Assignment 17.1 – DIGITAL MARKETING STRATEGIES

Hồng Ngọc – Hương Giang

DIGITAL MARKETING STRATEGY DEFINITION

Why digital marketing strategy important?

Digital marketing strategy is a planning process to accomplish marketing goal heavily using digital technology to reach consumer. Primitive

objective is to promote brands through various forms of digital media

How digital marketing strategy works?

Plan Reach Act Convert Engage

Create digital

marketing

strategies

Grow audience

online

Encourage brand

interactions and

leads

Increase sales

through

optimization

Build

customer

loyalty and

advocacy

METHOD TO USE

- SEARCH

- Display Advertising

- Social media/Viral/Gaming

- Email marketing

- Affiliate marketing

- Online PR

- Mobile

Acts as an important moment of

truth when consumers search for

information

What digital marketing strategy is?

Allows brand to interact and engage

with consumer in both way via its

channels

DOs AND DON’Ts IN DIGITAL MARKETING STRATEGY

DOs DON’Ts

Focus on objective

Simplify the content and make it relevant

Interaction to target audiences

Combine multiple media types

Consistent

Make it searchable

Open to the innovation

Find measuring tools

Don’t know where you belong

Don’t set goals

Irrelevant to target audiences

No interaction

Forget not everyone works in your industry

Don’t invest in tools

Try to do it all

Don’t measure up

Communication breakdown

HOW TO BUILD A DIGITAL MARKETING STRATEGY?

Situation Analysis

Objective Strategy Tactics Actions Control

WHERE ARE

WE NOW? WHERE DO WE

WANT TO BE?

HOW TO GET

THERE? HOW EXACTLY

TO GET

THERE?

THE DETAILS

OF TACTIC?

HOW DO WE

MONITOR

PERFORMANCE?

- Market

place

analysis

- Audience

Customer

Analysis

- Competitor

Analysis,

- Online

Partner

Analysis,

- SWOT

- Where do

we want to

go?

- Goal and

evaluation,

KPI setting

- How can we

reach goal?

- Segmentation

& Targeting

=>. Brand

positioning &

proposition=>

Engagement

and content

strategies =>

Integrated

communicatio

n strategy

- Which digital

activities do

we want to

optimize?

- Segmentation

& Targeting

=> Brand

positioning &

proposition

=> Engagement

and content

strategies

=> Integrated

communication

strategy

- Who does

what and

when? Use

internal

resource or

external one?

- Based on

objectives

- User experience

review

- Report

EXAMPLE

TIPP – EX CAMPAIGN 2010

A HUNTER SHOOT A BEAR

ANALYSIS

Tipp-Ex is a brand of correction fluid and other related products that is popular throughout Europe. However, before the

campaign, Tipp-Ex were at 100 + mentions per day even though it is a trademark for correction products

Moreover, in spite of a leader in correction category, Tipp-Ex’s sale dropped dramatically

CHALLENGE: promote online Tipp-ex ‘ whiteout Pocket mouse

EXAMPLE

OBJECTIVES:

To tell the story of how the new product is used and to be on top of customers’

shopping lists; to raise short-term brand awareness and to go Europe-wide

STRATEGY:

- Target audience: Students under 20 and officers, who are familiar with social

media and Internet, and spend lots of time on internet and like funny and cool

stuffs, the interactive campaign create for them a choose-your-own-story-style

video journey on YouTube

- Propositioning at that time: White and rewrite

Build a consumer relationship with the product through a unique digital

experience

A GROUNDBREAKING INTERACTIVE USE OF YOUTUBE

WITH UNLIMITED POSSIBILITIES

EXAMPLE

TACTICS:

- Exemplify the use of whiteout product directly and for the first time on the

Youtube.

After erasing the title of the video, he is featured in with the whiteout product,

a hunter engages viewers to rewrite new title. Each written verb gets a video

response so possibilities are infinite for the viewers

ACTION:

- Use Youtube as a main tool to communicate

- Other channels: blogs, e-mails, Twitter, Facebook, discussion forums

CONTROL

- Youtube: 46+ million views

- Facebook share: +1 million shares

- Earned media: 3.2 million euro

- Sales (Sep => Oct): +30%