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Digital marketing - strategic thinking
This document discusses the need for digital marketing strategies and provides an overview of strategic digital marketing. It begins by stating the key things readers will learn about digital marketing strategies and whether they are suitable. It then provides global statistics on internet users and historical advertising spend trends showing a shift from traditional to digital media. The document outlines the key components of developing a digital strategy including understanding your business, customers, goals and channels. It also discusses a case study of Dove's digital campaign to promote self-esteem workshops which drove significant traffic and engagement through viral videos and targeted emails.
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Digital marketing - strategic thinking
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- 3. At the endof this presentation you will know • Digital marketing strategy & why do I need one? • Is it right for my business? • How do I formulate a Digital Marketing Strategy? • Are my customers ready for it?
- 4. The Global UserBase Source: http://www.internetworldstats.com/ Asia 44% of global U.S. 11.7% Rest of world 88.3% U.S. 66% Rest of world 34% China 22.9% Japan 4.6% India 4.7% Lets start with some facts & figures
- 5. Global Ad Spend $500Billion
- 6. 2012f Global Ad Spend 2004 41.5% 4.3% 6.5% 26.1% 15.4% 6.0% 43.7% 18.6% 5.2% 16.6% 9.8% 5.9% Source:GroupM TYNY Summer 2011 TV Internet Radio Newspaper Magazines Outdoors
- 7. 2012f Global Ad Spend 2004 $16B$100B Source: GroupM TYNY Summer 2011 TV Internet Radio Newspaper Magazines Outdoors
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- 9. 2012f India Ad Spend 2004 38.5% 0.6% 2.0% 47.2% 4.3% 7.4% 41.6% 4.5% 4.8% 40.7% 2.4% 5.6% Source:GroupM TYNY Summer 2011 TV Internet Radio Newspaper Magazines Outdoors
- 10. 2012f India Ad Spend 2004 $17M$353M Source: GroupM TYNY Summer 2011 TV Internet Radio Newspaper Magazines Outdoors
- 11. Why do Ineed a Digital Marketing Strategy?
- 12. • Without oneyou’ll miss opportunities and lose business • Your TG rely on digital technology to research, evaluate and purchase the products/services they consume • Helps you to broaden the scope of your marketing reach and narrow its focus
- 13. Defining your DigitalMarketing Strategy Different Products Different Markets Different Needs Different Solutions
- 14. Defining your DigitalMarketing Strategy Know your business Know the competition Know your customers Know what you want to achieve (clear, measurable and achievable goals) Know how you are doing (ongoing and iterative process) Remember DM is about people communicating with other people; the technology is just a bit in the middle that helps it to happen
- 15. Understanding the digitalconsumers They are increasingly comfortable with the medium They want it all, want it now They are in control They are fickle They are vocal
- 16. Spread the word Influencingthe influencers Online equivalent of ‘Word of mouth’ marketing, on steroids
- 17. Mind your Ps •Place • Price • Product • And the most important ‘Promotion’
- 18. Promotion on digitalchannels • Website • SEO • PPC • Affiliate marketing • Online PR • Social Networking • E-mail marketing • CRM
- 19. Case Study: DoveSelf-Esteem Fund
- 20. Case Study: DoveSelf-Esteem Fund • Campaign brief: Effect change positively in the lives of 70K girls • Dove’s Mission: Foster positive self esteem in the lives of young girls • Target Group: Mums, mentors and educators • Objective: Provoke mothers to think about their daughters’ self esteem and inspire them to get using the Dove Self-Esteem Fund resources and tools found on campaignforrealbeauty.ca • Campaign Concept: Two films were developed, ‘Daughters’ and ‘Evolution’ to encourage attendance at Dove Self-Esteem Workshops
- 21. Case Study: DoveSelf-Esteem Fund Campaign Strategy: • Generate awareness of the Dove Self-Esteem tools and resources • A 15 sec viral ‘film trailer’ was streamed on mass and targeted women’s websites to drive traffic to the site • Develop series of customized e-newsletters that were targeted at mothers and teachers to introduce to the website • The campaign: ‘Daughters’ video was posted on YouTube and then viral version of video was launched along with emails and online banners. This was followed by the ‘evolution’ video
- 22. Case Study: DoveSelf-Esteem Fund Results: Average daily visits to the website grew from 1,378 to 16,785, and increase of 1,118 percent ‘Daughters’ email campaign: • 220,942 emails delivered • 72,070 emails opened (33 percent) • 30,749 emails clicked (13 percent) ‘Evolution’ email campaign: • 224,174 emails delivered • 75,055 emails opened (33 percent) • 25,475 emails clicked (11 percent)
- 23. Case Study: DoveSelf-Esteem Fund • ‘Evolution’ video downloads: 115,212; • ‘Daughters’ video downloads: 32,818;