“Remember this. Digital is just a trend, a tool. It can only be used when it is relevant with marketing

strategy & target audience”

- Ourselves-

Agenda

What is Digital Marketing Strategy?

The process?

An example from a familiar brand

1

2

3

Digital

What is digital marketing strategyDefinition

The process of specifying an organization's brand vision, business opportunities and related marketing activities in order to maximize the business benefits of digital initiatives to the brand.

In other words…

Digital marketing strategy is Marketing strategy that utilizes the uprising opportunity of Digital platforms.

It goes beyond Digital Communication. It can be:-Digital Distribution (E-commerce: Lazada, Amazon)-Digital Business Platform (UBER)-Digital Pricing (PayPal)

Steps to build Digital Marketing Strategy

Analyzing consumer, category,

competitor, company,

collaboration

Business Context Business Objectives Marketing Objectives Target consumer & insight

Define relevant business objectives for challenges the company/ brand is facing in current context

Interpret business objectives into

marketing objectives

Dig deep to understand consumer, define their unmet need to build marketing strategy

Marketing strategy Digital marketing strategy

KPIs Execution & evaluation

Gate: If Digital is relevant with marketing strategy & target consumer, then continue.

If not, then forget Digital!

Building Strategic/campaign Ideas, Plans. Choosing main

tools and platforms

Set clear KPIs that best-reflect how the

objectives will be achieved

Execute, learning & adjust everyday.

Steps to build Digital Marketing Strategy

OREO Digital Marketing Strategy

OREO is a long established brand in the world. It look old, with indifferent

image.Biscuit market is

one the competitive market when consumer be

low loyalty

Business Context Business Objectives Marketing Objectives Target consumer & insight

How OREO can be younger and more attractive in consumer’ eyes, so they can get more fan.

How OREO can convince consumer they are not old, keep relevant with new century through more engagement.

Young 16-30 OREO consumers, active on social and

follow new trend.

OREO Digital Marketing Strategy

Marketing strategy Digital marketing strategy

KPIsExecution & evaluation

For their 100th birthday OREO wanted to boost front of mind

awareness, create talkability that would build brand equity, and extend their fan base further.

With a long established brand, OREO want to capitalize on

today’s culture and show their relevancy to today’s consumers

OREO doesn’t appear on social platform in

appealing way. In other hand, digital channel is the new trend of youth, where they update and discuss information and

spend many time.OREO want to "help everyone around the

world celebrate the kid inside and show their relevancy on digital

channel

Increase 110% fan who interact with their

“twist” through like, share or comment.

It kick off June 25 and extend in 100 days.Use OREO cake as material to make “daily hot news” on their channel. It catch up new trend, celebrate memorable moments in 100 years..After campaign: +280% increase share on Facebook+515% increase on retweets+231M media impressions+433M views on Facebook-> Base on KPIs, OREO did have huge success and make big impact to current fan

Thank you

Pham Van Khai Nguyen Hoang Minh Vu