Elite 2 - Digital Marketing Strategy - Hồng Ngọc + Hương Giang

1. Assignment 17.1 – DIGITAL MARKETING STRATEGIES
Hồng Ngọc – Hương Giang

2. DIGITAL MARKETING STRATEGY DEFINITION
Why digital marketing strategy important?
Digital marketing strategy is a planning process to accomplish marketing goal heavily using digital technology to reach consumer. Primitive
objective is to promote brands through various forms of digital media
How digital marketing strategy works?
Plan Reach Act Convert Engage
Create digital
marketing
strategies
Grow audience
online
Encourage brand
interactions and
leads
Increase sales
through
optimization
Build
customer
loyalty and
advocacy
METHOD TO USE
- SEARCH
- Display Advertising
- Social media/Viral/Gaming
- Email marketing
- Affiliate marketing
- Online PR
- Mobile
Acts as an important moment of
truth when consumers search for
information
What digital marketing strategy is?
Allows brand to interact and engage
with consumer in both way via its
channels

3. DOs AND DON’Ts IN DIGITAL MARKETING STRATEGY
DOs DON’Ts
Focus on objective
Simplify the content and make it relevant
Interaction to target audiences
Combine multiple media types
Consistent
Make it searchable
Open to the innovation
Find measuring tools
Don’t know where you belong
Don’t set goals
Irrelevant to target audiences
No interaction
Forget not everyone works in your industry
Don’t invest in tools
Try to do it all
Don’t measure up
Communication breakdown

4. HOW TO BUILD A DIGITAL MARKETING STRATEGY?
Situation
Analysis
Objective Strategy Tactics Actions Control
WHERE ARE
WE NOW?
WHERE DO WE
WANT TO BE?
HOW TO GET
THERE?
HOW EXACTLY
TO GET
THERE?
THE DETAILS
OF TACTIC?
HOW DO WE
MONITOR
PERFORMANCE?
- Market
place
analysis
- Audience
Customer
Analysis
- Competitor
Analysis,
- Online
Partner
Analysis,
- SWOT
- Where do
we want to
go?
- Goal and
evaluation,
KPI setting
- How can we
reach goal?
- Segmentation
& Targeting
=>. Brand
positioning &
proposition=>
Engagement
and content
strategies =>
Integrated
communicatio
n strategy
- Which digital
activities do
we want to
optimize?
- Segmentation
& Targeting
=> Brand
positioning &
proposition
=> Engagement
and content
strategies
=> Integrated
communication
strategy
- Who does
what and
when? Use
internal
resource or
external one?
- Based on
objectives
- User experience
review
- Report

5. EXAMPLE
TIPP – EX CAMPAIGN 2010
A HUNTER SHOOT A BEAR
ANALYSIS
Tipp-Ex is a brand of correction fluid and other related products that is popular throughout Europe. However, before the
campaign, Tipp-Ex were at 100 + mentions per day even though it is a trademark for correction products
Moreover, in spite of a leader in correction category, Tipp-Ex’s sale dropped dramatically
 CHALLENGE: promote online Tipp-ex ‘ whiteout Pocket mouse

6. EXAMPLE
OBJECTIVES:
To tell the story of how the new product is used and to be on top of customers’
shopping lists; to raise short-term brand awareness and to go Europe-wide
STRATEGY:
- Target audience: Students under 20 and officers, who are familiar with social
media and Internet, and spend lots of time on internet and like funny and cool
stuffs, the interactive campaign create for them a choose-your-own-story-style
video journey on YouTube
- Propositioning at that time: White and rewrite
 Build a consumer relationship with the product through a unique digital
experience
A GROUNDBREAKING INTERACTIVE USE OF YOUTUBE
WITH UNLIMITED POSSIBILITIES

7. EXAMPLE
TACTICS:
- Exemplify the use of whiteout product directly and for the first time on the
Youtube.
After erasing the title of the video, he is featured in with the whiteout product,
a hunter engages viewers to rewrite new title. Each written verb gets a video
response so possibilities are infinite for the viewers
ACTION:
- Use Youtube as a main tool to communicate
- Other channels: blogs, e-mails, Twitter, Facebook, discussion forums
CONTROL
- Youtube: 46+ million views
- Facebook share: +1 million shares
- Earned media: 3.2 million euro
- Sales (Sep => Oct): +30%