- Week 16 -

Digital Marketing

Strategy

Digital Marketing | Digital Marketing Strategy | Case study

Digital Marketing“The use of Internet as

a medium for

marketing and

communication”- Asia

Digital Marketing

Association

“The practice of promoting products

and services using database-driven

online distribution channels to reach

consumers in a timely, relevant,

personal and cost-effective manner” -

Jared Reitzin, CEO - mobileStorm Inc.

Digital marketing’ describes the management and

execution of marketing using electronic media such

as the web, e-mail, interactive TV, wireless media in

conjunction with digital data about customers

characteristics and behavior. - Dave Chaffey,

Insights Director at ClickThrough Marketing

Digital Marketing is an umbrella term for the targeted, measurable, and interactive marketing of products/services

using digital technologies as platform to reach consumersDigital Media = Traditional Media + Measurable + Targetable + Optimize able + Addressable + Interactively + Relevancy + Viral able + Accountable

• Creat and nurture conversation

• Better ROI

• Faster and easier for optimization

• Online advertising

• Email marketing

• SEM - Search engine marketing

• SEO - Search Engine Optimization

• Online PR

• Mobile marketing

• Social Media

Why digital? Tools

Source:

• http://www.slideshare.net/curlylalala/digital-marketing-

strategy-101?v=qf1&b&from_search=12

• http://blog.chamxanh.com/2011/04/khai-niem-digital-

marketing.html

• http://www.brandsvietnam.com/congdong/topic/184-

Nhat-ky-hanh-trinh-Young-Marketers-%7C-Elite-

Development-Program-Buoi-11-Digital-Marketing

Digital Marketing Strategy

Digital marketing strategy is the oriented content plan towards where business wants

to end up from where it is now, ensuring that any digital marketing efforts can:

• Solve business issues

• Tailor to target audience

• Create behavioral changes

• Maximize return on investment

Strategy A plan that is intended to achieve a particular purpose

Processes S.O.S.T.A.C model

• Situation: Where are we now? (Business issues/opportunities…)

• Objective: Where do we want to be? (Business/marketing/communication goals…)

• Strategy: How do we get there? (Target audience, insight to come up with big

idea…)

• Tactics: How exactly do we get there? (Possible consumer journeys and

corresponding channels)

• Actions: The detail tactics who does what and when? (Specific activities on each

channel)

• Control: How do we monitor performance? (Evaluate each consumer

journey/channel to have suitable adjustments that ensures initial objective and

strategy

Source: http://www.slideshare.net/Cloudspotting/digital-marketing-strategy-guide-for-2014

Tipp-Ex - A Hunter Shoots a BearSituation: To coincide with the back-to-school period,

Tipp-ex, an European correction fluid company,

wants to promote online its whiteout Pocket Mouse

Objective: Boost sale – Spread the Tippexperience

Strategy:

• Target audience: European netizen who are pupils,

students and customers of Tipp-ex

• Insight: Digital platforms have boundaries for

users to fully experience. They want to break

down it, experience in more proactive way.

• Big idea: An interactive YouTube rich media

campaign for them to choose-their-own-story-

style video journey

Tactics and actions

• It starts with a video on YouTube featuring a hunter out in

the woods and suddenly facing a bear. At the end of the

video the viewer decides whether the hunter should shoot

the bear or not. Whatever the choice is, the hunter grabs

the Tipp-Ex Pocket Mouse from the banner next to the

video, whites out the word « shoots » and invites viewers

to choose the end of the story by writing their own verbs

directly in the title of the video. For each action, there’s a

video response.

• The new series of 46 films centre around the Hunter and

Bear celebrating their birthday party at different dates in

history. Visitors can change the date after deleting the

current date, 2012 (the end of the world), with a Tipp-Ex

Mini Pocket Mouse Correction Tape. Some of the

humorous films also offer interactive animations – there for

the finding.

• Fans of the Hunter & the Bear can also gather on a

dedicated Facebook page where the animations will be

translated in four languages.

Tipp-Ex - A Hunter Shoots a BearWithin 100 days:

• The Tipp-ex YouTube channel : +35.5 million views.

• Average brand exposure: 5 minutes.

• The tippexperience hit 217 countries around the world.

• Shared 380,000 times on social media with a virality

rate of 500%.

• 46 million views.

• Shares, likes and comments on Facebook: +1 million.

• Tweets: 220,000.

• 60,000 online articles.

International TV coverage.

• Tipp-ex sales: +30% vs 2009 between 2nd September and

15th October 2010 (Europe/volumes)

• On the European market, the purchasing intention has

doubled during the campaign, according to the Ipsos test.

Result

Source: https://thisisnotadvertising.wordpress.com/2011/07/01/tipp-ex-a-hunter-

shoots-a-bear/