webinar outline
TRANSCRIPT
Webinar Outline
❑ A Look at Enterprise Digital Marketing in 2020
❑ Developing Your Strategy for 2021
❑ Leveraging GOST and Integrated Marketing for Digital
Marketing Planning and Management
❑ Enterprise Digital Marketing Tools
❑ Recommendations for 2021
What is an Enterprise?
Large budgetsHundreds or thousands of employees
Top-shelf products
A CASE FOR ENTERPRISE DIGITAL MARKETING
What is Digital Marketing?
Manage stakeholders and communicate business value
content that complies with regulatory
requirements
specialized tool-kits,
More collaborative
working
Involves answering more strategic questions
Helping individuals or businesses achieve their goals through internet or online-based technologies
ENTERPRISE DIGITAL MARKETING
WHY A STRATEGY?
A digital marketing strategy is a plan of action or blueprint for achieving your digital marketing goals.
Common Digital Marketing Channels
Social Media Marketing
Email Marketing
Video Marketing
Search Engine Optimization
Influencer Marketing
Pay-Per-Click (PPC)
A LARGE ECOSYSTEM
GrowingExecutingPlanningLearningDigital Marketing
HIGHLIGHTS OF 2020
• Conversational Marketing• Privacy and Data security• Influencer Marketing• Multichannel Marketing• Ad verification• Email personalization• Content remained king (esp. videos)
• AI and ML (chatbots)• Google is getting smarter with SEO
(BERT)• Voice search• Instant Messaging• Digital Transformation
Various components make up every digital marketing strategy. These components, however, require a thorough understanding of your enterprise. It is almost impossible to develop a strategy without a clear-cut understanding of your enterprise, what it offers, and the values that drive the business success
WHY – Why are you looking to leverage digital marketing? What is the end goal?WHAT – What sectors are you targeting? What makes you stand out? The more specific your answers, the more tailored your messages become.WHO – Who within those companies are you looking to target?HOW – How do you reach your audience? What channels will help you reach your goal?
DEVELOPING YOUR STRATEGY FOR 2021
Goals/ObjectiveCustomer Persona/Target AudienceDigital Marketing Channels Digital Marketing ToolsBudgetPerformance Monitoring
Digital Marketing Strategy Document
Common Digital Marketing Channels
Social Media Marketing
Email Marketing
Video Marketing
Search Engine
Optimization
Influencer Marketing
Pay-Per-Click (PPC)
DEVELOPING YOUR STRATEGY – GOST TECHNIQUE
Which techniques to implement
strategy? Activities and tasks to
be done
STRATEGYHow will we achieve our
objectives? (Priority methods or
resources)
OBJECTIVESWhat is our specific target?
(Target or forecast)
GOALSWhat are we trying to
achieve (General aims)
TACTICS
Considering how this could apply to our RACE marketing model,you can see that objectives, strategies, tactics and KPIs can be setfor each part of RACE and summarised in a table like this:
DEVELOPING YOUR STRATEGY – INTEGRATED MARKETING
TACTICS
Integrated Marketing is a strategic approach to integrating communications and experiences by coordinating all aspects of the marketing of a brand to achieve consistent messaging customized where possible by channel which presents a unified and seamless experience to consumers across the customer lifecycle or path to purchase".
Consistent brand
experience
Linked
messaging
Integrated
promotional tools
Consistent
messaging
How to ensure your marketing is integrated –CONSISTENT REVIEWS
Always-on
digital
marketing
Return on
investment
Competitors
integrated
marketing
DEVELOPING YOUR STRATEGY – EXPECTATIONS FOR 2021
DEVELOPING YOUR STRATEGY –EXPECTATIONS FOR 2021
1. Artificial Intelligence – mainly chatbots
2. Conversation marketing3. Personalization4. Video Marketing5. Social messaging apps6. Influencer marketing7. Micro-Moments8. Voice Search & Smart Speakers9. Content marketing will continue to
influence SEO10. Predictive analytics for lead scoring
and segmentation11. Google Ads Smart Bidding12. Web security and Privacy Marketing
ENTERPRISE DIGITAL MARKETING TOOLS
Insights
Analytics
Search
Console
Social Media
MozBar
SimilarWeb
Content
Photoshop
Illustrator
Canva
MS
PowerPoint
Scoop.it
Marketing
HubSpot
MailChimp
Active
Campaign
Oracle CX
Marketing
SalesForce
Marketing
Cloud
Reporting
Databox
Reportei
DashThis
Ninjacat
Analytics
SEO
Ahrefs
Alexa
ScreamingFr
og
MOZ
SEMRush
Management
and
Automation
HootSuite
SproutSocial
Buffer
Sendible
Oktopost
CRM
SalesForce
Microsoft
Dynamics
365
Oracle on
Demand
CRM
NetSuite
CRM
SAP Sales
Cloud
RECOMMENDATIONS FOR 2021 STRATEGY
• Practice integrated marketing• Analyze data regularly• Spend more time developing your strategy • Monitor the progress of your strategy in phases.• Teamwork and collaboration is required to achieve success• Do not be afraid to outsource strategy development. But ensure the
execution team clearly understands the strategy.
Case study 1Technology Company -T-DetectOnline fraud software marketing in new region
- Successful in Banking sector in Europe (Rated No 1)- Looking to sell solution to Anglophone African Banks - Raise product profile to no 1 in region(during pandemic) and sell
Case study 2Digital Bank - Money Saved BankBank Account product marketing across 4 countries
- Successfully launched other products in the market- Operations in 4 African countries (Anglo/francophone) - Convert 100k to open bank account by end 2022 -
Case study 3Manufacturing company – Clean4Real Indoor and outdoor cleaning products
- New business trying to break into an established market- Operating in Lagos, Nigeria - Leverage digital partners to sell product in Nigeria-
It’s a cycle!
The big picture
Steps to Enterprise Digital marketing
Case study 1Technology Company -T-DetectOnline fraud software marketing in new region
- Successful in Banking sector in Europe (Rated no 1)- Looking to sell solution to Anglophone African companies - Raise product profile to no 1 in region(during pandemic)
Case study 2Digital Bank - Money Saved BankBank Account product marketing across 4 countries
- Successfully launched other products in the market- Operations in 4 African countries (Anglo/francophone) - Convert 100k to open bank account by end 2022 -
Case study 3Manufacturing company – Clean4Real Indoor and outdoor cleaning products
- New business trying to break into an established market- Operating in Lagos, Nigeria - Leverage digital partners to sell product in Nigeria-
Execute
Budget
Plan
Feedback
Strategy
Input1
2
3
4
5
6
1. Product Benefit2. Market situation Operating environment3. Competitor landscape
• Game plan for reaching and converting prospects• 5Ps still matter in digital marketing
• SWOT – Strength, Weakness, Opportunity, Threats• SMART – Specific, Measurable, Attainable, Relevant and
timely
• Money to spend on marketing • Determine business goals and priorities and establish
sales cycle• Digital marketing tools
• Execute your digital marketing and refine as you measure response
• Use feedback both electronic and verbal to determine the relevant market mix to succeed
Case study 1 Technology Company -T-DetectOnline fraud software marketing in new region
1. Product Benefit – Realtime detection2. Market situation – No product leadership, price frustration 3. Competitor landscape – Lots of players
Know your target audience
The big picture
Meeting your needs to automate and realize value through intelligence whilst remaining compliant with regulations
For further information/support on this topic or any of our
solutions, you can reach out to our presenters or
through our contact information below.
Promise EkewubaDigital Marketing Specialist, TriVersa
Jide SowadeManaging Director, TriVersa
thetriversa.com [email protected] triversa-ng