digital marketing plan · digital marketing framework 1. planning and research (brand + customer...

WWW.IMADIGITALMARKETER.COM

Digital Marketing Plan

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INTRODUCTION TO DIGITAL MARKETING

Digital Landscape, The Digital Mindset and The Power of

Digital Marketing for Brands

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WWW.IMADIGITALMARKETER.COMSource: WeAreSocial.sg

GLOBAL SNAPSHOT (JAN 2016)

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INTERNET PENETRATION (JAN 2016)

46%

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TIME SPENT ON THE INTERNET

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PHILIPPINE DIGITAL LANDSCAPE (JAN 2016)

Source: WeAreSocial.sg

2% 6% 6% 5%

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TIME SPENT WITH MEDIA (MARCH 2015)


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SOCIAL MEDIA PLATFORMS USED PHILIPPINES


8:00-8:25

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Source: Nielsen 2014 Digital Consumer Report

PROFILE OF INTENET USERS8:00-8:25

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POINTS OF ACCESS OF INTERNET USERS


8:00-8:25

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MOBILE A PRIMARY DRIVER OF GROWTH


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HOW DO BRANDS LEVERAGE ON THE

POWER OF DIGITAL

INTERACTIVE

ENGAGEMENT OPPORTUNITY

MEASURE – ITERATE – OPTIMIZE

REACH – TARGET – PERSONALIZE

LOCATION AND BEHAVIORAL MARKETING

MARKETING AUTOMATION

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DIGITAL MARKETING FRAMEWORK

Overview

8:25-8:35

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DIGITAL MARKETING FRAMEWORK

1. Planning and Research

(Brand + Customer Journey + Business Objectives)

2. Creating the Platform Strategy

(Customer Driven Big Idea)

3. Promoting the Platform

(Designing the Customer Journey)

4. Analysis and Measurement (Conversion funnel)

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PLANNING AND RESEARCH

Branding, Business Challenges, Goal Setting

Customer Analysis, Customer Journey

8:45-9:30

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DIGITAL MARKETING’S ROOTS

Marketing is a process by which

companies create value for customers

and build strong customer relationships

to capture value from customers in return

Basic marketing principle

Digital drastically changes the game

More than just engagement

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THE MARKETING PROCESS

Kotler, P. & Armstrong, G. (2013). Principles of marketing. (14th edition). Toronto: Pearson

Prentice Hall.

8:45-9:30

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HOW DIGITAL CHANGED THE GAME

AnalyticsOne-to-one Marketing Evolving Technology /

Changing Media MixTwo Way Engagement

Measurement Tools

Always-On

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RESEARCH AND PLANNING – BRAND PURPOSE and ESSENCE8:45-9:30

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BRAND PURPOSE8:45-9:30

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RESEARCH AND PLANNING – BRAND ESSENCE8:45-9:30

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8:45-9:30

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THE BRAND’S VALUE PROPOSITION

THE VALUE PROPOSITION MUST MAKE YOUR

BRAND OR BUSINESS STAND OUT FROM THE

COMPETITION THROUGH THE 3CS

CONCISE COMPELLING CORE DRIVERS

8:45-9:30

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CUSTOMER PERSONA8:45-9:30

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DEMOGRAPHICS, PURCHASE BEHAVIOR, BUYING PATTERNS, AND

RESPONSE RATE TO PREVIOUS MARKETING ACTIVITIES HELPS GUIDE

CONTENT, MESSAGING, AND ACTIVATION STRATEGIES

DEMOGRAPHICS

PURCHASE

BEHAVIOR

BUYING PATTERNS

PREVIOUS

RESPONSE RATE

ELEMENTS OF A CUSTOMER PERSONA8:45-9:30

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KNOWING THE PSYCHOGRAPHICS HELPS IDENTIFY HOW TO BEST

ENGAGE WITH A CONSUMER SEGMENT – HOW TO BEST APPROACH

THEM WITH A MESSAGE

PSYCHOGRAPHICS

THE INTERESTS, ATTITUDES, AND OPINIONS OF A

DISTINCT CONSUMER SEGMENT


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IDENTIFYING THE ‘DIGITAL WHO’ ENABLES TAILOR-FIT

COMMUNICATIONS AND EFFORTS TO DIFFERENT SEGMENTS

DIGITAL WHO

THE CONSUMER PURCHASE DATA AND IDENTIFYING

SHARE OF WALLET


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UNDERSTANDING THE CONSUMER’S LANGUAGE HELPS DEFINE

SEARCH MARKETING STRATEGY, AND HOW TO ENGAGE WITH THEM ON

SOCIAL CHANNELS

LANGUAGE

CULTURAL/SOCIAL WORDS, LINGO, OR JARGON THAT

ARE USED BY THE CONSUMER SEGMENT


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GUIDE QUESTIONS

WHAT DIGITAL CHANNELS DO THEY USE?

IN WHAT PROPORTION DO THEY USE SAID CHANNELS?

WHAT SITES DO THEY VISIT?

WHAT DIGITAL DEVICES DO THEY OWN?

WHICH DIGITAL DEVICE DO THEY PREFER MOST?

ARE THERE CURRENT DIGITAL TRENDS THEY FOLLOW?

WHERE DO THEY GET THEIR INFORMATION?

WHO ARE THEIR DIGITAL INFLUENCERS?

WHAT DO THEY THINK ABOUT YOUR COMPETITION?

TECHNOGRAPHICS8:45-9:30

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CREATING PERSONAS

Go into as much detail as possible for everyone in the organization

to be able to picture your customer personas

Iterative process and changes over time

Once you’ve designed a persona, don’t keep it to yourself, share

share and share so that everyone is informed and aligned

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digital marketing plan · digital marketing framework 1. planning and research (brand + customer...

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