digital marketing - strategic thinking
DESCRIPTION
Learn to formulate Digital Marketing strategy for your business.TRANSCRIPT
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!