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    Second Lecture-Digital Strategy

    Uploaded by

    Mina Youssef
    This document discusses digital marketing strategies and tactics. It covers positioning, pricing strategies, channels, SEO, CRO, and content marketing as important concepts. It then outlines an action plan with tasks, timelines, budgets, and expected ROIs. Finally, it lists key metrics and KPIs to measure the performance of websites, content, social media, email marketing, affiliate marketing, and SEM. The overall document provides an overview of developing an integrated digital marketing strategy, from high-level concepts to specific plans and controls.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Second Lecture-Digital Strategy

    Uploaded by

    Mina Youssef
    40 views23 pages
    This document discusses digital marketing strategies and tactics. It covers positioning, pricing strategies, channels, SEO, CRO, and content marketing as important concepts. It then outlines an action plan with tasks, timelines, budgets, and expected ROIs. Finally, it lists key metrics and KPIs to measure the performance of websites, content, social media, email marketing, affiliate marketing, and SEM. The overall document provides an overview of developing an integrated digital marketing strategy, from high-level concepts to specific plans and controls.

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    This document discusses digital marketing strategies and tactics. It covers positioning, pricing strategies, channels, SEO, CRO, and content marketing as important concepts. It then outlines an action plan with tasks, timelines, budgets, and expected ROIs. Finally, it lists key metrics and KPIs to measure the performance of websites, content, social media, email marketing, affiliate marketing, and SEM. The overall document provides an overview of developing an integrated digital marketing strategy, from high-level concepts to specific plans and controls.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    40 views23 pages

    Second Lecture-Digital Strategy

    Uploaded by

    Mina Youssef
    This document discusses digital marketing strategies and tactics. It covers positioning, pricing strategies, channels, SEO, CRO, and content marketing as important concepts. It then outlines an action plan with tasks, timelines, budgets, and expected ROIs. Finally, it lists key metrics and KPIs to measure the performance of websites, content, social media, email marketing, affiliate marketing, and SEM. The overall document provides an overview of developing an integrated digital marketing strategy, from high-level concepts to specific plans and controls.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 23

    Strategy “How Do We Get There?

    ”
    Targeting
    Re-Targeting Behavioral Targeting

    Semantic Targeting Lookalike Targeting


    Strategy “How Do We Get There?”
    Positioning (1/3)
    • Positioning: is putting your brand in a unique position in the mind
    of current and potential consumers among other competitors.

    POSITIONING STRATEGIES

    Competitive Positioning Depositing Competition Positioning by Weakness Camouflage Positioning


    Strategy “How Do We Get There?”
    Positioning (2/3)
    BRAND PERSONALITY
    “A set of human characteristics that are attributed to a brand
    name.”
    Strategy “How Do We Get There?”
    Positioning (3/3)
    Now Let’s Exercise
    Linking STP Process Together
    Strategy “How Do We Get There?”
    Choosing the Right Channel
    Strategy “How Do We Get There?”
    Pricing Strategies (1/2)
    • Pricing has Strategic
    Purposes

    • Put the 4Cs of Pricing in


    Consideration:
    – Customer
    – Cost
    – Company
    – Competition
    Strategy “How Do We Get There?”
    Pricing Strategies (2/2)
    Most Common Pricing Strategies For Digital Products:
    Free-mium Strategy Free-Trial Strategy
    SOSTAC
    • T actics
    Tactics “Details of Strategy”
    Important Concepts

    Search Engine Optimization Conversion Rate Optimization Content Marketing


    Tactics “Details of Strategy”
    Important Concepts (SEO)
    • Search Engine Optimization
    “SEO”: is a methodology of
    strategies, techniques and tactics
    used to increase the amount of
    visitors to a website by obtaining a
    high-ranking placement in the
    search engine result page (SERP).

    • Search engines includes; Google,


    Bing, Yahoo and others.
    Tactics “Details of Strategy”
    Important Concepts (SEO)
    • Tips To Improve SEO:
    – Know what you are actually selling
    – Know your audience
    – Identify the best keywords identifying your business
    – Develop a better content marketing
    – Link to other websites with relevant content
    – Avoid keyword stuffing

    • This will lead to Organic Search and saving money of paid search.

    • Let’s Watch a Video!


    Tactics “Details of Strategy”
    Important Concepts (CRO)
    • CRO is defined as the process in which
    companies create experiences to
    visitors/users leading them to convert
    into customers.
    • It is important to be clear that CRO
    does not involve only acquiring
    customers and sales, however it is
    extended to engagement activities
    made by the visitors like for instance;
    registrations, subscriptions,
    downloads, OPT-in, etc..
    Tactics “Details of Strategy”
    Important Concepts (CRO)
    Customer Purchase Funnel
    Tactics “Details of Strategy”
    Important Concepts (Content Marketing)
    • A type of marketing that involves the creation and sharing of
    online material (such as videos, blogs, and social media
    posts) that does not explicitly promote a brand but is
    intended to stimulate interest in its products or services.

    • The art of selling without selling


    Tactics “Details of Strategy”
    Important Concepts (Content Marketing)

    Let’s Watch Video


    SOSTAC
    • A ction
    Actions “What is our Plan?”
    Who will do What When?
    Means for
    Task achievement Timelines Budget (EGP) Expected ROI
    Responsibility
    Website X Company 1 Month (Starting
    150,000 40%
    Development (Outsourcing) November 2018)
    Business Throughout the
    Email Marketing 30,000 /
    Development team year
    Y Company
    Content Marketing
    (Outsourcing) Q1 2019 200,000 65%
    Development
    SOSTAC
    • C ontrol
    Control “How did you do?”
    Metrics & KPIs (1/2)
    Activity Key Metrics (KPIs) Tools & Techniques

    • Unique Visitors
    • Time spent on websites
    Website Performance
    • Bounce Rate
    • Conversion Rate

    • Return Rate on Website/page


    Content Marketing
    • Time Spent on Website/page

    • Fan Reach
    • Engagement
    Facebook  Comments
     Shares
     Like
    Control “How did you do?”
    Metrics & KPIs (2/2)
    Activity Key Metrics (KPIs) Tools & Techniques

    • Email sent versus received


    Email Marketing • Email traffic by day of the week • Email Analytics
    • Average email response time

    Affiliate Marketing • Conversion Rates

    • Click through rate


    Search Engine Marketing
    • Percentage of organic visits

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