digital marketing - strategic thinking

Digital MarketingStrategic Thinking

This is a conversation, not a lecture.

At the end of this presentation you will know

• Digital marketing strategy & why do I need one?

• Is it right for my business?

• How do I formulate a Digital Marketing Strategy?

• Are my customers ready for it?

The Global User Base

Source: http://www.internetworldstats.com/

1996

Asia44% of global

2012U.S. 11.7%

Rest of world88.3%

U.S. 66%

Rest of world34%

China 22.9%

Japan 4.6%

India 4.7%

Lets start with some facts & figures

Global Ad Spend

$500 Billion

2012f

Global Ad Spend

200441.5%

4.3%

6.5%

26.1%

15.4%

6.0%

43.7%

18.6%

5.2%

16.6%

9.8%

5.9%

Source: GroupM TYNY Summer 2011

TV

Internet

Radio

Newspaper

Magazines

Outdoors

2012f

Global Ad Spend

2004

$16B $100B

Source: GroupM TYNY Summer 2011

TV

Internet

Radio

Newspaper

Magazines

Outdoors

India Ad Spend

2012f

India Ad Spend

200438.5%

0.6%

2.0%

47.2%

4.3%

7.4%

41.6%

4.5%

4.8%

40.7%

2.4%

5.6%

Source: GroupM TYNY Summer 2011

TV

Internet

Radio

Newspaper

Magazines

Outdoors

2012f

India Ad Spend

2004

$17M $353M

Source: GroupM TYNY Summer 2011

TV

Internet

Radio

Newspaper

Magazines

Outdoors

Why do I need a Digital Marketing Strategy?

• Without one you’ll miss opportunities and lose business

• Your TG rely on digital technology to research, evaluate and purchase the products/services they consume

• Helps you to broaden the scope of your marketing reach and narrow its focus

Defining your Digital Marketing Strategy

Different Products

Different Markets

Different Needs

Different Solutions

Defining your Digital Marketing Strategy

Know your business

Know the competition

Know your customers

Know what you want to achieve (clear, measurable and achievable goals)

Know how you are doing (ongoing and iterative process)

Remember DM is about people communicating with other people; the technology is just a bit in the middle that helps it to happen

Understanding the digital consumers

They are increasingly comfortable with the medium

They want it all, want it now

They are in control

They are fickle

They are vocal

Spread the word

Influencing the influencers

Online equivalent of ‘Word of mouth’ marketing, on steroids

Mind your Ps

• Place

• Price

• Product

• And the most important ‘Promotion’

Promotion on digital channels• Website

• SEO

• PPC

• Affiliate marketing

• Online PR

• Social Networking

• E-mail marketing

• CRM

Case Study: Dove Self-Esteem Fund

Case Study: Dove Self-Esteem Fund

• Campaign brief: Effect change positively in the lives of 70K girls

• Dove’s Mission: Foster positive self esteem in the lives of young girls

• Target Group: Mums, mentors and educators

• Objective: Provoke mothers to think about their daughters’ self esteem and inspire them to get using the Dove Self-Esteem Fund resources and tools found on campaignforrealbeauty.ca

• Campaign Concept: Two films were developed, ‘Daughters’ and ‘Evolution’ to encourage attendance at Dove Self-Esteem Workshops

Case Study: Dove Self-Esteem Fund

Campaign Strategy:

• Generate awareness of the Dove Self-Esteem tools and resources

• A 15 sec viral ‘film trailer’ was streamed on mass and targeted women’s websites to drive traffic to the site

• Develop series of customized e-newsletters that were targeted at mothers and teachers to introduce to the website

• The campaign: ‘Daughters’ video was posted on YouTube and then viral version of video was launched along with emails and online banners. This was followed by the ‘evolution’ video

Case Study: Dove Self-Esteem Fund

Results:

Average daily visits to the website grew from 1,378 to 16,785, and increase of 1,118 percent

‘Daughters’ email campaign:• 220,942 emails delivered• 72,070 emails opened (33 percent)• 30,749 emails clicked (13 percent)

‘Evolution’ email campaign:• 224,174 emails delivered• 75,055 emails opened (33 percent)• 25,475 emails clicked (11 percent)

Case Study: Dove Self-Esteem Fund

• ‘Evolution’ video downloads: 115,212;

• ‘Daughters’ video downloads: 32,818;

Thank you!