ASSIGNMENT -

DIGITAL MARKETING

STRATEGY Vân Hương - Trung Hiếu - Nhật Duy

DIGITAL MARKETING DEFINITION

WHAT IS DIGITAL MARKETING ?

Digital marketing is embodied by an extensive selection of service, product and brand

marketing tactics, which MAINLY USE THE INTERNET AS A CORE

PROMOTIONAL MEDIUM, in addition to mobile and traditional TV and radio.

Digital marketing is also known as Internet marketing, but their actual processes differ, as

digital marketing is considered more targeted, measurable and interactive.

WHY DIGITAL MARKETING ?

CREATE & NURTURE CONVERSATION BETTER ROI FASTER AND EASIER FOR OPTIMIZATION

CONSUMER CUSTOMER

INCREASE

- Brand Awareness

- Ad Recall

- Message Association

- Brand favorability

- Purchase Intent

From 2 elements: TARGETING &

TRACKING, we can easily optimize our

campaign and make flexible adjustments

DIGITAL MARKETING STRATEGY DEFINITION

DIGITAL MARKETING STRATEGY

Digital marketing strategy is simply A

PROCESS OF SPECIFYING the vision,

targets, opportunities and several other related

activities for an organization, in order to

MAXIMIZE THE BUSINESS

BENEFITS of digital initiatives to the

organization

There are 6 layers of defining your digital marketing strategy

DIGITAL MARKETING STRATEGY DEFINITION

PEOPLE (influencing behavior change internally while creating a compelling call-to-action or

experience for the targeted audience)

PROCESSES (investing in continuous improvement/change management to evolve the

marketing platform)

TECHNOLOGY (disciplined approach to technology adoption)

What truly defines successful digital marketing is an agile framework that integrates three basic elements that might be more

internally focused: people, process and technology.

DIGITAL MARKETING STRATEGY PLANNING PROCESS

SITUATION ANALYSIS

OBJECTIVES

SETTING

STRATEGY

TACTICS

ACTIONS

WHERE DO WE WANT TO BE?

SELL – customers acquisition SERVE – customer satisfaction target SIZZLE – wow factor (

added value) SPEAK – engaging customers SAVE – quantified efficiency gains

HOW DO WE GET THERE?

Segment -> Target -> Objectives -> Positioning

Sequence -> Integration -> Tool

HOW EXACTLY DO WE GET THERE?

Marketing mix Content plan

Communication mix aContact plan

CONTROL

WHERE ARE WE NOW?

• Define Market place’s SWOT and/or apply 5 S’s performance to understand the market

• Understand the market trend, competitors and internal capabilities and resources

THE DETAIL OF TACTICS: What does what and when?

Responsibilities and structures Processes and systems

Internal resources & skills External agency

HOW DO WE MONITOR PERFORMANCE?

Conversion rate & optimization Report KPI analytics

DIGITAL MARKETING STRATEGY PLANNING PROCESS

TACTICS: R-A-C-E

CASE STUDY: METRO TRAIN’S DUMBS WAY TO DIE

REACH ACT CONVERT ENGAGE

The first step was to produce and

record a music video entitled ‘Dumb

Ways To Die’ (DWTD), which would

become the main shareable piece of

content. The video featured a cute song

with morbidly ‘funny’ cartoon

characters dying in ridiculous ways. It

ended with a reference to the main

point: railway safety. Soon after launch,

the agency uploaded a karaoke version.

-McCann Melbourne went on to

generate more content including gifs

and a downloadable song on iTunes.

DWTD even featured on Reddit’s front

page.

- A free smartphone game and a

children’s book followed. A website

invited people to take a pledge: not to

do dumb things around trains.

Supporting posters and karaoke

versions at the stations bolstered the

campaign. Radio stations picked up the

song and broadcast it to its listeners.

People started to upload their spoofs of

the song on YouTube

In April 2014, the video has been

viewed 77 million times on YouTube.

The game became No. 1 free app in 21

countries including USA, UK, Canada,

Australia, and Germany and it reached

top 100 in 101 countries, top 1,000 in

148 countries. In six weeks, DWTD

gathered an estimated $60 million in

earned media.

RESULT: In April 2014, the video has been viewed 77 million times on YouTube. The game became No. 1 free app in 21 countries including USA,

UK, Canada, Australia, and Germany and it reached top 100 in 101 countries, top 1,000 in 148 countries. In six weeks, DWTD gathered an estimated $60

million in earned media. The accident rate decreases 21%.

CHALLENGE: Young people in Melbourne, Australia had exhibited absent minded and foolish behaviour around trains, some

resulting in injury and death. Metro Trains approached McCann Melbourne with a basic brief for an awareness campaign, which

could influence the audience to be more careful. However, the task is actually quite tricky because the old school ‘Don’t do this or

that!’ doesn’t work with this audience. This generation is somewhat immune to advertising, especially when it’s telling them how to

behave, so that a very special approach was needed to actually change behaviour in this case.

THANK YOU