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Getting Started with Digital Marketing - How to set-up a Digital Marketing Strategy

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Roy Selbach
Roy Selbach

This document outlines the initial steps for developing a digital marketing strategy. It discusses conducting research on the current landscape including understanding target customers, competitors, and pricing models. Goals and targets are then defined. Trends across various areas are explored to identify opportunities. Insights are derived about the core audience, what excites them, and their purchase journey. The key takeaway is to gather comprehensive data on these areas before allocating budget to digital marketing activities.

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Getting started Digital Marketing Strategy.
Leading Force. Roy Selbach MSc. MBA B.comm / CEO • 8+ years: Digital Marketer Consultant • 4+ years: Social Media Specialist • 3+ years: Digital Transformation: Marketing Automation For more reference: www.royselbach.com • 3+ years: Marketing Director • 2+ years: Brand and Design manager • 2+ years: Graphical Designer
“ I’m here to help to develop an effective Digital Marketing Strategy with structured activities to improve digital outcomes.” What are we going to do?
Getting Started with Digital Marketing - How to set-up a Digital Marketing Strategy
Introduction 1. Concept Development 2. Strategy & Planning 3. Execution Activities Stages Overview 4. Measure & Evaluate
01 Concept Development. STEP 1: CURRENT LANDSCAPE STEP 2: GOALS & TARGET STEP 3: TRENDS STEP 4: DERIVE INSIGHTS
Step 1: Current Landscape
Exploring • Top 3 customer segments (age, gender, religion, interest, spending habits etc) • Top 3 geo locations (cities, countries, provinces) • What’s the estimated market size (number of customers as well as total revenue of your product / service)? • How much of your customer segment are available online? Current Market.
Competition. Getting to know your neighbours • Who are your top 3 direct competitors? • Who are your top 5 in-direct competitors? • What’s the max avg. annual revenue generated by top 5 players? • What’s the average number of customers of top 5 players? • What’s the avg. YOY growth rate of the top 3 & next 5 players?
Price. Finding the right model • What’s the avg price of your product / service? • Can it be purchase online? • It is high margin, low volume or low margin, high volume? • Does it require physical touch/personal visit to close the deal? • Are their other pricing models integrated
.DIGITAL EOI S t r e n g t h s •U n i q u e p r o d u c t ( n o t a l o t o f c o m p e t i t o r s ) •O f f e r s b e n e f i t s f o r c u s t o m e r s •F a i r l y c h e a p O p p o r t u n i t i e s •I n t e r n a t i o n a l s c o p e •N o d i r e c t c o m p e t i t o r s •N e w t a r g e t m a r k e t W e a k n e s s e s L o n g t i m e t o s e e r e s u l t s H a r d t o c o n v i n c e o f t h e b e n e f i c i a l r e s u l t s L o n g d e l i v e r y t i m e T h r e a t s L o c a l c e r t i f i c a t i o n s & l a w s C o r r u p t i o n I n t e r n a t i o n a l p r e s s u r e S.W.O.T. What makes SWOT particularly powerful is that, with a little thought, it can help you uncover opportunities that you are well-placed to exploit. And by understanding the weaknesses of your business, you can manage and eliminate threats that would otherwise catch you unawares. More than this, by looking at yourself and your competitors using the SWOT framework, you can start to craft a strategy that helps you distinguish yourself from your competitors, so that you can compete successfully in your market.
Step 2: Goals & Target
- # of potential customers reached - # of engaged customers - # of orders - Average order value - Presence across x locations - % Marketshare Business Goals Sales Goals Marketing Goals Goals & Targets.
Step 3: Trends
Trends. TECHNOLOGY PLATFORM & DEVICES DATA SECURITY SOFTWARE & TOOLS BUSINESS TRENDS INDUSTRY SPECIFIC TRENDS GOVERNME NT POLICIES TECHNOLOGY AUDIENCE INSIGHTS BEHAVIORAL SOCIAL MEDIA TRENDS DEMOGRAPHIC CUSTOMER PURCHASES PSYCHOGRAP HIC
Step 4: Derive Insights
.DIGITAL EOI Who is your core audience? What Excites them? What is their job title? Derive Insights. Where is your core audience located? Are they offline and/or offline? Which channels do they use? What’s their purchase life cycle? How long it takes between first marketing message to purchase decision? What are my Industry’s best practices? What can apply on mine? Who are the industry leaders?
Gather as much data before you spend budget on digital marketing Get your facts straight • Core target audience • Technology (channels/platform/devices) • Expected return on investment • Sales targets ( # customers / revenue ) • Current trends to utilize Decide the following Stage 1. Key take aways
Our Strengths. Creative & Innovative. 100% Result- driven. Large-scale company knowledge. 360° digital services.
www.eoi.digital Info@eoi.digital facebook.com/eoi.digital instagram.com/eoidigital @DigitalEoi THANK YOU FOR YOUR ATTENTION

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Getting Started with Digital Marketing - How to set-up a Digital Marketing Strategy

  • 2. Leading Force. Roy Selbach MSc. MBA B.comm / CEO • 8+ years: Digital Marketer Consultant • 4+ years: Social Media Specialist • 3+ years: Digital Transformation: Marketing Automation For more reference: www.royselbach.com • 3+ years: Marketing Director • 2+ years: Brand and Design manager • 2+ years: Graphical Designer
  • 3. “ I’m here to help to develop an effective Digital Marketing Strategy with structured activities to improve digital outcomes.” What are we going to do?
  • 5. Introduction 1. Concept Development 2. Strategy & Planning 3. Execution Activities Stages Overview 4. Measure & Evaluate
  • 6. 01 Concept Development. STEP 1: CURRENT LANDSCAPE STEP 2: GOALS & TARGET STEP 3: TRENDS STEP 4: DERIVE INSIGHTS
  • 8. Exploring • Top 3 customer segments (age, gender, religion, interest, spending habits etc) • Top 3 geo locations (cities, countries, provinces) • What’s the estimated market size (number of customers as well as total revenue of your product / service)? • How much of your customer segment are available online? Current Market.
  • 9. Competition. Getting to know your neighbours • Who are your top 3 direct competitors? • Who are your top 5 in-direct competitors? • What’s the max avg. annual revenue generated by top 5 players? • What’s the average number of customers of top 5 players? • What’s the avg. YOY growth rate of the top 3 & next 5 players?
  • 10. Price. Finding the right model • What’s the avg price of your product / service? • Can it be purchase online? • It is high margin, low volume or low margin, high volume? • Does it require physical touch/personal visit to close the deal? • Are their other pricing models integrated
  • 11. .DIGITAL EOI S t r e n g t h s •U n i q u e p r o d u c t ( n o t a l o t o f c o m p e t i t o r s ) •O f f e r s b e n e f i t s f o r c u s t o m e r s •F a i r l y c h e a p O p p o r t u n i t i e s •I n t e r n a t i o n a l s c o p e •N o d i r e c t c o m p e t i t o r s •N e w t a r g e t m a r k e t W e a k n e s s e s L o n g t i m e t o s e e r e s u l t s H a r d t o c o n v i n c e o f t h e b e n e f i c i a l r e s u l t s L o n g d e l i v e r y t i m e T h r e a t s L o c a l c e r t i f i c a t i o n s & l a w s C o r r u p t i o n I n t e r n a t i o n a l p r e s s u r e S.W.O.T. What makes SWOT particularly powerful is that, with a little thought, it can help you uncover opportunities that you are well-placed to exploit. And by understanding the weaknesses of your business, you can manage and eliminate threats that would otherwise catch you unawares. More than this, by looking at yourself and your competitors using the SWOT framework, you can start to craft a strategy that helps you distinguish yourself from your competitors, so that you can compete successfully in your market.
  • 12. Step 2: Goals & Target
  • 13. - # of potential customers reached - # of engaged customers - # of orders - Average order value - Presence across x locations - % Marketshare Business Goals Sales Goals Marketing Goals Goals & Targets.
  • 15. Trends. TECHNOLOGY PLATFORM & DEVICES DATA SECURITY SOFTWARE & TOOLS BUSINESS TRENDS INDUSTRY SPECIFIC TRENDS GOVERNME NT POLICIES TECHNOLOGY AUDIENCE INSIGHTS BEHAVIORAL SOCIAL MEDIA TRENDS DEMOGRAPHIC CUSTOMER PURCHASES PSYCHOGRAP HIC
  • 17. .DIGITAL EOI Who is your core audience? What Excites them? What is their job title? Derive Insights. Where is your core audience located? Are they offline and/or offline? Which channels do they use? What’s their purchase life cycle? How long it takes between first marketing message to purchase decision? What are my Industry’s best practices? What can apply on mine? Who are the industry leaders?
  • 18. Gather as much data before you spend budget on digital marketing Get your facts straight • Core target audience • Technology (channels/platform/devices) • Expected return on investment • Sales targets ( # customers / revenue ) • Current trends to utilize Decide the following Stage 1. Key take aways
  • 19. Our Strengths. Creative & Innovative. 100% Result- driven. Large-scale company knowledge. 360° digital services.