evaluate objectives strategy implement measure

An introduction to digital strategy.

evaluate objectives strategy implement measure

IntroductionsWho am I?

Louise StephensDigital Consultant - ACIM

evaluate objectives strategy implement measure

5 steps to creating a digital strategy

1. Measure2. Evaluate3. Objectives4. Strategy5. Implement

evaluate objectives strategy implement measure

The integration of website, mobile marketing and digital communications channels for customer acquisition and retention

….ie generating more business!!!

What is a digital marketing strategy?

evaluate objectives strategy implement measure

Evaluation stageThis is the most important stage because:

Sets the tone for everything that you do

Need to know where you are now so you can plan where you want to get to.

evaluate objectives strategy implement measure

Different audiences have different needs and therefore interact with you differently.

PersonasWe use personas to make sure we think about things from an audience perspective.

Target Audiences

evaluate objectives strategy implement measure

DavePersonal: Aged 53 daughter Emily

18 Lived in Norfolk all his life

and plays golf

Interests / Requirements: He is trying to holiday for

his family Needs to find a place that

will cater for his family as well as some where he can play golf

Digital profile Facebook, Social, Forums Laptop, Android phone,

tablet Nexus 7

Drivers: Price, location, positive

reviews

Barriers to conversion Must be able to book

outside of working hours

Value to your business Yearly customer,

potential advocate

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Personal Sex, Age Physical location Relationship \ family status Religion Social status Disabilities What are their hobbies? Time available

evaluate objectives strategy implement measure

Interests / requirements What are they interested in? What products / services

do they need?

evaluate objectives strategy implement measure

Digital profileWhat device?Tablet, phone, PC, Mac etc…

What time of day do they use?Morning, evening, during work etc…

What digital channels do they use?Websites, social, video, apps

evaluate objectives strategy implement measure

Drivers Price Brand Service Location Loyalty Quality

evaluate objectives strategy implement measure

Barriers to conversion Can’t afford the product or

service Reputation – Don’t trust

brand Payment methods are not

available Interaction is a difficult

process Location is too far away? Not available out of hours

evaluate objectives strategy implement measure

Value to the business High \ low value One time purchaser Occasional customer Regular customer Advocate \ supporter Quantity \ quality

evaluate objectives strategy implement measure

Competitor review Who are your

competitors? (Locally & online)

What are their USP’s? Why are you better?

evaluate objectives strategy implement measure

Objective stage

evaluate objectives strategy implement measure

What are your objectives?Your objectives:

Raise brand / awareness Increase sales by 10% Increase event registrations Increase donations (on /

offline) Reduce the cost per sale

evaluate objectives strategy implement measure

ObjectivesS.M.A.R.T.

evaluate objectives strategy implement measure

StrategyNow you understand who your audience are you now need to focus on when and how to engage with them…

Buying cycles Where they live

online Review of current

strategy 360° strategy

principals

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What is your customer buying cycle?

evaluate objectives strategy implement measure

awareness of need

discover alternativ

es

compare solutions

make a decision

evaluation

evaluate objectives strategy implement measure

Where does your audience live online?

Low Med High

Emma – Marketing & Events Manager

Age: 25 - 35Location: Norfolk

Emma is time poor and usually works well after office hours. Emma prefers image lead content. She is looking for top line information for research purposes.

evaluate objectives strategy implement measure

Are you in the right place at the right time?

evaluate objectives strategy implement measure

360° strategy principals…

evaluate objectives strategy implement measure

ImplementThe implementation of your strategy makes all the planning come to life…

Budget vs Skill vs Time

Methods and tactics Tools to help Third party expertise

evaluate objectives strategy implement measure

Budget vs Skill vs TimeLooking at the channels you have highlighted, consider the following…

How much budget do we need to allocate? Do we have the skills in house to implement it? Does that person have the time to implement it?

evaluate objectives strategy implement measure

MeasureMeasure, test and refine is the cornerstone to your strategy…

What to measure? When to measure it? How to measure it? Refine and optimise.

evaluate objectives strategy implement measure

Refine and optimiseWhat works for one may not work for another, regular analysis will highlight areas that are meeting objectives and others that are not.

Exceeding objectives Meeting objectives Not meeting objectives

It is important to understand why…