Strategy informs your marketing decisions > Marketing drives the use of technology > and Technology empowers you to refine your strategy and enhance your marketing impact.

1. KEYNOTE
Nikki (Stokes) Cockcroft
CEO AND FOUNDER
THE DIGITAL TEAM
The Relationship
Between Strategy,
Marketing and Technology
CAPE TOWN, SOUTH AFRICA ~ OCTOBER 25 - 26, 2023
DIGIMARCONAFRICA.COM | #DigiMarConAfrica

2. DigiMarCon Africa 2023- Cape Town
Slides 01
Strategy in2024
Nikki Cockcroft: The Digital Team

3. Adaptability
Slides 02
not just a life skill but a businessskill
“Itis not the strongest of the species that
survives, nor the most intelligent. Itisthe
one that is most adaptable tochange.”
―Charles Darwin

4. Rapid TechnologicalAdvancements
Changing Consumer Behaviour
Competitive Landscape
Data-Driven Decisions (no knee-jerk reactions!)
Adapt or Become Irrelevant
Opportunities for Growth
Customer-Centric Approach
Global and Local Trends
Slides 03
Adapting to the evolving digitallandscape

5. It'sa harmonious cycle thatfuels
innovation and growth!
Slides 04

6. Strategy
Slides 05
it’s the compass
“Avision without a strategy remainsan
illusion.” Lee Bolman

7. Slides 06

8. Approach to outlining businessgoals
Slides 07

10. approach to identifying the target audience/idealcustomer
Slides 09

11. approach to understanding the competitorlandscape
Slides
11

12. What are your customers desires and pain points?
What makes your business stand out? (features/qualities/benefits)
What problem(s) are you solving?
How does your product/service save time, money, effort? Quantify benefits
How does your business address emotional needs? Does is create a sense of belonging?
How does your unique know-how benefit your customers uniquely?
approach to outlining the unique value weoffer
Slides
12

13. Adaptability: flexible &can be easilyadjusted
Clarity and Alignment: easily understood by all team members, and everyone is on the same
page, working towards common objectives.
Conciseness: It can be summarized on a single page, ensuring it's not overly complex.
Simplicity with Effectiveness: It'sstructured in a simple yet effective manner, avoiding
unnecessary complexity.
Shareability: It's shareable and can be communicated throughout the organization to ensure
broad buy-in andimplementation.
Measurable: Itincludes clear metrics and key performance indicators (KPIs) to trackprogress
and success.
Customer-Centric: It'sdesigned with a strong focus on meeting customer needs and
preferences.
Alignment with Goals: It's directly aligned with the organization's overarching goals and mission.
Resilience: Itconsiders potential risksand includes contingencies for mitigatingthem.
Feasibility: It'spractical and feasible, taking into account available resources andcapabilities.
Slides
13
Attributes of a good strategy

14. marketing
Slides
14
it’s the engine that propels your journey inthe
right direction
“the science and art of exploring,creating
and delivering value to satisfy theneeds
of a target market ata profit” Kotler

15. • Brand (positoning)
• Customer Experience
• Creating High Impact Content
Slides
15
Marketing in 2024

16. Brand Positioning
The word PERCEPTION is critical beause customer experience is in the eye of the beholder.
Its not WHAT you do as a company or HOW your teams think about what they do
IT IS HOW YOUR CUSTOMERS
about what you do
definition:
Slides
16
how your business occupies a distinct place in the minds of your
customers i.e how your audience perceives you
and

17. Slides
17

18. Slides
18

19. Slides
19

20. Increased Competition:
The market is saturated with brands and businesses competing for consumers' attention.
Effective brand positioning helps you stand out in a crowded market by conveying your unique
value and differentiation.
Consumer Empowerment:
Consumers have more information and choices at their fingertips thanever before. They are
discerning and actively seek brands that align with their values and needs. Effective brand
positioning can resonate with these empowered consumers, leading to strongerconnections
and loyalty.
Evolving Customer Behaviour:
Changing customer preferences and behaviours, accelerated by technology, require brands to
adapt. A well-defined brand positioning helps you adjust your strategies and offerings to meet
the evolving needs of your targetaudience.
Digital Transparency:
In the digital age, information spreads rapidly. Consumers can easily research andcompare
brands. Astrong brand position built on trust, authenticity, and transparency is crucialfor
maintaining a positive online reputation.
Slides
20
Brand Positioning in 2024 is more important thanever....

21. Content Saturation:
Content marketing is acornerstone of digital marketing, but it has also led to content saturation.
Effective brand positioning helps you create content that truly resonates with your audience,
making your brand's voice more impactful.
Personalisation andAI:
Advances in personalisation and artificial intelligence allow for tailored marketing experiences.A
well-defined brand position enables you to craft personalised messages and offerings that
better engage customers.
Global and Local Relevance:
Brands often have a global reach, but they must remain relevant on a local level as well. Effective
brand positioning allows for localisation and customisation while maintaining a consistent
brand identity.
Crisis Management:
In the digital age, crises can emerge swiftly and spread rapidly. A strong brand position and
reputation can help mitigate the impact of such crises and even aid in recovery.
Slides
21
Brand Positioning in 2024 is more important thanever....

22. Slides
22

23. Brand Positioning and the CustomerExperience
Slides
23

24. BowtieMarketing Funnel
Slides
24

25. Bowtie marketing funnel
Slides
25

26. Brand consistency at every customer interaction
Builds Recognition and Trust
Creates a Strong Brand Identity
Enhances Professionalism
Delivers a Unified Experience
Boosts Customer Confidence
Differentiates from Competitors
Builds Emotional Connections
Simplifies Decision-
Making
Facilitates Return
Customers
Improves Customer
Satisfaction
Minimizes Confusion
Supports Long-Term
Relationships
Strengthens Word-of-
Mouth Aligns with
Brand Promise
Slides
26

27. Visual Identity -The vibrant colours, logo, and typography are recognisable whether you're
visiting their website, social media, or entering a physicalrestaurant.
Creative and Messaging - A consistent tone of voice and messaging style that resonates with
its target audience. Their witty and sometimes cheeky approach to communication is evident
in their marketing campaigns, menu descriptions, and social mediaposts.
Cultural Relevance - Nando's often taps into local culture, humour, and current events to
create campaigns that resonate with South African audiences. (adds authenticity)
Social Media - Nando's is active on Facebook, Twitter,and Instagram. Theirposts are
engaging, shareable, and aligned with their brandpersonality.
Innovative Marketing - Nando’s creates attention-grabbing marketing campaigns that
leverage humour and cultural insights. These campaigns generate buzz andkeep the brand
top-of-mind.
Restaurant Experience - From the restaurant ambiance to the menu design, Nando's provides
a consistent and memorable in-store experience that aligns with their brand identity.
Community Engagement - Nando's engages with local communities through initiatives like art
projects and supporting local talent, reinforcing their commitment to South Africanculture.
Consistency Across Outlets - Whether you're visiting a Nando's restaurant in Benoni or Durban,
you'll find aconsistent brand experience, menu offerings, and quality.
Let’s look at:
Slides 26

28. is the bridge that connects brands with
their audiences. It'snot just about selling products or services;
it's about creating meaningful narratives that resonate with
people's emotions and aspirations. Content has the power to
inspire, educate, and build lasting relationships. In today's
digital landscape, brands that invest in valuable, authentic,
and compelling content are the ones that capture hearts,
minds, and marketshare.
Cont
ent
Slides 28

29. Types and uses of content
Slides 29

30. Types and uses of content
Slides 30

31. Content is a Strategic Asset
Slides 31

32. Content is a Storytelling Tool
Slides 32

33. Content as an Educational Resource
Slides 33

34. Content used for Search Visibility
Slides 34

35. Content Adaptability
Repurposing content is a smart strategy to maximise the
value of your existing assets and reach a broader audience
Blog Posts Social Media
Infographics
Videos
Blog Posts
Blog Posts
Newsletter
Webinars
Podcasts
Social Media
Evergreen
content Slides 34

36. one-page-marketing-plan (OPMP)
Slides 35

37. one-page-marketing-plan (OPMP)
Entrepreneurs/ Marketers in
“City” (20 km radius)
Looking for help with
Digital Strategy and
Inspiration
What is a Digital Marketing
strategy?
Search, LinkedIn, friends
They are selling a p/s and
want to increase sales
Unlocking Digital Success,
One Strategy at a Time
Specific: Increase website traffic by 20% in
the next quarter through SEO and content
marketing.
Measurable: Generate 500 new leads per
month through targeted email campaigns
and SM advertising.
Achievable: Boost our social media
engagement rate by 15% over the next six
months by posting daily and responding to
comments promptly.
Relevant: Launch a new academy-focused
blog series to align with our upcoming
events and enhance customer knowledge
and interest.
Time-Bound: Achieve a 10% increase in
sales conversion rates within the next 2
months by implementing A/B testing on
our product pages.
P
Q
100% Quality
Affordable
Inspiring
Actionable
TDT ACADEMY: MASTERCLASSES
SEARCH: keyw ord R2000
Insta: Boost R1000
Email: Referral campaign. R500
Resources Downloads (web) R100
Keyword Research
Content Creation
On-Page SEO
Backlink Building: Regular
Blogging:
Monitor Analytics
Goal 1: Increase website traffic by 20%
•KPI 1: Website Traffic Increase: Measure
the percentage increase in website
visitors compared to the previous
quarter.
•KPI 2: Keyword Ranking: Track the
improvement in keyword rankings for
targeted terms.
Slides 36

38. technology
Slides 38
enabling the execution of strategicmarketing
initiatives and providing data-driven insights
that inform futurestrategy
“technology is only an enabler, whichcan
help achieve the intention of theperson
who is using it” Jane Chen

39. Digital Marketing Enabler
Catalyst for Growth
Efficiency Enhancer
Innovation Driver
Business Strategy Support
Customer Experience Enhancer
Data and Insights Provider
Communication Facilitator
RiskMitigator
Global Reach Enabler
Agility and Adaptability
technology plays several crucial roles withinbusinesses.
Slides 38

40. Tech as a Digital Enabler
Technology powers digital
marketing efforts by providing
platforms and tools for online
advertising, social media
management, email marketing, search
engine optimisation, and data
analytics.
It amplifies marketing reach
and engagement with
customers in the digital
Slides 38

41. Digital Marketing
Slides 39

42. Tech as a catalyst for Growth
scale business
operations
reach wider audiences
tap into new markets
Innovation
Brief:Grow
revenueusing
technology
ECOMMERCE
global reach
personalisation
direct to
in
cn
oo
nv
sa
utm
ioe
nr
customisation
Omnichannel
increase
revenue
Increase reach
Brand loyalty
Industry leader
Slides 40

43. Tech as an effeciency enhancer
STRATEGY
MARKETING
strategy
before technology
Misalignment with Business Goals
Limited Flexibility
Over-Reliance on Tools
Integration Challenges
Lackof Customer-Centricity
High Costs and Complexity
Riskof Being Reactive
Ineffective Marketing
Slow Adoption
Missed Opportunities Slides 41

44. Tech as an innovation driver
Slides 42

45. Tech enables customer experience
Slides 43

46. Tech gathers, processes and analyses data
Slides 44

47. Tech enables businesses to adapt
Netflix is the market
leader in the
streaming industry
Slides 45

48. Tech and the shifting skillset
coder creator
then now
Slides 46

49. summary
tech as a digital enabler
tech as a sales driver
tech as a catalyst for growth
tech as an efficiency enhancer
tech as an innovation driver
tech enables the customer experience
tech gathers, processes & analyses data
tech enables businesses to adapt
technology
Creativity is intelligence
having fun.
AL B E RT EI N STEI N

50. • Strategy is the Foundation: Strategy isthe compass that guides all your marketing effortsand
technology investments, ensuring they align with your businessobjectives.
• Adaptability is Vital: In the ever-changing digital landscape of 2024, adaptability is key.Your
strategy should be flexible, andtechnology should empower you to make timely adjustments.
• Customer-Centric Approach: Your strategy and marketing should be laser-focusedon
understanding and satisfying your customers' needs andpreferences.
• Data-Driven Decision-Making: Embrace technology for its role in providing valuable data insights
that inform your strategies andmarketing campaigns, enabling continuous improvement.
• Content is the Brand Glue: Create content that is entertaining, informational, and educational to
engage and nurture your audience effectively at all stages of the customer journey.
Key Takeaways

51. EMAIL
hello@ digitalteam. dev
WEB
www. digitalteam. dev
SOCIAL
@thedigitalteamglobal