Marketing Strategy ‘ The marketing logic by which the business unit hopes to create customer value and achieve profitable customer relationships’ (Kotler, 2010)
*What is digital? * What its benefits? * Who,what,when, where and how? Digital Marketing Strategy Use of digital tools inline with a plan inorder to accomplish a sound marketing strategy *Measurable *Actionable
Everyone goes digital everywhere, everytime All media is digital Experiences are digital
Cost Per Thousand- Price of 1000 ad impressions on 1 webpage Cost Per Click- advertiser pays each time a visitor clicks on the add
Integrated Digital Marketing Communications Endless communication Collect relationships Communication flows both ways Gain feedback Make people share Create experiences
Identify Business Objective • Why does your website/campaign exist? 1. Acquisition. How are you anticipating acquiring traffic for your website / YT video / whatever else you are creating? Did you cover all three components of successful acquisition: Earned, Owned, Paid media? How would you prioritize each? Where are you spending most of your efforts? 2. Behavior.What is the behavior you are expecting when people arrive? What pages should they see? What videos should they watch? Should they visit repeatedly? Are there certain actions they should take? What is unique about your effort that ties to an optimal experience for a customer? 3. Outcomes.What outcomes signify value delivered to the business bottom-line? A download? A phone call to your call center? A qualified online lead? Signing up for email promotions? People buying your product / services ? A 95% task completion rate? A 10 point lift in brand perception?
Integrate All Choose The Best Basket &
In late 2008, Doritos wanted to reintroduce two flavors from1980s - Taco and Four Cheese. • Objective: With a minimal budget, and a solely digital brief, to establish a distinctive strategy that would result in effective campaign • Research showed that many older consumers still had fond memories of these flavours, but the majority of the target audience for communications - teens and young adults - were not old enough to say the same. This latter group, however, were highly engaged with the internet, from Facebook to online video, and actively sought out the best content. • As such, it was decided to tap into the enjoyment this demographic derived from horror films, and to create a digital "haunted house", called Hotel 626, which used a mixture of CG, first person and live action environments, to try and terrify visitors. • Created scary website.www.hotel626.com • Created an online interactive game combining other digital devices. • About Advergame: You're trapped in a hotel and have to complete challenges--like singing a demon baby to sleep--to get out. • Hotel 626 uses several groundbreaking techniques to dial up the experience. • Your webcam sneaks a picture of you and shows it to you later--inside the lair of a madman. • Your one salvation is a phone call on your actual cell phone with directions on how to get out. • To make it scarier, you have to play in the dark. Hotel 626 is only open from 6pm to 6am. • Integrated with all media; prints ads, tv ads, facebook and twitter
Results • Since launch, Hotel 626 has attracted 4 million unique visitors. • with an average "stay" of 13 minutes, nearly four times the industry average. • 60% of traffic came from addresses typed directly into a browserthis • showed that word-of-mouth was also a key driver of interest. • The relaunched flavors also sold out • giving Doritos a 4% incremental sales increase over the previous year.
References- For more • Dholakia, Utpal M. and Emily Durham (2010), "How Effective is Facebook Marketing?" Harvard Business Review, 88(3), 26. • Stephen, A., Bart, Y., and Sarvary, M. (2013). " Making Mobile Ads That Work." Harvard Business Review, December 2013 • Teixeira, T.(2012). "The New Science of Viral Ads", Harvard Business Review, March 2012. • http://hbr.org/2013/12/when-marketing-is-strategy/ • http://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places/ • http://www.slideshare.net/mcorak/digital-marketing-strategy-digital-marketing-planning-strategic-planning-online-marketing-summit-phoenixjune-2011ethologymike-corak • http://www.slideshare.net/bud_caddell/digital-strategy-101-24081694 • http://www.slideshare.net/gregfromparis/the-best-digital-campaigns-of-2012