The document outlines a digital marketing strategy likening digital marketing roles to musicians in a symphonic orchestra, where each role has specific responsibilities contributing to an overall increase in ROI. It highlights the responsibilities of a digital strategist, including defining roadmaps, analyzing competition, and optimizing various marketing tactics like SEO and conversion rate optimization. Additionally, it emphasizes the importance of data collection and analysis, market positioning, and continuous education for digital strategists.

1. DIGITAL STRATEGY

2. ABOUT THE PRESENTER
• 2
DIGITAL MARKETING STRATEGY
How I explained my job as
Digital Strategist to my mum

3. • 2
IMAGINE DIGITAL MARKETING AS A SYMPHONIC ORCHESTRA
DIGITAL MARKETING STRATEGY

4. • 2
DIGITAL MARKETING STRATEGY
EACH MUSICIAN REPRESENT A SPECIFIC DIGITAL MARKETING ROLE
Campaign Manager
Performance Manager
Social Media Manager
EACH HAS UNIQUE MUSIC SHEETS WHICH ARE SPECIFIC RESPONSIBILITIES
CTR ppc Budget
Engagement
Tracking Campaigns
analyze performance
Reporting
Brand Awareness
Content Management
Conversions

5. • 2
DIGITAL MARKETING STRATEGY
LIKE SYMPHONIC ORCHESTRA AIMS PRODUCTION OF HARMONIC MELODY
DIGITAL MARKETING AIMS INCREASE OF ROI THROUGH SPECIFIC KPIS
DON’T FORGET:

6. • 2
DIGITAL MARKETING STRATEGY
COLLECT & ANALYZE DATA FROM DIGITAL MARKETERS
PLAN & MONITOR THE DIGITAL STRATEGY
PROVIDE DIRECTIONS TO DIGITAL MARKETERS
SET ADDITIONAL OR NEW KPIS
ENSURE THE INCREASE OF ROI
HELP IN COORDINATION OF DIGITAL MARKETING DEPTS.
DIGITAL STRATEGISTS ARE LIKE CONDUCTORS

7. • 2
DIGITAL MARKETING STRATEGY
1 DEFINE ROADMAPS :
All individual tactics like Websites, Social Media, Content, etc.
WHAT A DIGITAL STRATEGIST DO :
2 SUPPORT MARKETING DEPARTMENT :
Researches, Analyze, Tracking & Monitoring, Suggestions.
3 DE-CONSTRUCT COMPETITION :
Analyze competitive best practices in digital marketing and create benchmarks.
4
IDENTIFY NEW OPPORTUNITIES :
Adjusting new KPIs, Digital technology to enhance clients’ overall marketing mix:
product, price, place or promotion.

8. • 2
DIGITAL MARKETING STRATEGY
1 SOCIAL MEDIA MARKETING
WHAT A DIGITAL STRATEGIST DOESN’T DO :
2 CAMPAIGN MANAGEMENT
3 PERFORMANCE MANAGEMENT
4 A/B TESTING

9. • 2
REACH ACT CONVERT ENGAGE
Prospects & Customers
Achieve Interaction to Lead or Sale
Customers through Time
DIGITAL MARKETING STRATEGY
RACE PLANNING FRAMEWORK

10. • 2
1 Audience and Customer Analysis
HOW TO PREPARE THE DIGITAL STRATEGY PLANNING
2 Competitor Benchmarking
3 Online Partner Analysis
4 SWOT: Own Digital Marketing Review
Prepare
The Ground
DIGITAL MARKETING STRATEGY
MARKETPLACE ANALYSIS

11. • 2
1 Segmentation and Targeting
HOW CAN WE ACHIEVE OUR GOALS (KPIS - ROI)
2 Brand Positioning and Value Proposition
3 Engagement and Content Strategy
4 Integrated Communication Strategy
Plan a
STRATEGY
DIGITAL MARKETING STRATEGY
STRATEGY ANALYSIS

12. • 2
1 Search Engine Optimization
REACH
2 Pay Per Click (PPC)
3 Affiliate and Partner marketing
4 Online Advertising
A c q u i s i t i o n s t r a t e g y t o b u i l d o f f - s i t e a w a r e n e s s
a n d i n o f f l i n e m e d i a t o d r i v e w e b p r e s e n c e s
5 Online PR
6 Social Media Marketing
DIGITAL MARKETING STRATEGY
TACTICS: W H I C H D I G I T A L M A R K E T I N G A C T I V I T I E S D O W E O P T I M I Z E

13. • 2
1 Conversion Rate Optimization
ACT & CONVERT
2 Ecommerce Management
3 Lead Generation Techniques
4 Home Page Optimization
P e r s u a d e v i s i t o r s t o i n t e r A c t a n d C o n v e r t t h r o u g h
c o n n e c t i n g t h e m w i t h r e l e v a n t c o n t e n t & o f f e r s
5 Landing Page Optimization
6 A/B and Multivariate Testing
DIGITAL MARKETING STRATEGY
TACTICS: W H I C H D I G I T A L M A R K E T I N G A C T I V I T I E S D O W E O P T I M I Z E

14. • 2
1 Content Marketing Strategy
ENGAGE
2 E-newsletters and Promotional Emails
3 E-contact Strategy
4 Customer Service and Support
R e t e n t i o n a n d g r o w t h s t r a t e g y t o b u i l d c u s t o m e r
r e l a t i o n s h i p s t o e n c o u r a g e r e p e a t v i s i t s a n d s a l e s
5 Mobile Marketing
6 Social CRM
DIGITAL MARKETING STRATEGY
TACTICS: W H I C H D I G I T A L M A R K E T I N G A C T I V I T I E S D O W E O P T I M I Z E

15. • 2
Inbound Marketing
Permission
Outbound Marketing
Interruption
DIGITAL MARKETING STRATEGY

16. • 2
DIGITAL MARKETING STRATEGY

17. Data from Campaigns, Social Media,
Analytics, Researches, Competition, etc.
• 2
DIGITAL MARKETING STRATEGY
WHERE DIGITAL STRATEGY STANDS
Redefining KPIs and Policies, Approach
New Opportunities and Tactics, etc.

18. • 2
1 High Attitude
A DIGITAL STRATEGIST MUST HAVE :
2 Deep Experience
3 Day-to-Day Strategy Education (continuous)
4 Numerous of Real Case Studies
5 Out of the Box – Strategic Thinking
DIGITAL MARKETING STRATEGY
REQUIREMENTS

19. MARKETING & STRATEGY MANAGER
Giorgosyfantis.gr
Giorgos Yfantis
info@giorgosyfantis.gr
twitter.com/GiorgosYfantis
linkedin.com/in/GiorgosYfantis
Copyright © 2016, Giorgos Yfantis, all rights reserved.
DIGITAL MARKETING STRATEGY
slideshare.net/GiorgosYfantis