Digital Marketing Strategies - PEARL · 5. Strategy “According to a ‘Managing Digital...
Transcript of Digital Marketing Strategies - PEARL · 5. Strategy “According to a ‘Managing Digital...
Digital Marketing Strategies:How to Effectively Promote your Business with Technology
Bonnie Sonnenschein
Senior Vice President/Communications
Kellen
…Politics…FAKE NEWS…Celebrity News
Choice | Selection
Digital Marketing?Defining digital marketing
“The use of the Internet and other digital media and technology to support ‘modern marketing’ has given rise to a bewildering range of labels and jargon created by both academics and
professionals. It has been called digital marketing, Internet marketing, e-marketing and web marketing and these alternative terms have varied through time.”
Digital Marketing vs. Marketing1. Assess your Brand
2. Identify Key Stakeholders | Create Personas
3. Identify Goals and Objectives
4. Conduct Research and Analysis
5. Form a Strategy | Identify Tactics
6. Develop Measurement Metrics and KPIs
7. Monitor and Pivot
1.-3. Brand AssessmentA brand is the promise you make to your customers.
The goal of a branding or rebranding exercise is to define the promise that a company wants to make. Basically, it will answer these questions:
• What is the value proposition that our company offers?
• What differentiates us from the competition?
• What is the tone and image we want our company to reflect?
Branding� S.W.O.T. Analysis – Identifying strengths/weaknesses/opportunities and threats
� Audience Identification – Who are we trying to reach? Who are the key stakeholders we need to identify? What are their key needs and wants from us?
� Brand Audit -- Dissecting the components that make a strong brand:
Five Elements of a Strong Brand
Brand Idea—the essence of what you are; the vision
Brand Voice—your exclusive and special messaging
Brand Identity--what you look like, all visual touch points
Brand Architecture--structure that makes your brand memorable
Brand Management—steps to make sure your message stays on track
Brand Audit
IDEA
-Name
-Mission statement
-Vision statement
-Tagline
-Jingle
VOICE
-Origination story
-Historic timeline
-Specialty
-Key message points
-Tone
IDENTITY
-Visual identity
-Logo
-Colors/typeface
-Icons
-Sub-logos
ARCHITECTURE
-Website
-Social media
-Events
-Education
-Digital Space
MANAGEMENT
-Leadership
-Spokespeople
-Partnerships
-Affiliations
-Social responsibility
-Ongoing Communications
4. Research� Online Surveys to Customers
� Industry Benchmarking tools
� Media Monitoring and Assessment Tools
� Website Surveys
� Industry Reports
� “BIG DATA”
� ***Research technology tools that will help to create digital analysis reports in your industry
5. Strategy“According to a ‘Managing Digital Marketing’ study by Smart Insights, 46% of brands don’t have a defined digital marketing strategy, while 16% do have a strategy but haven’t yet integrated it into their marketing activity. But here’s the thing: if you don’t have a plan in place how can you expect
to grow and innovate, to measure meaningful results and to learn from past mistakes?"
5. Strategy: Thought Leadership
Discovery & Research
Establishing Authority
Advocacy & Media Outreach
Digital Marketing Strategies & Tactics
• Search Engine Optimization (SEO)
• Content Marketing (Blogging & Article Writing)
• Downloadable Content Offerings (eBooks, Whitepapers, Webinars)
• Email Marketing
• Social Media Marketing
• Video Production
• Website Design A/B Testing
• Landing Page Strategy
• Call-To-Action Strategy
• E-commerce
• Link Building/Earning
• Infographic Design
• MarTech--Marketing Automation
• Lead Nurture Strategy--Sales
• Public Relations (PR)
Digital Visuals
� Ads
� Infographics
� Icons
� Webinars� Micro-webinars
� Videos� Animated
� White board
� Interview/”man on the street”
� Video challenges
6.&7.Measurement | Monitoring
KPIs…..engagement…..bounce rates….
open rates….click-through rates….benchmarking…..analytics…analysis.
Effectively using digital marketing� USE RESEARCH TOOLS
� Data/digital analysis/surveys/SWOTs/online tools
� YOUR WEBSITE IS YOUR STOREFRONT
� Fresh content/online surveys/visuals/analytics/webinars/e-catalogs/e-books
� BOLSTER E-MAIL MARKETING EFFORTS
� Create campaigns/segment the messaging and tailor to different audiences/measure
� CREATE A SOCIAL MEDIA PLAN
� Assess platforms/create content & calendars/utilize online ads/geo-targeting/visuals/martech
Questions?