5th ITI Digital Marketing Day By: Mohab Ayman #DMDay5 Digital Marketing Strategy is: Definition of the approach by which applying digital technology platforms to integrate with the other Marketing activities and support the overall Business Objectives.

1. Digital Marketing Strategy
By:
Eng. Mohab Ayman
CEO at Berisca Integrated Business Solutions Agency
InformationTechnology Institute
Ministry of Communications
and InformationTechnology

2. • Bachelor Computer Science SCU, 2013
• ITI Digital Marketing, 2016
• Founder & CEO at U Can Marketing
Solution & Events Planning Company.
• Founder & CEO at Berisca Integrated
Business Solutions Agency.
Eng. Mohab Ayman

3. 1. From marketers thinking about the customers to everyone in the
company thinking about customers.
2. From selling to everyone to trying to be the best firm serving well-
defined target markets.
3. From making everything inside the company to buying more
goods and services from outside.
4. From making profit on every sale to building long-time customer
value.
Major Shifts in the Mindsets of
Marketers

4. 5. From emphasizing tangible assets to emphasizing intangible
marketing assets (company brands, customer loyalty, and
intellectual property).
6. From building brands through advertising to building brands
through integrated marketing communications (IMC).
7. From aiming for more market share to aiming for more share of
each customer’s wallet.
Major Shifts in the Mindsets of
Marketers

5. 8. From being local to being “glocal” (both global and local).
9. From focusing on the financial scorecard to also focusing on the
marketing scorecard.
10.From focusing on shareholder to focusing on stakeholder benefit.
Major Shifts in the Mindsets of
Marketers

6. Market
Research
Marketing
Research
Marketing
Strategy
Marketing
Implementation
SalesAfter Sales

7. Market
Research
Marketing
Research
Marketing
Strategy
Marketing
Implementation
SalesAfter Sales

8. Definition of the approach by which applying digital technology
platforms to integrate with the other Marketing activities and support
the overall Business Objectives.
Digital Marketing Strategy

9. SOSTAC Model

10. Situation Analysis

11. 1. Company Analysis
2. Competitors Analysis
3. Customers Analysis
4. Collaborators Analysis
5. Climate Analysis
5Cs Analysis

12. 1. Analysis on the current Vision, Mission of the company and the
goals required to achieve this mission.
2. Analysis on the current Marketing Strategy of the company and
the Marketing Mix items.
3. Analysis on the Online Presence of the Company.
4. Analysis on the Financial, Technology infrastructure and Human
Resources.
5Cs Analysis
Company Analysis

13. 1. Identify competitors within their industry.
2. Analyze the Competitors Products and Services.
3. Analyze the targeted segments of competitors.
4. Analyze their Online Presence, Insights and Marketing Strategies.
5. Both direct and indirect competitors must be identified.
6. Never Neglect the 800-Pound Gorilla.
5Cs Analysis
Competitors Analysis

14. 1. Geographic and Demographics.
2. Psychographics and Behaviors.
3. Market size and potential growth.
4. Customer wants and needs.
5. Motivators to buy the product or service.
6. Income level of customers.
5Cs Analysis
Customers Analysis

15. 1. Agencies
2. Suppliers
3. Distributors
4. Partners
5. Sponsors
5Cs Analysis
Collaborators Analysis

16. 1. Political factors
2. Economic Factors
3. Social Factors
4. Technological Factors
5. Environmental Factors
6. Legal Factors
5Cs Analysis
Climate Analysis

17. SWOT Analysis

18. TOWS Matrix
ThreatsOpportunities
Strength-Threats
Strategies
Strength-Opportunity
Strategies
Strengths
Weakness-Threats
Strategies
Weakness-Opportunity
Strategies
Weaknesses

19. Objectives

20. Objectives Setting
SMART Objectives

21. 1. Sell – grow your sales
2. Serve – Add value to customers
3. Speak – Get Closer to customers
4. Save – Reduce Costs
5. Sizzle – Extend your Brand online
Objectives Setting
5Ss Model

22. Objectives Setting
Using Competitors Analysis
ObjectivesCompetitorCurrent Situation
• Create Mobile
App
• Website + Mobile
App
• Website + BlogOnline Presence
• Create Instagram
• Acquire 100,000
Fans
• FB +Twitter +
Instagram
• FB has 100,000
Fans
• Facebook +
Twitter
• FB has 50,000
Fans
Social Media
• Start Always on
Campaign
• Always on
Campaign
• 2 Campaigns per
year
DigitalAds

23. Strategy Developing

24. Ansoff Matrix

25. The Strategy involves using digital channels to sell more existing
offerings (products and services) into existing markets. This can be
accomplished by:
(i) Market share growth by competing more effectively online.
(ii) Customer Value Improvement (Price decrease).
(iii) Increase in promotion, distribution support and add value.
(iv) Acquisition of a rival in the same market.
Ansoff Matrix
Market Penetration

26. Online channels are used by a firm tries to expand into new markets
(geographies, countries etc.) using its existing offerings. This can be
accomplished by using internet for targeting :
(i) Different customer segments.
(ii) New areas or regions of the country.
(iii) Foreign markets.
Ansoff Matrix
Market Development

27. Digital Channels can help a company to create new products and
services targeted at its existing markets to achieve growth. This can
be accomplished by:
(i) Adding Value to existing products.
(ii) Developing Digital Products (New Delivery / Usage Model).
(iii) Increasing product range.
Ansoff Matrix
Product Development

28. In Diversification strategy, an organization tries to grow its market
share by introducing new offerings in new markets. This can be
accomplished by:
(i) Diversification into related business.
(ii) Diversification into unrelated business.
(iii) Upstream Integration with suppliers.
Ansoff Matrix
Diversification

29. S T P
Segmentation
Targeting
Positioning

30. 1. Geographic (Location, City, Country)
2. Demographic (Age, Gender, Occupation, Economic Status)
3. Psychographic (Personality, Lifestyles, Attitudes)
4. Behavioral (Rate of usage, Benefits Sought, Loyalty Status)
5. Technological (Device Type, Device Model, Operating System)
Segmentation

31. Targeting

32. Targeting
Buyer Persona
Background:
• Basic details about persona’s role
• Key information about the persona’s company
• Relevant background info, like education or hobbies
Demographics:
• Gender
• Age Range
• HH Income (Consider a spouse’s income, if relevant)
• Urbanity (Is your persona urban, suburban, or rural?)

33. Targeting
Buyer Persona
Identifiers:
• Buzz words
• Mannerisms
Goals:
• Persona’s primary goal
• Persona’s secondary goal
Challenges:
• Primary challenge to persona’s success
• Secondary challenge to persona’s success

34. Targeting
Buyer Persona
How we help:
• How you solve your persona’s challenges
• How you help your persona achieve goals
Real Quotes:
• Include a few real quotes – taken during your interviews
– that represent your persona well. This will make it easier
for employees to relate to and understand your
persona.

35. Targeting
Buyer Persona
Common Objections:
• Identify the most common objections your persona will
raise during the sales process.
Marketing Messaging:
• How should you describe your solution to your persona?
Elevator Pitch:
• Make describing your solution simple and consistent
across everyone in your company.

36. • Thorsten Heinz (German-Canadian former CEO of Blackberry) said
"If you go exactly where your competitors are, you are dead".
• Market Maps are diagrams that represent a market and the
placement of the services within that market, providing a visual
means of studying the competitions.
• To draw up a market map, a firm identifies several consumer
purchase-decision factors that stand in opposition to one another.
Positioning
Market Mapping

37. Example:
Positioning
Market Mapping

38. Customer Retention
• Understand individual needs
• Relevant Offers
• Maximize Service Quality
Customer Extension
• Sense and Respond
• Cross-selling & Up-selling
• Optimize Service Quality
Customer Lifecycle
Customer Selection
• Who do we target?
• What is their value?
• Where do we reach them?
Customer Acquisition
• Target the right Segment
• Minimize Acquisition Cost
• Optimize Service Quality

39. Marketing Mix
8Ps

40. Tactics

41. Tactics
Choose the right Channel

42. Tactics
Top Rated DM Tactics 2015 vs 2016

43. PRACE Framework
Digital Marketing Funnel
• Plan
• Reach
• Act
• Convert
• Engage

44. PRACE Framework
Plan

45. PRACE Framework
Reach

46. PRACE Framework
Act

47. PRACE Framework
Convert

48. PRACE Framework
Engage

49. Action

50. Action
Action Plan
MayAprMarFebJanActivityChannel
Website
Facebook
SEO
Social Media Ads
E-Mail

51. Action
Media Mix Plan
Media Mix Model
AprMarFebJanKPICost per XGoals%BudgetChannel
Website
Facebook
SEO
Social Media Ads
E-Mail

52. Control

53. Control

54. Control
Conversion Optimization
Check Conversion Optimization Session Presentation

55. 1. Keep your plans flexible, situations and plans change, especially
online.
2. Include specific SMART objectives in your plans and keep them
realistic by basing them on insights from your analytics.
3. KISS, Keep it Simple, Stupid! it helps others buy into what you’re
saying.
4. Review and update your plans regularly.
Important Tips to keep in mind
when planning

56. 5. Avoid the unjustified excessive planning (paralysis by analysis).
6. Never do this without obvious vision.
7. Keep away from Over Expectations.
Important Tips to keep in mind
when planning

57. E-mail
mohabmowafy@gmail.com
Linkedin
https://www.linkedin.com/in/MohabAymanMowafy
Phone
+2 010 10 52 31 53
Contacts

58. Thank you