Digital Strategy | Sergios Dimitriadis | AUEB
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Digital Strategy | Sergios Dimitriadis | AUEB
- 1. 虜留旅隆竜旅虜 粒留亮亮留 率侶旅留虜 亮略虜竜旅僚粒虜 & 虜凌旅僚僚旅虜略 隆溜虜留 裡留侶粒旅虜流 亮略虜竜旅僚粒虜 凌 侶旅留虜 竜旅硫略了了凌僚 ________________________________ 裡劉粒旅凌 侶亮侶旅略隆侶
- 2. 略虜竜旅僚粒虜 侶僚 侶旅留虜流 竜凌流 留粒凌略 亮凌 凌旅留 留粒凌略 亮凌; 竜留旅竜溜留 僚留粒僚旅劉 竜了略竜 裡僚竜粒略竜 凌亮侶慮竜劉 旅虜凌僚凌亮旅虜, 虜凌旅僚僚旅虜, 隆侶亮凌粒留旅虜, 竜僚凌了凌粒旅虜, 慮竜亮旅虜 竜旅硫略了了凌僚 粒凌略 (凌旅虜凌侶亮留, ecosystem)=
- 3. 凌隆旅凌旅亮 侶 留粒凌略, the business I am in
- 4. 凌隆旅凌旅亮 侶 留粒凌略, the business I am in
- 5. 僚略了侶 留凌留 虜留略留侶 僚略了侶 留粒凌略 ⇔砧士栽旅虜侶留 ⇔盈熟留粒僚旅亮 ∀竜了略竜 ∀竜僚凌了凌粒溜留 ⇔確砧塾肯栽竜凌 竜旅硫略了了凌僚 裡凌旅 裡留侶粒旅虜流 (& 竜侶-凌凌慮劉侶侶) 僚劉粒竜旅竜 亮略虜竜旅僚粒虜 劉留 / 凌旅 留留虜凌了凌慮侶侶 劉了竜粒凌 Plan B ∀了流竜旅, 凌僚留 ⇔刃粒略僚侶, 隆旅留隆旅虜留溜竜 ⇔砧塾粒竜旅竜 亮略虜竜旅僚粒虜 ∀凌旅 僚略了侶 竜留旅竜溜留 略竜旅 凌硫了劉竜旅 SWOT 裡留侶粒旅虜 竜隆旅留亮 亮略虜竜旅僚粒虜
- 6. 僚略了侶 留粒凌略 虜留旅溜竜 / 虜溜僚隆僚凌旅 ⇔確砧塾肯栽竜竜 略竜旅 ⇔捨粒竜慮凌, 慮亮 留僚略両侶 ∀竜旅慮ﾏ旅留 虜劉隆凌 ∀僚慮流虜竜 留僚留粒僚旅亮凌 ∀凌旅凌旅虜略 留留虜侶旅旅虜略, 亮侶亮留凌凌溜侶侶 裡留侶粒旅虜 竜隆旅留亮 亮略虜竜旅僚粒虜 旅竜溜侶侶 隆僚留略/留隆僚留留 侶亮竜溜留 ⇔故侶 侶僚 留粒凌略 ∀了流竜旅, 凌僚留 ⇔刃粒略僚侶, 隆旅留隆旅虜留溜竜 ⇔砧塾粒竜旅竜 亮略虜竜旅僚粒虜 ∀凌旅, 旅虜留僚侶竜
- 7. 僚侶旅虜流 留粒凌略 旅留慮劉旅亮侶 裡凌竜亮劉僚侶 (亮侶亮留凌凌溜侶侶) 裡侶亮竜旅僚流 竜溜隆旅凌 留粒凌略 凌凌旅虜流 竜虜溜亮侶侶 侶 龍流侶侶 & 僚 了流竜僚 粒旅留 劉僚留 僚劉凌 app? 粒旅留 劉僚留 e-shop? 竜 留旅慮亮 竜了留ﾎ, 了流竜旅, 亮竜溜隆旅凌 留粒凌略, 竜 粒虜凌 虜留旅 留両溜留
- 8. 僚侶旅虜凌溜: 僚凌了凌 了侶慮亮凌 侶 龍ﾎ塾 竜亮硫劉了竜旅留 旅留慮劉旅亮凌旅 : 劉凌僚 硫留侶 流/虜留旅 凌留留旅凌亮竜僚竜 凌凌慮劉竜旅 裡凌竜亮劉僚凌旅 / 竜旅慮亮侶凌溜: 留凌溜 凌 凌凌溜凌 凌竜竜旅 侶 竜留旅竜溜留 裡侶亮竜旅僚凌溜 : 留粒凌略龍凌僚 流隆侶 凌 凌僚 / 侶竜溜留 竜溜隆旅凌 留粒凌略 : 留粒凌略龍凌僚 凌 凌僚 侶 竜留旅竜溜留 凌凌 隆旅竜溜隆侶 (%): 侶亮竜旅僚凌溜 隆僚侶旅虜凌溜 凌凌旅虜流 竜虜溜亮侶侶 侶 龍流侶侶 & 僚 了流竜僚
- 10. 凌凌旅虜流 竜虜溜亮侶侶 侶 龍流侶侶 & 僚 了流竜僚
- 11. 裡凌旅 竜虜留亮劉僚凌旅 竜 : 捨了流竜旅 (粒虜凌, 留両溜留) 捨竜溜隆旅凌 留粒凌略 捨僚略両侶 捨竜隆凌凌溜留 裡凌旅 : 捨虜旅硫竜溜, 亮竜流旅亮凌旅 捨［砧盈士肱旅虜凌溜 捨Ｏ亮僚侶亮劉僚凌旅 裡凌旅
- 12. 里竜了旅虜凌溜 虜留旅 竜僚隆旅略亮竜凌旅 凌旅 亮略虜竜旅僚粒虜 裡凌旅, KPIs, metrics
- 13. Desiring, searching deciding buying receiving using talking about Create awareness Trigger interest Sell, convert Trigger re-purchase Deliver Support, care Trigger WoM Final goal Path to conversion: Step-by-step goals next buying cycle 里竜了旅虜凌溜 虜留旅 竜僚隆旅略亮竜凌旅 凌旅 亮略虜竜旅僚粒虜 裡凌旅, KPIs, metrics brand specific product specific audience specific
- 14. Desiring, searching deciding buying receiving using talking about Create awareness Trigger interest Sell, convert Trigger re-purchase Deliver Support, care Trigger WoM next buying cycle From marketing goals to specific KPIs 裡凌旅, KPIs, metrics stepwise goals action specific goals time contest event app contest goals: get e-mails, get reviews, get user generated content, etc
- 15. Impressions Reach Frequency Clicks Click-through-rate (CTR) Cost per click (CPC) Cost per mille (CPM) Cost 流 Spent Conversions Conversion rate Cost per conversion Cost per action From marketing goals to specific KPIs 裡凌旅, KPIs, metrics
- 16. 留慮留略 劉凌隆留 里 = 旅慮亮 竜了留ﾎ 了流竜旅 留僚略 竜了略侶 凌 了流竜僚 留僚略 竜了略侶 竜僚旅虜略 両凌隆留 亮略虜竜旅僚粒虜 律 - - 了流竜旅 - 両凌隆留 亮略虜竜旅僚粒虜 & 了流竜僚 留略虜侶侶 僚劉僚 (亮侶) 竜了留ﾎ 留略虜侶侶 竜了留ﾎ 僚 留僚留粒僚旅ﾎ 旅留流侶侶 竜了留ﾎ 裡僚侶留, 凌侶留, 亮竜溜隆旅凌 竜了略侶 凌竜了竜亮留旅虜侶留 了流竜僚 凌竜了竜亮留旅虜侶留 亮略虜竜旅僚粒虜 留慮留略 劉凌隆留 里 = 裡留侶粒旅虜劉 亮略虜竜旅僚粒虜
- 17. 凌略竜旅 凌旅留 侶旅留虜略 亮劉留 凌旅竜 粒虜竜虜旅亮劉僚竜 竜僚劉粒竜旅竜 粒旅留 凌旅凌 虜凌旅僚 粒旅留 凌旅凌 凌僚, 亮竜 凌旅凌 凌 亮竜 凌旅凌 凌 (僚凌, 略僚慮凌旅, budget) 僚隆留旅虜略 僚竜粒旅虜略 亮竜留両 凌 亮竜 off-line 竜僚劉粒竜旅竜 裡留侶粒旅虜 竜隆旅留亮 亮略虜竜旅僚粒虜
- 18. 3rd party web sites (display) Search Social media Direct Choice of sites GDN Google Display Network Affiliate networks Google adwords Key media & tools overview Program- matic SEO Mobile (search, display, in-app) Web site, blogs e-mailing 僚劉粒竜旅竜 侶旅留虜凌 亮略虜竜旅僚粒虜 media - mix
- 19. 3rd party web sites (display) Search Social media Direct Choice of sites GDN Google Display Network Affiliate networks Google adwords 硫留旅虜流 束竜粒留了竜旅凌慮流虜侶損 SEO Mobile Web site, blogs e-mailing 凌略竜旅 竜了略竜 亮凌, 竜旅虜劉竜, 僚劉凌旅 竜了略竜, 僚竜粒略竜 竜僚竜粒凌溜 竜了略竜 亮凌, 留僚竜僚竜粒凌溜 竜了略竜 亮凌, leads, 僚劉凌旅 竜了略竜 newsletters 溜僚, 僚竜粒略竜 留凌溜 凌 略僚凌僚留凌溜 凌 略僚凌僚 了流竜旅 竜 了凌, leads 留凌溜 凌 隆竜僚 略僚凌僚 留凌溜 凌 隆竜僚 略僚凌僚 竜了略竜, 隆僚侶旅虜凌溜 竜了略竜, 竜 虜凌旅僚, 竜両竜旅隆旅-虜竜亮劉僚留 虜凌旅僚略 裡留侶粒旅虜 竜隆旅留亮 亮略虜竜旅僚粒虜
- 20. 留留虜凌了凌慮侶侶 - 留両旅凌了粒侶侶 留凌竜了竜亮略僚 Data, metrics, KPIs 凌 竜旅竜留 凌 虜留了竜留; 略 凌 竜旅略龍凌亮留旅, 留略 凌 亮凌 僚留 留僚留了
- 21. 虜留旅隆竜旅虜 粒留亮亮留 率侶旅留虜 亮略虜竜旅僚粒虜 & 虜凌旅僚僚旅虜略 隆溜虜留 www.digima.gr Follow us Facebook | Instagram | YouTube | LinkedIn | 際際滷Share