ASSIGNMENT 16.1 – [Digital Marketing Strategy] [Tu Oanh – Vo Thi]

Our definition:

Digital is a virtual life of target consumer which has much more

touch point, channel than real life. Thus, a marketing strategy on

digital is a guideline about how to influence target consumer effectively on online to maximize the business benefit of the

company.

1. Identifying your competitive environment

Scan through Business performance, Competitor analysis, Business

challenges, & digital road map

2. Intensive research about your Target Audience

Run Ethnographic research, Web analytics, Brand funnel analysis for

online consumer

3. Design and implementing a strategy for meeting those

goal

Run Ethnographic research, Web analytics, Brand funnel analysis for online

consumer. Then finalize the digital strategy.

4. Monitoring your chosen strategy

Frequently tracking how your strategy is executing on digital via online

tools & key metrics.

Situation analysis

Objectives

Strategy

Tactics

Actions

Control S

C

A

T

S

O

Analyzing the current situation (market, customers, competitors, internal, market

trends..) to define bottle neck and opportunities.

{ }

5 S objectives:

Sell, Serve, Sizzle, Speak, Save.

{ }

Based on situation analyzing and defined objectives, outline

the ways to achieve objectives.

{ }

Marketing mix: 6 Ps, Communication, Content plan, Contact plan.

{ }

Details of tactics: responsibilities & structures, processes & systems, external agencies, etc.

{ }

KPIs Web analytics

{ }

Steps to build Digital marketing strategy Segmentat

ion and targeting

Proposition

Engagement and

content strategy

Integrated communic

ation strategy

+ Micro targeting -

Online customers

have different

demographic

characteristics,

needs and

behaviors to offline

customers. Thus,

different

approaches to

segmentation may

be required and

specific segments

may need to be

selectively targeted

though specific

content and

messaging.

+ Specific targeting

approaches

to apply online

include:

demographic,

value-based,

lifecycle and

behavioral

personalization.

Define online

proposition. This

should flow from

brand positioning

and be what the

customers see

immediately and

experience when

they interact with

the brand online.

Prioritize content

types and ensure

the company

devote sufficient

resource to it to

create quality

content which helps

it compete and be

unique.

Eg: + Content

features to

gain initial interest,

support buying

process (text and

rich media product

content and tools)

and stickiness

and to promote

return visits (blogs

and community).

+ User-generated

content:

reviews, ratings and

comments.

Develop the

online integrated

communication

ideas and

strategy.

YOLO Selfie – Nokia Lumia 540

Marketing

objective

Business Objective Increasing sales growth of Nokia Lumia 540

1. Build a link between Lumia & Youngster

2. Create a buzz around Lumia 540 via

strengthen wide angle camera

PHASE 1 PHASE 2 PHASE 3 TRIGGER PROVE EXPERIENCE

How many moment you selfie in a day?

Trigger consumer to Reconsider about how youngster selfie currently?

Viral clip of Dua leo

Prove how Lumia Selfie could help

you in youngster life

With wide angle, Lumua 540 wont let

you miss any good moment in life

TVC, KOL, PR/Print

Let’s experience how Lumia 540

YOLO selfie

With Lumia 540 you could selfie in

any YOLO moment

Consumer Event

PR

Segmentation

and targeting Demographic: Youngsters, Urban

Behavioral personalization: Social network addicted

(Facebook), share everything in life on facebook, self-

focused, interested in new things, adventurous

Proposition

Engagement

and content

strategy

Integrated

communication

strategy

Ads facebook, youtube:

+ Vlog from hot blogger – Pho Dac Biet: raise attention from

youngsters on their own virtual life which only focus on

themselves but others. Then trigger a solution for real life

enjoyment.

+ TVC with hot influencer – Tran Thanh: deliver message:

selfie with wide camera angle to capture your real

enjoyment – proved by surroundings.

Microsite: to join selfie competition to become YOLO

ambassadors and travel Australia.

PR

Nokia Lumia 540 with wide camera angle helps you to

YOLO SELFIE Sống bứt phá, Xõa hết mình

1. Vlog, facebook, youtube

2. Paid media

3. User-generated content: Microsite (rate the level of yolo)

YOLO Selfie – Nokia Lumia 540