How I explained my job as Digital Strategist to my mum

Transcription

1 DIGITAL STRATEGY

2 ABOUT THE PRESENTER DIGITAL MARKETING STRATEGY How I explained my job as Digital Strategist to my mum

3 I M A G I N E D I G I TAL M A R K E T I N G AS A S Y M P H O N I C O R C H EST R A

4 E A C H M U S I C I A N R E P R E S E N T A S P E C I F I C D I G I T A L M A R K E T I N G R OLE E A C H H A S U N I Q U E M U S I C S H E E T S W H I C H ARE S P E C I F I C R E S P O N S I B I L I T I E S Campaign Manager CTR ppc Budget Engagement Performance Manager Tracking Campaigns analyze performance Reporting Social Media Manager Brand Awareness Content Management Conversions

5 DON T FORGET: L IKE S YMPHON IC O RCHESTRA AIMS PRODUCTION OF HARMON IC M ELODY DIGITAL MARKETING AIMS INCREASE OF ROI THROUGH SPECIFIC KPIS

6 D IGITAL S TRATEGISTS ARE LIKE C ONDUCTORS COLLECT & ANALYZE DATA FROM DIGITAL MARKETERS PLAN & MONITOR THE DIGITAL STRATEGY PROVIDE DIRECTIONS TO DIGITAL MARKETERS SET ADDITIONAL OR NEW KPIS ENSURE THE INCREASE OF ROI HELP IN COORDINATION OF DIGITAL MARKETING DEPTS.

7 WHAT A DIGITAL STRATEGIST DO : DEFINE ROADMAPS : A l l i n d i v i d u a l t a c t i c s l i k e W e b s i t e s, S o c i a l M e d i a, C o n t e n t, e t c. SUPPORT MARKETING DEPARTMENT : R e s e a r c h e s, A n a l y z e, Tr a c k i n g & M o n i t o r i n g, S u g g e s t i o n s. DE- CONSTRUCT COMPETITION : A n a l y z e c o m p e t i t i v e b e s t p r a c t i c e s i n d i g i t a l m a r k e t i n g a n d c r e a t e b e n c h m a r k s. IDENTIFY NEW OPPORTUNITIES : A d j u s t i n g n e w K P I s, D i g i t a l t e c h n o l o g y t o e n h a n c e c l i e n t s o v e r a l l m a r k e t i n g m i x : p r o d u c t, p r i c e, p l a c e o r p r o m o t i o n.

8 WHAT A DIGITAL STRATEGIST DOESN T DO : 1 SOCIAL MEDIA MARKETING 2 CAMPAIGN MANAGEMENT 3 4 PERFORMANCE MANAGEMENT A/B TESTING

9 RACE PLANNING FRAMEWORK REACH ACT CONVERT ENGAGE Prospects & Customers Achieve Interaction to Lead or Sale Customers through Time

10 MARKETPLACE ANALYSIS H OW TO P REPARE THE D IGITAL STRATEGY P LANNI NG 1 Audience and Customer Analysis 2 Competi tor Benchmarking 3 Online Partner Analysis Prepare The Ground 4 SWOT: Own Digi tal Marketing Review

11 STRATEGY ANALYSIS H OW C A N WE A C H I E V E OUR G O A L S ( K P I S - R O I ) 1 Segmentation and Targeting 2 Brand Posi tioning and Value Proposi tion 3 Engagement and Content Strategy Plan a STRATEGY 4 Integrated Communication Strategy

12 TACTICS: W H I C H D I G I T A L M A R K E T I N G A C T I V I T I E S DO WE O P T I M I Z E R E A C H A c q u i s i t i o n s t r a t e g y t o b u i l d o f f - s i t e a w a r e n e s s a n d i n o f f l i n e m e d i a t o d r i v e w e b p r e s e n c e s 1 Search Engine Optimization 2 Pay Per Click (PPC) 3 Affi liate and Partner marketing 4 Online Advertising 5 Online PR 6 Social Media Marketing

13 TACTICS: W H I C H D I G I T A L M A R K E T I N G A C T I V I T I E S DO WE O P T I M I Z E A C T & CONVERT P e r s u a d e v i s i t o r s t o i n t e r A c t a n d C o n v e r t t h r o u g h c o n n e c t i n g t h e m w i t h r e l e v a n t c o n t e n t & o f f e r s 1 Conversion Rate Optimization 2 Ecommerce Management 3 Lead Generation Techniques 4 Home Page Optimization 5 Landing Page Optimization 6 A/B and Multivariate Testing

14 TACTICS: W H I C H D I G I T A L M A R K E T I N G A C T I V I T I E S DO WE O P T I M I Z E E N G A G E R e t e n t i o n a n d g r o w t h s t r a t e g y t o b u i l d c u s t o m e r r e l a t i o n s h i p s t o e n c o u r a g e r e p e a t v i s i t s a n d s a l e s 1 Content Marketing Strategy 2 E-newsletters and Promotional Emai ls 3 E-contact Strategy 4 Customer Service and Support 5 Mobi le Marketing 6 Social CRM

15 Inbound Marketing Permission Outbound Marketing Interruption

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17 W HERE D I GI TAL S TRATEGY S TANDS Data from Campaigns, Social Media, Analytics, Researches, Competition, etc. Redefining KPIs and Policies, Approach New Opportunities and Tactics, etc.

18 R EQUI REMENTS A D I G I TAL S T R AT EG I ST M U ST H AV E : 1 High Atti tude 2 Deep Experience 3 Day - to-day Strategy Education (continuous) 4 Numerous of Real Case Studies 5 Out of the Box Strategic Thinking

19 Giorgos Yfantis MARKETING & STRATEGY MANAGER Giorgosyfantis.gr twitter.com/giorgosyfantis linkedin.com/in/giorgosyfantis slideshare.net/giorgosyfantis Copyright 2016, Giorgos Yfantis, all rights reserved.