360 degree digital marketing strategy - ebriks infotech

Developing a 360°Digital Strategy

About Me

Inconvenient Truths

It is no longer acceptable for a brand to wait for the audience to visit

Brands must actively communicate to prosper

Positive engagement

snowballs,arrogance

creates stagnancy

Lazy marketing…

…Ain’t nobody got time for that!

What is strategy?

Strategy is a plan for obtaining a goal based on the information at

hand

Goals need to be S.M.A.R.T.

Specific

SMeasurable

MActionable

ARealistic

RTimely

T

Strategy is a plan for obtaining a goal based on the information at

hand

Information at hand are the pieces of information related to the goal

that help inform the strategy

Information is gained by

Failing

Analyzing Data

Participating

Observing

Taking Courses

Reading

Interviewing

Doing

For Example…

Sample Strategy

Goal

Get 100 alumni to buy tickets for the charity dinner at the end of the month.

Insight

Alumni association is hosting a networking event next week and also has access to 1000+ members across social media.

Strategy

Sponsor alumni networking event and include regular messaging via social media as part of deal.

Four Core Stages to Building And Running A Digital Strategy

Planning

CreationActualisation

Evaluation

Planning

Audience (broken down

into key sgements)

Initial aims and expected returns

Brand background,

present positioning and

perception

Audience locations and value of each

audience segment against

initial aims

Creation

Planning campaign elements based upon previous

analysis

Creating key performance indicators per channel and estimating

expected return per channel

Design and build of campaign elements / channels

Planning and establishing actualisation

routes, communication

flows and expectations

Actualisation

Building the engagement

timeline

Engagement w/ audience through the engagement

loop

Sampling progress through a campaign and optimising the

campaign message

Recording information

through each campaign step for evaluation

Evaluation

Evaluating KPIs and

achievements

Reviewing engagement

and unexpected longer term

benefits

Taking lessons on board to

build stronger future

campaigns

Scoring the strategy and the benefits it has

given

Digital strategy means something that will change my bottom line in 3-6 months.

Shiv Singh, PepsiCo

This is Social Media

Content Calendar

Cloud Computing

Project Management Suite

Inventory

Playbook

Channel Mix

Social Policy

Stay Abreast of Industry Trends

Measuring Social Media

REACH

• Visits/Views

• Followers/Fans

ENGAGEMENT

• Likes/Retweets

• Comments

ACTION

• Downloads

• Sign-Ups

Review

• No excuse for not developing digital strategy

• Strategy: A plan for obtaining a goal based on the information at hand

• 4 core stages to building strategy: 1) Evaluation 2) Planning 3) Actualisation 4) Creation

• Digital strategy essentials: Content calendar, cloud computing, project management suite, inventory, playbook, channel mix, social policy, education

Next Steps

1) Build An Ark

2) Listen & Compare

3) What’s The Point

4) Select Success Metrics

5) Analyze Your Audiences

6) How Will You Be Human?

7) What’s Your One Thing?

8) Create A Channel Plan

SomeTrends

Mobile Usage Increases

Big Data Becomes Easier To Manage

Social Media Personalizes Your Feeds

Personalization Becomes A Marketing Priority

Google+ Also Becomes A Priority

Can’t Ignore International And Niche Networks

Visual Marketing Grows

Real Time Marketing Over Campaigns

Marketers Consolidate Their Mix

Show Me The ROI

Content Marketing Remains The Focus

Look Out For Google Glass

SimpleImmediateSocialIntegratedPersonalized

Review

• Next steps: 1) Build an ark 2) Listen & compare 3) What’s the point 4) Measure success metrics 5) Analyze your audiences 6) How will you be human? 7) What’s your one thing 8) Create a channel plan

• Future of digital: Simple, immediate, social, integrated, personalized

In conclusion, when it comes to digital strategy, employ the

boldness and improvisation of Gandalf. But temper that with the meticulousness and caution of…

Thank You!@HamzaK