Chapter 4 D&SM Marketing Strategy Learning
Description: Chapter 4 DSM 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
Related Topics
Download Presentation
"Chapter 4 D&SM Marketing Strategy Learning" is the property of its rightful owner. Permission is granted to download and print the materials on this website for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
Presentation Transcript
slide1. Chapter 4 D&SM Marketing Strategy<br>
slide2. 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.<br>
slide3. Digital and social media marketing strategy within Buyer persona spring<br>
slide4. 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.<br>
slide5. Scope of D&SM marketing<br>
slide6. The Action Learning Cycle<br>
slide7. The Action Learning Cycle within the Buyer Persona Spring<br>
slide8. Marketing Development Cycle Based on Smith, P.R, SOSTAC® Digital Marketing Planning Guide, 2014<br>
slide9. 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.<br>
slide10. Strategic value of your buyer persona<br>
slide11. 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<br>
slide12. 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…<br>
slide13. Objectives mast be SMART Egs.: Increase Facebook fans by X members in 8 weeks.<br>
slide14. S key performance indicators Highlights and Insights Report, CMOsurvey, 2014<br>
slide15. 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<br>
slide16. Strategic alternatives Customer acquisition strategy;
Customer retention strategy;
Branding strategy;
Conversion driven strategies;
Integrated Web Strategy = Maximum ROI<br>
slide17. Some digital marketing tactics Based on Stokes, R., E-Marketing, 5th ed., 2013<br>
slide18. 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 to a sale may be:
- Click on blog post from Twitter or Facebook;
- Sign up for email newsletter;
- Sign up for webinar;
- Have salesperson call;
- Purchase.<br>
slide19. Agility into the strategy Constant change should be considered in the early stages of strategy formulation, allowing tactics and strategies to be modified and improved as you go;
Strategy must be iterative, innovative and open to evolution;
It should be quick, creative and proactive, rather than slow, predictable and reactive.<br>
slide20. Summary Strategy is positioning your brand within the market and creating a roadmap for achieving your business goals;
Process of understanding where you are, where you need to be, and how you will get there;
Strategic thinking should be mindful of ROI and how it can be measured. Optimize your tactics and performance in order to create a valuable brand story, an excellent user experience.<br>
slide21. References Barker M., D.Barker, N. Boermann, Kr. Neher, Social Media Marketing A Strategic Approach, 2013 South-Western, Cengage Learning
Digital Marketing Strategy Case Study, http://blog.wowconsulting.co.uk/blog/digital-marketing-strategy-case-study
Highlights and Insights Report, CMOsurvey, 2014, http://www.cmosurvey.org/results/
Ringnes, I., Millennials and Social Media, The power of conversation based on a global social media study among youngsters, InSites Consulting, 2014 http://www.isabellekringnes.com/millennials-social-media/
60 Call to Action Examples 10/18/12, http://www.convertingcopy.com/60-call-to-action-examples/
Smith, P.R, SOSTAC® Digital Marketing Planning Guide, 2014, http://www.smartinsights.com/guides/sostac-digital-marketing-planning-guide/
Stokes, R.,E-Marketing, 5th ed., 2013, http://www.amazon.com/eMarketing-essential-guide-marketing-digital-ebook/dp/B00I9FJENM#reader_B00I9FJENM<br>
slide2. 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.<br>
slide3. Digital and social media marketing strategy within Buyer persona spring<br>
slide4. 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.<br>
slide5. Scope of D&SM marketing<br>
slide6. The Action Learning Cycle<br>
slide7. The Action Learning Cycle within the Buyer Persona Spring<br>
slide8. Marketing Development Cycle Based on Smith, P.R, SOSTAC® Digital Marketing Planning Guide, 2014<br>
slide9. 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.<br>
slide10. Strategic value of your buyer persona<br>
slide11. 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<br>
slide12. 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…<br>
slide13. Objectives mast be SMART Egs.: Increase Facebook fans by X members in 8 weeks.<br>
slide14. S key performance indicators Highlights and Insights Report, CMOsurvey, 2014<br>
slide15. 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<br>
slide16. Strategic alternatives Customer acquisition strategy;
Customer retention strategy;
Branding strategy;
Conversion driven strategies;
Integrated Web Strategy = Maximum ROI<br>
slide17. Some digital marketing tactics Based on Stokes, R., E-Marketing, 5th ed., 2013<br>
slide18. 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 to a sale may be:
- Click on blog post from Twitter or Facebook;
- Sign up for email newsletter;
- Sign up for webinar;
- Have salesperson call;
- Purchase.<br>
slide19. Agility into the strategy Constant change should be considered in the early stages of strategy formulation, allowing tactics and strategies to be modified and improved as you go;
Strategy must be iterative, innovative and open to evolution;
It should be quick, creative and proactive, rather than slow, predictable and reactive.<br>
slide20. Summary Strategy is positioning your brand within the market and creating a roadmap for achieving your business goals;
Process of understanding where you are, where you need to be, and how you will get there;
Strategic thinking should be mindful of ROI and how it can be measured. Optimize your tactics and performance in order to create a valuable brand story, an excellent user experience.<br>
slide21. References Barker M., D.Barker, N. Boermann, Kr. Neher, Social Media Marketing A Strategic Approach, 2013 South-Western, Cengage Learning
Digital Marketing Strategy Case Study, http://blog.wowconsulting.co.uk/blog/digital-marketing-strategy-case-study
Highlights and Insights Report, CMOsurvey, 2014, http://www.cmosurvey.org/results/
Ringnes, I., Millennials and Social Media, The power of conversation based on a global social media study among youngsters, InSites Consulting, 2014 http://www.isabellekringnes.com/millennials-social-media/
60 Call to Action Examples 10/18/12, http://www.convertingcopy.com/60-call-to-action-examples/
Smith, P.R, SOSTAC® Digital Marketing Planning Guide, 2014, http://www.smartinsights.com/guides/sostac-digital-marketing-planning-guide/
Stokes, R.,E-Marketing, 5th ed., 2013, http://www.amazon.com/eMarketing-essential-guide-marketing-digital-ebook/dp/B00I9FJENM#reader_B00I9FJENM<br>