRXOGEHWDFNOHGVLQFHLW¶V a channel strategy. This means that you should: ; Understand the channel. RXUVWUDWHJVKRXOGEHLQIRUPHGEFXVWRPHURQOLQH EHKDYLRXUDQGSUHIHUHQFHV,QSDUWLFXODUXQGHUVWDQGZKLFKLQWHUPHGLDUVLWHVLQÀXHQFH SXUFKDVHDQGKRZRXUFXVWRPHUVVZLWFKEHWZHHQWKHFKDQQHOV ; Set objectives for future channel contribution7KLVLQFOXGHVVSHFL¿FPRQWKOWDUJHWV IRUERWKGLUHFWRQOLQH
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VDOHV ; Identify and prioritise target audiences. As with traditional marketing, targeting the right DXGLHQFHVLVNH'LJLWDOPHGLDHQDEOHRXWRPLFURWDUJHW ; Encourage usage of the channelRXVWLOOQHHGWRFRPPXQLFDWHWKHEHQH¿WVRIXVLQJ WKLVFKDQQHOWRHQFRXUDJHVZLWFKLQJDQGHQKDQFHRXUEUDQG ; Create propositions to emphasise the differences7KLVLQFOXGHVGLIIHUHQFHVEHWZHHQ online channels and other channels. ; Support integration between channels. Although you want to emphasise the
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Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 8 Using this digital marketing strategy guide with other resources 7KLV6WHSV(ERRNLQWHJUDWHVZLWKRWKHU6PDUW,QVLJKWVUHVRXUFHVGHYHORSHGIRU([SHUW PHPEHUV7RVLJQSRVWWKHUHOHYDQWUHVRXUFHVORRNRXWIRUWKLVRecommended Resource IHDWXUHVLQWKLVGRFXPHQWZKLFKOLQNWKURXJKWRWKHUHOHYDQWSDJHIRUGRZQORDG 5HFRPPHQGHGUHVRXUFH Digital marketing strategy toolkit template Use the Digital marketing toolkitWHPSODWHVWRSUHSDUHDFXVWRPLVHGSODQIRURXUEXVLQHVV RURXUFOLHQWV7KHWRRONLWFRQWDLQVXQEUDQGHG:RUG([FHODQG3RZHUSRLQWWHPSODWHVIRU RXWRDPHQGWRKHOSIRUPDSODQIRURXUEXVLQHVVRURXUFOLHQWV¶EXVLQHVVHV
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Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 17 1 H. Digital channel conversion strategy +RZGRHVWKHXVHUH[SHULHQFHZKLFKGHSHQGVRQLQIRUPDWLRQDUFKLWHFWXUHSDJHWHPSODWH GHVLJQPHUFKDQGLVLQJPHVVDJLQJDQGSHUIRUPDQFHKHOSRXPDNHLWHDVIRUYLVLWRUVWR HQJDJHDQGFRQYHUW I. Digital channel retention communications strategy 2IWHQQHJOHFWHGZKDWZLOOEHWKHPDLQRQOLQHDQGRIÀLQHWDFWLFVWRHQFRXUDJHUHSHDWYLVLWV DQGVDOHV$JDLQLQWHJUDWHGFDPSDLJQVLQYROYLQJRIÀLQHWRXFKSRLQWVDUHFUXFLDOKHUH J. Data strategy :KDWDUHRXUJRDOVLQSHUPLVVLRQPDUNHWLQJDQGGDWDFDSWXUHZKDWZKHUHKRZZKHQZK what tools and value adds are you going to use? You might alternatively reference these in the conversion strategy. Some of the practical implications here are covered in steps 6 and 7. How do you improve the quality of your customer data across channels to help increase the relevance of your messages through personalisation K. Integration strategy How you integrate traditional and digital channels should run through every section of your strategy since it’s key to success. One way to structure this is to map customer journeys across channels as channel chains. L. Social media marketing strategy We would argue that social media marketing is part of a broader customer engagement strategy plus brand, acquisition, conversion and retention strategies, but many organisations are grappling with how they get value from this, so it may help to develop an overall social media marketing strategy. M. Digital marketing governance strategy In larger organisations how you manage digital marketing is a big challenge. Questions that the governance strategy seeks to answer are how do we manage internal and external
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Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 28 3 RIWKLVSDJH +HUHDUHVRPHNHTXHVWLRQVWRDQVZHUWRKHOSLQFUHDVHWKHTXDOLWRIRXUVDOHVJRDOV UHDWHFRQYHUVLRQPRGHOWRKHOSGH¿QHUHDOLVWLFJRDOV ˆ Q. Conversion model used to calculate realistic targets for goal volume Strategy Recommendation 11 Develop conversion models to set realistic online channel goals RQYHUVLRQPRGHOVFDQKHOSRXVHWUHDOLVWLFJRDOVIURPRQOLQHPDUNHWLQJ A conversion model helps set quantitative targets to hit. Use this spreadsheet we have developed to help set the right goals: KWWSELWOVPDUWGRZQORDGV. /RRNDWRSWLRQVWRLQFUHDVHVDOHVWKURXJKH[SDQGLQJRXUUHDFK ˆ Q. Options to extend reach reviewed 2IWHQRQOLQHPDUNHWLQJFDQIRFXVRQVHOOLQJWRH[LVWLQJPDUNHWVZLWKRXWORRNLQJIRUQHZ RSSRUWXQLWLHV8VHEHQFKPDUNLQJDQGVHDUFKGHPDQGWRROVWRSURYHKRZLW¶VSRVVLEOHWR LQFUHDVHVDOHVEHRQGRXUWSLFDOFXVWRPHUEDVH See:KWWSELWOVPDUWEHQFKPDUNLQJ and KWWSELWOVPDUWGHPDQG. Review options to increase sales through conversion enhancements ˆ Q. Options to increase conversion rate possible
Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 29 3 :HKDYHVDLGLW¶VZRUWKORRNLQJDWKRZWRDGGPRUHSURVSHFWVWRWKHWRSRIWKHIXQQHOEXW WKHUHDUHDOVRRSSRUWXQLWLHVWRLQFUHDVHVDOHVWKURXJKLQFUHDVLQJWKHHI¿FLHQFRIFXVWRPHU MRXUQHVRQWKHVLWHERWKDWWKHWRSRIWKHIXQQHODVWKHQDYLJDWHWR¿QGUHOHYDQWVHUYLFHV DQGIXUWKHUGRZQWKHIXQQHOLQWKHDGGWREDVNHWDQGFKHFNRXWSURFHVVHV 6HWVHSDUDWHVDOHVJRDOVIRUH[LVWLQJDQGQHZFXVWRPHUV ˆ Q. 6HSDUDWHJRDOVDQGWUDFNLQJGH¿QHGIRUQHZDQGH[LVWLQJFXVWRPHUV 7RPDQDJHRQOLQHVDOHVLW¶VXVHIXOWRLVRODWHLQFUHPHQWDORQOLQHVDOHVDQGQHZVDOHV Keeping incremental sales volume trending right is most important. You can use analytics or ecommerce sales systems to deliver this insight. Tracked goals through analytics ˆ Q. *RDOWSHVDQGYDOXHGH¿QHGLQDQDOWLFV :HKDYHDPRUHGHWDLOHGVHFWLRQH[SODLQLQJKRZWRGRWKLVLQRXUJXLGHWR*RRJOH$QDOWLFV or online here2. 'H¿QHPXOWLFKDQQHOJRDOV ˆ 42QOLQHFKDQQHOVJRDOVGH¿QHGDVRQOLQHFRQWULEXWLRQRIUHYHQXHRUSUR¿W 6DOHVPLJKWEHGLUHFWLIWKHSURGXFWFDQEHVROGRQOLQHRULQGLUHFWZKHUHWKHDUHJHQHUDWHG RIÀLQH6WLOOPDQSHRSOHUHVHDUFKRQOLQHDQGWKHQSXUFKDVHRIÀLQHVRLW¶VNHIRUPDQ FRPSDQLHVWRWKLQNKRZWKHXVHRQOLQHFKDQQHOVWRLQÀXHQFHRIÀLQHVDOHV Strategy Recommendation 12(QVXUHRXUJRDOVHWWLQJUHÀHFWVFKDQQHOVZLWFKLQJ Users switch channels during the purchase process, so make sure you set goals, PHDVXUHVDQGVXSSRUWWKHVHFURVVFKDQQHOEHKDYLRXUV +HUH¶VRQHH[DPSOH3VKRZLQJWKHLPSRUWDQFHRIRIÀLQHSXUFKDVHRIPRELOHSKRQH FRQWUDFWVDIWHURQOLQHUHVHDUFK
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Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 30 3 5S: Speak – Set goals to get closer to customers ˆ Q. RPPXQLFDWLRQVJRDOVGH¿QHG 'LJLWDOFKDQQHOVDUHQRWRQOVDOHVFKDQQHOVWKHH[FHODVFRPPXQLFDWLRQVFKDQQHOVWR engage your audience. We say engage since we don’t mean SHOUTING, we mean getting WKHEDODQFHULJKWEHWZHHQFRPPXQLFDWLQJRXURIIHUDQGLQWHUDFWLQJZLWKRXUDXGLHQFH $626LVDIDQWDVWLFH[DPSOHRIDEUDQGWKDWKDVDFRKHUHQWDSSURDFKWRFRPPXQLFDWLQJ WKURXJKLW¶VEORJDQGFRPPXQLWLHV,WKDVGHYHORSHGDFRQWHQWPDUNHWLQJVWUDWHJWRKHOS WKLQNDERXWLW¶VRQOLQHFRPPXQLFDWLRQVLQDPRUHVWUDWHJLFZD5HDGRXUFRQWHQWPDUNHWLQJ VWUDWHJJXLGHIRUPRUHGHSWKRQKRZRXFDQDSSURDFKWKLV :HUHFRPPHQGFUHDWLQJGHWDLOHGFRQYHUVLRQRUEXGJHWPRGHOVZKLFKDOORZRXWRVHWJRDOV EGLJLWDOFKDQQHOIRUUHDFKLQJDQGLQÀXHQFLQJRXUDXGLHQFH 2QDZHEVLWHLW¶VXVHIXOWRNQRZKRZPDQSHRSOHDUHDWWKHWRSRIWKHIXQQHOZKRDUH VHDUFKLQJDQGEURZVLQJSURGXFWVLQGLIIHUHQWFDWHJRULHV:H¶OOORRNDWVRPHH[DPSOHVRI WKHVHPRGHOVDWWKHHQGRIWKLVUHSRUW Strategy Recommendation 136HWJRDOVDQGWUDFNHQJDJHPHQWIRUYLVLWRUVDWWKHWRSRIWKH SXUFKDVHIXQQHO 6HWJRDOVIRUKRZPDQYLVLWRUVVHDUFKIRUDQGHQJDJHZLWKSURGXFWVDWWKHWRSRIWKH SXUFKDVHIXQQHO
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Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 44 4 more customer-centric. Strategy Recommendation 19 UHDWHZHESHUVRQDVWRKHOSGH¿QHRXUVLWHDXGLHQFH 3HUVRQDVFDQKHOSLPSURYHRXUVLWHVRLW¶VEDVHGRQWKHSVFKRORJDQGQHHGVRIWKH visitor. In short, it makes pages more customer-centric. :HEGHVLJQSHUVRQDVDUHDSRZHUIXOPHWKRGRIWKLQNLQJDERXWRXUDXGLHQFHQHHGVDQG SULRULWLHVRXFDQUHDGPRUHDERXWDSSURDFKHVWRFUHDWLQJWKHPLQWKLVSRVWKWWSELWO smartpersonas :KDWLVLW :HEGHVLJQSHUVRQDV $WKXPEQDLOVXPPDURIWKHFKDUDFWHULVWLFVQHHGVPRWLYDWLRQVDQGHQYLURQPHQWRIWSLFDO site users. 5HFRPPHQGHGUHVRXUFH Personas toolkit See our Personas toolkit showing key issues to consider when creating personas and with H[DPSOHVRIGLIIHUHQWVWOHVRISHUVRQDV 'H¿QHVRFLDOSUHVHQFHWDUJHWLQJDSSURDFK ˆ Q. 6RFLDOPHGLDSODWIRUPWDUJHWLQJDSSURDFKGH¿QHG RXFDQDSSOWKHDSSURDFKRISHUVRQDVWRRXUZHEVLWHVRFLDOSUHVHQFHRXZLOOOLNHO¿QG WKDWWKHGHPRJUDSKLFVDQGSUHIHUHQFHVRIXVHUVRIRXUVRFLDOSUHVHQFHVDUHTXLWHGLIIHUHQW IURPWKRVHRIRXUPDLQZHEVLWH7KHUHZLOODOVREHGLIIHUHQFHVEHWZHHQGLIIHUHQWVRFLDOVLWHV OLNH)DFHERRN7ZLWWHUDQGRIFRXUVH/LQNHG,QIRUEXVLQHVVXVHUV Best Practice Tip 12 $XGLWXVHUVRIRXUVRFLDOSUHVHQFHWRFUHDWHDVRFLDOSUR¿OH IRUHDFKVLWH 5HYLHZDVDPSOHRISUR¿OHVDQGFRPPHQWVRQRXUVRFLDOPHGLDSUHVHQFHWRXQGHUVWDQG WKHWSHVRIDXGLHQFHVDQGWKHLUSUHIHUHQFHV Targeting using email marketing ˆ Q. 2SWLRQVIRUWDUJHWLQJWKURXJKHPDLOKRXVHOLVWUHYLHZHG (PDLOLVPRVWHIIHFWLYHIRUPDUNHWLQJZKHQXVLQJRXULQKRXVHOLVWRXUFDSDELOLWKHUHIRU WDUJHWLQJZLOOEHSDUWRIRXUZLGHU(50VWUDWHJ%XWDWDSUDFWLFDOOHYHOLWZLOOGHSHQGRQ WKH¿HOGVRXKDYHDYDLODEOHRQWKHGDWDEDVHIRURXUDXGLHQFHDQGZKHWKHUWKHKDYHEHHQ populated. ,QRXU6WHSV*XLGHWR([FHOOHQW(PDLO0DUNHWLQJZHUXQWKURXJKRSWLRQVIRUHPDLO WDUJHWLQJ2IWKHVHZHWKLQNWKHFXVWRPHUOLIHFFOHDQGDFWLYLWOHYHOVDUHSDUWLFXODUO LPSRUWDQWOHYHOVRIWDUJHWLQJWRFRQVLGHU KHFNOLVW±HPDLOWDUJHWLQJDSSURDFKHV ˆ XVWRPHUSUR¿OHFKDUDFWHULVWLFVGHPRJUDSKLFV
ˆ 2. Customer value (current and future). ˆ 3. Customer lifecycle groups. ˆ 4. Customer behaviour in response and purchase (observed and predicted).
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ˆ 6. Customer personas including psychographics. Best Practice Tip 13 6XPPDULVHRXUVHJPHQWDWLRQLQDODHUHGIRUP ,WFDQEHXVHIXOWRVXPPDULVHGLIIHUHQWWDUJHWLQJRSWLRQVIRUFROOHDJXHVWKURXJKDODHUHG VHJPHQWDWLRQDVVKRZQLQWKLVDSSURDFKXVHGEH%D8.VKDUHGDWDUHFHQWHPDLO PDUNHWLQJFRQIHUHQFH C Paid media targeting options ˆ Q. 3DLGPHGLDDXGLHQFHWDUJHWLQJDSSURDFKGH¿QHG :HZLOOORRNDWWKHSDLGPHGLDWDUJHWLQJDSSURDFKHVLQPRUHGHSWKLQ6WHSEXWIRUFRP- SOHWHQHVVZHKDYHDTXLFNUHYLHZRIWKHWDUJHWLQJRSWLRQVKHUH Targeting using search marketing ˆ Q. Search marketing targeting approach reviewed 2IFRXUVHVHDUFKPDUNHWLQJLQYROYHVERWKSDLGDQGRZQHGPHGLDWKHRZQHGPHGLDEHLQJ WKHQDWXUDOVHDUFKHQJLQHRSWLPLVDWLRQ6(2
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7 steps to digital marketing strategy

  • 1.
    DIGITAL MARKETING STRATEGYGUIDE Your companion to creating or updating your online channel strategy Authors: Dr Dave Chaffey and Danyl Bosomworth
  • 2.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal Digital Marketing Strategy Seven Steps to Success Guide Contents 04 Introduction Convincing others you need a strategy 096WHS'H¿QHRXUDSSURDFKWRGLJLWDOVWUDWHJ 19 Step 2 Understand your ecosystems 6WHS'H¿QHRXUIXWXUH 40 Step 4 Strategy: Targeting 47 Step 5 Strategy: Proposition 56 Step 6 Strategy: Getting New Customers 72 Step 7 Strategy: Keeping customers engaged and loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.
  • 3.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 3 About our 7 Steps digital marketing guides How will the guides help me? :H¶YHFUHDWHGRXU6WHS*XLGHVIRU([SHUWPHPEHUVWREHRXUFRQVWDQWFRPSDQLRQDVRX OHDUQUHYLHZDQGLPSURYHRXUDSSURDFKWRGLJLWDOPDUNHWLQJ:HNQRZRX¶UHEXVDQGXQGHU pressure to get results, so they’re written to help you do just that. They take you through the ques- WLRQVRXVKRXOGEHDVNLQJWRLPSURYHSHUIRUPDQFHDQGVXJJHVWLQJWKHULJKWDSSURDFKHVIRURX 2XU(ERRNVDUHDOOFUHDWHGWRKHOSRX ; Improve results$IRFXVRQJHWWLQJWKHEHVWUHVXOWVIURPRXUGLJLWDOPDUNHWLQJ ; Review your current approach$XQLTXHZRUNERRNIRUPDWKHOSVLGHQWLISULRULWLHV ; Apply analytics,QHJUDWHGDGYLFHRQXVLQJ*RRJOH$QDOWLFVWRLPSURYHSHUIRUPDQFH ; Learn best practice. Strategy recommendations and practical tips highlighted throughout. Who are the guides written for? 2XU(ERRNVDUHGHVLJQHGWRKHOSRXDQGRXUWHDPLIRXDUHDFWLYHOPDQDJLQJGLJLWDOPDUNHW LQJ7KHDUHDOVRSDFNHGIXOORISUDFWLFDODGYLFHLIRX¶UHZRUNLQJKDQGVRQRQDFRPSDQZHEVLWH or campaigns like search, email or social media marketing. This is how our guides are designed to KHOSGLIIHUHQWWSHVRISHRSOHPDSSODQDQGPDQDJHWKHLUGLJLWDOPDUNHWLQJ ; Company owners and marketing managers:HKHOSRXFUHDWHRUUH¿QHSODQVVRRX can invest in the approaches that matter. We help you set goals and put in place a system to PHDVXUHDQGLPSURYHVLQFHDOORXUJXLGHVFRYHUKRZWRJHWPRUHIURP*RRJOH$QDOWLFV ; Digital marketing and Ecommerce managers:HKHOSRXGULYHHI¿FLHQFLHVIURPHDFKRI WKHNHGLJLWDOPDUNHWLQJFKDQQHOVSOXVRXUZHEDQGVRFLDOSUHVHQFHVWKURXJKUHYLHZLQJRXU DSSURDFKXVLQJXVLQJRXUFRPSUHKHQVLYHZRUNERRNWHPSODWHV ; Digital marketing specialists:KHWKHURXZRUNRQVRFLDOPHGLDPDUNHWLQJ6(233 HPDLOPDUNHWLQJRUFRQYHUVLRQUDWHRSWLPLVDWLRQIRUWKHZHEVLWHZHKDYHDJXLGHWRTXLFNOKHOS you review and improve your approach. ; Consultants and agencies. Many consultants and agencies use our guides to check and UH¿QHWKHLUDSSURDFKDQGUHFRPPHQGDWLRQVWRFOLHQWVRQGLJLWDOPDUNHWLQJ7KH¶UHDOVRXVHG WRKHOSHGXFDWHWHDPPHPEHUVRQWKHODWHVWGLJLWDOPDUNHWLQJEHVWSUDFWLFHDQGWHFKQLTXHV Guide features $OORXUJXLGHVLQFOXGHWKHVHIHDWXUHVWRKHOSRXLPSURYH ; KHFNOLVWVRITXHVWLRQVWRDVNWRUHYLHZRXUPDUNHWLQJDSSURDFK ; *XLGDQFHRQXVLQJ*RRJOH$QDOWLFVWRLPSURYHSHUIRUPDQFH ; Colour-coded GH¿QLWLRQV, key strategy recommendations and EHVWSUDFWLFHWLSV ; 'LDJUDPVJLYLQJIUDPHZRUNVWRGHYHORSRXUVWUDWHJ ; /RWVRIH[DPSOHVRIEHVWSUDFWLFHWKURXJKPLQLFDVHVWXGLHVDQGVFUHHQFDSWXUHV Tell us what you think 'DYHKDIIHDQGWHDPKDYHGHYHORSHGWKHVHJXLGHVEDVHGRQZRUNLQJZLWKPDQWSHVRI FRPSDQLHVDQGLQWUDLQLQJ%XWLPSURYHPHQWVDUHDOZDVSRVVLEOHVRZH¶GEHJUDWHIXOLIRXFRXOG email: support@smartinsights.comZLWKRXUFRPPHQWVJRRGRUEDG,QSDUWLFXODUZH¶UHLQWHUHVW HGLQLGHDVRQLPSURYLQJWKHVHJXLGHVRUIRURWKHUJXLGHVRXZRXOG¿QGXVHIXO7KDQNV
  • 4.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 4 Introduction Convincing others you need a strategy UHDWLQJDGLJLWDOPDUNHWLQJVWUDWHJDQGSODQLVQRGLIIHUHQWIURPFUHDWLQJDQRWKHU PDUNHWLQJSODQLQIDFWLW¶VLQFUHDVLQJOVWUDQJHWRKDYHVHSDUDWHSODQVIRUµGLJLWDO¶DQGµRIÀLQH¶ VLQFHWKDW¶VQRWKRZRXUFXVWRPHUVSHUFHLYHRXUEXVLQHVV +RZHYHUZH¶UHRIWHQUHTXLUHGWRVHSDUDWHSODQVIRU³GLJLWDO´RQOEDVHGRQWKHZDWHDPV DQGUHSRUWLQJDUHPDQDJHGDQGWRKHOSWKHWUDQVLWLRQWRGLJLWDO±EHIRUHLWEHFRPHV³EXVLQHVV DVXVXDO´$FRPPRQIRUPDWKHOSVDOLJQRXUSODQWRRWKHUPDUNHWLQJSODQV 7RVWDUWZHKDYHWRIDFHWKHUHDOLWWKDWPDQRUJDQLVDWLRQVGRQ¶WKDYHDGLJLWDOPDUNHWLQJ strategy at all. 0DQRUJDQLVDWLRQVDUHGRLQJGLJLWDOPDUNHWLQJEXWIHZKDYHDVWUDWHJ7KDW¶V ZKDWRQHRIRXUUHDGHUVXUYHVVKRZHG 7KLVVXJJHVWVWRXVWKDWRXRURXUFROOHDJXHVPDQRWXQGHUVWDQGWKHQHHGIRUDGLJLWDO VWUDWHJ:KQRW³Just Do It´DVWKHXVHGWRVDLQWKH1LNHDGVDQGNHHSRXUÀH[LELOLW Well, we’ve seen many companies, large and small who get this wrong. Rather than strategy, WKHVLPSOXVHDVHULHVRIWDFWLFVOLNHVHDUFKVRFLDORUHPDLOPDUNHWLQJEXWZLWKRXWD coherent plan. $ODFNRIVWUXFWXUHGSODQQLQJIRUGLJLWDOPDUNHWLQJLVHYLGHQWLQUHODWLYHOXQVRSKLVWLFDWHG DGRSWHUVRIGLJLWDOFKDQQHOV)RUHDUO(FRPPHUFHDGRSWHUVLWLVEHVWWRFUHDWHDVHSDUDWH (PDUNHWLQJSODQWRSURYLGHIRFXVDQGDLGWUDQVIRUPDWLRQEXWIRUPRUHPDWXUHRUJDQLVDWLRQV GLJLWDOPDUNHWLQJDFWLYLWLHVVKRXOGEHLQWHJUDWHGLQWRDQQXDOSODQQLQJ Strategy Recommendation 1 UHDWHDVSHFL¿FGLJLWDOPDUNHWLQJSODQ UHDWHDGHWDLOHGGLJLWDOPDUNHWLQJSODQGH¿QLQJWKHGLJLWDOFKDQQHOVWUDWHJIRUHDFKPDMRU PDUNHWSURSRVLWLRQWRSURYLGHIRFXVDQGGLUHFWLRQIRUWKHIXWXUH (TXDOOLW¶VLPSRUWDQWWKDWFUHDWLQJDVHSDUDWHGLJLWDOSODQRUVHSDUDWHUHVRXUFHWRIRFXVRQ GLJLWDOPDUNHWLQJGRHVQ¶WFUHDWHDVLOR6RZHVHHDGLJLWDOSODQDVDVKRUWWHUPWRROWRGH¿QH RXUGLJLWDOIXWXUHDQGKHOSWUDQVIRUPRXUEXVLQHVVXQWLOLWEHFRPHVSDUWRISODQQLQJIRU EXVLQHVVDVXVXDO Strategy Recommendation 2 (QVXUHRXUSODQLVLQWHJUDWHG Although you need a separate digital plan to help you create a strategy it’s important to NHHSLWZHOOLQWHJUDWHG7KDWPHDQVVXSSRUWLQJFRPPRQEXVLQHVVJRDOVDQGFRQVLVWHQW ZLWKEUDQGDQGFRPPXQLFDWLRQVWUDWHJ
  • 5.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 5 1RWFRQYLQFHGRIWKHQHHGIRUDVHSDUDWHGLJLWDOSODQRUQHHGWRFRQYLQFHRXUFROOHDJXHV 7URXWWKHVHDUJXPHQWV:HKDYHRIWHQVHHQWKHVHWSLFDOSUREOHPVLQRUJDQLVDWLRQV ZKHUHGHWDLOHGSODQVIRUGLJLWDOPDUNHWLQJKDYHQRWEHHQFUHDWHGRUPDQDJLQJWKHSODQVGR QRWKDYHFOHDUOGH¿QHGRZQHUVKLS 7KHVHDUHULVNVWKDWFDQEHPDQDJHGWKURXJKKDYLQJDVWUDWHJGH¿QHGLQDGLJLWDOFKDQQHO plan: Our top 10 reasons why you DO need a digital strategy 7SLFDOSUREOHPVZKHQFRPSDQLHVGRQ¶WKDYHDFOHDUOGH¿QHGGLJLWDOPDUNHWLQJVWUDWHJ : 1. You’re directionless. :H¿QGWKDWFRPSDQLHVZLWKRXWDGLJLWDOVWUDWHJDQGPDQ WKDWGR
  • 6.
    GRQ¶WKDYHFOHDUVWUDWHJLFJRDOVIRUZKDWWKHZDQWWRDFKLHYHRQOLQHLQWHUPVRI JDLQLQJQHZFXVWRPHUVRUEXLOGLQJGHHSHUUHODWLRQVKLSVZLWKH[LVWLQJRQHV$QGLIRX don’thave goals you likely don’t put enough resources to reach the goals and you don’t evaluate through analytics whether you’re achieving those goals. : 2. You won’t know your online market share. XVWRPHUGHPDQGIRURQOLQHVHUYLFHV PDEHXQGHUHVWLPDWHGLIRXKDYHQ¶WUHVHDUFKHGWKLV3HUKDSVPRUHLPSRUWDQWORX ZRQ¶WXQGHUVWDQGRXURQOLQHPDUNHWSODFH±WKHGQDPLFVZLOOEHGLIIHUHQWWRWUDGLWLRQDO FKDQQHOVZLWKGLIIHUHQWWSHVRIFXVWRPHUSUR¿OHDQGEHKDYLRXUFRPSHWLWRUVSURSRVLWLRQV DQGRSWLRQVIRULQYHVWLQJLQPDUNHWLQJFRPPXQLFDWLRQVWRWDUJHWRQOLQHDXGLHQFHV : 3. Existing and start-up competitors will gain market share,IRX¶UHQRWGHYRWLQJ enough resources to digital marketing or you’re using an ad-hoc approach with no clearly GH¿QHGVWUDWHJLHVWKHQRXUFRPSHWLWRUVZLOOHDWRXUGLJLWDOOXQFK : 4. You don’t have a powerful online value proposition$FOHDUOGH¿QHGRQOLQH FXVWRPHUYDOXHSURSRVLWLRQZLOOKHOSRXGLIIHUHQWLDWHRXURQOLQHVHUYLFHHQFRXUDJLQJ H[LVWLQJDQGQHZFXVWRPHUVWRHQJDJHLQLWLDOODQGVWDORDO : 5. You don’t know your online customers well enough. ,W¶VRIWHQVDLGWKDWGLJLWDOLVWKH ³PRVWPHDVXUDEOHPHGLXPHYHU´%XW*RRJOH$QDOWLFVDQGVLPLODUWRROVZLOORQOWHOORX YROXPHVQRWVHQWLPHQWRXQHHGWRXVHRWKHUIRUPVRIIHHGEDFNWRLGHQWLIRXUZHDN points and then address them. : 6. You’re not integrated. ,W¶VDOOWRRFRPPRQIRUGLJLWDODFWLYLWLHVWREHFRPSOHWHGLQ silos, whether that’s a specialist digital marketer, sitting in IT or a separate digital agency. ,W¶VHDVLHUWKDWZDWRSDFNDJHGLJLWDOPDUNHWLQJLQWRDFRQYHQLHQWFKXQN%XWRIFRXUVH LW¶VOHVVHIIHFWLYH(YHURQHDJUHHVWKDWGLJLWDOPHGLDZRUNEHVWZKHQLQWHJUDWHGZLWK traditional media and response channels. : 7. Digital doesn’t have enough people/budget given its importance. ,QVXI¿FLHQW UHVRXUFHZLOOEHGHYRWHGWRERWKSODQQLQJDQGH[HFXWLQJHPDUNHWLQJDQGWKHUHLVOLNHOWR EHDODFNRIVSHFL¿FVSHFLDOLVWHPDUNHWLQJVNLOOVZKLFKZLOOPDNHLWGLI¿FXOWWRUHVSRQGWR FRPSHWLWLYHWKUHDWVHIIHFWLYHO : 8. You’re wasting money and time through duplication. (YHQLIRXGRKDYHVXI¿FLHQW UHVRXUFHLWPDEHZDVWHG7KLVLVSDUWLFXODUOWKHFDVHLQODUJHUFRPSDQLHVZKHUHRX VHHGLIIHUHQWSDUWVRIWKHPDUNHWLQJRUJDQLVDWLRQSXUFKDVLQJGLIIHUHQWWRROVRUXVLQJ GLIIHUHQWDJHQFLHVIRUSHUIRUPLQJVLPLODURQOLQHPDUNHWLQJWDVNV : 9. You’re not agile enough to catchup or stay ahead. ,IRXORRNDWWKHWRSRQOLQH EUDQGVOLNH$PD]RQ'HOO*RRJOH7HVFR=DSSRVWKH¶UHDOOGQDPLF±WULDOLQJQHZ approaches to gain or keep their online audiences. : 10 You’re not optimising(YHUFRPSDQZLWKDZHEVLWHZLOOKDYHDQDOWLFVEXWPDQ senior managers don’t ensure that their teams make or have the time to review and act
  • 7.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 6 RQWKHP2QFHDVWUDWHJHQDEOHVRXWRJHWWKHEDVLFVULJKWWKHQRXFDQSURJUHVVWR FRQWLQXRXVLPSURYHPHQWRIWKHNHDVSHFWVOLNHVHDUFKPDUNHWLQJVLWHXVHUH[SHULHQFH email and social media marketing. What is a digital marketing strategy? 7KHWHUP³GLJLWDOPDUNHWLQJVWUDWHJ´LVRIWHQXVHGORRVHOZKHQWDONLQJDERXWIXWXUHSODQV EXWZKDWH[DFWOLVLWDQGZKDWVKRXOGEHLW¶VVFRSHRXPDNQRZEXWRWKHUVZRQ¶WVRLW¶V ZRUWKEULHÀVFRSLQJLWRXWVRRXUYLVLRQLVFOHDU Strategy Recommendation 3 'H¿QHWKHVFRSHDQGODEHOOLQJRIGLJLWDOVWUDWHJ 'H¿QHZKLFKFXVWRPHUWRXFKSRLQWVDQGFKDQQHOVZKLFKQHHGPDQDJLQJDVSDUWRIDGLJLWDO VWUDWHJVRWKHVFRSHRIGLJLWDOPDUNHWLQJLVFOHDU'HSHQGLQJRQRXUWSHRIRUJDQLVDWLRQ DQGWHUPLQRORJRXPDODEHOWKHVWUDWHJGLIIHUHQWOIRUH[DPSOH ; Digital marketing strategy ±,QWHJUDWLRQRIZHEVLWHPRELOHPDUNHWLQJDQGGLJLWDO FRPPXQLFDWLRQVFKDQQHOVIRUFXVWRPHUDFTXLVLWLRQDQGUHWHQWLRQ ; Ecommerce strategy±8VHGIRUWUDQVDFWLRQDOEXVLQHVVHVIRFXVHGRQLQFUHDVLQJ online sales ; Ebusiness strategy±$OVRWSLFDOIRUWUDQVDFWLRQDOEXVLQHVVHVEXWSODFHVHPSKDVLV on improving internal processes and integrating with channel partners ; Multichannel marketing strategy±$EURDGHUVWUDWHJWSLFDOIRUUHWDLOFRPSDQLHV LQWHJUDWLQJZHEDQGPRELOHVLWHVDOHVZLWKGLVWULEXWLRQWKURXJKSKVLFDOVWRUHVRU catalogue phone sales. 6RIDUVRJRRGEXWWKHYLVLRQRIGLJLWDOVWUDWHJVKRXOGQ¶WEHOLPLWHGELW¶VVLPLODULWWRRWKHU VWUDWHJLHV7KHUHLVDULVNWKDWWKH,QWHUQHWDQGGLJLWDOPHGLDDUHWUHDWHGDVµjust another channel to market¶ZLWKRXWUHYLHZRIWKHRSSRUWXQLWLHVWRRIIHULPSURYHGGLIIHUHQWLDWHGRQOLQH services and content. :KDWLVLW Digital marketing strategy 9LHZWKHGLJLWDOVWUDWHJDVDFKDQQHOVWUDWHJIRURXUEUDQGZKLFKUHTXLUHVVSHFL¿F FKDQQHOWDUJHWLQJFKDQQHOSURSRVLWLRQVDQGFKDQQHOSDUWQHUVEDVHGRQFXVWRPHU SUHIHUHQFHV,QWHJUDWLRQEHWZHHQFKDQQHOVUHPDLQVLPSRUWDQW 7KLVLVKRZZHVHHGLJLWDOVWUDWHJVKRXOGEHWDFNOHGVLQFHLW¶V a channel strategy. This means that you should: ; Understand the channel. RXUVWUDWHJVKRXOGEHLQIRUPHGEFXVWRPHURQOLQH EHKDYLRXUDQGSUHIHUHQFHV,QSDUWLFXODUXQGHUVWDQGZKLFKLQWHUPHGLDUVLWHVLQÀXHQFH SXUFKDVHDQGKRZRXUFXVWRPHUVVZLWFKEHWZHHQWKHFKDQQHOV ; Set objectives for future channel contribution7KLVLQFOXGHVVSHFL¿FPRQWKOWDUJHWV IRUERWKGLUHFWRQOLQH
  • 8.
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  • 10.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 7 GLIIHUHQFHVWKDWGRHVQ¶WPHDQWKHFKDQQHOVKRXOGQ¶WEHLQWHJUDWHGXVWRPHUMRXUQHV VKRXOGEHVHDPOHVVOLQWHJUDWHG ; Review how competitors use the channel. Understand their targeting and propositions, ZKHUHGRWKHH[FHO ; Develop channel partners)LQGWKHNHSODHUVDQGLQÀXHQFHUVLQWKHYDOXHFKDLQRU HFRVVWHPDQGIRUPVWUDWHJLFSDUWQHUVKLSV Best Practice Tip 1 8VHVLPLODUVWUDWHJLHVIRULQGLYLGXDOGLJLWDOSODWIRUPVDQGWRROV :KHWKHULW¶VDPRELOHZHEVLWHDPRELOHDSSDVRFLDOPHGLDSODWIRUPRUDQHPDLO QHZVOHWWHUWKHHVVHQFHRIGH¿QLQJDXGLHQFHVHJPHQWDWLRQWDUJHWLQJGLIIHUHQWLDWLRQDQG proposition apply. What should go into a digital strategy? RXFDQVHHWKDWDGLJLWDOVWUDWHJKDVPDQVLPLODULWLHVWRWKHPDLQSDUWVRIWUDGLWLRQDO PDUNHWLQJVWUDWHJLHVEXWLW¶VIRFXVHGRQPDQDJLQJWKHVSHFL¿FLVVXHVRIGLJLWDOVWUDWHJLHV 7RFRQFOXGHWKLVLQWURGXFWLRQWKHVHDUHWKHELJGLJLWDOVWUDWHJTXHVWLRQVZKLFKZHZLOOFRYHU DQGWKRVHZKLFKRXVKRXOGWKLQNDERXWDQGDLPWRDQVZHUZLWKLQRXUSODQ ˆ +RZGRZHXVHGLJLWDOFKDQQHOVWRJURZRXUEXVLQHVV ˆ +RZGRZHXVHGLJLWDOFKDQQHOVWRDGGYDOXHWRRXUEUDQG ˆ +RZGRZHPDNHVXUHRXUDFWLYLWLHVDUHDOLJQHGZLWKRXUEXVLQHVVJRDOV ˆ :KLFKDXGLHQFHVDUHZHWDUJHWLQJ:KRDUHWKHSULRULWDXGLHQFHV ˆ :KDWLVRXURQOLQHYDOXHSURSRVLWLRQIRUWKHVHDXGLHQFHV ˆ :KLFKGLJLWDOPDUNHWLQJSODWIRUPVDUHEHVWWRGHOLYHUWKLVSURSRVLWLRQ ˆ +RZGRZHEHVWLQWHJUDWHFKDQQHOV ˆ +RZGRZHDFKLHYHRXUJRDOVWKURXJKLQWHUPHGLDULHVSDUWQHUVDQGSXEOLVKLQJVLWHV ˆ +RZGRZHDFKLHYHVDOHVJURZWKWKURXJKFXVWRPHUOLIHFFOHVWUDWHJLHV ˆ +RZGRZHUHDFKRXUDXGLHQFH ˆ +RZGRZHHQFRXUDJHRXUDXGLHQFHWRSDUWLFLSDWHDQGFRQYHUW ˆ +RZGRZHJHWRXUDXGLHQFHWRHQJDJHWKURXJKWLPH ˆ +RZGRZHUHVRXUFHDQGPDQDJHGLJLWDOPDUNHWLQJ %HIRUHZHPRYHLQWRRXUPDLQDGYLFHRQVWUDWHJWKHUH¶VRQHRWKHUSRLQWZHWKLQNLW¶V LPSRUWDQWWRHPSKDVLVHDQGWKDW¶VIRFXVRXFDQ¶WDQGVKRXOGQ¶WWUWRGRHYHUWKLQJDQG WUWREHDOOWKLQJVWRDOOSHRSOH,W¶VLPSRUWDQWWRGHFLGHZKLFKVWUDWHJLHV127WRSXUVXHDQG ZKLFKIXQFWLRQDOLWLVQRWVXLWDEOHWRLPSOHPHQW Strategy Recommendation 4 *LYHRXUVWUDWHJIRFXV RXZRQ¶WEHDEOHWRGRHYHUWKLQJVRRXUVWUDWHJVKRXOGIRFXVRQZKDWZLOOPDNHWKH ELJJHVWGLIIHUHQFH)RFXV
  • 11.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 8 Using this digital marketing strategy guide with other resources 7KLV6WHSV(ERRNLQWHJUDWHVZLWKRWKHU6PDUW,QVLJKWVUHVRXUFHVGHYHORSHGIRU([SHUW PHPEHUV7RVLJQSRVWWKHUHOHYDQWUHVRXUFHVORRNRXWIRUWKLVRecommended Resource IHDWXUHVLQWKLVGRFXPHQWZKLFKOLQNWKURXJKWRWKHUHOHYDQWSDJHIRUGRZQORDG 5HFRPPHQGHGUHVRXUFH Digital marketing strategy toolkit template Use the Digital marketing toolkitWHPSODWHVWRSUHSDUHDFXVWRPLVHGSODQIRURXUEXVLQHVV RURXUFOLHQWV7KHWRRONLWFRQWDLQVXQEUDQGHG:RUG([FHODQG3RZHUSRLQWWHPSODWHVIRU RXWRDPHQGWRKHOSIRUPDSODQIRURXUEXVLQHVVRURXUFOLHQWV¶EXVLQHVVHV
  • 12.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 9 1 Step 1 'H¿QHRXUDSSURDFKWRPDQDJLQJGLJLWDOVWUDWHJ ˆ Q. $SSURDFKWRPDQDJLQJGLJLWDOVWUDWHJSURFHVVGH¿QHG .QRZLQJZKHUHWRVWDUWLVRIWHQWKHKDUGHVWWKLQJZKHQZULWLQJDGLJLWDOPDUNHWLQJSODQ6R RQFHRXKDYHDVWUXFWXUHIUDPHZRUNWRIROORZLQDWDEOHRIFRQWHQWVLW¶VWKHQDOPRVWD PDWWHURI¿OOLQJLQWKHJDSV UHDWLQJDVWUDWHJWKDWZRUNVQHHGVDQHIIHFWLYHRYHUDOOIUDPHZRUNDQGSURFHVVWRFUHDWH WKHVWUDWHJ6RRXU¿UVWVWHSLVVWUDLJKWIRUZDUG±WKLQNLQJDERXWKRZRXPDQDJHDQG create your strategy. $ZRUNDEOHVWUDWHJ ; ,VEDVHGRQZKDW¶VKDSSHQLQJLQDFRPSDQ¶VPDUNHWSODFHLHLW¶VFXVWRPHUFHQWUHGDQG UHYLHZVWKHLPSRUWDQFHRISRWHQWLDOSDUWQHUVLQÀXHQFHUVDQGFRPSHWLWRUV ; +DVFOHDUREMHFWLYHVWRDFKLHYHDYLVLRQIRUWKHIXWXUHSDUWLFXODUOLPSRUWDQWIRU digital marketing ; *LYHVFOHDUVWUDWHJLFGLUHFWLRQWRDFKLHYHWKHREMHFWLYHV ; +DVDPHWKRGRIWUDFNLQJDQGUHYLHZWRNHHSWKHVWUDWHJRQWUDFNZKHQRX¶UH implementing it. ,QDOOPDUNHWLQJVWUDWHJLHVLW¶VLPSRUWDQWWRIRFXVRQEXLOGLQJDSODQDURXQGWKHFXVWRPHU QRWRXUSURGXFWVDQGWDFWLFV%XWWKLVLVSDUWLFXODUOWUXHRQOLQHVLQFHGLJLWDOPDUNHWLQJRIWHQ LQYROYHVWDNLQJDGYDQWDJHRIQHZGLJLWDOWHFKQRORJLHVDQGSODWIRUPVDFFRUGLQJWRKRZSHRSOH interact with them. Strategy Recommendation 5 (QVXUHRXUVWUDWHJLVFXVWRPHUFHQWULF 3XWFXVWRPHUV¶FXUUHQWXVHRIWHFKQRORJDQGKRZWKHZLOOLQWHUDFWZLWKRXUEUDQGDWWKH KHDUWRIRXUVWUDWHJ 7RPDNHVXUHRXUGLJLWDOVWUDWHJKDVWKHVHHVVHQWLDOIHDWXUHVZHUHFRPPHQGWKH SOSTAC™VWUXFWXUHGHYHORSHGE356PLWK'DYHKDIIH¶VFRDXWKRURI(PDUNHWLQJ ([FHOOHQFH7KLVLVDJUHDWIUDPHZRUNIRUEXVLQHVVPDUNHWLQJRUGLJLWDOPDUNHWLQJSODQVVLQFH LW¶VVLPSOHDQGORJLFDOVRLW¶VHDVWRUHPHPEHUDQGWRH[SODLQWRFROOHDJXHVRUDJHQFLHV Using SOSTAC® to create and manage a strategy ˆ Q. 'RZHKDYHWKHULJKWVWUDWHJSURFHVVIUDPHZRUNLQSODFHHJ6267$GH¿QHG SOSTAC®LVDVWUDWHJLFSODQQLQJSURFHVVIUDPHZRUNWKDWJLYHVRXDFOHDUVWUXFWXUHWRZRUN through to create and manage your plan. :KDWLVLW SOSTAC® SOSTAC®LVDSODQQLQJSURFHVVIUDPHZRUNWRKHOSVWUXFWXUHDQGPDQDJHLPSOHPHQWDWLRQRI SODQV,WVWDQGVIRU6LWXDWLRQ2EMHFWLYHVDQG6WUDWHJ7DFWLFV$FWLRQDQGRQWURORULJLQDOO GHYHORSHGE356PLWKIRUPDUNHWLQJFRPPXQLFDWLRQVSODQQLQJ,QEmarketing Excellence 'DYHKDIIHDQG3DXO6PLWKKDYHDGDSWHGWKH6267$®IUDPHZRUNWRDSSOLWWRGLJLWDO PDUNHWLQJDVVKRZQLQWKHGLDJUDPRQWKHQH[WSDJH 1RWHWKDWHDFKVWDJHLVQRWGLVFUHWHUDWKHUWKHUHLVRYHUODSGXULQJHDFKVWDJHRISODQQLQJ±
  • 13.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 10 1 SUHYLRXVVWDJHVPXVWEHUHYLVLWHGDQGUH¿QHGDVLQGLFDWHGEWKHUHYHUVHDUURZV Strategy Recommendation 6 UHDWHRXUVWUDWHJXVLQJDSODQQLQJSURFHVVIUDPHZRUN OLNH6267$ŠFRPELQHGZLWK5$( 8VHWKHVWDJHVLQWKHSODQQLQJIUDPHZRUNWRKHOSFUHDWHWKHGLIIHUHQWSDUWVRIRXUSODQ RXVKRXOGDOVRDVVHVVDQGLPSURYHWKHFDSDELOLWLHVRIRXURUJDQLVDWLRQLQHDFKDVSHFW RIFUHDWLQJDQGLPSOHPHQWLQJWKHSODQ:HUHFRPPHQGUHYLHZLQJKRZRXFDQJHQHUDWH YDOXHDWHDFKFXVWRPHUVWDJHRIFXVWRPHULQWHUDFWLRQIURP5$(5HDFK$FWRQYHUW (QJDJHDVZHZLOOH[SODLQVKRUWO RQWUROLVDNHSDUWRI6267$®VLQFHLWOLQNVWRWKHREMHFWLYHVHWWLQJZKHUHRXFUHDWHD EXGJHWPRGHODQGRXXVHLWWRFKHFNWKDWRXUVWUDWHJDQGWDFWLFVDUHRQWUDFN Best Practice Tip 2 ,WHUDWHWKURXJKWKHVWDJHVRI6267$®WRUH¿QHRXUVWUDWHJ RXGRQ¶WKDYHWRZRUNWKURXJKWKHPRGHOLQDOLQHDUVHQVH,IDQWKLQJZRUNLQJWKURXJK WKHSURFHVVPLJKWUHTXLUHRXWRPDNHUH¿QHPHQWVWRHDUOLHUSRVLWLRQLQRUGHUWRFUHDWHD VWUDWHJWKDWZRUNVIRURX 7KHHOHPHQWVRI6267$® planning to help develop digital marketing strategy are: ; 1. Situation Analysis means ‘where are we now?’ Planning activities involved as this VWDJHLQFOXGHSHUIRUPLQJDGLJLWDOFKDQQHOVSHFL¿F6:27DQDOVLVUHYLHZLQJWKHGLIIHUHQW DVSHFWVRIWKHPLFURHQYLURQPHQWLQFOXGLQJFXVWRPHUVFRPSHWLWRUVDQGLQWHUPHGLDULHV IRUPLQJWKHRQOLQHPDUNHWSODFH:HFRYHUVLWXDWLRQDQDOVLVLQ6WHS ; 2. Objectives means ‘where do we want to be?’7KLVFDQLQFOXGHDYLVLRQIRUGLJLWDO FKDQQHOVDQGDOVRVSHFL¿FQXPHULFDOREMHFWLYHVIRUWKHGLJLWDOFKDQQHOVVXFKDV SURMHFWLRQVRIVDOHVYROXPHVDQGFRVWVDYLQJV7KH6VDUHXVHGKHUHDVDVLPSOH PQHPRQLFIRUWKHUDQJHRIREMHFWLYHVWKDWVKRXOGEHFRQVLGHUHG:HFRYHUREMHFWLYH setting in Step 3. ; 3. Strategy means ‘how do we get there?’ 6WUDWHJVXPPDUL]HVKRZWRDFKLHYH WKHREMHFWLYHVIRUWKHGLIIHUHQWGHFLVLRQSRLQWVH[SODLQHGLQWKLVFKDSWHULQFOXGLQJ segmentation, targeting, proposition development. We cover strategy and tactics in steps 4 to 7. ; 4. 7DFWLFVGH¿QHVWKHXVDJHRIWDFWLFDOGLJLWDOFRPPXQLFDWLRQVWRROV. This includes VSHFL¿FGHWDLOVRIWKHPDUNHWLQJPL[(50DQGGLJLWDOFRPPXQLFDWLRQV ; 5. Actions refers to action plans, change management and project management skills:HUHIHUWRWKHLVVXHVRIPRGL¿FDWLRQVWRRUJDQL]DWLRQDOUROHVDQGVWUXFWXUHVODWHU in this guide. ; 6. Control looks at keeping plans on track against target7KHXVHRI0DQDJHPHQW ,QIRUPDWLRQLQFOXGLQJZHEDQDOWLFVWRDVVHVVZKHWKHUVWUDWHJLFDQGWDFWLFDOREMHFWLYHVDUH DFKLHYHGDQGKRZLPSURYHPHQWVFDQEHPDGHWRHQKDQFHUHVXOWVIXUWKHU7KLVLVFORVHO UHODWHGWRJRDOVHWWLQJDVGHVFULEHG ,Q6HFWLRQZHSURYLGHPRUHGHWDLOVRQHDFKVWDJHRIVWUDWHJGHYHORSPHQWDQGJLYH H[DPSOHVRIWKHGLDJQRVWLFWRROVWKDWFDQEHXVHGWRGH¿QHVWUDWHJ 2QWKHQH[WSDJHRXULQIRJUDSKLFE'DYHKDIIHDQG356PLWKVKRZVKRZWRDSSO SOSTAC®WR(PDUNHWLQJ
  • 14.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 11 1
  • 15.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 12 1 5HFRPPHQGHGUHVRXUFH 6267$Š±5$(UHYLHZWHPSODWH The Smart Insights digital marketing toolkit contains a one page SOSTAC® Word template WRFUHDWHDQLQLWLDORUVXPPDUSODQ,WDOVRFRQWDLQVDFRPSOHWHGH[DPSOHIRUD¿FWLWLRXV company, Perfect Lawn:HVXJJHVWRXDSSOWKHVHWHPSODWHVVSHFL¿FDOOWRWKHPRELOH channel You can then move on to a more in-depth 6267$Š±5$( templates to prepare a FXVWRPLVHGSODQIRURXUEXVLQHVVRURXUFOLHQWV Integrating the different parts of digital strategy ˆ Q. Our digital marketing strategy aligns with business strategy? 7KHUHDVRQVIRULQWHJUDWLRQDUHVWUDLJKWIRUZDUGRXUJRDOVIRUGLJLWDOVKRXOGVXSSRUW RXUZLGHUPDUNHWLQJVWUDWHJLHV2IWHQZKHQGLJLWDOH[LVWVDVDVWUDWHJWKHUHLVQ¶WJRRG LQWHJUDWLRQHLWKHUZLWKRWKHUVWUDWHJLHVRUZLWKLQWKHGLIIHUHQWSDUWVRIWKHVWUDWHJVXJJHVWHG E6267$®.
  • 16.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 13 1 :HUHFRPPHQGWKHJULGEHORZDVDQHI¿FLHQWZDWRHQVXUHOLQNDJHEHWZHHQJRDOVWKH VLWXDWLRQDQDOVLVXVHGWRLQIRUPWKHPWKHVWUDWHJWRLPSOHPHQWWKHPDQGWKH.3,VXVHGWR WUDFNSHUIRUPDQFHWRZDUGVWDUJHWV+HUHDUHVRPHH[DPSOHVRIKRZREMHFWLYHVFDQEHOLQNHG to strategies and KPIs: 2EMHFWLYHV 6XEVWDQWLDWLRQLQIRUPHG EVLWXDWLRQDQDOVLVRU LQVLJKWH[DPSOH
  • 17.
    Strategies to achieve goals .HSHUIRUPDQFHLQGL- FDWRUVFULWLFDOVXFFHVV IDFWRUV
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    1. Acquisition objective.Acquire 50,000 new online customers this ¿QDQFLDOHDUDWDQ average cost per DFTXLVLWLRQ3$
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    RI £30 withan average SUR¿WDELOLWRI %DVHGRQJURZWKIRUHFDVW EDVHGRQFXUUHQWVDOHVRI VDOHVSHUHDUEXWZLWK LQFUHPHQWDOVDOHVDULVLQJIURP QHZDI¿OLDWHSURJUDPPHDQG 6(2GHYHORSPHQW 6WDUWDI¿OLDWHPDUNHWLQJ SURJUDPPHDQGLPSURYH6(2 ([LVWLQJPHGLDPL[EDVHG on pay-per-click and display DGYHUWLVLQJVXSSRUWHGE RIÀLQHPHGLD 2YHUDOO3$IRURQOLQHVDOHV ,QFUHPHQWDOQXPEHUDQGRI VDOHVIURPDI¿OLDWHPDUNHWLQJ SURJUDPPH1XPEHURI strategic keywords ranked IRULQWRSSRVLWLRQVLQQDWXUDO search results page 2. Acquisition (or conversion) objective. 0LJUDWHRIH[LVWLQJ customers to using RQOLQHµSDSHUOHVV¶ELOO payment services and e-mail communications within 3 years ([WUDSRODWLRQRIFXUUHQW natural migration coupled with LQFUHDVHGDGRSWLRQIURPRIÀLQH direct marketing campaign Direct marketing campaign using direct mail, phone prompts and online persuasion WRHQFRXUDJHDGRSWLRQ8VHRI incentive to encourage change 1XPEHUDQGSHUFHQWDJHRI H[LVWLQJFXVWRPHUVUHJLVWHULQJ WRXVHRQOLQHVHUYLFH1XPEHU DQGSHUFHQWDJHRIFXVWRPHUV actively using online services DWGLIIHUHQWSRLQWVDIWHULQLWLDOO registering 3. Conversion objective. Increase the DYHUDJHRUGHUYDOXHRI online sales to £42 per customer *URZWKHVWLPDWHGEDVHGRQ FXUUHQW$29RI…SOXVPRGHO VXJJHVWLQJLQFUHDVHLQ AOV 8VHRIQHZPHUFKDQGLVLQJ system to show users related µQH[WEHVWSURGXFW¶IRUGLIIHUHQW product categories RIVLWHYLVLWRUVUHVSRQGLQJWR merchandising / cross-selling messages 4. Conversion objective. Increase site FRQYHUVLRQUDWHWR Model showing separate LQFUHDVHLQFRQYHUVLRQIRUQHZ DQGH[LVWLQJFXVWRPHUVEDVHG on strategies shown on the right RPELQDWLRQRIVWUDWHJLHV ˆ ,QFHQWLYL]HGHPDLO IROORZXSRQFKHFNRXW DEDQGRQPHQWVIRUQHZ customers ˆ ,QWURGXFWLRQRIPRUH competitive pricing VWUDWHJRQEHVWVHOOHUV ˆ AB and multivariate PHVVDJLQJLPSURYHPHQWRI landing pages ˆ 5H¿QHPHQWWRTXDOLWRI WUDI¿FSXUFKDVHGWKURXJK pay-per-click programme Variations in conversion rates IRUQHZDQGH[LVWLQJFXVWRPHUV LQGLIIHUHQWSURGXFWFDWHJRULHV 5. Retention objective. Increase annual repeat new customer FRQYHUVLRQUDWHE %XVLQHVVFDVHEDVHGRQ OLPLWHGSHUVRQDOL]DWLRQRIRIIHUV to encourage repeat purchases via e-mail. ˆ 'HOLYHURISHUVRQDOL]HG SURGXFWRIIHUVEHPDLO ˆ VHFRQGSXUFKDVH discount voucher ˆ Increased conversion rate RIUHWHQWLRQHPDLOFRQWDFW programme ˆ RQYHUVLRQWRVDOHIRU second purchase discount campaigns
  • 20.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 14 1 2EMHFWLYHV 6XEVWDQWLDWLRQLQIRUPHG EVLWXDWLRQDQDOVLVRU LQVLJKWH[DPSOH
  • 21.
    Strategies to achieve goals .HSHUIRUPDQFHLQGL- FDWRUVFULWLFDOVXFFHVV IDFWRUV
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    6. Growth objective. Increase new prospects UHFRPPHQGHGE IULHQGVYLUDOPDUNHWLQJ RUµPHPEHUJHW PHPEHU¶
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    E per annum 0RGHOEDVHGRQHQFRXUDJLQJ RIFXVWRPHUVWR UHFRPPHQGIULHQGVDQQXDOO EDVHGRQWULDOVFKHPH
  • 24.
    6XSSRUWHGEGLUHFWPDLO and e-mailrecommendation programme ˆ Response rate to direct mail campaign 5HFRPPHQGHGUHVRXUFH 60$57REMHFWLYHV6WUDWHJLHVJULG The Smart Insights digital marketing toolkit contains a 60$572EMHFWLYHVVWUDWHJLHVJULG ZLWKH[DPSOHVIRURXWRDPHQGIRURXUEXVLQHVVRURXUFOLHQWV 7KHNHHOHPHQWVRIGLJLWDOVWUDWHJLQYROYHUHYLVLWLQJDQGDOLJQLQJWKHPDLQWKUXVWRIRXU PDUNHWLQJVWUDWHJLQDQRQOLQHFRQWH[WPDNHVXUHRXGUDZIURPRWKHUSODQVLIWKHUHLVQ¶W one then use these headers. Don’t get drawn into the details at this stage. That’s the tactics. %XWRXPDZDQWWRVXPPDULVHWKHHVVHQFHRIVRPHRUDOORIWKHGLJLWDOVWUDWHJLHVEHORZ +RZDUHRXJRLQJWROHYHUDJHWKHSRWHQWLDORIGLJLWDOPDUNHWLQJWRRXUEXVLQHVVDQGKRZ GRHVWKDWPHHWWKHREMHFWLYHV7KLVLVDERXWRXUapproach only, not the detail. RQVLGHUEUHDNLQJLWGRZQDVZHOOLW¶VRIWHQHDVLHUWRH[SODLQLQVPDOOHUELWHVL]HFKXQNVWKLV DOVRKHOSVZKHQLWFRPHVWRWDFWLFVZKLFKVKRXOGKDQJIURPWKHVWUDWHJLHVEHORZ Key components of digital strategy $VRX¶UHFRQVWUXFWLQJRXURYHUDOOVWUDWHJLW¶VZRUWKWKLQNLQJDERXWWKHPDLQWKUXVWVRI RXUVWUDWHJ:HZLOOFRYHUWKHVHIURP6WHSRQZDUGVEXWZHWKRXJKWLWZRXOGEHXVHIXO WRLQWURGXFHWKHPDLQSDUWVKHUHDQGRXFDQVWDUWRXWOLQLQJDORQJHUIRUPGLJLWDOPDUNHWLQJ SODQLQD:RUGGRFXPHQWLIRXZDQWWRXVHWKLVDSSURDFKUDWKHUWKDQWKHVKRUWHUVXPPDULHV PHQWLRQHGVRIDU RXZLOOUHFRJQLVHPDQRIWKHVHIURPWUDGLWLRQDOPDUNHWLQJSODQQLQJ,QPDQZDVGLJLWDO VWUDWHJLVDERXWUHYLVLQJH[LVWLQJPDUNHWLQJFRPPXQLFDWLRQVDSSURDFKHVZKLFKVXLWWKH XQLTXHFKDUDFWHURIWKHRQOLQHPDUNHWSODFHDQGFRPPXQLFDWLRQV
  • 25.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 15 1 5HFRPPHQGHGUHVRXUFHWord Strategy planning template The Smart Insights digital marketing toolkit contains a Word Strategy planning template. This is a simple template using the SOSTAC® planning headings and prompts to help you FUHDWHDORQJIRUP:RUGSODQQLQJGRFXPHQW A. Targeting and segmentation ˆ A company’s online customers have different demographic characteristics, needs and EHKDYLRXUVWRLWVRIÀLQHFXVWRPHUV,WIROORZVWKDWGLIIHUHQWDSSURDFKHVWRVHJPHQWDWLRQ PDEHUHTXLUHGDQGVSHFL¿FVHJPHQWVPDQHHGWREHVHOHFWLYHOWDUJHWHGWKRXJK VSHFL¿FFRQWHQWDQGPHVVDJLQJRQRXUVLWHRUHOVHZKHUHRQWKHZHE7KLVFDSDELOLWIRU ³PLFURWDUJHWLQJ´LVRQHRIWKHELJJHVWEHQH¿WVRIGLJLWDOPDUNHWLQJ ˆ 6SHFL¿FWDUJHWLQJDSSURDFKHVWRDSSORQOLQHLQFOXGHGHPRJUDSKLFYDOXHEDVHG lifecycle and behavioural personalisation. B. Positioning ˆ +RZGRRXSRVLWLRQRXURQOLQHSURGXFWVDQGVHUYLFHVLQWKHFXVWRPHU¶VPLQG ˆ 5HLQIRUFLQJRXUFRUHSURSRVLWLRQ+RZGRRXSURYHRXUFUHGLELOLW ˆ 'H¿QHRXURQOLQHYDOXHSURSRVLWLRQ7KLVVKRXOGÀRZIURPRXUSRVLWLRQLQJDQGEHZKDW the customer sees immediately when they interact with you online. ˆ 'H¿QHWKHVHLQNHPHVVDJHVIRUGLIIHUHQWDXGLHQFHVHJSURVSHFWVDJDLQVWH[LVWLQJ FXVWRPHUVVHJPHQWVZLWKGLIIHUHQWYDOXH ˆ RXQHHGFOHDUPHVVDJLQJKLHUDUFKLHVWRHIIHFWLYHOFRPPXQLFDWHRXUSRVLWLRQLQJERWKLQ RQOLQHDQGRIÀLQHPHGLD C. Proposition and the marketing mix 7KLQNDERXWWKHGLJLWDOPDUNHWLQJPL[KRZFDQRXSURYLGHGLIIHUHQWLDOYDOXHWRFXVWRPHUV through varying the 4Ps online through Product, Price, Promotion and Place and how can you add value through service. And don’t forget what PR Smith calls the Eighth P of “Partnering” Particularly if you sell online, you will want to explain how you will modify the marketing mix. )RUH[DPSOH ˆ Product. Can you offer a different product range online. How can you add value to products through additional content or online services? ˆ Price. Review your pricing and consider differential pricing for online products or services. ˆ Place. Identify your online distribution issues and challenges. Should you create new intermediaries or portals or partner with existing sites? ˆ Promotion. Discuss the problems and opportunities of the online communications mix.
  • 26.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 16 1 These will be detailed in the acquisition and retention communications strategies. Review approaches for online promotions and merchandising to increase sales. You may want to include exclusive promotions to support the growth of different digital channels, i.e. email, mobile, Facebook, Twitter. ˆ PeopleDQRXXVHDXWRPDWHGWRROVVXFKDV)$4WRGHOLYHU³ZHEVHOIVHUYLFH´RU VKRXOGRXSURYLGHRQOLQHFRQWDFWSRLQWVWKURXJK/LYHKDWRU3KRQHDOOEDFN ˆ Processes. List the components of process and understand the need to integrate them into a system. ˆ Physical evidence. Identify the digital components that give ‘evidence’ to customers of your credibility such as awards and testimonials ˆ Partners. The eighth P. So much of marketing today is based on strategic partnerships, marketing marriages and alliances that we have added this ‘P’ in as a vital ingredient in today’s marketing mix. D. Brand strategy Gaining ‘street cred’ online is now paramount to success, how and where are you going to do WKDWEUDQGIDYRXUDELOLWIROORZVFUHGLELOLWDQGWUXVW6RRXQHHGWRXQGHUVWDQGWKHUHDVRQV to engage with your brand, why will people interact and recommend, or not? How will you demonstrate credibility online E. Online representation or presence 7KLVLQFOXGHVRXU³RZQHGPHGLD´ZKLFKZHH[SODLQDWWKHVWDUWRIVWHS,WLQFOXGHVRXU ZHEVLWHVWUDWHJRQHVLWHRUIRXUVXEGRPDLQVZKDWDUHWKHVLWHJRDOVDQGKRZZLOOWKH EHDFKLHYHG
  • 27.
    DQGSULRULWLHVIRUVRFLDOSUHVHQFHV2XUGLJLWDOPDUNHWLQJUDGDUKWWSELWO smartradar) helpsyou prioritise your online presence to reach and engage your audience. F. Content and engagement strategy Ask which content will feature to gain initial interest, support the buying process (text and rich media product content and tools) and stickiness and to promote return visits (blogs DQGFRPPXQLW
  • 28.
    5HPHPEHUXVHUJHQHUDWHGFRQWHQWWRRVXFKDVUHYLHZVUDWLQJVDQG FRPPHQWVRXZLOOKDYHWRSULRULWLVHFRQWHQWWSHVDQGHQVXUHRXGHYRWHVXI¿FLHQWUHVRXUFH toit to create quality content which helps you compete. All effective online companies see themselves as publishers! G. Digital channel acquisition communications strategy 2XWOLQHKRZRXZLOODFTXLUHWUDI¿FZKDWDUHWKHPDLQDSSURDFKHVRXZLOOXVH'RQ¶WIRUJHW WRFRQVLGHUKRZRXGULYHYLVLWRUVWKURXJKRIÀLQHPHGLDDQGLQWHJUDWHGFDPSDLJQV .HGLJLWDOPHGLDFKDQQHOVIRUWUDI¿FDFTXLVLWLRQLQFOXGH ˆ 6HDUFKHQJLQHPDUNHWLQJQDWXUDODQGSDLG
  • 29.
  • 30.
    ˆ 3DUWQHUDQGDI¿OLDWHPDUNHWLQJ ˆDisplay advertising ˆ (PDLOPDUNHWLQJWROHDGVGDWDEDVH +HUHIRUUHIHUHQFHDUHWKHNHGLJLWDOFKDQQHOVZH¶OOUHYLHZLQ6WHSDQGRXURWKHUJXLGHV
  • 31.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 17 1 H. Digital channel conversion strategy +RZGRHVWKHXVHUH[SHULHQFHZKLFKGHSHQGVRQLQIRUPDWLRQDUFKLWHFWXUHSDJHWHPSODWH GHVLJQPHUFKDQGLVLQJPHVVDJLQJDQGSHUIRUPDQFHKHOSRXPDNHLWHDVIRUYLVLWRUVWR HQJDJHDQGFRQYHUW I. Digital channel retention communications strategy 2IWHQQHJOHFWHGZKDWZLOOEHWKHPDLQRQOLQHDQGRIÀLQHWDFWLFVWRHQFRXUDJHUHSHDWYLVLWV DQGVDOHV$JDLQLQWHJUDWHGFDPSDLJQVLQYROYLQJRIÀLQHWRXFKSRLQWVDUHFUXFLDOKHUH J. Data strategy :KDWDUHRXUJRDOVLQSHUPLVVLRQPDUNHWLQJDQGGDWDFDSWXUHZKDWZKHUHKRZZKHQZK what tools and value adds are you going to use? You might alternatively reference these in the conversion strategy. Some of the practical implications here are covered in steps 6 and 7. How do you improve the quality of your customer data across channels to help increase the relevance of your messages through personalisation K. Integration strategy How you integrate traditional and digital channels should run through every section of your strategy since it’s key to success. One way to structure this is to map customer journeys across channels as channel chains. L. Social media marketing strategy We would argue that social media marketing is part of a broader customer engagement strategy plus brand, acquisition, conversion and retention strategies, but many organisations are grappling with how they get value from this, so it may help to develop an overall social media marketing strategy. M. Digital marketing governance strategy In larger organisations how you manage digital marketing is a big challenge. Questions that the governance strategy seeks to answer are how do we manage internal and external
  • 32.
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  • 44.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 24 3 DYDLODEOHWRDOOFRPSHWLWRUVLQWKHPDUNHWSODFH When creating a digital marketing plan, SWOT analysis is also an essential step. We think LW¶VVRPHWLPHVVHHQDVDQDFDGHPLFH[HUFLVHDQGWKHUH¶VWKHIHHOLQJWKDWWKHWLPHVKRXOGEH VSHQWRQLPSURYLQJWKHH[HFXWLRQRIWKHWDFWLFVOLNHHPDLORUVHDUFKPDUNHWLQJRULPSURYLQJ the site. Strategy Recommendation 10 UHDWHD72:VGLJLWDO6:27PDWUL[ :KHQZHGHYHORS6:27ZH¿QGWKHVRFDOOHG72:VPDWUL[DSSURDFKLQYDOXDEOH7KH SRZHURIWKH72:6PDWUL[IRUPDWLVLQWKHZDLWQRWRQOSURYLGHVDJUHDWVXPPDUEXW also helps you create strategic options to help you compete. 5HFRPPHQGHGUHVRXUFH 6:2772:VPDWUL[ The Smart Insights digital marketing toolkit contains a 60$5772:VPDWUL[ with 3RZHUSRLQWDQG:RUGH[DPSOHVIRURXWRDPHQGIRURXUEXVLQHVVRURXUFOLHQWV 7KHH[DPSOHEHORZVKRZVKRZLWUHYLHZVQRWRQOWKHVLWXDWLRQLQLQWHUQDOVWUHQJWKVDQG ZHDNQHVVHVDQGH[WHUQDORSSRUWXQLWLHVDQGWKUHDWVDURXQGWKHHGJHEXWDOVRVKRZVER[ IRUFUHDWLQJVWUDWHJLHVWRVXFFHHGLQWKHPDUNHWSODFH So make sure your SWOT or SWOTs are: ; %DVHGRQH[LVWLQJ6:27IRUWKHEXVLQHVV ; 8VHVD72:VPDWUL[DSSURDFK ; ,VFUHDWHGVSHFL¿FIRUGLJLWDOPDUNHWLQJFKDQQHO ; 4. Considers key digital marketing activities ; +DYHIXUWKHUGHWDLOVRQVSHFL¿FPDUNHWVDVUHTXLUHGEWKHVL]HRIWKHFRPSDQ 7KH6:27DQDOVLVZLOOJLYHRXWKHVWUDWHJLFYLHZRIWKHPDLQRSSRUWXQLWLHVDQGFKDOOHQJHV DYDLODEOHIURPRQOLQHPDUNHWLQJ7KHKLJKOHYHOYLHZZLOOKHOSRXVHHWKHPRVWLPSRUWDQW LVVXHVZKLFKQHHGWREHPDQDJHGIRURXURQOLQHVXFFHVV Best Practice Tip 3 *HQHUDWHRXU6:27DFURVVWKHIXOOUDQJHRIWKHFXVWRPHUOLIHFFOH 8VHWKHSDUWVRIRXU5$(IUDPHZRUNSOXVEUDQGSRVLWLRQLQJDQGJRYHUQDQFHWRUHYLHZDOO WKHGLJLWDOVWUDWHJLVVXHVWREHPDQDJHG
  • 45.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 25 3 :KLOHDQIRUPRI6:27DQDOVLVLVPXFKEHWWHUWKDQQRQHZHKDYHIRXQGWKURXJKZRUNLQJ RQPDQ6:27WKDWWKHWHFKQLTXHZRUNVEHVWIRUGLJLWDOPDUNHWLQJZKHQWKHVHLVVXHVDUH UHYLHZHGZKHQFUHDWLQJWKH6:27RXFDQPDUNWKHPXSRQRXU6:27DVIROORZV ; R: Reach. Reaching prospects and customers, and raising awareness on your site or other online presences to encourage site visits. ; A: Act. Achieving interaction and participation to achieve leads. ; C: ConvertRQYHUVLRQWRVDOHRQOLQHRURIÀLQH ; (Engage%XLOGORQJWHUPUHODWLRQVKLSEXLOGLQJZLWKFXVWRPHUV ; B: Brand3RVLWLRQLQJDQGSHUFHSWLRQRIWKHEUDQG0DUNHWLQJPL[ ; M: Multichannel. How the digital channel integrates with traditional channels. ; G: Governance,VVXHVZKLFKDIIHFWFDSDELOLWWRGHOLYHUOLNHUHVRXUFH +HUHLVDVSHFL¿FH[DPSOHRIDGLJLWDOPDUNHWLQJ6:27ZLWKRXWWKLVFRGLQJ
  • 46.
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  • 47.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 26 3 $QH[DPSOHRIVWUDWHJLFGLJLWDOFKDQQHORSWLRQVGHYHORSHGXVLQJD72:VPDWUL[
  • 48.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 27 3 Step 3 'H¿QHRXUIXWXUH ˆ 4*RDOVYLVLRQDQGREMHFWLYHVIRUGLJLWDOPDUNHWLQJFKDQQHOVGH¿QHG RXVKRXOGVWDUWZLWKDVLPSOHZDRIORRNLQJDWRXUIXWXUH$VNZKDQGZKDW:KDUHRX XVLQJGLJLWDOSODWIRUPVQRZDQGLQWRWKHIXWXUH:KDWGRRXZDQWWRDFKLHYH 6WDUWEWKLQNLQJDERXWWKH6VZKLFKDUHDJUHDWVLPSOHIUDPHZRUNIRUWKLQNLQJWKURXJKKRZ RXZLOOXVHGLJLWDOFKDQQHOV7KHQORRNDWORQJHUWHUPYLVLRQZH¶OOVKRZRXVRPHH[DPSOHV RIFRPSDQLHVZKRKDYHGHYHORSHGDYLVLRQWRFRPPXQLFDWHWKHLUORQJWHUPDPELWLRQVIRU GLJLWDOPHGLD2QOWKHQVKRXOGRXGULOOGRZQLQWRWKHGHWDLOVRIVSHFL¿FJRDOVRXZDQW WRDFKLHYH/RRNRXWIRURXUGHWDLOHGJULGRI.3,VZKLFKZHVWUXFWXUHZLWKLQRXU5$( IUDPHZRUN7KLVZLOOJLYHRXDFRPSUHKHQVLYHVHWRI.3,VRXFDQXVHWRKHOSGHYHORSRXU RZQGDVKERDUG 7RGH¿QHRXUIXWXUHZHVXJJHVWWKLVKLHUDUFKRIPHDVXUHVPDKHOSLQODUJHURUJDQLVDWLRQV ; 1. Mid-long term visionWRKHOSFRPPXQLFDWHWKHWUDQVIRUPDWLRQQHHGHGLQDODUJHU organisation ; 7RSOHYHOEURDGgoalsWRVKRZKRZWKHEXVLQHVVFDQEHQH¿W IURPGLJLWDOFKDQQHOV ; 6SHFL¿FSMART objectives to give clear direction and commercial targets ; 4. Key performance indicators (KPIs) to check you are on track RX¶OOVHHDOORIWKHVHLQWKLVVWHS :HKRSHRXDJUHHWKDWWKHUHDVRQVIRUVHWWLQJREMHFWLYHVDUHREYLRXVLIRXGRQ¶WNQRZ where you’re going and when you hope to get there, you won’t know your progress on the journey and so make adjustments when you go astray. 6RLW¶VEHVWWRVWDUWZLWKWKHWRSOHYHOJRDOVZKLFKKHOSLQIRUPWKHYLVLRQEHIRUHJRLQJRQWR VSHFL¿FREMHFWLYHV7KLVLVZKHUHWKH6JRDOVFDQKHOS Introducing the 5S goals for digital marketing 7KH6VRIGLJLWDOPDUNHWLQJLVDJRRGVLPSOHVWDUWLQJSRLQWWRKHOSFKHFNRX¶UHFRYHULQJWKH ZKROHRIGLJLWDOPDUNHWLQJQRWMXVWVDOHV ,GHYHORSHGWKH6VRIGLJLWDOPDUNHWLQJZLWK356PLWKPFRDXWKRURQEmarketing ExcellenceDURXQGDQGDOWKRXJKEDVLFLW¶VVWLOOXVHGEPDQZKHQSODQQLQJWKHLUGLJLWDO marketing strategy. $VZHUXQWKURXJKHDFKRIWKH6V,¶OOVKRZVRPHTXHVWLRQVRXVKRXOGEHDVNLQJLQHDFK DUHDDQGORRNDWVRPHH[DPSOHVRIKRZWKHVHEURDGJRDOVKDYHWUDQVODWHGLQWRVWUDWHJLHV DQGWDFWLFVIRURQOLQHUHWDLOHU$626FRP 5S: Sell – Set goals to grow sales? ˆ Q. Sales goals set 6WDUWZLWKJRDOVIRURXUPRVWLPSRUWDQWWUDQVDFWLRQVZKLFKZLOOOHDGWRUHYHQXHDQGSUR¿W 7KDW¶VVDOHVRULIRXGRQ¶WVHOORQOLQHWKHOHDGVWKDWRXURQOLQHPDUNHWLQJZLOOGHOLYHUZKLFK ZLOOFRQYHUWWKURXJKWRVDOHVRUGRQDWLRQVLIRX¶UHDQRWIRUSUR¿W $VRX¶GH[SHFW$626DUHDOODERXWVHOOLQJEXWLW¶VZRUWKORRNLQJDWKRZWKLVWUDQVODWHVWRD FOHDUVDOHVRIIHUGHOLYHUHGDFURVVWKHZKROHVLWHEHORZWKHQDYLJDWLRQEDUDQGDWWKHERWWRP
  • 49.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 28 3 RIWKLVSDJH +HUHDUHVRPHNHTXHVWLRQVWRDQVZHUWRKHOSLQFUHDVHWKHTXDOLWRIRXUVDOHVJRDOV UHDWHFRQYHUVLRQPRGHOWRKHOSGH¿QHUHDOLVWLFJRDOV ˆ Q. Conversion model used to calculate realistic targets for goal volume Strategy Recommendation 11 Develop conversion models to set realistic online channel goals RQYHUVLRQPRGHOVFDQKHOSRXVHWUHDOLVWLFJRDOVIURPRQOLQHPDUNHWLQJ A conversion model helps set quantitative targets to hit. Use this spreadsheet we have developed to help set the right goals: KWWSELWOVPDUWGRZQORDGV. /RRNDWRSWLRQVWRLQFUHDVHVDOHVWKURXJKH[SDQGLQJRXUUHDFK ˆ Q. Options to extend reach reviewed 2IWHQRQOLQHPDUNHWLQJFDQIRFXVRQVHOOLQJWRH[LVWLQJPDUNHWVZLWKRXWORRNLQJIRUQHZ RSSRUWXQLWLHV8VHEHQFKPDUNLQJDQGVHDUFKGHPDQGWRROVWRSURYHKRZLW¶VSRVVLEOHWR LQFUHDVHVDOHVEHRQGRXUWSLFDOFXVWRPHUEDVH See:KWWSELWOVPDUWEHQFKPDUNLQJ and KWWSELWOVPDUWGHPDQG. Review options to increase sales through conversion enhancements ˆ Q. Options to increase conversion rate possible
  • 50.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 29 3 :HKDYHVDLGLW¶VZRUWKORRNLQJDWKRZWRDGGPRUHSURVSHFWVWRWKHWRSRIWKHIXQQHOEXW WKHUHDUHDOVRRSSRUWXQLWLHVWRLQFUHDVHVDOHVWKURXJKLQFUHDVLQJWKHHI¿FLHQFRIFXVWRPHU MRXUQHVRQWKHVLWHERWKDWWKHWRSRIWKHIXQQHODVWKHQDYLJDWHWR¿QGUHOHYDQWVHUYLFHV DQGIXUWKHUGRZQWKHIXQQHOLQWKHDGGWREDVNHWDQGFKHFNRXWSURFHVVHV 6HWVHSDUDWHVDOHVJRDOVIRUH[LVWLQJDQGQHZFXVWRPHUV ˆ Q. 6HSDUDWHJRDOVDQGWUDFNLQJGH¿QHGIRUQHZDQGH[LVWLQJFXVWRPHUV 7RPDQDJHRQOLQHVDOHVLW¶VXVHIXOWRLVRODWHLQFUHPHQWDORQOLQHVDOHVDQGQHZVDOHV Keeping incremental sales volume trending right is most important. You can use analytics or ecommerce sales systems to deliver this insight. Tracked goals through analytics ˆ Q. *RDOWSHVDQGYDOXHGH¿QHGLQDQDOWLFV :HKDYHDPRUHGHWDLOHGVHFWLRQH[SODLQLQJKRZWRGRWKLVLQRXUJXLGHWR*RRJOH$QDOWLFV or online here2. 'H¿QHPXOWLFKDQQHOJRDOV ˆ 42QOLQHFKDQQHOVJRDOVGH¿QHGDVRQOLQHFRQWULEXWLRQRIUHYHQXHRUSUR¿W 6DOHVPLJKWEHGLUHFWLIWKHSURGXFWFDQEHVROGRQOLQHRULQGLUHFWZKHUHWKHDUHJHQHUDWHG RIÀLQH6WLOOPDQSHRSOHUHVHDUFKRQOLQHDQGWKHQSXUFKDVHRIÀLQHVRLW¶VNHIRUPDQ FRPSDQLHVWRWKLQNKRZWKHXVHRQOLQHFKDQQHOVWRLQÀXHQFHRIÀLQHVDOHV Strategy Recommendation 12(QVXUHRXUJRDOVHWWLQJUHÀHFWVFKDQQHOVZLWFKLQJ Users switch channels during the purchase process, so make sure you set goals, PHDVXUHVDQGVXSSRUWWKHVHFURVVFKDQQHOEHKDYLRXUV +HUH¶VRQHH[DPSOH3VKRZLQJWKHLPSRUWDQFHRIRIÀLQHSXUFKDVHRIPRELOHSKRQH FRQWUDFWVDIWHURQOLQHUHVHDUFK
  • 51.
    2 Smart Insights:Set goals in Google Analytics 3 *).5RSR9RGDIRQHPXOWLFKDQQHO5232VWXG
  • 52.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 30 3 5S: Speak – Set goals to get closer to customers ˆ Q. RPPXQLFDWLRQVJRDOVGH¿QHG 'LJLWDOFKDQQHOVDUHQRWRQOVDOHVFKDQQHOVWKHH[FHODVFRPPXQLFDWLRQVFKDQQHOVWR engage your audience. We say engage since we don’t mean SHOUTING, we mean getting WKHEDODQFHULJKWEHWZHHQFRPPXQLFDWLQJRXURIIHUDQGLQWHUDFWLQJZLWKRXUDXGLHQFH $626LVDIDQWDVWLFH[DPSOHRIDEUDQGWKDWKDVDFRKHUHQWDSSURDFKWRFRPPXQLFDWLQJ WKURXJKLW¶VEORJDQGFRPPXQLWLHV,WKDVGHYHORSHGDFRQWHQWPDUNHWLQJVWUDWHJWRKHOS WKLQNDERXWLW¶VRQOLQHFRPPXQLFDWLRQVLQDPRUHVWUDWHJLFZD5HDGRXUFRQWHQWPDUNHWLQJ VWUDWHJJXLGHIRUPRUHGHSWKRQKRZRXFDQDSSURDFKWKLV :HUHFRPPHQGFUHDWLQJGHWDLOHGFRQYHUVLRQRUEXGJHWPRGHOVZKLFKDOORZRXWRVHWJRDOV EGLJLWDOFKDQQHOIRUUHDFKLQJDQGLQÀXHQFLQJRXUDXGLHQFH 2QDZHEVLWHLW¶VXVHIXOWRNQRZKRZPDQSHRSOHDUHDWWKHWRSRIWKHIXQQHOZKRDUH VHDUFKLQJDQGEURZVLQJSURGXFWVLQGLIIHUHQWFDWHJRULHV:H¶OOORRNDWVRPHH[DPSOHVRI WKHVHPRGHOVDWWKHHQGRIWKLVUHSRUW Strategy Recommendation 136HWJRDOVDQGWUDFNHQJDJHPHQWIRUYLVLWRUVDWWKHWRSRIWKH SXUFKDVHIXQQHO 6HWJRDOVIRUKRZPDQYLVLWRUVVHDUFKIRUDQGHQJDJHZLWKSURGXFWVDWWKHWRSRIWKH SXUFKDVHIXQQHO
  • 53.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 31 3 6LQFHGLJLWDOFKDQQHOVZRUNEHVWZKHQMRLQHGZLWKRWKHUFKDQQHOVWKHJRDOVKHUHVKRXOGDOVR LQFOXGHRQOLQHYLVLWVSURPSWHGEWUDGLWLRQDORIÀLQHPHGLD 5S: Service – Have we set goals to online customer service goals? ˆ Q. Are goals set for customer care, service and satisfaction? 7KHFRPSDQZHEVLWHDQGVRFLDOFXVWRPHUVHUYLFHVLWHVDUHDQDWXUDOSODFHIRUFXVWRPHUVWR JRWRJHWWKHLUTXHVWLRQVDQVZHUHGRUWRFRPSODLQ3DLQJDWWHQWLRQWRWKHTXDOLWRIVHUYLFH RXRIIHULVDOVRNHWRVXSSRUWRXUFDSDELOLWWR6HOO6SHDN6DYHDQG6L]]OH $JDLQ$626KDVWKRXJKWWKLVWKURXJKZLWKDVHSDUDWH7ZLWWHUFKDQQHOIRUUHVSRQGLQJWR customer service. 6RRXQHHGFXVWRPHUVDWLVIDFWLRQJRDOVWRDVVHVVKRZRXJRRGRXDUHDWFXVWRPHU VHUYLFHDQGWKHQLPSURYHLWIXUWKHU *LYHFXVWRPHUVH[WUDEHQH¿WVRQOLQHDQGJXLGHQHZSURGXFWGHYHORSPHQWZLWKRQOLQH GLDORJXHDQGIHHGEDFN7KHUHDUHORWVRIH[FHOOHQWWRROVZHOLVWDWKWWSELWOVPDUWIHHGEDFN. Strategy Recommendation 14%XLOGLQIHHGEDFNPHFKDQLVPVWRRXUVLWHV *HWIHHGEDFNRQRQOLQHH[SHULHQFHDQGH[SHULHQFHRIWKHEUDQGLQWRRXUVLWHDQGWKHQ prioritise and improve. 5S: Save – Set cost-saving goals ˆ Q. Goals set around cost savings? /HVVJODPRURXVWKDQWKHVL]]OHRIEXLOGLQJRXUEUDQGDQGVRFLDOPHGLDHQJDJHPHQWEXWRX can also show the value you gain through using online cost savings to reduce service costs and save on traditional media like print and post. 7KLVLVPRVWUHOHYDQWIRUDPXOWLFKDQQHOUHWDLOHURUVHUYLFHFRPSDQZKRFDQVHWJRDOVIRU QXPEHURIFDWDORJXHVGRZQORDGHGRUQXPEHURIVHUYLFHWUDQVDFWLRQVFRPSDUHGWRRWKHU channels. ,IRX¶UH¿JKWLQJIRUEXGJHWIRURQOLQHFKDQQHOVWKHVDYLQJVRXFDQGHPRQVWUDWHWRRXU ¿QDQFHGLUHFWRURUEXGJHWKROGHUZLOOLPSURYHRXUFDXVH
  • 54.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 32 3 5S: Sizzle – Adding value to your brand online ˆ Q. Goals set for brand engagement and advocacy 3XWWLQJWKHVL]]OHLQWRRXUGLJLWDOPDUNHWLQJZLOOUHDOOKHOSRXUVDOHVDQGVSHDNJRDOVEXW LW¶VQRWWRHDVWRVHWJRDOVIRUDQGWKHQWRWUDFN6RZKDWLVWKH³6L]]OHLQRXU6DXVDJH´ 6L]]OHLVDERXWEXLOGLQJRXUEUDQGRQOLQH7KLQNDERXWZKDWPDNHVIRUDSRVLWLYHRQOLQH EUDQGH[SHULHQFHIRURXUDXGLHQFHDQGRX :HKDYHDOUHDGVDLGLW¶VLPSRUWDQWWRVHWJRDOVDQGWUDFNWKHTXDOLWRIWKHH[SHULHQFH RQOLQHEXWRXVKRXOGDOVRFKHFNWKHWHPSHUDWXUHRIRXUVL]]OHWKURXJKKRZVKDUHDEOHDQG OLNHDEOHRXUEUDQGLV Strategy Recommendation 6(QFRXUDJHDQGPHDVXUHVKDULQJRIRXUEUDQG 3URYLGHWRROVWRVXSSRUWDQGWUDFNYLUDOVKDULQJDQGUHFRPPHQGDWLRQVDERXWRXUEUDQG You will also want to track positive and negative sentiment. ,IWKHH[SHULHQFHLVHIIHFWLYHWKHEHQH¿WVRIHQJDJLQJZLWKRXUGLJLWDOSUHVHQFHZLOOEHFOHDU WKHLQWHUDFWLRQVZLWKLQWKHVLWHDQGZLWKRWKHUFKDQQHOVZLOOEHVPRRWKDQGWKHYLVLWRUZLOOZDQW WRXVHRXURQOLQHVHUYLFHVDJDLQDQGWHOOWKHLUIULHQGVDQGFROOHDJXHVDERXWLW 6RNHJRDOVKHUHDUHDERXWOHYHOVRIVDWLVIDFWLRQDQGUHFRPPHQGDWLRQVRUDGYRFDF$626 KDYHLQYHVWHGKHDYLOLQFRPPXQLWSODWIRUPVDQGVRFLDOPHGLDWRGHOLYHUWKHVL]]OH 'H¿QHYLVLRQ ˆ Q. :HKDYHDGH¿QHGPLGORQJWHUPYLVLRQIRUWKHIXWXUHFRQWULEXWLRQRIRXUGLJLWDO marketing channels? :HEHOLHYHWKDWGHYHORSLQJDVSHFL¿FYLVLRQRUPLVVLRQVWDWHPHQWIRURXUGLJLWDOFKDQQHOV
  • 55.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 33 3 FDQUHDOOKHOSH[SODLQWKHQHHGIRUGLJLWDOFKDQQHOLQLWLDWLYHVZLWKLQDFRPSDQ7KHDOVR VKRZZKHUHWKHIRFXVRIGLJLWDOPDUNHWLQJDFWLYLWLHVDQGLQYHVWPHQWVKRXOGEH Strategy recommendation 15 'H¿QHDYLVLRQIRUKRZGLJLWDOFKDQQHOVZLOOVXSSRUWRXU FXVWRPHUDQGEUDQG 3URYLGHWRROVWRVXSSRUWDQGWUDFNYLUDOVKDULQJDQGUHFRPPHQGDWLRQVDERXWRXUEUDQG You will also want to track positive and negative sentiment. RX¶UHSUREDEOWKLQNLQJ‘we’ve already got a corporate mission statement that everyone SRNHVIXQDWVRZKZRXOGZHZDQWWRGH¿QHDYLVLRQVWDWHPHQW¶RUµwhy should we bother? It’s too corporate and we’re just a small business, we just get on with selling our products.¶*RRGTXHVWLRQV%XWZHVWLOOWKLQNLW¶V KHOSIXOWRKDYHDYLVLRQIRURXURQOLQHPDUNHWLQJ IRUDOOGLIIHUHQWWSHVRIRUJDQLVDWLRQ:HVDWKLV VLQFHWKHRSSRUWXQLWLHVIURPGLJLWDOPDUNHWLQJDUH WRRELJWRQRWKDYHDYLVLRQRIKRZRXZLOOXVH GLJLWDOPHGLDLQWKHIXWXUH,IRXGRQ¶WGH¿QHWKH RSSRUWXQLWRXZRQ¶WEHDEOHWRJUDVSLWEHFDXVH WKHUHZLOOEHWRRPDQRWKHUGLVWUDFWLRQV7KH PDDOVRWDNHWLPHWREHDFKLHYHG/RRNDWKRZ'HOO4VHWWKHLUORQJWHUPYLVLRQERWKIRUWKHLU online channel as a whole and how online analytics will support it. $JRRGYLVLRQVWDWHPHQWIRURXUGLJLWDOPDUNHWLQJDFWLYLWLHVFDQKHOS ; 6KRZKRZGLJLWDOPDUNHWLQJRU(EXVLQHVVFDQWUDQVIRUPRXURUJDQLVDWLRQLQWKHIXWXUHLI you innovate and invest ; 6KRZZKHUHRXQHHGWRIRFXVRXUHIIRUW±LVLWFXVWRPHUH[SHULHQFHDQGVHUYLFHWREXLOG ORDOWRUDUHRXDOVRORRNLQJWRH[SDQGRXUUHDFKLQWRQHZPDUNHWV ; (QHUJLVHFROOHDJXHVEVKRZLQJWKHIXWXUHSRWHQWLDORIGLJLWDOPDUNHWLQJDQG communicating that it’s a strategic priority through a senior manager or director who is a VSRQVRURIGLJLWDOPDUNHWLQJ ; Set top-level goals without going into detailed KPIs. :H¶UHQRWWDONLQJDERXWPLVVLRQVWDWHPHQWVRIZKDWRXUFRPSDQFXUUHQWOLVLQVWHDGD YLVLRQLVDQLQVSLULQJLGHDOIXWXUHVWDWH$YLVLRQLVDOPRVWFHUWDLQOQRWJRLQJWREH DWWDLQDEOHEXWRXPXVWIHHODVLILWLVSRVVLEOH /HW¶VORRNDWVRPHH[DPSOHVRILQVSLULQJYLVLRQVWDWHPHQWVWDNHQIURPWKH866(¿OLQJVIRU these companies: ; Amazon.com Our vision is to be earth’s most customer centric company; to build a place where people FDQFRPHWR¿QGDQGGLVFRYHUDQWKLQJWKHPLJKWZDQWWREXRQOLQH. ; Dell Dell listens to customers and delivers innovative technology and services they trust and value. ; eBay eBay pioneers communities built on commerce, sustained by trust, and inspired by opportunity. eBay brings together millions of people every day on a local, national and international basis through an array of websites that focus on commerce, payments and communications. 4 Smart Insights: Dell case study
  • 56.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 34 3 ; Facebook )DFHERRNLVDVRFLDOXWLOLWWKDWKHOSVSHRSOHFRPPXQLFDWHPRUHHI¿FLHQWOZLWKWKHLU friends, family and coworkers. The company develops technologies that facilitate the VKDULQJRILQIRUPDWLRQWKURXJKWKHVRFLDOJUDSKWKHGLJLWDOPDSSLQJRISHRSOH¶VUHDOZRUOG social connections. Anyone can sign up for Facebook and interact with the people they know in a trusted environment. ; Google Google’s aim is to organize the world’s information and make it universally accessible and useful. 1RWHWKDWVRPHRIWKHVHH[DPSOHVDUHEHWWHUGHVFULEHGDVPLVVLRQVWDWHPHQWVDQGIRUXVH EHRQGDFRPSDQ5HPHPEHUWKDWPLVVLRQDQGYLVLRQVWDWHPHQWVDUHWZRYHUGLIIHUHQW WKLQJVDQGZH¶UHIRFXVLQJRQGLJLWDOYLVLRQVWDWHPHQWVKHUH$WDFRUSRUDWHVWUDWHJOHYHO DFRPSDQVKRXOGKDYHDYLVLRQVWDWHPHQWDQGDPLVVLRQDQGJRDOVEZKLFKWRDFKLHYH WKHVH7KHPLVVLRQLVZKDWRXUFRPSDQFXUUHQWOLVDYLVLRQLVDQLQVSLULQJLGHDOIXWXUH state. :HJLYHPRUHH[DPSOHVDQGZKLW¶VLPSRUWDQWWRKDYHDORQJWHUPYLVLRQLQLQRXU goal-setting guide. Some examples of vision statements for digital channels +HUH¶VDUHDOH[DPSOHRID%+$*5GLJLWDOYLVLRQVWDWHPHQWIRUDPXOWLFKDQQHOFRPSDQ ; [[ ; /DUJHVWRQOLQHDXGLHQFHVKDUH1R
  • 57.
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  • 74.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 42 4 7KHUHPDDOVREHRSSRUWXQLWWRVHOOWRQHZPDUNHWVHJPHQWVRUGLIIHUHQWWSHVRI FXVWRPHUV)RUH[DPSOH%%FRPSDQRS ComponentsDVXSSOLHURIDUDQJHRI052 PDLQWHQDQFHUHSDLUDQGRSHUDWLRQV
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  • 79.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 43 4 one other segmentation method to consider is psychographic segmentation. In plain ODQJXDJHWKLVLVKRZDXGLHQFHVWKLQNDERXWSURGXFWVDQGEUDQGVDQGKRZWKHEHKDYH WKURXJKWKHEXLQJSURFHVV,WLQYROYHVXQGHUVWDQGLQJWKHLUEXLQJFULWHULDDQGEHKDYLRXU )RUH[DPSOHODVHUHHWUHDWPHQWFRPSDQ8OWUDODVHGLVFRYHUHGWKDWOHDGVRQWKHLUZHEVLWH ZHUHJHQHUDWHGWKURXJKWZRGLVWLQFWEHKDYLRXUV)LUVWVRPHOHDGVZHUHJHQHUDWHGUDSLGO ZLWKLQDGDRIWKH¿UVWYLVLWEXWDQRWKHUJURXSRIYLVLWRUVWRRNPXFKORQJHUXVLQJDPRUH considered approach involving many visits over a longer time period. 'RQ¶WIRUJHWWKDWDWDSUDFWLFDOOHYHORXURSWLRQVWRWDUJHWRXUHPDLOOLVWZLOOEHEDVHGRQ your customer knowledge. Since we are looking to learn more through time, we need a VWUXFWXUHGDSSURDFKWRFXVWRPHUGDWDFDSWXUH7KLVFDQEHDFKLHYHGWKURXJKDcommon FXVWRPHUSUR¿OH. :KDWLVLW RPPRQFXVWRPHUSUR¿OH $GH¿QLWLRQRIDOOWKHGDWDEDVH¿HOGVWKDWDUHUHOHYDQWWRWKHPDUNHWHULQRUGHUWR XQGHUVWDQGDQGWDUJHWWKHFXVWRPHUZLWKDUHOHYDQWRIIHULQJ,WLVEHVWLIGLIIHUHQW OHYHOVRISUR¿OHFDQEHGH¿QHGWRHQFRXUDJHPRUHFXVWRPHUVWRVLJQXS. 2QFHGH¿QHGWKHFRPPRQFXVWRPHUSUR¿OHFDQWKHQEHXVHGDVDPHDQVRI VWUXFWXULQJHSHUPLVVLRQPDUNHWLQJDQGUH¿QLQJXQGHUVWDQGLQJDERXWWKHFXVWRPHU$SODQ ZLWKWDUJHWVIRUHDFKOHYHOFDQEHFUHDWHGDERXWKRZWROHDUQPRUHDERXWWKHFXVWRPHU Best Practice Tip 11 ,GHQWLINHSUR¿OH¿HOGV ,GHQWLIWKHSUR¿OH¿HOGVRXUHDOOQHHGWREHDEOHWRXQGHUVWDQGRXUDXGLHQFHDQGWDUJHW WKHPZLWKIXWXUHPHVVDJHV7KHVHDUHOHYHORURIWKHFRPPRQFXVWRPHUSUR¿OH $VWUXFWXUHGDSSURDFKWRFXVWRPHUGDWDFDSWXUHLVQHHGHGRWKHUZLVHVRPHGDWDZLOOEH PLVVHGDVLVWKHFDVHZLWKWKHXWLOLWFRPSDQWKDWFROOHFWHGHPDLODGGUHVVHVEXW IRUJRWWRDVNIRUWKHSRVWFRGHIRUJHRWDUJHWLQJ 7KHFXVWRPHUSUR¿OHFDQKDYHGLIIHUHQWOHYHOVWRVHWWDUJHWVIRUGDWDTXDOLW ; /HYHOLVFRQWDFWGHWDLOVDQGNHSUR¿OH¿HOGVRQO ; /HYHOLQFOXGHVSUHIHUHQFHV ; /HYHOLQFOXGHVIXOOSXUFKDVHDQGUHVSRQVHEHKDYLRXU B Owned media targeting options ˆ Q. Owned media targeting options reviewed 7KHFRPSDQZHEVLWHLVVWLOOWKHPDLQRZQHGPHGLDRSWLRQIRUPRVWFRPSDQLHVWRLQWHUDFW ZLWKSURVSHFWVDQGFXVWRPHUV,W¶VLPSRUWDQWWRWKLQNRIPHWKRGVRISHUVRQDOLVDWLRQWRXVH %XWIRUVRPHVXFKDV)0*EUDQGVVRFLDOSODWIRUPVDUHEHFRPLQJPRUHLPSRUWDQWRIWHQ WKHLU)DFHERRNSDJHVDUHODUJHUWKDQWKHLUZHEVLWHEDXGLHQFHDQGLQWHUDFWLRQV)RURWKHUV PRELOHSODWIRUPVOLNHWKHPRELOHZHEVLWHDQGPRELOHDSSVDUHEHFRPLQJHYHUPRUHLPSRUWDQW :H¶OOORRNDWHDFKRIWKHVHLQWKLVVHFWLRQ 'H¿QHFRPSDQZHEVLWHWDUJHWLQJDSSURDFK ˆ Q. :HEVLWHDXGLHQFHWDUJHWLQJDSSURDFKGH¿QHG :HGLVFXVVFRPSDQZHEVLWHWDUJHWLQJRSWLRQVLQGHWDLOLQRXU6WHS*XLGHWR,PSURYLQJ 5HVXOWVIURPRXU:HEVLWH 7KHPDLQSRLQWZHHPSKDVLVHKHUHLVWRWKLQNDERXWXVLQJSHUVRQDVWRKHOSPDNHWKHVLWH
  • 80.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 44 4 more customer-centric. Strategy Recommendation 19 UHDWHZHESHUVRQDVWRKHOSGH¿QHRXUVLWHDXGLHQFH 3HUVRQDVFDQKHOSLPSURYHRXUVLWHVRLW¶VEDVHGRQWKHSVFKRORJDQGQHHGVRIWKH visitor. In short, it makes pages more customer-centric. :HEGHVLJQSHUVRQDVDUHDSRZHUIXOPHWKRGRIWKLQNLQJDERXWRXUDXGLHQFHQHHGVDQG SULRULWLHVRXFDQUHDGPRUHDERXWDSSURDFKHVWRFUHDWLQJWKHPLQWKLVSRVWKWWSELWO smartpersonas :KDWLVLW :HEGHVLJQSHUVRQDV $WKXPEQDLOVXPPDURIWKHFKDUDFWHULVWLFVQHHGVPRWLYDWLRQVDQGHQYLURQPHQWRIWSLFDO site users. 5HFRPPHQGHGUHVRXUFH Personas toolkit See our Personas toolkit showing key issues to consider when creating personas and with H[DPSOHVRIGLIIHUHQWVWOHVRISHUVRQDV 'H¿QHVRFLDOSUHVHQFHWDUJHWLQJDSSURDFK ˆ Q. 6RFLDOPHGLDSODWIRUPWDUJHWLQJDSSURDFKGH¿QHG RXFDQDSSOWKHDSSURDFKRISHUVRQDVWRRXUZHEVLWHVRFLDOSUHVHQFHRXZLOOOLNHO¿QG WKDWWKHGHPRJUDSKLFVDQGSUHIHUHQFHVRIXVHUVRIRXUVRFLDOSUHVHQFHVDUHTXLWHGLIIHUHQW IURPWKRVHRIRXUPDLQZHEVLWH7KHUHZLOODOVREHGLIIHUHQFHVEHWZHHQGLIIHUHQWVRFLDOVLWHV OLNH)DFHERRN7ZLWWHUDQGRIFRXUVH/LQNHG,QIRUEXVLQHVVXVHUV Best Practice Tip 12 $XGLWXVHUVRIRXUVRFLDOSUHVHQFHWRFUHDWHDVRFLDOSUR¿OH IRUHDFKVLWH 5HYLHZDVDPSOHRISUR¿OHVDQGFRPPHQWVRQRXUVRFLDOPHGLDSUHVHQFHWRXQGHUVWDQG WKHWSHVRIDXGLHQFHVDQGWKHLUSUHIHUHQFHV Targeting using email marketing ˆ Q. 2SWLRQVIRUWDUJHWLQJWKURXJKHPDLOKRXVHOLVWUHYLHZHG (PDLOLVPRVWHIIHFWLYHIRUPDUNHWLQJZKHQXVLQJRXULQKRXVHOLVWRXUFDSDELOLWKHUHIRU WDUJHWLQJZLOOEHSDUWRIRXUZLGHU(50VWUDWHJ%XWDWDSUDFWLFDOOHYHOLWZLOOGHSHQGRQ WKH¿HOGVRXKDYHDYDLODEOHRQWKHGDWDEDVHIRURXUDXGLHQFHDQGZKHWKHUWKHKDYHEHHQ populated. ,QRXU6WHSV*XLGHWR([FHOOHQW(PDLO0DUNHWLQJZHUXQWKURXJKRSWLRQVIRUHPDLO WDUJHWLQJ2IWKHVHZHWKLQNWKHFXVWRPHUOLIHFFOHDQGDFWLYLWOHYHOVDUHSDUWLFXODUO LPSRUWDQWOHYHOVRIWDUJHWLQJWRFRQVLGHU KHFNOLVW±HPDLOWDUJHWLQJDSSURDFKHV ˆ XVWRPHUSUR¿OHFKDUDFWHULVWLFVGHPRJUDSKLFV
  • 81.
    ˆ 2. Customervalue (current and future). ˆ 3. Customer lifecycle groups. ˆ 4. Customer behaviour in response and purchase (observed and predicted).
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    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 45 4 ˆ XVWRPHUPXOWLFKDQQHOEHKDYLRXUFKDQQHOSUHIHUHQFH
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    ˆ 6. Customerpersonas including psychographics. Best Practice Tip 13 6XPPDULVHRXUVHJPHQWDWLRQLQDODHUHGIRUP ,WFDQEHXVHIXOWRVXPPDULVHGLIIHUHQWWDUJHWLQJRSWLRQVIRUFROOHDJXHVWKURXJKDODHUHG VHJPHQWDWLRQDVVKRZQLQWKLVDSSURDFKXVHGEH%D8.VKDUHGDWDUHFHQWHPDLO PDUNHWLQJFRQIHUHQFH C Paid media targeting options ˆ Q. 3DLGPHGLDDXGLHQFHWDUJHWLQJDSSURDFKGH¿QHG :HZLOOORRNDWWKHSDLGPHGLDWDUJHWLQJDSSURDFKHVLQPRUHGHSWKLQ6WHSEXWIRUFRP- SOHWHQHVVZHKDYHDTXLFNUHYLHZRIWKHWDUJHWLQJRSWLRQVKHUH Targeting using search marketing ˆ Q. Search marketing targeting approach reviewed 2IFRXUVHVHDUFKPDUNHWLQJLQYROYHVERWKSDLGDQGRZQHGPHGLDWKHRZQHGPHGLDEHLQJ WKHQDWXUDOVHDUFKHQJLQHRSWLPLVDWLRQ6(2
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    FDQEHXVHGIRUWDUJHWLQJ on third-partysites. Targeting using display advertising ˆ Q. Opportunities for reaching audience through display advertising reviewed $OWKRXJKVHDUFKPDUNHWLQJLVHIIHFWLYHDWUHDFKLQJYLVLWRUVZKRKDYHDGH¿QHGQHHGWKHDUH VHDUFKLQJIRULWLVOHVVHIIHFWLYHIRUJHQHUDWLQJKLGGHQGHPDQGWKURXJKWDUJHWHGDGVRQQLFKH sites or reaching a mass-market audience through larger sites. Many companies don’t invest LQGLVSODVLQFHWKHFDQ¶WVHHEHRQGWKHORZFOLFNWKURXJKUDWHV%XWLIRXFKHFNRXU6WHS *XLGHWR'LVSOD$GYHUWLVLQJRXZLOOVHHWKDWWKHUHDUHRWKHUEHQH¿WVIRULQYHVWLQJ
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    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 46 4 7DUJHWLQJXVLQJDI¿OLDWHVDQGSDUWQHUV ˆ 45HOHYDQFHRIDI¿OLDWHPDUNHWLQJUHYLHZHG 0DUNHWLQJYLDSDUWQHUVLVDQRWKHUPHWKRGRIWDUJHWLQJDXGLHQFHVXVLQJWKLUGSDUWVLWHVZKLFK FDQFRPSOHPHQWRXURWKHUWUDI¿FEXLOGLQJHIIRUWV7KHVHFDQJLYHQHZSRWHQWLDOVRXUFHVIRU UHDFKLQJDXGLHQFHVWKDWDUHQ¶WDZDUHRIRXUEUDQGRUVSHFL¿FSURGXFWVDQGVHUYLFHV)RU H[DPSOHUHWDLOHU7HVFRVKDVJRRGOHYHOVRIEUDQGDZDUHQHVVLQPDQPDUNHWVEXWVRPH RIIHULQJVOLNHWKHLU¿QDQFLDOGLHWRUZLQHSURGXFWVPDEHOHVVZHOONQRZQVRWKHXVH DI¿OLDWHPDUNHWLQJWRUDLVHDZDUHQHVVRIWKHVHVHUYLFHVZLWKKLJKHUOHYHOVRIFRPPLVVLRQ D Earned media targeting options ˆ Q. (DUQHGPHGLDDXGLHQFHWDUJHWLQJDSSURDFKGH¿QHG 5HDFKLQJRXUDXGLHQFHWKURXJKRQOLQHSXEOLFUHODWLRQVLVDQRWKHUWDFWLFDOPHWKRGRI targeting. Here we are looking to deliver a message to our audience though editorial SURGXFHGELQÀXHQFHUVVXFKDVEORJJHUVFHOHEULWLHVRURQOLQHSXEOLFDWLRQV Strategy Recommendation 20 (QVXUHRXLQYHVWVXI¿FLHQWLQLQÀXHQFHURXWUHDFK 6HJPHQWLQJDQGWKHQIRUPLQJUHODWLRQVKLSVZLWKUHOHYDQWEORJJHUVDQGFRQWHQWVLWHVLVD NHSDUWRILQÀXHQFHURXWUHDFKEXWLW¶VRIWHQDQXQGHUUHVRXUFHGSDUWRIFRQWHQWPDUNHWLQJ 2XULQERXQGPDUNHWLQJLQIRJUDSKLFERWWRPULJKW
  • 87.
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    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 47 5 Step 5 Strategy: Proposition ˆ Q. Are we continuously reviewing our digital channel proposition and how we communicate it? 'HVSLWHDOOWKHWDONRIWDFWLFVRQOLQHZKDWUHDOOKHOSVFRPSDQLHVVXFFHHGRQOLQHLVWKH VWUHQJWKRIWKHLUEUDQGDQGZKDWLWFDQRIIHUFXVWRPHUV6LQFHGLJLWDOFKDQQHOVDUHVWLOOTXLWH new and many consumers are still switching to use them there are two issues to consider when developing your proposition. )LUVWRXFDQWKLQNDERXWKRZRXFRPPXQLFDWHWKHFRUHIHDWXUHVRIRXUEUDQGDQGLQ SDUWLFXODUZKDWPDNHVRXGLIIHUHQW7KLVLVZKHUHRXDLPWRSRVLWLRQRXUEUDQGDQGLWV products and services relative to competitors. 6HFRQGRXVKRXOGWDNHDFKDQQHOEDVHGYLHZRIRXUSURSRVLWLRQDQGFRPPXQLFDWHZKDW RXUFKDQQHORIIHUVFRPSDUHGWRRXURZQRIIHULQJVLQWKLVFKDQQHODQGRWKHUV7KURXJK GRLQJWKLVRXFDQHQFRXUDJHYLVLWRUVWRVWDUWDQGFRQWLQXHXVLQJRXUZHEVLWHVRFLDOQHWZRUN SUHVHQFHHPDLOFRPPXQLFDWLRQVPRELOHVLWHRUDSS Strategy Recommendation 21 (QVXUHRXURQOLQHSUHVHQFHVFRPPXQLFDWHERWKFRUH EUDQGHVVHQFHDQGSURGXFWIHDWXUHVEXWDOVRFKDQQHOYDOXH 8VHUVRIRXUGLJLWDOSODWIRUPVZLOOFRPSDUHWKHVHSODWIRUPVWRRXURWKHUFKDQQHOVDQG WRFRPSHWLWRUVVRRXKDYHWRFRPPXQLFDWHWKHVHWKURXJKWKHLQWHUIDFHGHVLJQDQG messaging. Communicating the core features of your brand ˆ Q. Have we reviewed how effectively we communicate the core features of our brand online 2QFHZHKDYHXQGHUVWRRGRXUDXGLHQFHVDQGZKDWZHZLOORIIHUWKHPNHPHVVDJHV VKRXOGEHGH¿QHGZKLFKFDQEHFRPPXQLFDWHGWRFXVWRPHUVRQWKHVLWHLWVHOIDQGLQRIÀLQH communications. Strategy Recommendation 22 (QVXUHWKHNHEUDQGRIIHULVFOHDUOGH¿QHG 0DNHWKHEDVLFVFOHDU:KRRXDUH:KDWRXRIIHU:KHUHRXRIIHULWWhat makes you GLIIHUHQW 5HPHPEHUWKDWIRURXUZHEVLWHRUVRFLDOVLWHVWKHPDMRULWRIYLVLWRUVZRQ¶WNQRZRXVR ZHOO7KLQNDERXWZKDWZHFDOOWKH³)RXU)DPLOLDULWLHV´IRUDQHZVLWHYLVLWRU 7KHZLOOGLIIHULQ ˆ )DPLOLDULWRIWKHFXVWRPHUZLWKWKHGLIIHUHQWGLJLWDOSODWIRUPV ˆ )DPLOLDULWRIWKHFXVWRPHUZLWKDEUDQG ˆ )DPLOLDULWZLWKRXUSURGXFWVDQGVHUYLFHV ˆ )DPLOLDULWRIDFXVWRPHUZLWKRXURQOLQHFKDQQHOV 6RWKHPDLQEUDQGPHVVDJHVQHHGWRH[SODLQZKDWRXRIIHUWRWKHVHGLIIHUHQWJURXSV *LYHQWKDWZHKDYHWKLVUDQJHRIIDPLOLDULWLW¶VXVHIXOWRGH¿QHWKHFRUHRIZKDWRXRIIHU
  • 89.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 48 5 SDUWLFXODUOIRUQHZFXVWRPHUVKHFNLW¶VFOHDURXUYLVLWRUVFDQDQVZHUWKHVHTXHVWLRQV ˆ 1. Who you are? Clear brand names and idents ˆ 2. What you offer? Clear products and services ˆ 3. Who your offer appeals to? /HVVLPSRUWDQWEXWWKLVFDQKHOSGH¿QHRXUSRVLWLRQLQJ ˆ 4. Where you offer it? 3DUWLFXODUOLPSRUWDQWLIRXVHUYHORFDOPDUNHWV ˆ 5. What makes you different?2IWHQPLVVHGDQGWKHPRVWLPSRUWDQW:KDWWUXO GLIIHUHQWLDWHVRX )RUH[DPSOHWKLVVLWHKDVDFOHDU³:KKRRVH8V´PHVVDJHRQWKHKRPHSDJHLPSRUWDQW since it is a less well known provider in its sector. ,W¶VDOVRLPSRUWDQWWKDWWKHVHWSHRIPHVVDJHVGHWDLOLQJWKHRIIHUDQGOLQNLQJWRVXSSRUWLQJ LQIRUPDWLRQDUHYLVLEOHRYHUWKHHQWLUHVLWHVLQFHQRWHYHURQHDUULYHVRQWKHKRPHSDJHDQG UHPLQGHUVZRUN+HUH¶VWZRH[DPSOHVDQGZHKDYHPRUHLQSRVWKHUH6: Best Practice Tip 14 (QVXUHNHEUDQGPHVVDJHVDUHYLVLEOHDFURVVWKHVLWH 8VHFRQWDLQHUVDERYHRUEHORZWKHPHQXRULQWKHVLGHEDUVWRFRPPXQLFDWHRXUNH messages aimed at increasing conversion. 6 6PDUW,QVLJKWV293H[DPSOHV
  • 90.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 49 5 Differentiate! ˆ 4+DYHZHGHYHORSHGDVXI¿FLHQWOGLVWLQFWSRVLWLRQLQJ 0DUNHWHUVNQRZWKHLPSRUWDQFHRIFRPPXQLFDWLQJIHDWXUHVDQGEHQH¿WVRIWKHLUSURGXFWV VHUYLFHVRUSODWIRUPVZHOO7KHDOVRNQRZWKDWLW¶VWKHEHQH¿WVWKDWRXVKRXOGVWUHVVUDWKHU WKDQWKHIHDWXUHV%XWZKDWLVOHVVZHOONQRZQLVWKHQHHGWRUHDOOGLIIHUHQWLDWHWKURXJKWKH GULYHUIHDWXUHVWKDWDUHLPSRUWDQWWRFXVWRPHUVDQGGLIIHUHQWLDWHGIURPWKHFRPSHWLWLRQ Strategy Recommendation 23 ,GHQWLINHGLIIHUHQWLDWRUV 'RQ¶WIDOOLQWRWKHWUDSRIRQOFRPPXQLFDWLQJORZUHOHYDQFHRUORZGLIIHUHQWLDWLQJYDOXH PDNHVXUHRXLGHQWLIWKHNHGULYHVRIUHOHYDQFHDQGGLIIHUHQWLDWLRQWKDWDUHULJKWIRURXU FXVWRPHUVHJPHQWV
  • 91.
    Source$GDSWHGIURPBetter Branding$XIUHLWHU(O]LQJDDQG*RUGRQ0F.LQVH Quarterly.Issue 4 Adding value to your brand online ˆ Q. Have we reviewed our online value proposition for different online platforms? 5HDOOFUHDWLQJDQGDGGLQJPRUHYDOXHWRRXUEUDQGLVRQHRIWKHPRVWSRZHUIXODVSHFWV
  • 92.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 50 5 RIGLJLWDOFKDQQHOVVLQFHLWZLOOHQJDJHRXUDXGLHQFHDQGHQFRXUDJHWKHPWRVKDUHWKH proposition, so it’s essential to think this through clearly. :KDWLVLW Online value proposition (DFKGLJLWDOFKDQQHOVKRXOGKDYHLWVRZQ293GH¿QHGDQGWKHUHLVDFROOHFWLYH293 RXFDQFRPPXQLFDWHWKH293LQGLUHFWOWKURXJKWKHPHQXRSWLRQVGHVLJQVWOHDQGWRQHRI YRLFHRIRXUGLJLWDOSODWIRUPVZKHWKHUWKDW¶VDZHEVLWHEORJPRELOHDSSRUHPDLOFDPSDLJQ %XW¶VLW¶VDOVRXVHIXOWRIRUPDOLVHDQGGHYHORSVSHFL¿FPHVVDJLQJWRH[SODLQRXUSURSRVLWLRQ VRZHZLOOORRNDWH[DPSOHVRIWKHVHODWHULQWKHVHFWLRQ Strategy Recommendation 24 'H¿QHWKHRYHUDOO293IRURXUGLJLWDOFKDQQHOVDQG LQGLYLGXDOFKDQQHOVDQGFRPPXQLFDWHWKHPHIIHFWLYHO ,IRXGRQ¶WGH¿QHRXU293LW¶VOLNHORX¶UHQRWUHDOOWDNLQJDGYDQWDJHRIWKHXQLTXH EHQH¿WVRIGLJLWDOFKDQQHOVWRSURYLGHEHWWHUH[SHULHQFHVIRUFXVWRPHUVRXDOVRZRQ¶W EHDEOHWRFRPPXQLFDWHWKH293ZHOOLILW¶VLOOGH¿QHG,W¶VLPSRUWDQWWKLVFRPPXQLFDWLRQ KDSSHQVERWKRQOLQHDQGLQRWKHUFKDQQHOV KHFNOLVWGLIIHUHQW293V ˆ :HEVLWH293 ˆ 6RFLDOPHGLDSODWIRUP293 ˆ (PDLOPDUNHWLQJFRQWHQW293 ˆ Service OVP ˆ 0RELOHSODWIRUPDSS293V 5HFRPPHQGHGUHVRXUFH ,PSURYLQJUHVXOWVIURPRXUZHEVLWH6WHSV*XLGH Our LPSURYLQJUHVXOWVIURPRXUZHEVLWHJXLGH shows how to review your key customer MRXUQHVDQGEUDQGPHVVDJLQJIRUTXLFNZLQVWRKHOSERRVWFRQYHUVLRQ 5HYLHZPDQDJHPHQWRIFRQWHQWPDUNHWLQJ ˆ Q. We have reviewed our content marketing strategy RXFDQVHHWKDWWKHTXDOLWRIFRQWHQWDQGWKHHGLWRULDOFRQWURORIKRZLWLVSXEOLVKHG XQGHUSLQVDOORIWKHVH293VKHFNRXUFRQWHQWPDUNHWLQJJXLGHIRUDGHWDLOHGUHYLHZRI developing a content marketing strategy.7 Strategy Recommendation 25 5HYLHZDQGLPSURYHFRQWHQWPDUNHWLQJFDSDELOLWLHV RQWHQWPDUNHWLQJLVDWWKHKHDUWRIKRZRXUHDFKFRQYHUWDQGHQJDJHDXGLHQFHVVR HQVXUHLWLVPDQDJHGFRKHUHQWO6XFFHVVIXORQOLQHEXVLQHVVKDYHDFRQWHQWPDUNHWLQJ strategy. 7 Smart Insights: 7 Steps Content marketing guide
  • 93.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 51 5 5HFRPPHQGHGUHVRXUFH Content marketing 7 Steps Guide Use our content marketing strategy guideWRGH¿QHDSODQWRGHYHORSWKHPRVWUHOHYDQW FRQWHQWWRJURZRXUDXGLHQFHWKURXJKVKDULQJDPSOL¿FDWLRQ
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    DQGEUDQGDSSHDO7KH FRQWHQWPDUNHWLQJPDWUL[LVDNHWHFKQLTXHWRUHYLHZFXUUHQWXVHRIFRQWHQWPDUNHWLQJDQG LGHQWLIQHZWSHVRIFRQWHQW %HQFKPDUNRXU293DJDLQVWFRPSHWLWRUVWKURXJKWKHFXVWRPHUOLIHFFOH ˆ Q. We’ve reviewed our content marketing strategy 7KHGHWDLOVRIWKH293UHDOOFRYHUVDOODVSHFWVRIWKHEXLQJFFOHVRDXGLWLQJDJDLQVW FRPSHWLWRUVDQGWKHQUH¿QLQJRXUSURSRVLWLRQDQGKRZRXFRPPXQLFDWHWKLVLVWKHEHVWZD to give you an edge. Best Practice Tip 15 5H¿QHRXU293WKURXJKEHQFKPDUNLQJDFURVVWKHOLIHFFOH 7KLQNDERXWKRZRIWHQRXEHQFKPDUN,W¶VPDEHDQDQQXDOSODQQLQJDFWLYLWEXWVKRXOG EHPRUHRIWHQLQGQDPLFPDUNHWSODFHVIRUH[DPSOHUHWDLOWUDYHODQGWHOHFRPPXQLFDWLRQV 7RGHYHORSDQ293UHTXLUHVIRURXWRUHYLHZWKHQHHGVRIFXVWRPHUVWKURXJKRXWWKHLU OLIHFFOHDJDLQVWZKDWRXRIIHUQRZDQGFRPSHWLWRUVRIIHU7KHVRFDOOHG(50(JJVKRZV KRZRXFDQUHYLHZFXVWRPHUQHHGVDFURVVWKHOLIHFFOH:HUHFRPPHQGRXXVHWKLVWR EHQFKPDUNDJDLQVWFRPSHWLWRUVXVLQJRXUEHQFKPDUNLQJFKHFNOLVW
  • 95.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 52 5 +RZVWURQJLVRXUEUDQGSHUVRQDOLW ˆ 4+DYHZHUHYLHZHGKRZZHFRPPXQLFDWHRXUEUDQGSHUVRQDOLWRQOLQH 5RKLW%KDUJDYDD93DW2JLOY1HZRUNDQGDXWKRURIPersonality Not Included stresses the LPSRUWDQFHRIGHYHORSLQJDEUDQGWKDWLVVXI¿FLHQWOGLVWLQFWLYHDQGHQHUJHWLFWRHQFRXUDJH LQWHUDFWLRQDQGGLVFXVVLRQWKDWZLOODPSOLIEUDQGPHVVDJHVWKURXJKZRUGRIPRXWK:H UHFRPPHQG5RKLW¶VERRNRUVLWHZZZURKLWEKDUJDYDFRP
  • 96.
    WROHDUQPRUH)RUXVWKLVLVRQH RIWKHPRVWLPSRUWDQWPDUNHWLQJERRNVRIWKHODVWIHZHDUVWKLVPLOOHQQLXPHYHQ StrategyRecommendation 26 5HYLHZDQGUH¿QHEUDQGSHUVRQDOLW ,VRXUEUDQGSHUVRQDOLWGLVWLQFWDQGHQHUJHWLFHQRXJKWRHQFRXUDJHHQJDJHPHQWDQG VKDULQJLIQRWRXZLOO¿QGJHWWLQJFXWWKURXJKLQFUHDVLQJOGLI¿FXOW 5RKLWQDLOVLWZKHQKHGHVFULEHVSHUVRQDOLWDV ³the unique, authentic, and talkable soul of your brand that people can get passionate about” He goes onto say: ³Personality is not just about what you stand for, but how you choose to communicate it. It is DOVRWKHZDWRUHFRQQHFWRXUFXVWRPHUVSDUWQHUVHPSORHHVDQGLQÀXHQFHUVWRWKHVRXO of your brand in the new social media era´ 5RKLWDQGRWKHUVOLNH-D%DHURI³Convince and Convert´UHFRPPHQGWKDWRXFRPELQHRXU EUDQGSHUVRQDOLWZLWKRXU³RQHELJWKLQJ´2QOLQHWKLVKDVEHFRPHSDUWLFXODUOLPSRUWDQWWR FRPPXQLFDWHVLQFHLQWHUDFWLRQVFDQEHVRÀHHWLQJ Best Practice Tip 16 RPPXQLFDWHRXU³RQHELJWKLQJ´ 3DUWLFXODUOWUXHIRUWKHFRUHGLIIHUHQWLDWLQJIHDWXUHVRIDVWDUWXSEXVLQHVVEXWYDOXDEOHIRU GH¿QLQJWKHEUDQGRIHVWDEOLVKHGFRPSDQLHVFRPPXQLFDWLQJRXUPDLQSRLQWRIGLIIHUHQFH is key. (QWUHSUHQHXU-DVRQ*ROGEHUJUHFRPPHQGV8 that online startups you should answer these questions: ˆ 1. What’s the one thing your product will do _________________________________________________________________ 8 Beta Shop
  • 97.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 53 5 ˆ 2. What’s the one thing that your startup will do and do better than everyone else _________________________________________________________________ ˆ 3. What’s the one thing your brand will represent _________________________________________________________________ ˆ :KDW¶VWKHRQHWKLQJRXZLOOGRGDLQDQGGDRXWWRWKHH[FOXVLRQRIDOORWKHU things _________________________________________________________________ +HVDV³The answer to all 4 of those questions should be exactly the same. And that’s your one thing´+HJLYHVWKHVHH[DPSOHV ; Twitter: Share short updates ; )RXUVTXDUHKHFNLQ ; Instagram: Share pretty photos ; 'URSER[(DVFORXGVWRUDJH ; RX7XEH8SORDGDYLGHR ; Groupon: One great local deal per day ; The original Google: Algorithmic search ; /LQNHGLQSURIHVVLRQDOQHWZRUNLQJ Options for mixing-up your marketing mix for online channels ˆ 42SWLRQVIRUUHYLHZLQJPDUNHWLQJPL[RIGLJLWDOFKDQQHOVUHYLHZHG 7KHZHOONQRZQ3VRI3URGXFW3ULFH3ODFHDQG3URPRWLRQLVVWLOOXVHGDVDQHVVHQWLDO SDUWRILPSOHPHQWLQJPDUNHWLQJVWUDWHJEPDQSUDFWLWLRQHUV7KH3VDUHRIWHQH[WHQGHG WRWKH3VELQFOXGLQJWKUHHIXUWKHUHOHPHQWVWKDWEHWWHUUHÀHFWVHUYLFHGHOLYHU3HRSOH Processes and Physical evidence. $VSDUWRIGHYHORSLQJRXUGLJLWDOSURSRVLWLRQLW¶VKHOSIXOWRUHYLHZHDFKHOHPHQWRIWKHPL[LQ SDUWLFXODUSURGXFWSULFHDQGSODFHSURPRWLRQLVVHSDUDWHDQGZHUHIHUHQFHWKLVLQWKH¿QDO two steps). +HUH¶VDVXPPDURIDOOWKHHOHPHQWVRIWKHPDUNHWLQJPL[$VRXUHYLHZWKLVWKHTXHVWLRQ WRDVNLVKRZFDQZHXVHRXUGLJLWDOFKDQQHOVWRHQKDQFHDQGGLIIHUHQWLDWHRXURIIHULQJIRU GLIIHUHQWVHJPHQWV
  • 98.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 54 5 /HW¶VQRZORRNDWHDFKHOHPHQWRIWKHPDLQHOHPHQWVRIWKHPL[LQPRUHGHWDLODQG,¶OOFDOO RXWVRPHRIWKHPDLQDUHDVWRFRQVLGHURX¶OOVHHPDQRIWKHVHDUHPRVWUHOHYDQWIRU WUDQVDFWLRQDOVLWHVOLNHUHWDLO:H¶OOORRNDW3URPRWLRQLQWKH¿QDOWZRVHFWLRQV 5HYLHZSURGXFWRSWLRQVRIPDUNHWLQJPL[ ˆ Q. Product options of marketing mix for digital channels reviewed? 7KHPDLQLVVXHVWRUHYLHZIRU3URGXFWDUH ˆ Product rangeFDQLWEHH[WHQGHGRUUHGXFHG)RUH[DPSOH7HVFRKDYHODXQFKHGPDQ SURGXFWVDQGVHUYLFHVRQOLQHWKURXJKLW¶VZHESODWIRUPIURP¿QDQFLDOVHUYLFHVDQGPRELOH WRGLHWLQJ2WKHUFRPSDQLHVKDYHRIIHUHGDPRUHOLPLWHGUDQJHSHUKDSVWRPDQDJH FRQÀLFWVZLWKRWKHUFKDQQHOSDUWQHUV)RUH[DPSOH06HOHFWVHOOQHZSURGXFWVDQG UHPDLQGHUHGSURGXFWVZKLFKRWKHUGLVWULEXWRUVFDQ¶WVXSSRUWVRZHOO ˆ Product partnersFDQZHSDUWQHUWRVHOORUFURVVSURPRWHSDUWQHUSURGXFWV ˆ Extended product - can we add value - this is the online value proposition we have ORRNHGDWHDUOLHULQWKLVVHFWLRQ,WFDQDOVREHGHYHORSPHQWRIQHZEUDQGH[SHULHQFHV )RUH[DPSOHGHYHORSPHQWRIDJDPLQJDSSIRUDQRQJDPLQJFRPSDQ ˆ New digital versions or service components of products([DPSOH*DUPLQKDV FUHDWHG*DUPLQRQQHFWWRDOORZUXQQHUVDQGRXWGRRUIRONVWRPDSDQGVKDUHZKHUHWKH KDYHEHHQRQWKHLUDFWLYLWLHV ˆ New revenue sources from new services([DPSOHPDQUHWDLOHUVOLNH$626RIIHU advertising as an additional revenue source. ˆ Bundling products$GGYDOXHERIIHULQJUHODWHGSURGXFWVRUVHUYLFHVWRJHWKHUWR encourage purchase. ˆ Customised products([DPSOHFDUPDQXIDFWXUHUVDQGFORWKLQJPDQXIDFWXUHUV KDYHRIIHUHGRSWLRQVWR³PDVVFXVWRPLVH´SURGXFWVWKURXJKOLQNLQJZHEFKDQQHOVXSWR IDEULFDWLRQDQGGLVWULEXWLRQIDFLOLWLHV 5HYLHZSULFLQJRSWLRQVRIPDUNHWLQJPL[ ˆ Q. Pricing options of marketing mix for digital channels reviewed? The main issues to review here are: ˆ New payment models. Most relevant to digital products, options include pay per view, VXEVFULSWLRQRUDGVXSSRUWHG ˆ Dynamic pricing)RURQOLQHUHWDLOHUVWKHUHDUHRSWLRQVWRFKDQJHSULFLQJPRUHUDSLGO ˆ Price discovery,WLVDUJXDEOHDVLHUWRWULDOGLIIHUHQWSULFLQJPRGHOVLQWKHRQOLQH channels. ˆ Auction pricing models2IWHQDXFWLRQVZLOOEHFRPSOHWHGWKURXJKDQLQWHUPHGLDU H%DLVWKHREYLRXVH[DPSOH ˆ Aggregated buying([DPSOH*URXSRQHQDEOHVFRPSDQLHVWRSURPRWHSURGXFWVDWD ORZHUSULFHSRLQWGXHWRWKHYLUDOHIIHFWRIJURXSEXLQJ 5HYLHZSODFHRSWLRQVRIPDUNHWLQJPL[ ˆ Q. Place options of marketing mix for digital channels reviewed? 7KHPDLQLVVXHVWRUHYLHZIRU3ODFHDUH ˆ Online direct sales channel. A company that has not previously sold direct can sell GLUHFWDOWKRXJKWKHUHZLOORIWHQEHFKDQQHOFRQÀLFWVWRPDQDJH
  • 99.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 55 5 ˆ Increasing sales to international markets7KHZHEHQDEOHVVDOHVFKDQQHOVWREH RSHQHGLQFRXQWULHVZKHUHWKLVZDVQ¶WSUHYLRXVOSRVVLEOH ˆ New direct sales partner distribution channels$UHWKHUHQHZRSWLRQVIRUSDUWQHUVWR GLVWULEXWHSURGXFWVRQOLQH0DQFRPSDQLHVKDYHRSHQHGDQH%DRU$PD]RQVWRUHWR H[WHQGWKHLUUHDFKWRQHZDXGLHQFHV06HOHFWKDVDJDLQXVHGWKLVDSSURDFKEXWRQO IRUDVXEVHWRIWKHLUSURGXFWUDQJH ˆ Use of online marketplaces7KHVHFDQXVHDXFWLRQRUELGEDVHGDSSURDFKHVWRVDOHV ˆ 5HIHUUDOHQJLQHRUDI¿OLDWHPRGHO. Nokia trialled the online direct sales channel model, EXWLQVWHDGKDVIRXQGLWLVPRUHFRVWHIIHFWLYHWREXLOGDVHUYLFHWRFRPSDUHGHDOVIURP GLIIHUHQWUHWDLOHUVDQGQHWZRUNRSHUDWRUV ˆ Virtual organisations7KHFUHDWLRQDQGVDOHRISURGXFWVWKURXJKFROODERUDWLRQRQOLQHE companies that are physically separate. ˆ Multichannel propositions:LWKPXOWLFKDQQHOSURSRVLWLRQVZHFDQRIIHUFXVWRPHUVDQ H[SHULHQFHWKDWEULGJHVWKHRIÀLQHDQGRQOLQHZRUOG7KHPRVWFRPPRQDSSURDFKLVWR HQFRXUDJHRIÀLQHVDOHVWRVXSSRUWVLWHYLVLWRUVZKRDUHUHVHDUFKLQJSURGXFWVRQOLQH7KLV is a ROPO model that we discussed earlier in this guide in the section on goal setting. 5HYLHZVHUYLFHRSWLRQVRIPDUNHWLQJPL[ ˆ Q. Service options of marketing mix for digital channels reviewed? 7KHPDLQLVVXHVWRUHYLHZIRUVHUYLFHDUHWKHGHOLYHURIWKHVHIRUPVRIFXVWRPHUVHUYLFHV 7KHVHDVSHFWVRIWKHPL[LQYROYHEDODQFLQJWKHFRVWVRIVHUYLFHGHOLYHUEXWDWWKHVDPHWLPH PD[LPLVLQJVHUYLFHTXDOLW ˆ Pre-sales web service7KHXVHRIIUHTXHQWODVNHGTXHVWLRQVFKDWDQGSKRQHFDOOEDFN FDQDOOKHOSVXSSRUWVDOHVDQGRIWHQDUHZLWKLQWKHUHPLWRIFXVWRPHUVHUYLFHUDWKHUWKDQ sales - the areas are now less distinct.. ˆ Post-sales web self-service (own site). +RZFDQWKLVEHHQFRXUDJHGWRLPSURYH FXVWRPHUH[SHULHQFHDQGUHGXFHFRVWV ˆ Intermediary site customer service6LWHVOLNH*HW6DWLVIDFWLRQHQDEOHFXVWRPHUVWRJHW IHHGEDFNIURPRWKHUFXVWRPHUV7KHVHPXVWEHPDQDJHGDQGUHVSRQGHGWREFRPSDQ VWDIIDVDSSURSULDWH ˆ Website feedback6DWLVIDFWLRQZLWKWKHVHUYLFHDQGWKHFXVWRPHUH[SHULHQFHFDQEH UHYLHZHGRQOLQHWKURXJKVXUYHVDQGDZKROHKRVWRIIHHGEDFNWRROVDYDLODEOHIURPhttp:// ELWOVPDUWIHHGEDFN. ˆ Social network service7RGDFXVWRPHUVDQGSURVSHFWVZLOOGLVFXVVRSLQLRQVRIEUDQGV DQGWKHLUSURGXFWVRQOLQH7KHVHVKRXOGEHUHYLHZHGWKURXJKWKHUDQJHRIUHSXWDWLRQ PDQDJHPHQWWRROVGHVFULEHGLQRXUVRFLDOPHGLDJXLGHDQGFRPSDUHGDWKWWSELWO smartlistening.
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  • 104.
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    KDVGHYHORSHGWKLVGH¿QLWLRQRIHQJDJHPHQW which workswell. :KDWLVLW Customer engagement Repeated interactions that strengthen the emotional, psychological or physical investment DFXVWRPHUKDVLQDEUDQG 5LFKDUGH[SODLQVWKLVLQRXULQWHUYLHZZLWKKLP15: ³The two key words here are ‘repeated’ and ‘investment’. A simple focus on maximising conversions can, in some circumstances, decrease the likelihood of repeat conversions. 7KLQNRIWKDWSXVKGRRUWRGRRUVDOHVPDQ You might buy something from him but what is the likelihood that you will repeat that purchase, or recommend his services to a friend? Customer engagement places the strategic emphasis on the creation of valuable relationships and encourages both parties to see mutual advantage in that relationship. )UHTXHQWOWKLVZLOOPHDQWKDWRXUWDFWLFVUHTXLUHDPXOWLFKDQQHODSSURDFKLQFRUSRUDWLQJ the best of digital and traditional media. I see the ability to effective blend media in its type, TXDQWLWDQGWLPLQJNQRZQDV5LJKWWRXFKLQJ
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  • 139.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 74 7 Set goals to improve engagement Using hurdle rates to assess and set goals ˆ Q. Hurdle rates used to assess and set goals for customer engagement? $OWKRXJKWKHLGHDRIKXUGOHUDWHVVHHPVWREHTXLWHZLGHOXVHGZLWKLQ¿QDQFHDQG LQYHVWPHQWFLUFOHVZHUDUHOKHDULWGLVFXVVHGZLWKGLJLWDOPDUNHWLQJ%XWWKH¶UHRQHRIWKH PRVWLPSRUWDQWWSHVRIPHDVXUHVIRULPSURYLQJRQOLQHUHWHQWLRQPDUNHWLQJVLQFHWKHHQDEOH HQDEOHRXWRVHWDFWLRQDEOHJRDOV :KDWLVLW Hurdle rate 7KHKXUGOHUDWHIRUHQJDJHPHQWLVVLPSOWKHSHUFHQWDJHRIFXVWRPHUVZKRSHUIRUPDQ activity, they have jumped over the hurdle target you set. $KXUGOHUDWHLVWKHSURSRUWLRQRIFXVWRPHUVWKDWIDOOZLWKLQDSDUWLFXODUOHYHORIDFWLYLWRU HQJDJHPHQWZLWKDEUDQGWSLFDOOZLWKLQDWLPHSHULRG7KLVLVXVXDOOH[SUHVVHGDVDWDUJHW SHUFHQWDJHDQGWKHQXPEHUZKRKDYHDFKLHYHGLW )RUH[DPSOHWKHSHUFHQWDJHRIPHPEHUVRIDQHPDLOOLVWWKDWFOLFNRQWKHHPDLOZLWKLQD GDSHULRGRUWKHSHUFHQWDJHRIFXVWRPHUVWKDWKDYHPDGHDVHFRQGSXUFKDVHZLWKLQ GDVRUWKHSHUFHQWDJHRIRXUDXGLHQFHWKDWKDVORJJHGLQWRRXUQHWZRUNZLWKLQGDV 6RKXUGOHUDWHVHQDEOHRXWRDVVHVVKRZPDQRIRXUDXGLHQFHDUHHQJDJHGZLWKRXU marketing activities. You can then set targets to use communications to encourage more FXVWRPHUVWR³MXPSWKHKXUGOH´RUHQJDJHZLWKRX +XUGOHUDWHH[DPSOHV +HUHDUHVRPHH[DPSOHVZH¶YHXVHGLQGLIIHUHQWDUHDVRIGLJLWDOPDUNHWLQJ ; Email marketing±WKHOHYHORIHPRWLRQDOOXQVXEVFULEHG±WKHZKRQHYHURSHQRUQHYHU click in a 6 month period . ; Email marketingWKHOHYHORIDFWLYHVXEVFULEHUV±WKHUHYHUVH±WKHRIYLVLWRUVWKDW have clicked within a 6 month period. ; Social media and community±OLNHZLVH±WKHRIDFWLYHIROORZHUV±LIRXKDYHD )DFHERRNSDJH)DFHERRNZLOOWHOORXWKHSURSRUWLRQRIPRQWKODFWLYHXVHUV6LPLODUO you could calculate average clickthrough rates across a month in Twitter to see how PDQRIRXUDXGLHQFHUHVSRQGHG,¶PQRWVXUHRIDVLPSOHZDWRGRWKLV$QLGHDV ; Banking±7KHRIDFWLYHRQOLQHDFFRXQWKROGHUV±GDDFWLYHLVDVWDQGDUGZH EHOLHYH±WKHRIRQOLQHFXVWRPHUVZKRORJLQDWOHDVWRQFHLQWKDWSHULRGRXFDQDOVR VHWJRDOVIRUGLIIHUHQWDFWLYLWLHVOLNHFKHFNLQJDEDODQFHXVLQJRQOLQHSDPHQWVHUYLFHV etc. ; Intranet or communities±WKHVDPHSULQFLSOHFDQEHDSSOLHGWRKRZPDQORJLQWRD VXEVFULSWLRQVLWHDQGWKHDFWLYLWLHVWKHSHUIRUP+RZPDQEORJJHUVOHDYHFRPPHQWVIRU H[DPSOH ; Retail±KRZKXUGOHUDWHVFDQEHXVHGIRU5HFHQF)UHTXHQFDQG0RQHWDUYDOXH:H SLFNHGXSWKLVFRQFHSWIURP-LP1RYRDZKLOHEDFNWKLVLVRULJLQDOSRVWZKLFKLVVWLOO ZRUWKDUHDGSDUWLFXODUOLIRXZRUNLQUHWDLO16. Understand your loyalty drivers (and barriers) ˆ Q. Loyalty drivers understood? 16 http://www.jimnovo.com/RetailCustomerRetention.htm
  • 140.
    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 75 7 6XFFHVVIDFWRUPDSSLQJLVDXVHIXODSSURDFKWRLPSURYHDQDVSHFWVRIRXUGLJLWDO PDUNHWLQJEXWLW¶VSDUWLFXODUOLPSRUWDQWWRWKLQNRIZLWKLPSURYLQJORDOW$JHQHUDODQDOVLV RIORDOWGULYHUVIRUDUHWDLOVLWHLVVKRZQRQWKHORDOWPDSEHORZ Strategy Recommendation 38 8QGHUVWDQGORDOWGULYHUVIRUSXUFKDVHDQGLQWHUDFWLRQ $QDOVHWKURXJKFXVWRPHUUHVHDUFKZKLFKIDFWRUVDUHPRVWUHVSRQVLEOHIRUFRQWLQXHG SXUFKDVH,W¶VDOVRXVHIXOWRXQGHUVWDQGZKDWLQÀXHQFHVFRQWLQXHGVRFLDOIROORZLQJDQG interaction. Once you understand the loyalty drivers you can work to knock down the EDUULHUVWKDWPDSUHYHQWWKHVH RXPDNQRZWKLVWHFKQLTXHDVµFDXVHDQGHIIHFWDQDOVLV¶,VKLNDZDRUµ¿VKERQLQJ¶:LWK WKLVDSSURDFKWKHXOWLPDWHREMHFWLYHLVSODFHGDWWKHULJKWRIWKHGLDJUDPDQGWKHVXFFHVV IDFWRUVRUSHUIRUPDQFHGULYHUVWKDWZLOOKHOSDFKLHYHWKLVRXWFRPHDUHSODFHGRQWKHOHIWRIWKH GLDJUDPDPRUHWSLFDOIRUPDWIRUWKLVGLDJUDPLVVKRZQODWHU
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    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 76 7 7KHVHFRQGWSHRIORDOWLVEHKDYLRXUDOORDOWZKHUHORDOWUHODWHVWRUHSHDWVDOHV repeated site visits, social interactions and response to marketing campaigns. To achieve these repeat sales, companies work hard to deliver relevant marketing communications HLWKHUWKURXJKHPDLORUZHEEDVHGSHUVRQDOLVDWLRQRUWKURXJKGLUHFWPDLO ([DPSOHVRIVDWLVIDFWLRQJDSDQDOVLV /HW¶VQRZORRNDWDFRXSOHRIFRPSXWHUUHODWHGH[DPSOHVRIWKLVJDSDQDOVLV )LUVWDFRPSXWHUPDQXIDFWXUHUORRNHGDWWKHEXLQJH[SHULHQFHDFURVVWKHFXVWRPHU OLIHFFOH RXFDQVHHWKHUHLVDELJJDSLQVHUYLFHKHUH)RUHDFKRIWKHIDFWRUVRXFDQWKLQNWKURXJK KRZWKHZHEFKDQQHOFDQKHOSDOWKRXJKKHUHWKHRIÀLQHFKDQQHOQHHGV¿[LQJ +HUH¶VDQH[DPSOHRIKRZ'HOOWDFNOHWKLV'HOOWUHDWORDOWVHULRXVORYHUHDUVDJRWKH FUHDWHGDFXVWRPHUH[SHULHQFHFRXQFLOWKDWUHVHDUFKHGNHORDOWGULYHUVDFURVVGLIIHUHQW FKDQQHOVLGHQWL¿HGPHDVXUHVWRWUDFNWKHVHDQGSXWLQSODFHDQDFWLRQSODQWRLPSURYH ORDOW([DPSOHVRIWKHLUORDOWGULYHUVDQG.3,VWKHXVHGWRUHYLHZSHUIRUPDQFHDUH 1. 2UGHUIXO¿OPHQW6KLSWRWDUJHWWKDWVKLSRQWLPHH[DFWODVWKHFXVWRPHUVSHFL¿HG 2. Product performance,QLWLDO¿HOGLQFLGHQWUDWH±WKHIUHTXHQFRISUREOHPVH[SHULHQFHGE customers. 3. Post sale service and support. 2QWLPH¿UVWWLPH¿[±WKHSHUFHQWDJHRISUREOHPV¿[HGRQ WKH¿UVWYLVLWEDVHUYLFHUHSZKRDUULYHVDWWKHWLPHSURPLVHG RXFDQVHHWKDWVLPLODUORDOWGULYHUVFDQEHLGHQWL¿HGIRUDQHUHWDLOHULH'HOLYHURQ WDUJHWWLPHWRUHVROYHGLIIHUHQWTXHULHVDQGUHWXUQV 2QFHWKHSUREOHPVKDYHEHHQLGHQWL¿HGRXZLOOKDYHWRORRNDWWKHUHDVRQVLQVLGHWKH FRPSDQIRUWKHLQHI¿FLHQF7KLVLVDQH[DPSOHRID³¿VKWDLO´DQDOVLVIURP'HOO,W¶VDQ
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    Managing digital strategy Understanding your ecosystem 'H¿QHRXU Targeting Proposition future Getting new customers Keeping customers loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 77 7 DSSURDFKZHUHFRPPHQGWRKHOSQDLOSUREOHPVDQGRSSRUWXQLWLHV 2QFHRX¶UHDEOHWRXQGHUVWDQGDQGOHYHUDJHFRQVXPHUPRWLYDWLRQQHHGLQWHQWDQGRU purchase history then there’s the potential to re-market and so re-engage with someone much more easily, since you can really speak to them. How this is done is dependent on ZKDWNLQGRIRUJDQLVDWLRQRXDUHLQWHUPVRIEXGJHWVDQGUHVRXUFHVDYDLODEOH 5HFRPPHQGHGUHVRXUFH (FRPPHUFH6XFFHVV0DSSLQJ Our (FRPPHUFH6XFFHVV0DSSLQJWHPSODWHFDQEHXVHGDVDPDQDJHPHQWWRROWRKHOS RXUHYLHZDQGZRUNRQLPSURYLQJWKHNHIDFWRUVWKDWGULYHRQOLQHVDOHV Asking customers what they think ˆ Q. Customer feedback obtained regularly? 6RKRZFDQRXJHWWKLVGDWD:HZLOOWDONDERXWTXLWHDIHZGLIIHUHQWIHHGEDFNWRROVKHUH17. Here are some ideas: ˆ On site survey tools*HWGDWDIURPWKRVHPDVVHVZKRGRQRWKLQJRQRXUVLWHWRROVOLNH 4DQG.DPSOHDUHJUHDWVLQFHWKH¶UHORZFRPPLWPHQWIDVWDQGDQRQPRXV,W¶VLPSRU- tant to learn what people are interested in and why people are losing interest and leaving. ˆ Email surveys*RRGLIRXODFNDVWHDGVWUHDPRIGDWDDQGSUHIHUWRDGKRFPDVVTXHV- WLRQLQJRIRXUGDWDEDVHDQQXDOOIRUH[DPSOH,W¶VWKHPRVWFRPPRQIRUPRILQVLJKWV JDWKHULQJWKRXJKRIWHQGRQHODVWPLQXWHZKHQWKLQJVIHHOEURNHQ%HWWHULVGHVLJQLQJ LQVLJKWFDSWXUHLQWRWKHPDUNHWLQJDQGVDOHVSURFHVVLQDUREXVWZDIRUH[DPSOHXVLQJ HPDLOVHTXHQFHVVLQFHLWEULQJVWKHFRQVXPHUWRWKHPDUNHWLQJWDEOH2IFRXUVHRXFDQ WDUJHWSDUWLFXODUJURXSVRIFXVWRPHUVZLWKHPDLOVRWKH¶UHSRZHUIXOLQWKLVVHQVH ˆ Ask during key processes$YRLGDVNLQJHYHUWKLQJDWRQFH%XLOGUHOHYDQWGDWDFDSWXUH DWNHEXHUVWDJHVVRWKDWRXOHDUQPRUHDERXWRXUFRQVXPHUDVWKHQHDUSXUFKDVH DQGEHRQG7KLVFDQEHDVVLPSOHTXHVWLRQVEXLOWLQWRH[LVWLQJHQTXLUSXUFKDVHDQG SRVWSXUFKDVHIRUPVXVLQJWRROVOLNH4XDODURRWKDWDUHVSHFL¿FDOOGHVLJQHGIRUWKLV7KLQN 17 Smart Insights: cXVWRPHUIHHGEDFNWRROVUHYLHZ
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