"Build a Digital Marketing Strategy that Rocks"
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This document provides an overview of digital marketing and how to build an effective digital marketing strategy. It defines digital marketing as promoting brands through digital channels like websites, social media, emails and more. It discusses how digital media allows for customized messaging and analyzing big data to identify the best prospects. The document then outlines key digital marketing channels and provides quotes about the benefits of digital media. It introduces the SOSTAC model for developing a digital marketing plan including assessing the situation, setting objectives, determining strategy, tactics, action steps and control.
"Build a Digital Marketing Strategy that Rocks"
- 5. DIGITAL MARKETING IS The marketing of products or services using digital channels to reach consumers. The key objective is to promote brands through various forms of digital media. Financial Times, ft.com/lexicon
- 6. Digital media is the best thing to happen to marketing in recent times. Now messages can be customized for distinct groups and individuals. By analyzing Big Data, one can identify the best prospects and the appropriate messages to deliver. Steven Kotler, Marketing Professor
- 7. We have technology, finally, that for the first time in human history allows people to really maintain rich connections with much larger numbers of people. Pierre Omidyar, Founder, eBay
- 8. DIGITAL MARKETING CHANNELS include but are not limited to: 則р Search Engine Optimization (SEO) 則р Pay Per Click Marketing (PPC) 則р Email Marketing 則р Social Media Marketing (SMM) 則р Content Marketing 則р A鍖liate Marketing 則р Mobile Marketing 則р SMS 則р TV, Radio, digital billboards, etc.
- 9. DIGITAL MARKETING CHANNELS include but are not limited to: 則р Social Media Marketing (SMM)
- 10. BETTER MAKING GOOD GET BETTER
- 11. SOSTAC marketing planning model Situation where are we now? Objectives where do we want to be? Strategy how do we get there? Tactics how exactly do we get there? Action what is our plan? Control did we get there?
- 12. SITUATION Where are we now and what are our market advantages?
- 14. Set up SMART objectives: Speci鍖c, Measurable , Actionable, Reasonable, Timed OBJECTIVES What are the online and o鍖ine business objectives?
- 15. You are not marketing to your mother!
- 16. STRATEGY What is our segmentation, targeting and positioning strategy?
- 18. TACTICS How do we implement the strategy?
- 20. ACTION Who is going to do what and when?
- 22. Did we meet the objectives set up above? CONTROL
- 23. :)
- 24. Case Study: R/GAs Dear Mr. President campaign http://www.rga.com/work/dear-mr-president/
- 25. THANK YOU. Marianna Vardanyan Follow @mashock