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DESIGN OF DIGITAL & SOCIAL MEDIA STRATEGY - A PRACTITIONER'S APPROACH
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A playground for the Marketing Technologists!
The evolution of Digital Marketing
Is this Marketing or Technology?
The birth of Marketing Technologist / Digital Strategist!
Digital Media Options – Owned, Earned, Paid / Where do we start?
There is NO standard approach to Digital Strategy!
The three dimensional approach to building a “Digital Campaign Strategy”
Multi-channel Performance Analysis & Media spend optimization
LET’S GET STARTED!
Banner
Widgets
Video
Mobile
Paid Search
Organic Search
Social
CONVERT
ASSIST
INFORM ENTERTAIN
Games
CONNECT
IP TV
Website
Website Banner Search
It used to be simple for digital marketers. If you don’t spend on search there was only one alternative
But…the landscape is fairly complex now!
Credit: MSA
The CMO or the CIO…
Cookie is a Biscuit!
Java is great Coffee! Viral is a thing to defend against! Maslow’s Hierarchy is Greek to me!
The birth of the analytical marketer whose objective is to demonstrate ROI, improve marketing processes and operational efficiencies, combining traditional marketing skills with technology and quantitative analysis.
The birth of the marketing technologist who understands the consumers touch-point universe,
integrated measurement, content distribution & multi-channel ad serving in the context of branding
and communication
Credit: MSA
Let’s get a bit more granular!
Credit: IDM
AWARENESS
CONSIDERATION
PREFERENCE
CONVERT/PURCHASE
Engage: Find the converted customers and engage them actively with to generate Loyalty and Advocacy
LOYALTY
Act: Find users who are highly engaged and ‘in-market’ actively looking for your product. Target users who have frequented a your home page and/or product pages etc.
Sharply Target: Find specific users who have target audience attributes and deliver specific messages
Broad Reach: Find broad audiences who are likely to be receptive to brand messaging
Convert: This can happen on site or offline but should be tracked.
Search Social Display Blogs:
Social Media (Referrals) Email (Offers, Special Privileges)
Search Display Retargeting:
Website Email offers, incentives Mobile Coupons:
Search Targeted Display
With targeting, you reach more qualified groups across a massive online audience.
• Content targeting narrows the audience to a group with a common interest. Use sites in certain categories or Keyword based content targeting.
• Profile targeting allows you to focus on a specific attribute of your audience, such as demographics (e.g., men in their 40, married with children) or geographic location (e.g., residents of Hyderabad)
• Behavioral targeting helps you attract users in a specific state of mind by identifying their online behavior, enabling you to deliver the right message to a highly qualified audience
Sharpness of targeting has to increases as we move down the conversion funnel
ONLINE AUDIENCE
CONTENT
PROFILE
BEHAVIORAL
CONSIDERATION PREFERENCE
Passive Interactive Pro-Active
LEVEL OF TARGETING
High
Low
Drive a Sale
AUDIENCE RELATIONSHIP WITH AD
Drive Traffic
Drive Awareness
PURPOSE
• SEM • Coupons • Re-Targeting
• Broad Display • Social Apps • Video Viral
Customer Scenarios
• Airline Ticket
• New Car
• FMCG Product
• Social Recommendations • Experiential Videos • Vertical Searches • Car Comparison sites
Credit: MSA
1. Setup tracking codes for Google Analytics (GA)
2. Set-up good Lead Capturing Nurturing and Measurement System
3. Assess response rates = CTR Conversion to lead Conversion to sale
4. Assess cost effectiveness = CPC CPA ROI LTV
5. Go beyond last-click to weighted attribution & multichannel assists in GA
6. Measure Branding effects = Awareness, Interest, Desire, Action (on or offline)
7. Iterate on the Media Mix spends based on ROI of respective channels
