BDMM 4336

Digital Strategy

Class 4

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Digital Marketing Strategy

Plan for a beginning, middle and end.

A strategy is a formal PLAN

BDMM 4336

Digital Strategy

Class 4

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Before you start..

Ask the following:

• Who is my audience?

Do they use technology?

• What are my products?

Will they benefit from tech?

• What other marketing channels will

I use?

• What is my budget and timeline?

BDMM 4336

Digital Strategy

Class 4

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

No Magic Formula

BDMM 4336

Digital Strategy

Class 4

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Lay A Foundation

• Know your business

• Know the competition

• Know your customers

• Know what you want to achieve

• Know your current portfolio

• Know how much time and resources

you have

BDMM 4336

Digital Strategy

Class 4

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Online Consumers

Consumer 2.0 is involved.

They customize the web.

Consumers will always require

attention.

You job will be to dialogue dance

through sales funnel.

BDMM 4336

Digital Strategy

Class 4

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Consumer Traits

Techy, Search Savy, Controlling, Picky, Impatient, Vocal

BDMM 4336

Digital Strategy

Class 4

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Types of Consumers

Loyal: Represent no more than 20%

Discount: Decisions made based on

markdown

Impulse: No particular item in mind,

purchased is on a whim

Need-based: Specific intention to buy

Wandering: No specific need, looking

for an experience or community

BDMM 4336

Digital Strategy

Class 4

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

4 New Consumer Types

• Steadfast Frugalists

• Involuntary Penny-Pinchers

• Pragmatic Spenders

• Apathetic Materialists

PR Newsire Article

BDMM 4336

Digital Strategy

Class 4

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

4 P’s of Marketing

PRODUCT

PLACE

PRICE

PROMOTION

BDMM 4336

Digital Strategy

Class 4

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

4 P’s of Marketing

PROMOTION:

1.Web

2. SEO

3. PPC and Search

4. Affiliate

5. PR

6. Social Media

7. Email Marketing

8. CRM

BDMM 4336

Digital Strategy

Class 4

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Know Your Goals

S.M.A.R.T

Specific

Measurable

Attainable

Relevant

Timely