A presentation for an international group covers core concepts in digital marketing strategy for those new to the tactic as well as those who want to learn to succeed in digital marketing.

1. Digital
Marketing
Strategy
In
2021
and
Beyond
01
Angela Hausman, PhD
Associate Professor
ahausman@su.edu

2. Agenda
What is Digital Strategy?
Why Invest In Digital Marketing?
Elements of Digital Strategy
Website Design
SEO
Content Marketing
Email Marketing
Social Media Marketing
Analytics
02
Digital
Marketing
Strategy
-
2021

3. Marketing efforts using a digital device or the internet
DIGITAL MARKETING
Research
Segmentation and positioning
Buyer behavior
Sustainable competitive advantage
Planning, monitoring, and optimizing
KEY MARKETING CONCEPTS
So much more than advertising & sales, marketing involves creating,
communicating, distributing, and exchanging value between entities.
WHAT IS MARKETING?
03
Digital
Marketing
Strategy
-
2021
What is Digital Marketing?

4. MEASURABLE
60% of spend on digital in 2021 - growing 10%/yr (emarketer,
2018)
Social media impacts 71% of purchases (search engine watch,
2020)
Nearly 4 hours/ person spent online in 2021 (statistica, 2021)
60% of users don't trust a company lacking a website (Bauen
Solutions, 2018)
High ROI, ie. 4400% for email marketing (statistica, 2020)
GROWING IMPACT
Compared with traditional marketing, digital is much less expensive
(Marketo, 2018)
INEXPENSIVE
04
Digital
Marketing
Strategy
-
2021
Why Use Digital Marketing?

5. Planning
Great User Experience (UX)
Create value
Monitor and optimize KPIs
Branding & Integration
Time
KEY SUCCESS ELEMENTS
Website Design
SEO
Content Marketing
Email Marketing
Social Media Marketing
Analytics
ELEMENTS
05
Digital
Marketing
Strategy
-
2021
Elements of Digital Marketing

6. Digital
Marketing
Strategy
2021
Strategies
Match the
Customer
Journey
06

7. Item 1
20%
Item 2
20%
Item 3
20%
Item 4
20%
Item 5
20%
07
Digital
Marketing
Strateg
y
-
2021
Website
Design

8. 08
Digital
Marketing
Strateg
y
-
2021

9. Competitive
advantage
09
Digital
Marketing
Strategy
-
2021

10. Lead magnet
Segment subscriber list and clean
Optimize send schedule
Subject line
CTA
Analytics
ELEMENTS OF SUCCESS
10
Digital
Marketing
Strategy
-
2021
Email Marketing

11. Social
Media
Marketing
11
Digital
Marketing
Strateg
y
-
2021

12. 12
Digital
Marketing
Strategy
-
2021
Analytics

13. 13
Marketing
Strategy
|
Fiscal
Year
2020
Strategy steps
Build a
comprehensive
marketing strategy
STEP 1
Measure and
optimize
STEP 3
Craft a content
calendar
STEP 2

14. Angela
Hausman
Facebook
Twitter
LinkedIn
Learn More
MKT MAVEN
14
Digital
Marketing
Strategy
-
2021

15. Thank you!
15
Digital
Marketing
Strategy
-
2021