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Developing Digital Strategy for Business / Brand
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Welcome to Training Developing Digital Strategy for Business
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1. Strategic Consideration of building vibrant digital strategy 2. What does digital marketing mean and its scope? 3. Where does monetization scope lies ? 4.How to effectively manage online community? 5.Who is the online customer and their preference?
Transcript of Developing Digital Strategy for Business / Brand
Welcome to Training
Developing Digital Strategy for Business
© Kabir Ahmad ([email protected])
•
Expert Areas: Digital Strategy, Marketing, OTT mobile
technology, Wearable Market, Digital Gaming, Gamification
• Leading Digital Marketing Team with
• Research & Consultancy
• Steering Committee member with
© Kabir Ahmad ([email protected])
• 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
© Kabir Ahmad ([email protected])
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?
© Kabir Ahmad ([email protected])
© Kabir Ahmad ([email protected])
Global Scenario …
More than 50% of business executives say
they have a digital strategy (source:
Gartner)
What exactly do they mean?
© Kabir Ahmad ([email protected])
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
© Kabir Ahmad ([email protected])
Global Scenario …
Elsewhere, the word digital is used to describe
current technology trends such as social media,
mobile applications and cloud computing.
© Kabir Ahmad ([email protected])
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
© Kabir Ahmad ([email protected])
© Kabir Ahmad ([email protected])
© Kabir Ahmad ([email protected])
© Kabir Ahmad ([email protected])
© Kabir Ahmad ([email protected])
© Kabir Ahmad ([email protected])
© Kabir Ahmad ([email protected])
© Kabir Ahmad ([email protected])
© Kabir Ahmad ([email protected])
© Kabir Ahmad ([email protected])
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.
© Kabir Ahmad ([email protected])
What is the Problem …
“Senior management lack confidence in
digital because they don’t really
understand it. They need a roadmap to
reassure them.”
© Kabir Ahmad ([email protected])
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.
© Kabir Ahmad ([email protected])
its about “teaching a man to fish”
Focus on 3P’s : creating Policies, Priorities
and People”
© Kabir Ahmad ([email protected])
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?
© Kabir Ahmad ([email protected])
© Kabir Ahmad ([email protected])
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?
© Kabir Ahmad ([email protected])
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
done?
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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?
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• 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?
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What your Target Group loves to do …
• Mobile
• Website
• Apps
• Social Media
• Online purchase
• When interact
• How interact
© Kabir Ahmad ([email protected])
Thank you
