Digital Marketing Strategy- Class 4
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This document discusses developing a digital marketing strategy. It emphasizes the importance of understanding the audience, products, budget and timeline before starting. There is no magic formula for success - it is important to know the business, competition, customers and goals. The strategy should engage consumer types like loyal, discount, impulse and need-based customers who are increasingly tech-savvy and controlling online. The "4 P's of marketing" - product, place, price and promotion - provide a framework, with promotion occurring through the web, SEO, PPC, social media, email and more. Goals should be S.M.A.R.T. or specific, measurable, attainable, relevant and timely.
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Digital Marketing Strategy- Class 4
- 1. BDMM 4336 Digital Marketing Strategy Digital Strategy Class 4 Plan for a beginning, middle and end. Fall 2011 A strategy is a formal PLAN @AndreaGenevieve andream@stedwards.edu
- 2. BDMM 4336 Before you start.. Digital Ask the following: Strategy Class 4 • Who is my audience? Fall 2011 Do they use technology? • What are my products? Will they benefit from tech? • What other marketing channels will I use? • What is my budget and timeline? @AndreaGenevieve andream@stedwards.edu
- 3. BDMM 4336 No Magic Formula Digital Strategy Class 4 Fall 2011 @AndreaGenevieve andream@stedwards.edu
- 4. BDMM 4336 Lay A Foundation Digital • Know your business Strategy • Know the competition Class 4 • Know your customers Fall 2011 • Know what you want to achieve • Know your current portfolio • Know how much time and resources you have @AndreaGenevieve andream@stedwards.edu
- 5. BDMM 4336 Online Consumers Digital Consumer 2.0 is involved. Strategy Class 4 They customize the web. Fall 2011 Consumers will always require attention. You job will be to dialogue dance through sales funnel. @AndreaGenevieve andream@stedwards.edu
- 6. BDMM 4336 Consumer Traits Digital Strategy Class 4 Fall 2011 @AndreaGenevieve andream@stedwards.edu Techy, Search Savy, Controlling, Picky, Impatient, Vocal
- 7. BDMM 4336 Types of Consumers Digital Loyal: Represent no more than 20% Strategy Discount: Decisions made based on Class 4 markdown Fall 2011 Impulse: No particular item in mind, purchased is on a whim Need-based: Specific intention to buy Wandering: No specific need, looking for an experience or community @AndreaGenevieve andream@stedwards.edu
- 8. BDMM 4336 4 New Consumer Types Digital • Steadfast Frugalists Strategy • Involuntary Penny-Pinchers Class 4 • Pragmatic Spenders Fall 2011 • Apathetic Materialists PR Newsire Article @AndreaGenevieve andream@stedwards.edu
- 9. BDMM 4336 4 P’s of Marketing Digital Strategy PRODUCT Class 4 Fall 2011 PLACE PRICE PROMOTION @AndreaGenevieve andream@stedwards.edu
- 10. BDMM 4336 4 P’s of Marketing Digital PROMOTION: Strategy 1. Web Class 4 2. SEO Fall 2011 3. PPC and Search 4. Affiliate 5. PR 6. Social Media 7. Email Marketing 8. CRM @AndreaGenevieve andream@stedwards.edu
- 11. BDMM 4336 Know Your Goals Digital S.M.A.R.T Strategy Specific Class 4 Measurable Fall 2011 Attainable Relevant Timely @AndreaGenevieve andream@stedwards.edu