The document discusses the importance of digital marketing, outlining strategies, mistakes to avoid, and key challenges facing marketers today. It highlights the necessity of understanding customer relationships, using various digital marketing channels, and adapting to consumer behavior in a competitive landscape. A case study on IBM illustrates the successful implementation of a digital selling program that improved sales effectiveness through personalized engagement.

1. Mariem SELLAMI

2. P L A N
-6-
CASE
STUDY
-2-
Challenges
Facing Digital
Marketers?
-1-
General
ASPECTS
-5-
7 Steps to
developing your
own digital
marketing
strategy
-3-
3 Mistakes
You Should
Avoid
-4-
Keys to Digital
Marketing
Success ?!

3. 1General Aspects
General Aspects
“Marketing is no longer about the stuff that
you make, but about the stories you tell.” –
Seth Godin –
3

4. • Digital marketing is any form of marketing products or
services that involves electronic devices.
• It can be done both online and offline and both kinds
matter for a well-rounded digital marketing strategy.
General Aspects
What Is Digital Marketing?!
4

5. • A source of entertainment, news, shopping and social interactions.
• Consumers have access to information any time and any place they want it.
• People are now exposed to what media, friends, relatives, etc. are saying
about your brand, and they are more likely to believe them than you.
• People want brands they can trust, companies that know them,
communications that are personalized, and offers tailored to their needs and
preferences.
Why Digital Marketing Is Important?
General Aspects 5

6. Manage Customer Relationships
Across All Channels !!
General Aspects 6
• know your customers better than anybody else so you can communicate with
them effectively.
• Consolidate a view of customer preferences and expectations across all
channels : Web, social media, mobile, point of sale, etc.
These informations are used to create and anticipate
consistent, coordinated customer experiences

7. Categories Of Digital Marketing
Search engine
optimization
(SEO)
Content
marketing
Social Media
Marketing
(SMM)
Pay-per-click
advertising
(PPC)
Email
marketing
General Aspects 7

8. General Aspects
Phone
marketing
Enhanced offline
marketing
Radio
marketing
TV
marketing
8
Categories Of Digital Marketing

9. 1. Proliferation of digital channels: Consumers use multiple digital channels and
interact with them differently.
2. Intensifying competition so it’s becoming a lot harder to capture consumers’
attention.
3. Exploding data volumes :Consumers leave behind a huge trail of data in digital
channels. It’s extremely difficult to get a handle on all that data, and find the right
ones that can help you make the right decisions.
Challenges Facing Digital Marketers?
Challenges Facing Digital Marketers?
2
9

10. • There will likely be people who dislike your company or post negative
comments for no reason. Make sure you have a member of your customer
service team ready to address any issues. Don’t ignore them! Respond to
their comments, treat them with respect, and if possible, direct them to a
private source of communication like email to address their issue.
1- Not engaging with
people on social
media
• You may be producing the most valuable content on the web, but if no one is
searching it, no one cares. So try to do keyword research to see what people
are searching for.
2- Not doing keyword
research when
producing content
• This is especially important if you’ve just started a Facebook page and don’t
have a huge following yet. It might be a good idea to invest $50-$100 to
promote your page a little bit to people who might be interested in your
content.
3- Not promoting
your social media
posts
3Mistakes You Should Avoid
3 Mistakes You Should Avoid
3
10

11. Here are three keys to digital marketing success:
• Manage complex customer relationships across the channels
(both digital and traditional) .
• Respond to and initiate dynamic customer interactions.
• Extract value from big data to make better decisions faster
Keys to Digital Marketing Success ?!
Keys to Digital Marketing Success ?!
4
11

12. 1. Listen to your costumers !!!
2. But don’t forget about your objectives
3. Play to your strengths and manage your weaknesses
4. Find out what your competitors are doing
5. Craft a strategy based on your capabilities
6. Measure everything in real time
7. Continuously review, adjust and improve the customer experience
7 Steps to developing your
own digital marketing strategy
9 Steps to developing your own digital marketing strategy
5
12

14. • IBM is a global technology and innovation company.
• It is the largest technology and consulting employer in the world,
with more than 400,000 employees serving clients in 170 countries.

15. Challenges
Case Study : « IBM : The Digital Marketing Institute Program »
Clients are becoming more
self-empowered.
IBM also recognized that they don’t
have the required digital skills to
adapt to this changing consumer
environment.
The sales pipeline are
now controlled by the
buyer, rather than the
sales rep.
Sellers need to take a
different approach to
client engagement,
beyond traditional selling
techniques
15

16. Solutions
Case Study : « IBM : The Digital Marketing Institute Program » 16
In 2015, the organization’s inside sales team
was rebranded as IBM Digital Sales, a name
which recognizes a distinct selling discipline
that, at its core, thrives on social and digital
engagement.
IBM have partnered with the Digital
Marketing Institute, to create a customized
“Digital Selling Program”

17. Results
Case Study : « IBM : The Digital Marketing Institute Program »
When asked if they feel this digital mastery course has helped them
increase their sales, 100% of IBM’s North American sellers answered yes.
“The Digital Marketing institute program is helping to transform
our inside sellers into digital sellers who are skilled in personalized
multimodal engagement with clients.”
- Judy Buchholz - General Manager, IBM Digital Sales
17

18. • Based on its successful roll-out in Europe, IBM is expanding the program
worldwide to its entire digital sales team.
• 95% of staff in North America stated that they felt the Certificate in
Professional Digital Selling helped them perform better in their job.
Case Study : « IBM : The Digital Marketing Institute Program » 18

19. THANK
YOU !!!

20. https://www.startupgrind.com/blog/5-tips-entrepreneurs-need-to-know-
about-digital-marketing/
The Present & Future of Digital : MarketingIntroduction to Digital Marketing
Game-Changing Techniques- Priyanka Sharma
https://digitalmarketinginstitute.com/business/case-studies/ibm
http://www.business2community.com/digital-marketing/what-you-need-to-
know-about-digital-marketing-trends-01305933#kiChXq4uUYEz5sfs.97
http://neilpatel.com/what-is-digital-marketing/
https://ninjaoutreach.com/digital-marketing-mistakes/
http://www.smartinsights.com/digital-marketing-strategy/digital-strategy-
development/10-reasons-for-digital-marketing-strategy/
References :