360 Degree Digital Marketing Strategy - EBriks Infotech
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Transcript of 360 Degree Digital Marketing Strategy - EBriks Infotech
Developing a 360°Digital Strategy
About Me
Inconvenient Truths
It is no longer acceptable for a brand to wait for the audience to visit
Brands must actively communicate to prosper
Positive engagement
snowballs,arrogance
creates stagnancy
Lazy marketing…
…Ain’t nobody got time for that!
What is strategy?
Strategy is a plan for obtaining a goal based on the information at
hand
Goals need to be S.M.A.R.T.
Specific
SMeasurable
MActionable
ARealistic
RTimely
T
Strategy is a plan for obtaining a goal based on the information at
hand
Information at hand are the pieces of information related to the goal
that help inform the strategy
Information is gained by
Failing
Analyzing Data
Participating
Observing
Taking Courses
Reading
Interviewing
Doing
For Example…
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.
Four Core Stages to Building And Running A Digital Strategy
Planning
CreationActualisation
Evaluation
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
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
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
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
Digital strategy means something that will change my bottom line in 3-6 months.
Shiv Singh, PepsiCo
This is Social Media
Content Calendar
Cloud Computing
Project Management Suite
Inventory
Playbook
Channel Mix
Social Policy
Stay Abreast of Industry Trends
Measuring Social Media
REACH
• Visits/Views
• Followers/Fans
ENGAGEMENT
• Likes/Retweets
• Comments
ACTION
• Downloads
• Sign-Ups
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
Next Steps
1) Build An Ark
2) Listen & Compare
3) What’s The Point
4) Select Success Metrics
5) Analyze Your Audiences
6) How Will You Be Human?
7) What’s Your One Thing?
8) Create A Channel Plan
SomeTrends
Mobile Usage Increases
Big Data Becomes Easier To Manage
Social Media Personalizes Your Feeds
Personalization Becomes A Marketing Priority
Google+ Also Becomes A Priority
Can’t Ignore International And Niche Networks
Visual Marketing Grows
Real Time Marketing Over Campaigns
Marketers Consolidate Their Mix
Show Me The ROI
Content Marketing Remains The Focus
Look Out For Google Glass
SimpleImmediateSocialIntegratedPersonalized
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
In conclusion, when it comes to digital strategy, employ the
boldness and improvisation of Gandalf. But temper that with the meticulousness and caution of…
Thank You!@HamzaK