II.  Make your Business SocialStrategies of Digital Marketing

“The value of a dollar is social, as it is created by society” ‐ Ralph Waldo Emerson

have a

BRAND CONSUMER

Brand

Consumer

STRATEGIC PLANNING PROCESS

Digital Strategy (Wikipedia): 

In the fields of strategic management, marketing strategy and operational strategy, digital strategy is the process of specifying an organization's vision, goals, opportunities and initiatives in order to maximize the business benefits digital investments and efforts provide to the organization. These can range from an enterprise focus, which considers the broader opportunities and risks that digital potentially creates (e.g., changes in the publishing industry) and often includes customer intelligence, collaboration, new product/market exploration, sales and service optimization, enterprise technology architectures and processes, innovation and governance; to more marketing and customer‐focused efforts such as web sites, mobile, eCommerce, social, site and search engine optimization, and advertising.

Is the process for achieving an objective basedon substantiated information.

Strategy Process

Implementation Planning Evolution ‐ Measurement

DefinitionOption Generation / Evaluation Option Selection

ObjectivesVision / Mission Objectives – KPI’s

AnalysisExternal Environment Internal Resources

ExploreS.W.O.TInsight / PlanningImplementation & Follow up(+ Creative Plan Inclusion)

Explore

• Identify business objectives• Communication objectives• Source of business• Market place dynamics• Target audience• Media relations

S.W.O.T

• Strengths• Opportunities• Weaknesses• Threats

Desired behaviors

The Insight leads the way to strategicallyselect the most Influential, relevant andengaging digital platforms to the targetaudience.

Insight

The strategy definition is driven by the objectives and vision.

6 Key Decisions

Strategy DefinitionOption 

GenerationOption 

EvaluationOption Selection

• Decision 1: Define appropriate channels• Decision 2: Analyze capabilities• Decision 3: Revenue models• Decision 4: Market place re-structuring• Decision 5: Market and product

development • Decision 6: Position / Differentiation

The 7 P’s…

We need to redefine them!

Tactics and the Marketing MixRe‐defining  the 7 P’s in an online context…

Planning

Market budgets, platformallocation, creative asset,campaign (timing), reach metrics, flightining patterns,Test & Learn

It’s about being SPECIFIC

Promotion

Implementation

• Live follow up• Metric Analytics Report• Recommendation• Optimization• Post Buy

& Follow

+ Creative assetDevelopment and implementation.

Q&A