Dr. Walid El-Etriby

What is digital marketing strategy

Why digital marketing strategy

How “RACE model”

Facebook for business

A digital marketing strategy is a channel strategy which means that it should...

1. Be informed by research into

1. customer channel behaviour

2. marketplace activity

3. Intermediaries

4. publishers

5. competitors

A digital marketing strategy is a channel strategy which means that it should...

2. Based on objectives for future online and offline

channel contribution %

3. Define and communicate the differentials of the channel to encourage customers to use it,

4. manage channel integration

In another way, digital marketing strategy defines how companies should:

1. Hit our channel leads & sales targets Budgets for

Acquisition, Conversion, Retention & Growth, Service

2. Communicate benefits of using this channel – enhance brand

In another way, digital marketing strategy defines how companies should:

1. Prioritise audiences targeted through channel

2. Prioritise products available through channel

1. You're directionless

2. You won't know your online market share

3. Existing and start-up competitors will gain market share

4. You don't have a powerful online value proposition

5. You don't know your online customers well enough

6. You're not integrated ("disintegrated"•)

7. Digital doesn't have enough people/budget given its importance

8. You're wasting money and time through duplication

9. You're not agile enough to catchup or stay ahead

10. You're not optimising

RACE PLANING FRAMEWORK

Create a digital marketing plan

Review marketplace and set objectives

Use these six key activities to define your digital opportunity through marketplace analysis: ◦ 1. Review digital marketing capabilities

◦ 2. Review performance using KPI dashboards after customising analytics for your business

◦ 3. Summarize customer insight in customer personas and customer journey maps

six key activities to define your digital opportunity through marketplace analysis:

◦ 4. Audit brand and benchmark competitors

◦ 5. Review influencer outreach, co-marketing and intermediaries

◦ 6. Define SMART objectives with conversion spread sheet models to quantify opportunity

Create digital strategy:

Review how your digital proposition and communicate it using digital targeting techniques:

Select target market segments and personas.

Define digital targeting approaches

Define your online value proposition (OVP) including review of business and revenue model, brand positioning and integration with traditional channels

Review marketing mix for online options for the 4Ps - Product, Price, Promotion and Place

Implement and manage digital marketing communications

Make smart budget investments and optimise your digital communications across all key customer touch points:

Reach: Build your audience by integrating paid, owned and earned media

Act: Using content marketing and persuasion to prompt brand interaction and leads

Convert: Use conversion rate optimization to boost online and offline sales

Engage: Develop customer loyalty and repeat sales

Grow your audience online

Encourage brand interactions and leads

Increase sales through CRO “conversion rate optimization”

Build customer loyalty and advocacy