Digital Strategy

7-Eleven

Juejing GaoNew Media Driver’s License

Target Audiences WHO ARE THEY? WHAT THEY WANT?

Tech-savvy customers

Younger customers

Health-conscious

Customers

Thrillseeker.

Experience

Uniqueness

Excitement

Goals of The Digital strategy Identify a group of customers

Communicate with them

Tailor offers for them

Help them to develop brand loyalty

Capture that emotional attachment to the brand

THE BIG IDEA

Turning Regular Customers to Loyal Customers

Social Media Get to know customers

Anticipate their needs

Develop creative marketing campaigns

Attract attentions

Provoke involvements.

Integrate All the Platforms Digital display ads,

Blogger coverage

Social media advertising

Search engine marketing

Inbound and Content marketing

Mobile apps and Mobile marketing

Email marketing.

Analyzing the comments and complaints under social media posts

Monitoring searching contents and clicks

Identify customers’ needs

Tailor offers

Develop real-time customer relationship management (CRM) systems and information systems

Key Performance Indicator (KPI) 

What percentage of people who search for store location at 7-11 website page actually end up making a purchase

How many people become weekly regular customers after they download the app and enroll the 7Awards

Strategy Timeline3 month 9 month 15 month 27 month Future Setup Traction Positioning Expansion Viral

growth

How to Determine If the Campaign is Successful

Key Factors: engagement and clicks

Use the tool Parse.ly to track the performance of topics

Use the SumAll tracks social media data, and evaluate the success of the social-media campaigns

Budget

19%

21%

27%

6%

6%

10% 11%

Budget

EmailPaid SearchWebsiteOther Online MarketingOnline Display AdsSEOSocial Media