A digital marketing strategy involves building on traditional marketing strategies by using the benefits and challenges of the digital medium. It integrates online and offline tactics to achieve business goals and speak to an overall brand identity. The strategy considers factors like the market, competitors, customers and core competencies. It examines how the internet has changed traditional marketing models and determines the goals, tactics, metrics and ongoing optimization needed to create demand and exchange value with customers online.
5. It aims to create demand using the
power of the Internet.
6. It is
measurable.
It gives brands
opportunity to
build tailored,
optimised brand
experiences
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36. They should also be aligned with the
greater strategic objectives of your
brand.
37. Value exchange:
•What value are you adding to the
market?
•What constitutes success?
•How do you measure this?
38. Tactics...The how.
The strength of the tools is dependent
on the type of objectives set.
40. Metrics:
How will you measure value exchange?
These are the key performance
indicators (KPIs).
Set them up early on!
41. Ongoing optimisation:
Monitor, measure, experiment, learn, be
proactive!
Google Insights; Flickr; Delicious; Spyfu; Quirk
SearchStatus; SEO Book’s Rank Checker; Change
Detection; Google Alerts; BrandsEye; Google Patent
Search; Google Adwords External Keywords Tool;
Google Trends; YouTube Selection Tool, etc.
Use tools to gather data: