360 Degree Digital Marketing Strategy - EBriks Infotech

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Developing a 360° Digital Strategy

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360 Degree Digital Marketing Strategy - EBriks Infotech

Transcript of 360 Degree Digital Marketing Strategy - EBriks Infotech

Page 1: 360 Degree Digital Marketing Strategy - EBriks Infotech

Developing a 360°Digital Strategy

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About Me

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Inconvenient Truths

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It is no longer acceptable for a brand to wait for the audience to visit

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Brands must actively communicate to prosper

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Positive engagement

snowballs,arrogance

creates stagnancy

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Lazy marketing…

…Ain’t nobody got time for that!

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What is strategy?

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Strategy is a plan for obtaining a goal based on the information at

hand

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Goals need to be S.M.A.R.T.

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Specific

SMeasurable

MActionable

ARealistic

RTimely

T

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Strategy is a plan for obtaining a goal based on the information at

hand

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Information at hand are the pieces of information related to the goal

that help inform the strategy

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Information is gained by

Failing

Analyzing Data

Participating

Observing

Taking Courses

Reading

Interviewing

Doing

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For Example…

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Sample Strategy

Goal

Get 100 alumni to buy tickets for the charity dinner at the end of the month.

Insight

Alumni association is hosting a networking event next week and also has access to 1000+ members across social media.

Strategy

Sponsor alumni networking event and include regular messaging via social media as part of deal.

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Four Core Stages to Building And Running A Digital Strategy

Planning

CreationActualisation

Evaluation

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Planning

Audience (broken down

into key sgements)

Initial aims and expected returns

Brand background,

present positioning and

perception

Audience locations and value of each

audience segment against

initial aims

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Creation

Planning campaign elements based upon previous

analysis

Creating key performance indicators per channel and estimating

expected return per channel

Design and build of campaign elements / channels

Planning and establishing actualisation

routes, communication

flows and expectations

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Actualisation

Building the engagement

timeline

Engagement w/ audience through the engagement

loop

Sampling progress through a campaign and optimising the

campaign message

Recording information

through each campaign step for evaluation

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Evaluation

Evaluating KPIs and

achievements

Reviewing engagement

and unexpected longer term

benefits

Taking lessons on board to

build stronger future

campaigns

Scoring the strategy and the benefits it has

given

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Digital strategy means something that will change my bottom line in 3-6 months.

Shiv Singh, PepsiCo

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This is Social Media

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Content Calendar

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Cloud Computing

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Project Management Suite

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Inventory

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Playbook

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Channel Mix

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Social Policy

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Stay Abreast of Industry Trends

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Measuring Social Media

REACH

• Visits/Views

• Followers/Fans

ENGAGEMENT

• Likes/Retweets

• Comments

ACTION

• Downloads

• Sign-Ups

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Review

• No excuse for not developing digital strategy

• Strategy: A plan for obtaining a goal based on the information at hand

• 4 core stages to building strategy: 1) Evaluation 2) Planning 3) Actualisation 4) Creation

• Digital strategy essentials: Content calendar, cloud computing, project management suite, inventory, playbook, channel mix, social policy, education

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Next Steps

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1) Build An Ark

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2) Listen & Compare

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3) What’s The Point

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4) Select Success Metrics

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5) Analyze Your Audiences

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6) How Will You Be Human?

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7) What’s Your One Thing?

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8) Create A Channel Plan

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SomeTrends

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Mobile Usage Increases

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Big Data Becomes Easier To Manage

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Social Media Personalizes Your Feeds

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Personalization Becomes A Marketing Priority

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Google+ Also Becomes A Priority

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Can’t Ignore International And Niche Networks

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Visual Marketing Grows

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Real Time Marketing Over Campaigns

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Marketers Consolidate Their Mix

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Show Me The ROI

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Content Marketing Remains The Focus

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Look Out For Google Glass

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SimpleImmediateSocialIntegratedPersonalized

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Review

• Next steps: 1) Build an ark 2) Listen & compare 3) What’s the point 4) Measure success metrics 5) Analyze your audiences 6) How will you be human? 7) What’s your one thing 8) Create a channel plan

• Future of digital: Simple, immediate, social, integrated, personalized

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In conclusion, when it comes to digital strategy, employ the

boldness and improvisation of Gandalf. But temper that with the meticulousness and caution of…

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Thank You!@HamzaK