ASSIGNMENT 14. 1 – DIGITAL MARKETING STRATEGY

Kim Hà – Mai Bằng

What is Digital Marketing Strategy

Requires who, what, where, when & how

A marketing objective has to be measureable

& actionable

A digital marketing strategy is a plan to accomplish something with the benefit of digital tools

Today, digital is a participatory layer of all media that allows users

to self – select their own experiences, and afforts marketers

the ability to bridge media, gain feedback, iterate their message,

and collect relationships.

Simply we can think

A Plan Accomplish Something Benefit of digital tools

SO To sum up, A digital marketing strategy is:

A digital marketing strategy is the who, what, when and where of listening andresponding to consumers, bridging brand experiences, iterating offerings, and collecting and activating consumer relationships in order to accomplish an actionable and measureable marketing objective

Steps to Build Digital Marketing Strategy

When it comes to developing business relationships digitally there are four critical strategies to consider

Define Marketing Objective

Background/ Context/ Challenge defining

Define digital campaign Objective

Define Target audience

Finding insights relevant with digital context

From insight plus brand role to strategic approach

Generate Digital Campaign Big Idea/Strategy

Then we

STEPS TO BUILD DIGITAL MARKETING STRATEGIES

STEP 1: DEFINE MARKETING OBJECTIVE AND CONTEXT ANALYSIS EXAMPLE

Problem: The number of the accidents and dead of the youth near by the Metro is raising as a result of their careless and consciousness. The common media messages seem useless.

Marketing Objective: Change the mindset of the youth to reduce 10% accident rate involving trains in the key areas within 1 year

DUMP WAYS

TO DIE

STEP 2: DEFINE DIGITAL CAMPAIGN OBJECTIVE AND UNDERSTAND TARGET CONSUMER

About Target AudienceWho are they?

What are their common behavior?What attract them most or what their faith?

What are they searching for?About Digital Trend

YOU MUST ANSWER THESE QUESTIONTARGET AUDIENCE

YOUTH: 12-20 years oldLIVE IN KEY CITY

DIGITAL OBJECTIVE:Create the platform on digital (youtube, facebook) For youth to change their mind & behavior

Once you know your position in the market, the next steps is to answer question around your audience and their digital habits:

STEP 3: FINDING INSIGHTS RELEVANT WITH DIGITAL CONTEXT

About Target AudienceWho are they?

What are their common behavior?What attract them most or what their faith?

What are they searching for?About Digital Trend

Key Finding: - Young people do not like being told how to behave - tell

them to do one job that improper access, most likely they will do the opposite.

- In media, they feel interested in what their can turn it into their own version.

- Young like to entertain and have short attention spanTrend:- Youtube and Game is the two best platform for viral.- “Simple is the best” and “Visualize the message” are

the key findings for how to transmit the message.

YOU MUST ANSWER THESE QUESTION

DUMP WAYS

TO DIE

STEP 4: FROM INSIGHT PLUS BRAND ROLE TO STRATEGIC APPROACH

What is compelling social experience we want consumer to join ?

Instead of using the traditional way of shocking to convey the dangers of not ensuring rail safety, Metro train choose to approach young people with the visual and simple message and full of entertainment media to convince them to voluntary participate in the campaign

STEP 5: GENERATE DIGITAL CAMPAIGN BIG IDEA/STRATEGY

• Metro train offer the series of innovatively stupid ways to die that make the youth laugh and end with the most stupid way in accidents related to the subway.

• In the campaign, McCann Melbourne used many cute characters which can bring the enjoyment for the TA.

The most attention of this campaign is

the Big idea:

Many ways to die is express by different cute

animated characters

Idea on digital must be answer the question:How can I use different form of advertising to extend the reach?