The document outlines a successful digital strategy in a multi-touch world, emphasizing the importance of understanding consumer segments and aligning marketing communications with customer needs. It includes several exercises for ranking consumer segments, social media channels, marketing objectives, and digital marketing metrics, along with tools for data management and reputation management. A case study on the Early Learning Cyprus digital campaign illustrates key objectives and results of increased engagement and brand awareness.

1. Successful Digital Strategy
in Today's Multi-Touch World
Haris Machlouzarides

2. Today’s Multi-touch World

3. Todays’ Consumers

4. Todays’ Consumers

5. Todays’ Consumers

6. The four segments of todays’ Consumers

7. Exercise 1
Assign a percentage of your customers
belonging to each segment
1. Online Champions; live online.
2. Social Animals; use online entertainment but shop offline.
3. Transactionals; do specific online tasks like shopping.
4. Bricks, no clicks; spend little time online & shop offline.
Send your responses to: dmccy17@gmail.com

8. Bring the love back

9. Content Marketing
Attending customer needs

10. Content Marketing
Attending customer needs

11. Content Marketing
Enable discovery & dialogue

12. Content Marketing
Entertain & Educate

13. Content Marketing
Inspire through Influencers

14. Content Marketing
Convince & Convert

15. Content Marketing
Seamless Experiences

16. Content Marketing
Seamless Experiences

17. Exercise 2
Rank the factors that guide your marketing
communications according to their importance
• Marketing Objectives
• Customer Behaviour
• Budget Availability
• Channel Characteristics
• Other (please specify)
Send your ranking to: dmccy17@gmail.com

18. Sources of Information
Cyprus digital environment

19. Social media usage
Cyprus digital environment

20. Daily Social Media Consumption
Cyprus digital environment

21. Individual Community Size
Cyprus digital environment

22. Device consumption
Cyprus digital environment

23. Exercise 3
Rank social media channels according to their
importance to your brand
• Facebook
• Instagram
• Pinterest
• Twitter
• LinkedIn
• Other (please specify)
Send your ranking to: dmccy17@gmail.com

24. Facebook & Instagram - Cyprus

25. Optimize Marketing Communications

26. Optimize Marketing Communications

27. Optimize Marketing Communications
Segmentation and Targeting

28. Optimize Marketing Communications
Set Objectives & Evaluate Results

29. Exercise 4:
What metrics do you use to track digital
marketing activities?
1. Traffic Oriented; Click Through Rate, Traffic Sources, etc.
2. Conversion Oriented; Cost Per Click, Cost Per Lead, etc.
3. Revenue Oriented; Sales Value, Return On Investment, etc.
4. Other; Please specify.
Send your responses to: dmccy17@gmail.com

30. The Customer Journey
Multi-touch Attribution

31. The Customer Journey
Value can be created at every touchpoint

32. The Customer Journey
Conversion Tracking & Retention
User Tracking on Multiple Devices

33. Exercise 5
When planning your marketing strategy what
is the importance of these factors?
• Growth of sales leads
• Understanding Customer Behaviour
• Reduction of customer acquisition costs
• Improved advertising efficiencies
• Channel coverage maximization
• Maximise ROI
• Other (please specify)
Send your ranking to: dmccy17@gmail.com

34. Marketing Strategy Planning

35. Marketing Strategy Planning

36. Marketing Strategy Planning
Data Management Platforms

37. Data Management Platforms and
Digital Reputation Management

38. Reputation Management
Shape Perception & Reality

39. Data Management Platforms and
Digital Reputation Management

40. • Talkwalker
• Tweetchup
• TweetDeck
• Twitter Search
• Unruly Analytics
• Viralwoot
• Omgili
Free Digital Reputation Management Tools
• Facebook Insights
• LinkedIn Analytics
• Meltwater IceRocket
• Mentionmap
• NexaMe (Nexalogy)
• Google Alerts
• Social Mention

41. • Netvibes
• NodeXL
• Quintly
• Simply Measured
• Social Searcher
• Tagboard
• Talkwalker
• TO THE NEW Social
• Twingly
• Zuum Social
Free & Paid Data Management Platforms
• AgoraPulse
• Cyfe
• Buzzmonitor / E.Life
• Hashtags
• Hootsuite
• HowSociable
• IBM AlchemyLanguage
• Klout
• Kred (PeopleBrowsr)
• Mediatoolkit
• NetBase LIVE Pulse

42. Exercise 6
What is the importance of DMPs towards
achieving the following objectives
• Growth of sales leads
• Understanding Customer Behaviour
• Reduction of customer acquisition costs
• Improved advertising efficiencies
• Channel coverage maximization
• Maximise ROI
• Other (please specify)
Send your ranking to: dmccy17@gmail.com

43. Data Management Platforms

44. Digital Strategy Framework
Map Customer
Journey
Understand
Customer
Expectations
Redesign
Customer
Interactions
Analyze the impact
of digital on the
industry
Identify
digital
readiness
Develop
digitization
action plan
Business Objectives
Marketing Objectives
DIGITALTRANSFORMATION
DATA MANAGEMENT PLATFORMS

45. Exercise 7
1. Find a Digital Marketing best practice.
2. Note down the following information:
– Brand Name:
– Link to Best Practice:
– Short description of Best Practice:
Send your responses to dmccy17@gmail.com

46. Early Learning Cyprus Digital Campaign
1. Increase awareness of the ELC brand and buying
consideration and intent
2. Drive traffic to the newly re-launched ELC Website
3. Drive traffic to the Christmas Competition mini-site
4. Increase Facebook fan base and engagement
5. Increase email database
Objectives

47. Early Learning Cyprus Digital Campaign
Campaign Tagline
‘Children learn best when they are having fun’

48. Early Learning Cyprus Digital Campaign
Carousel ads

49. Early Learning Cyprus Digital Campaign
1. 1,370 persons logged in with Facebook and
participated in the competition
2. 1,155 videos were created
3. 867 organic Shares by Facebook accounts
4. The Facebook fan base increased by 72%,
having in total 9,311 Page Likes
5. 1,232 opt-in emails were collected
Results

50. Be unique and make an impact

51. The recipe for success
1. Set clear Objectives
2. Focus on ROI through a systematic plan
3. Optimize customer journey with management tools
4. Communicate core brand values in creative ways
5. Establish a human connection with target audiences
6. Amplify results with relevant and engaging content
7. Foster relationships to encourage loyalty
8. Monitor every point of contact with customers

52. Successful Digital Strategy in Today's Multi-Touch World
Haris Machlouzarides
Thank you!