Conquer Digital Chaos With Strategy
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A keynote presented by Celina at DigiMarcon, Sydney. Hasty to adopt a digital approach, many organisations overlook the need to develop a digital strategy. The result of this can be digital chaos rather than digital transformation. Did you know fifty percent of marketers surveyed admit that they have active digital marketing programs, but no defined digital strategy? Understandable given that developing strategy is hard work. And it’s harder today than it has ever been due to the exponential rate of change ... Using a digital framework helps you define a comprehensive digital plan to make the case for more investment in digital and change your approach to managing digital marketing. A digital framework facilitates the move to a more integrated approach as part of your long-term marketing strategy. To download your Digital Strategy Toolkit - go to www.maxemus.com.au/strategy-toolkit
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Conquer Digital Chaos With Strategy
- 1. Conquer Digital Chaos With Strategy maxemus.com.au
- 2. MAXEMUS.COM.AU Why do you need a framework? DIGITAL MARKETING IS CHAOTIC FRAGMENTED DISRUPTIVE
- 3. MAXEMUS.COM.AU DOES YOUR ORGANISATION HAVE A DEFINED DIGITAL STRATEGY? Dr Dave Chaffey www.smartinsights.com
- 4. MAXEMUS.COM.AU Targeting and Segmentation KEY STRATEGY COMPONENTS Targeting and Segmentation Positioning Proposition and the marketing mix Content Strategy Digital channel acquisition communications strategy Conversion strategy Nurture communications Martech and data strategy Integration strategy Social media marketing strategy Governance strategy Brand Strategy
- 5. MAXEMUS.COM.AU A PLANNING FRAMEWORK OPTIMISEMANAGEPLAN • Review 90 day plans and dashboards • Optimise using channel best practices and analytics • Review digital TOWS > Key issues summary • Define vision for digital brand value • Prioritised strategy roadmap • Digital contribution review using Analytics • Digital capability review across RACE • Set SMART objectives, KPIs, create dashboards
- 6. MAXEMUS.COM.AU RACE A digital marketing FRAMEWORK Dr Dave Chaffey www.smartinsights.com
- 7. MAXEMUS.COM.AU RACE PLANNING FRAMEWORK Dr Dave Chaffey www.smartinsights.com
- 8. MAXEMUS.COM.AUDr Dave Chaffey www.smartinsights.com MAXEMUS.COM.AU DIGITAL CAMPAIGN CAPABILITY
- 9. MAXEMUS.COM.AU What Does Success Look Like? Define different levels of measures for managing digital marketing activities for a common understanding within an organisation
- 10. MAXEMUS.COM.AU Integrate for Better Buy-In
- 12. MAXEMUS.COM.AU Who is your target audience? What spaces/media channels do they keep their eyes on? Will this affect the format your content takes shape of? What things are they thinking and talking about? What are their pain-points? [Insights]
- 13. MAXEMUS.COM.AU13 STRATEGIC SEGMENTATION –Define core audiences • Most profitable customers • Customers that are difficult to reach using other media • Loyal customers • Customers that are not brand-loyal • Larger companies (B2B) • Smaller companies (B2B) • Specific members of the buying unit (B2B). –Define opportunities to reach new markets
- 14. MAXEMUS.COM.AU14 OWNED MEDIA TARGETING OPTIONS –Company website –Social presence –Email marketing
- 15. Email Targeting Example EBAY UK MAXEMUS.COM.AU Keyword Personas Gender, Geography Consumer/Business Transaction Value Segmentation Propensity Models Tech Kids Fashion Cars & Parts Last Purchase Last Category Keyword Keyword Personas
- 16. MAXEMUS.COM.AU PAID MEDIA TARGETING Search marketing Display advertising Affiliates and partnerships • Content to address pain points • Keywords • Key phrases • Audience (in-market, interest-based or affinity) • Placements • Retargeting • Verticals • Businesses with complimentary services / products
- 17. MAXEMUS.COM.AU IS YOUR ‘ALWAYS-ON’ LIFECYCLE MARKETING EFFECTIVE? Dr Dave Chaffey www.smartinsights.com
- 18. MAXEMUS.COM.AU CUSTOMER LIFECYCLE TOUCHPOINT REVIEW Dr Dave Chaffey www.smartinsights.com
- 19. MAXEMUS.COM.AU Appropriate strategy timeline? –Ever-changing digital world = planning paradox –Depends on your organisation and its current position in the organisational life cycle –We recommend the digital strategy should be refreshed at least every three years • The supporting investment plan needs annual review • Take into account changing organisational resources and priorities –So what are you waiting for? • There is no governance control more important than a digital strategy – it will guide your organisation’s investment decisions, provides context for business cases and provide the organisation with confidence in its digital future Good luck!
- 20. MAXEMUS.COM.AU Key Takeaways –Use a strategic framework to ORGANISE and OPTIMISE your digital activities –REVIEW your strategy regularly –FOCUS - don’t spread your team too thin! –OUTSOURCE digital strategy if requirements are beyond internal capabilities
- 21. MAXEMUS.COM.AU