"Build a Digital Marketing Strategy that Rocks"

BUILD DIGITAL

MARKETING STRATEGY

THAT ROCKS Marianna Vardanyan

BUILD DIGITAL

MARKETING STRATEGY

THAT ROCKS Marianna Vardanyan

BUILD DIGITAL

MARKETING STRATEGY

THAT ROCKS Marianna Vardanyan

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

“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  

“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

DIGITAL MARKETING CHANNELS include but are not limited to:

§  Search Engine Optimization (SEO)

§  Pay Per Click Marketing (PPC)

§  Email Marketing

§  Social Media Marketing (SMM)

§  Content Marketing

§  Affiliate Marketing

§  Mobile Marketing

§  SMS

§  TV, Radio, digital billboards, etc.

DIGITAL MARKETING CHANNELS include but are not limited to:

§  Social Media Marketing (SMM)

BETTER  

MAKING GOOD GET BETTER

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?

SITUATION

Where are we now and what are our market advantages?

Set up SMART objectives: Specific, Measurable , Actionable, Reasonable, Timed

OBJECTIVES

What are the online and offline business objectives?

You are not marketing to your mother!

STRATEGY

What is our segmentation, targeting and positioning strategy?

TACTICS

How do we implement the strategy?

ACTION

Who is going to do what and when?

Did we meet the objectives set up above?

CONTROL

:)

Case Study: R/GA’s “Dear Mr. President” campaign http://www.rga.com/work/dear-mr-president/

THANK YOU.

Marianna Vardanyan

Follow @mashock