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BDMM 4336
Digital Strategy
Class 4
Fall 2011
@AndreaGenevieve
Digital Marketing Strategy
Plan for a beginning, middle and end.
A strategy is a formal PLAN
BDMM 4336
Digital Strategy
Class 4
Fall 2011
@AndreaGenevieve
Before you start..
Ask the following:
• Who is my audience?
Do they use technology?
• What are my products?
Will they benefit from tech?
• What other marketing channels will
I use?
• What is my budget and timeline?
BDMM 4336
Digital Strategy
Class 4
Fall 2011
@AndreaGenevieve
Lay A Foundation
• Know your business
• Know the competition
• Know your customers
• Know what you want to achieve
• Know your current portfolio
• Know how much time and resources
you have
BDMM 4336
Digital Strategy
Class 4
Fall 2011
@AndreaGenevieve
Online Consumers
Consumer 2.0 is involved.
They customize the web.
Consumers will always require
attention.
You job will be to dialogue dance
through sales funnel.
BDMM 4336
Digital Strategy
Class 4
Fall 2011
@AndreaGenevieve
Consumer Traits
Techy, Search Savy, Controlling, Picky, Impatient, Vocal
BDMM 4336
Digital Strategy
Class 4
Fall 2011
@AndreaGenevieve
Types of Consumers
Loyal: Represent no more than 20%
Discount: Decisions made based on
markdown
Impulse: No particular item in mind,
purchased is on a whim
Need-based: Specific intention to buy
Wandering: No specific need, looking
for an experience or community
BDMM 4336
Digital Strategy
Class 4
Fall 2011
@AndreaGenevieve
4 New Consumer Types
• Steadfast Frugalists
• Involuntary Penny-Pinchers
• Pragmatic Spenders
• Apathetic Materialists
PR Newsire Article
BDMM 4336
Digital Strategy
Class 4
Fall 2011
@AndreaGenevieve
4 P’s of Marketing
PRODUCT
PLACE
PRICE
PROMOTION
BDMM 4336
Digital Strategy
Class 4
Fall 2011
@AndreaGenevieve
4 P’s of Marketing
PROMOTION:
1.Web
2. SEO
3. PPC and Search
4. Affiliate
5. PR
6. Social Media
7. Email Marketing
8. CRM
BDMM 4336
Digital Strategy
Class 4
Fall 2011
@AndreaGenevieve
Know Your Goals
S.M.A.R.T
Specific
Measurable
Attainable
Relevant
Timely
