What is a Digital Strategy?

Digital Acronym Library• SMS – Short Message Service– Texting – named for the limit of characters

• SNS – Simple Notification Service– Pushing a message to your mobile device to all the

subscribers (Android, Apple, Verizon, etc.)• CRM – Customer Relationship Management– Managing your company’s interactions with present and

potential customers• RFID – Radio Frequency Identification– Transmits the identify of a person or thing through radio

waves– Example: Microchip, bar codes

Digital Acronym Library• SEO – Search Engine Optimization– Getting keywords to appear at the top of the

Google Search• SEM – Search Engine Marketing or Paid Search

Marketing– Such as Google AdWords – places your search

terms at the top of the list, regardless of anyone else’s SEO

• PPC – Pay Per Click– Way to charge a search client for every time

someone clicks on their search result

Digital Acronym Library• CPC – Cost per click– Amount charged for each time someone clicks on

your search result• CPM – Cost per thousand impressions– Some agencies charge for each thousand or part

thereof• BI – Business Intelligence– Multiple software applications that parse data so

you can analyze the business• GPS – Global Positioning System– Software that identifies precise geographic location

Digital Acronym Library• API – Application Program Interface– Routines, protocols and tools for building software

applications that link together– Example: Twitter offers two APIs. • The REST API allows developers to access core Twitter

data • The Search API provides methods for developers to

interact with Twitter Search and trends data• Result: Predict early areas of interest for consumers,

and create an alert system to message them when their interest becomes available– i.e. – Comic Con tickets

Your Task

• Describe a demographic• Match them to a product• Identify a retailer they would interact with

where they could buy the product• Choose one strategy from the acronym list• Explain how the retailer will reach the consumer• Explain why this is the best method

More Digital Strategies

• Crowdsourcing– Groupon, Miku– http://www.crypton.co.jp/miku_eng– http://mikuexpo.com/

• Customer Communities– Yelp

• Microsites– Offshoot from the traditional webpage for a specific

event or promotion• Burger King’s “Subservient Chicken”

Your Task

• Find a microsite – evaluate it, then:• Conceive a microsite for a particular company

or product• Create the landing page– It should have audio, video, links, sharing

opportunities, and a contest– It won’t be real, but make it look real– Use Publisher as it will be more accepting of your

larger graphic images– Be sure that it matches the customer demographic

Microsite Examples

• https://twitter.com/ItsFlo?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor

• http://www.ncaa.com/final-four/final-four-friday/overview

• https://www.facebook.com/thegeicogecko• http://www.elfyourself.com/• http://vanswarpedtour.com/• http://

www.myinspirasian.com/html/english/index.html