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Digital Marketing

An introduction toDigital Marketing, some key terms and concepts around strategy and a guide to developing a digital marketingplan.

What’s inside Introduction

A strategy indicates the most advantageous direction for an organisation to take over a defined period of time. It also outlines which tactics and means should be used to execute this direction. Originating as a military term, strategy is about using your strengths, as well as the context in which you are operating, to your advantage.

In marketing, strategy starts with understanding what the business wants to achieve, or what problem it wants to solve. It then considers the context in which the business and its competitors operates, and outlines key ways in which the business and brand can gain advantage and add value.

What will you learn:

1. How to define digital strategy?

2. The key building block concepts thatare essential to any strategy

3. The questions that need to be askedwhen assembling a digital marketingstrategy

•The characteristic of commerce in agricultural age was low scale and low speed

•Total cost = Variable cost (Zero fixed cost)

•There was ample land available thus fixed cost was basically zero

•Any one who had land, had an advantage

•Object of commerce was to maximize land usage and labour usage

•This age is characterized by high scale and high speed

•Total cost = fixed cost (There is no variable cost)

•One needs scale and one needs speed in this age

•Why do we say there are no variable cost ? Look the following example.

If a company wants to make say a computer software, the cost of making the first copy of the software is say $500million. But once the software is made, the cost of replicating the software is Zero. Thus there are only fixed costs and no variable cost. The cost of doing something once is enormous, the cost of replicating it is very low, which is why companies can afford give software for free…since the object of digital age is to maximize cash flow and not profit

•The object of commerce here is to maximize cash flows

•The characteristic of this era was high scale but low speed

• Total cost =Fixed cost + Variable Cost

• Having scale was an advantage

•The object of commerce was to maximize profit

Understand The Marketing Age

Agricultural Age

Traditional media is time-bound and location-bound

Digital media is time-agnostic and location-agnostic

Digital media is :Anytime / Anywhere / Anyhow media

Industrial Age

Digital Age

The Characteristics of Digital Marketing

•The fundamental shift which we never realised till social media was that marketers always focused on the buyer rather than the user.

•In the social media environment, the user is more important than or equally important to the buyer. Especially in industries like restaurants, airline and banking.

•The time gap between knowing what consumers want versus what they do and say has collapsed. All marketing laws were organised around location or time.

•Today, people are becoming time and location agnostic. They now work at home and shop at work.

A consumer who has both TV and the internet may watch TV for 2 hours a day and use the internet for 1 hour a day.

The difference: TV is being watched but the internet is used. Hence the consumer’s level(s) and quality of engagement

will be completely different.

THE APPROACH : TCEO ModelUnderstand the difference in Branding (Traditional vs Digital)

THINK

is the starting point in our approach. It is

tasked with developing strategic plans for the digital

world. Like traditional communications

planning, it includes topics such as

consumer insights, research, concept

development, budget allocation and channel

planning.

CREATE

brings concepts to life by executing

campaigns and shaping platforms.

It covers all aspects of creating web assets, from web design and

development to conceptual

copywriting, the creation of social

media assets, mobile development,

engineering business systems and social media integration.

ENGAGE

is responsible for driving traffic and

building relationships.Media buying and planning, search

engine optimisation, email marketing, social media and

campaign management are some of the key activities here.

OPTIMISE

is about continuous improvement. It

delivers insight and lessons through

analytics, data mining, conversion

optimisation and testing. Optimise is

relevant at each stage of the process.

THINKwe research, plan and strategise for brands and campaigns.

CREATEwe build beautiful, highly functional assets and content for those brands and campaigns

ENGAGEwe use the power of the connected web to drive traffic to those assets and leverage the availabe channels to build strong customer relationships

OPTIMISEwe relentlessly use data and analysis to improve all our marketing efforts

Traditional Marketing

INTERACTIVE

PASSIVE

NETWORK EFFECT

(many-to-many)

MASS COMMUNICATION

(one-to-many)

Digital Marketing

OPTIMISE

THINK

CREATEENGAGE

AirAsia Flight Attendant Dancing to Toxic Britney Spears

(Have You Seen?)

Crafting a digital marketing strategy

The Focus

Your Marketing Channel & AgenciesYou

See

Think

Do

Care You & Them

Content / Engagement

Startegy

Marketing

Startegy

Measurement

Startegy

Objective need to be SMART

SPECIFICthe objective must be clear and detailed, rather tahn vague and general.

MEASURABLEthe objective must be measurable so that you can gauge wheather you are attaining the desired outcome.

ATTAINABLEthe objective must be something that is possible for your brand to achieve, based on available resources.

REALISTICthe objective must also be sensible and based on data and trends; don’t exaggerate or overesti-mate what can be achieved.

TIME-BOUNDfinally, the objective must be linked to a specific timeframe.

Here is an example

SMART OBJECTIVE•Increase sales through the eCommerce platform by 10% within the next six months.

TACTICS• Search advertising• Facebook brandpage

KPIs PER TACTICS•Search advertising - number of search referrals, cost per click on the ads•Facebook brand page - number of comments and shares on campaign-specific posts

TARGETS PER TACTIS•Search advertising - 1000 search referrals after the first time month, with a 10% month-on-month increase after that•Facebook brand page - 50 comments and 10 shares on campaign-specific posts per week

Context

1 2 3 4

Objectives Tactics & Evaluation

Value Exchange