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Digital
Marketing
Strategy
In
2021
and
Beyond
01
Angela Hausman, PhD
Associate Professor
ahausman@su.edu
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
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?
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?
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
Digital
Marketing
Strategy
2021
Strategies
Match the
Customer
Journey
06
Item 1
20%
Item 2
20%
Item 3
20%
Item 4
20%
Item 5
20%
07
Digital
Marketing
Strateg
y
-
2021
Website
Design
08
Digital
Marketing
Strateg
y
-
2021
Competitive
advantage
09
Digital
Marketing
Strategy
-
2021
Lead magnet
Segment subscriber list and clean
Optimize send schedule
Subject line
CTA
Analytics
ELEMENTS OF SUCCESS
10
Digital
Marketing
Strategy
-
2021
Email Marketing
Social
Media
Marketing
11
Digital
Marketing
Strateg
y
-
2021
12
Digital
Marketing
Strategy
-
2021
Analytics
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
Angela
Hausman
Facebook
Twitter
LinkedIn
Learn More
MKT MAVEN
14
Digital
Marketing
Strategy
-
2021
Thank you!
15
Digital
Marketing
Strategy
-
2021

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Digital Marketing Strategy in 2021 and Beyond