Digital Strategy
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Digital Strategy: How I explained my job as Digital Strategist, to my mum Giorgos Yfantis Marketing & Strategy Manager www.giorgosyfantis.gr info@giorgosyfantis.gr https://twitter.com/GiorgosYfantis https://gr.linkedin.com/in/GiorgosYfantis http://www.slideshare.net/GiorgosYfantis
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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