digital marketing strategy 101
Post on 15-Apr-2017
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Digital Marketing Strategy 101 by Javed Mohammed
javed_mohammed@hotmail.com
Marketing: In simple terms
Marketing, is “find a need and fill it by taking it to the market.”
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Know your Market
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B2B: Business To Business
• Deep, vertical markets
• Consultative Selling
• Rational Decision
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B2C: Business To Consumer
• Broad large markets
• Direct Selling or through retailer
• Emotional Decision
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C2C or P2P: Consumer To Consumer or Peer To Peer
• Broad large markets
• Direct Selling
• Emotional Decision
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Know your Customer
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Understand your customers Demographics, Psychographics or
Firmographics
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Know how your customer makes decisions?
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Understand Push vs Pull Marketing
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Push: Traditional Marketing
Manufacturer, Retailer promote and push product to the customer through Advertising, in-store promotions etc.
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Pull: Cool Marketing of Today
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Customer researches, connects with peers and arrives at the Product or Service they want
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So let’s bring heaven and earth together (ie digital and marketing)
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What’s all the fuss about Digital?
It’s just a way to connect with customers using digital technologies instead of traditional media advertising eg Print, TV, Radio, etc.
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OK What is Digital + Marketing?
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Digital Marketing Definition
“Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers. The key objective is to promote brands, build preference and increase sales through various digital marketing techniques.”
(Wikipedia)
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Enough with definitions let’s dive in
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Digital Marketing is like a
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A lot of tools at your disposal.
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Digital Marketing
CONTENT MARKETING
SOCIAL MEDIA
MARKETING
EMAIL MARKETING
MOBILE MARKETING
SEARCH MARKETING
BRAND MARKETING
OPTIMIZATION
Here are some of the buzz words of Digital Marketing
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Now let’s go Deeper
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You can create different types of content and tools to engage your
prospects & customers
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But first you have to know where to start
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It Starts with the Buyers journey and you
have to identify the customer and meet them at each touch point with the correct content, or help that they
need.
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Buyers Journey has 3 Stages Awareness Consideration Decision
Problem
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Buyers Journey: Life Cycle Awareness Consideration Decision
Problem
ATTRACT CONNECT ENGAGE MEASURE CONVERT NURTURE
Build Awareness Reach audience in target market
Address their concerns and help them complete the puzzle, generate leads
Identify KPIs and measure diligently
Convert leads into sales
Get Attention
New Offers, Referrals
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Buyers Journey: Content Awareness Consideration Decision
Slide Ware
Blog Articles WhitePapers
Case Studies
Testimonials
Webinars
Podcasts
Video
InfoGraphics
SEO
Problem
E-Newlsetter
eBooks
ROI Calculator
In-person Demo
CONNECT ENGAGE MEASURE CONVERT
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Buyers Journey: Search Awareness Consideration Decision
Problem
RESEARCH CONTENT PLACEMENT MEASURE CONVERT NURTURE
Optimize Content Using Keywords
Promote Content via Blogs, Social (Organic) as well as PPC
Identify KPIs and measure ROI
Downloads SignUps Sales Click Thru Rate Search Rank Links
Audience & Keywords 5 W’s
New Offers, Referrals
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But there is so much out there!
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The Media and Promotions you use fall into different types
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OWNED MEDIA
EARNED MEDIA PAID
MEDIA
Website Blog Social Media Channels Mobile Apps Email Marketing
Paid Search Paid Content Display Ads Digital Signage
Word of Mouth PR & Press Coverage Blogger Coverage Social Networks
Overlap of Media types
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So how do you figure out which kind of content to create or curate?
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Checklist for Creating Content
Identify target customers
Have clear objective (& SMART Goals)
Calculate your budget
Select the Media
Create the Message
Measure results and make tweaks
Rinse & Repeat
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Oh yes and don’t forget the
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Remember, there is no free-lunch. You pay for your digital marketing with Time or Money.
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Digital is “good” but you don’t have to throw out the baby with the
bathwater!
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Integrated Marketing: Weaves traditional & digital marketing
TV Radio Print Direct Mail
Web
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Mobile Social
Search
So there you have it, Digital Marketing is huge like the ocean and the whale
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Digital Marketing
CONTENT MARKETING
SOCIAL MEDIA
MARKETING
EMAIL MARKETING
MOBILE MARKETING
SEARCH MARKETING
BRAND MARKETING
WebSite
Blog
SEM
SEO Display Ads
Messaging
Image
Emotional Connection
Packaging
Search
Banners Location Based/ Proximity
SMS/MMS
Apps
Landing Pages
Newsletter
Links
Slide Ware
Articles
WhitePaper
Case Study
Video
InfoGraphic
Photos
Votes
Comments
Testimonials
Webinars
Personas Positioning
PPC, CPC, CTR, Conversion
Web Analytics
Keywords, Links Meta Data
Podcasts
Banners
OPTIMIZATION
A/B Testing
Usability Testing Click Analysis &
Heat Mapping
Community
DIGITAL MARETING STRATEGY MAP
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Need Help with your Digital Marketing
Project?
Contact me Javed Mohammed
javed_mohammed@hotmail.com javedinc.wordpress.com
1 (408) 728-8920
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