Chapter 4 D&SM Marketing Strategy Learning

Transcript:Chapter 4 D&SM Marketing Strategy Learning:
Chapter 4 D&SM Marketing Strategy Learning objectives To define digital and social media marketing strategy and its development cycle; To identify ways of aligning business strategy and digital channels of engagement with buyer persona; To explain how to set digital and social media marketing goals; To describe how to create social media strategies and tactics; To monitor and update the digital marketing strategy. Digital and social media marketing strategy within Buyer persona spring D&SM marketing strategy Digital channels in support to your mission, vision, goals and activities; Interaction and consumer engagement, not just broadcasting messages. Feedback and data gathering for optimising and improving online marketing efforts. Scope of D&SM marketing The Action Learning Cycle The Action Learning Cycle within the Buyer Persona Spring Marketing Development Cycle Based on Smith, P.R, SOSTAC® Digital Marketing Planning Guide, 2014 Results of marketing planning cycle Issues, which need actions, create customer avatars, have competition benchmarks; Clear objectives to achieve; Segments to focus on, target audiences, positioning of the company/brand; Concrete list of activities to implement; Timeline, resource allocation, responsibilities and systems, external agencies; Performance measures through web analytics Change in objectives or strategies. Strategic value of your buyer persona Digital channels of engagement Create content that answers your BP’s biggest questions; Use digital or tangible content formats that your BP prefers to read (or watch); Use social channels that your BP loves to use; Fluently speak your BP’s language; Send content when your BP is most engaged; Customize calls to action. Based on Corliss, R., Ways to Master Buyers Personas within your Marketing, Dec 5, 2012 Digital marketing objectives Building a brand; Producing new product ideas; Increasing customer satisfaction; Word-of-mouth recommendations; Generating leads; Crisis reputation management; Integrating social media marketing with PR and advertising; Add more… Objectives mast be SMART Egs.: Increase Facebook fans by X members in 8 weeks. S key performance indicators Highlights and Insights Report, CMOsurvey, 2014 Use 8C model for strategy development Based on Barker M., D.Barker, N. Boermann, Kr. Neher, Social Media Marketing A Strategic Approach, 2013 South-Western, Cengage Learning Strategic alternatives Customer acquisition strategy; Customer retention strategy; Branding strategy; Conversion driven strategies; Integrated Web Strategy = Maximum ROI Some digital marketing tactics Based on Stokes, R., E-Marketing, 5th ed., 2013 Call to action A call to action is simply the action that you want someone to take at each stage of your marketing campaign. Chain of actions leading