Developing Digital Strategy for Business / Brand

Welcome to Training
Developing Digital Strategy for
Business

© Kabir Ahmad (kabirahmad2008@gmail.com)
•
Expert Areas: Digital Strategy, Marketing, OTT mobile
technology, Wearable Market, Digital Gaming, Gamification
• Leading Digital Marketing Team with
• Research & Consultancy
• Steering Committee member with

• More than 20 cutting edge market research paper
• Cited / interviewed by The Hindu, Infosys, Market
Analyst, Knowledgepr, Explore B2B, Linkedin, OSP
Magazine, Zintro
• Gamification Guru #100 rank by leaderboarded.com
• Spoke in couple of international seminar
• Did consultancy to SingTel, Star Hub, Verizon etc.
http://www.linkedin.com/in/kabirahmad

Training Goal …
•
• Strategic Consideration of building vibrant digital
strategy
• What does digital marketing mean and its scope?
• Where does monetization scope lies ?
• How to effectively manage online community?
• Who is the online customer and their preference?

Defining Environment
Define Sustainable Environment

Key Strategic
Consideration
•

•

Global Scenario …
More than 50% of business executives say they
have a digital strategy (source: Gartner)
What exactly do they mean?

Global Scenario …
First, there is a definition of digital that looks back to
the past. "Many businesses are looking at the whole
e-commerce, e-business area that everyone was
talking about in the late 1990s and thinking

Global Scenario …
Elsewhere, the word digital is used to describe
current technology trends such as social media,
mobile applications and cloud computing.

Global Scenario …
The third use of the term digital is in reference to the
near future, in which products and services themselves
become digital. The most obvious example is the
automotive industry such as embedding digital systems
into cars or E-cigarettes all contain microprocessors,
some of them have wireless capabilities and many of
them charge up using a USB connection

Real Scenario …

What does Digital Strategy Mean …

Your Customer …

Who will do it…

What is the Problem …
The problem is that nobody sees the creation of a
digital strategy as their job, so if you don’t step up,
then the chances are nobody will.

What is the Problem …
“Senior management lack confidence in digital
because they don’t really understand it. They need
a roadmap to reassure them.”

What you need to convince on …
A Digital Strategy Is Not A Business Strategy
A traditional business strategy focuses on two key
components; a long term roadmap and budget
forecasting. Unfortunately both of these elements are hard
to replicate in a digital strategy.
Creating a digital strategy that looks 3–5 years ahead is an
unrealistic expectation. Technology just moves too fast for
that. Equally, accurate budgeting is difficult when the
landscape is evolving at such a rapid rate. A digital
strategy therefore has to take a different approach.

its about “teaching a man to fish”
Focus on 3P’s : creating Policies, Priorities and People”

People
• Who makes decisions about different digital elements and
who actually does the work? (For example, you don’t want the
Head of IT making decisions on design, or the Head of
Marketing picking a hosting environment.)
• What work is going to be done in-house and what should be
outsourced?
• When outsourcing, what criteria are used for selecting a
supplier?

Policies
• Policies act as a framework within which operational
decisions are made. In other words, instead of having to make
a decision each time a scenario occurs, the decision has
already been made and formalized into a policy.
• A great example of this is a social media policy. What are
staff allowed to say on social media? What is acceptable and
unacceptable?

BBC have clear policies for the design style of their websites

Priorities
• The two most important priorities to set are business
objectives and target audiences.
• A clear list of priorities will help resolve conflicts and keep
things moving forward
• What are the most urgent areas where work needs to be
done?

Creating A Preliminary Roadmap Considering Scope

Scope : Mutiscreen Strategy
• Mobile – Are you going to build a responsive site? Do you
need native apps? If so, what platforms will you support?
• Social Media – What platforms are you going to support?
How are you intending to use social media? Who is responsible
for it? What policies exist around acceptable behavior? How
are negative events handled?

• Email – This should cover everything from newsletters to trigger
based emails. You should address who is responsible for email
correspondence and how your email lists are maintained and
privacy is protected.
• Digital Marketing – This would encompass everything from SEO
and PPC to banner advertising and affiliate schemes.
• Website – What features should you support on the website? How
do you decide on content? Who is responsible for site maintenance
from design, content and technical perspectives?

Social & Cultural Aspect

What your Target Group loves to do …
• Mobile
• Website
• Apps
• Social Media
• Online purchase
• When interact
• How interact

Connect culture …

Marketing &
Monetization
•

•
What I saw in Bangladesh …

•
What did they miss out …

•
What happened then …

•
Digital Marketing …

•
Content Marketing …

•
Blog vs. Infographic …

•
SEO vs. SEM …

•
Web Advertising …

•
Mobile Advertising …

•
Social Medial Marketing …

•
Video Marketing …

•
Connecting Offline …

•
Monetization …

•
Analytics …

Community
Management
•

•
Role …

•
Listening & Monitoring …

•
Engagement …

•
Rewards …

Managing Gen Y
•

•
Who they are …

•
Search …

•
Social Selling …

•
Social Buying …

•
Fun …

•
Loyalty Reward …

•
Civic Engagement & Autonomy ….

Developing Digital Strategy for Business / Brand

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