Developing Digital Strategy for Business / Brand

Welcome to Training

Developing Digital Strategy for Business

Expert Areas: Digital Strategy, Marketing, OTT mobile

technology, Wearable Market, Digital Gaming, Gamification

• Leading Digital Marketing Team with

• Research & Consultancy

• Steering Committee member with

• More than 20 cutting edge market research paper

• Cited / interviewed by The Hindu, Infosys, Market

Analyst, Knowledgepr, Explore B2B, Linkedin, OSP

Magazine, Zintro

• Gamification Guru #100 rank by leaderboarded.com

• Spoke in couple of international seminar

• Did consultancy to SingTel, Star Hub, Verizon etc.

http://www.linkedin.com/in/kabirahmad

Training Goal …

• Strategic Consideration of building vibrant digital

strategy

• What does digital marketing mean and its scope?

• Where does monetization scope lies ?

• How to effectively manage online community?

• Who is the online customer and their preference?

Defining Environment

Define Sustainable Environment

Key Strategic Consideratio

Global Scenario …

More than 50% of business executives say

they have a digital strategy (source:

Gartner)

What exactly do they mean?

Global Scenario …

First, there is a definition of digital that looks

back to the past. "Many businesses are looking at

the whole e-commerce, e-business area that

everyone was talking about in the late 1990s and

thinking

Global Scenario …

Elsewhere, the word digital is used to describe

current technology trends such as social media,

mobile applications and cloud computing.

Global Scenario …

The third use of the term digital is in reference to the

near future, in which products and services

themselves become digital. The most obvious

example is the automotive industry such as

embedding digital systems into cars or E-cigarettes

all contain microprocessors, some of them have

wireless capabilities and many of them charge up

using a USB connection

Real Scenario …

What does Digital Strategy Mean …

Your Customer …

Who will do it…

What is the Problem …

The problem is that nobody sees the

creation of a digital strategy as their job,

so if you don’t step up, then the chances

are nobody will.

What is the Problem …

“Senior management lack confidence in

digital because they don’t really

understand it. They need a roadmap to

reassure them.”

What you need to convince on …

A Digital Strategy Is Not A Business

StrategyA traditional business strategy focuses on two key components; a long term roadmap and budget forecasting. Unfortunately both of these elements are hard to replicate in a digital strategy.

Creating a digital strategy that looks 3–5 years ahead is an unrealistic expectation. Technology just moves too fast for that. Equally, accurate budgeting is difficult when the landscape is evolving at such a rapid rate. A digital strategy therefore has to take a different approach.

its about “teaching a man to fish”

Focus on 3P’s : creating Policies, Priorities

and People”

People

• Who makes decisions about different digital elements and

who actually does the work? (For example, you don’t want

the Head of IT making decisions on design, or the Head of

Marketing picking a hosting environment.)

• What work is going to be done in-house and what should

be outsourced?

• When outsourcing, what criteria are used for selecting a

supplier?

Policies

• Policies act as a framework within which operational

decisions are made. In other words, instead of having to

make a decision each time a scenario occurs, the decision

has already been made and formalized into a policy.

• A great example of this is a social media policy. What are

staff allowed to say on social media? What is acceptable and

unacceptable?

BBC have clear policies for the design style of their websites

Priorities

• The two most important priorities to set are business

objectives and target audiences.

• A clear list of priorities will help resolve conflicts and keep

things moving forward

• What are the most urgent areas where work needs to be

Creating A Preliminary Roadmap Considering

Scope : Mutiscreen Strategy

• Mobile – Are you going to build a responsive site? Do you

need native apps? If so, what platforms will you support?

• Social Media – What platforms are you going to support?

How are you intending to use social media? Who is

responsible for it? What policies exist around acceptable

behavior? How are negative events handled?

• Email – This should cover everything from newsletters to

trigger based emails. You should address who is responsible for

email correspondence and how your email lists are maintained

and privacy is protected.

• Digital Marketing – This would encompass everything from SEO

and PPC to banner advertising and affiliate schemes.

• Website – What features should you support on the website?

How do you decide on content? Who is responsible for site

maintenance from design, content and technical perspectives?

Social & Cultural Aspect

What your Target Group loves to do …

• Mobile

• Website

• Apps

• Social Media

• Online purchase

• When interact

• How interact

Connect culture …

Marketing & Monetization

What I saw in Bangladesh …

What did they miss out …

What happened then …

Digital Marketing …

Content Marketing …

Blog vs. Infographic …

SEO vs. SEM …

Web Advertising …

Mobile Advertising …

Social Medial Marketing …

Video Marketing …

Connecting Offline …

Monetization …

Analytics …

Community Management

Role …

Listening & Monitoring …

Engagement …

Rewards …

Managing Gen Y

Who they are …

Search …

Social Selling …

Social Buying …

Fun …

Loyalty Reward …

Civic Engagement & Autonomy ….

Thank you

Developing Digital Strategy for Business / Brand

Technology

Transcript of Developing Digital Strategy for Business / Brand

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