DIGITAL MARKETING STRATEGY GUIDE

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DIGITAL MARKETING

STRATEGY GUIDE

Your companion to creating or updating

your online channel strategy

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem

Digital Marketing Strategy

Seven Steps to Success Guide

04 Introduction Convincing others you need a strategy

09 19 Step 2 Understand your ecosystems

40 Step 4 Strategy: Targeting

47 Step 5 Strategy: Proposition

56 Step 6 Strategy: Getting New Customers

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About our 7 Steps digital marketing guides

How will the guides help me?

pressure to get results, so they’re written to help you do just that. They take you through the

ques-Improve results

Review your current approach Apply analytics

Learn best practice. Strategy recommendations and practical tips highlighted throughout.

Who are the guides written for?

or campaigns like search, email or social media marketing. This is how our guides are designed to

Company owners and marketing managers

can invest in the approaches that matter. We help you set goals and put in place a system to

Digital marketing and Ecommerce managers

Digital marketing specialists

you review and improve your approach.

Consultants and agencies. Many consultants and agencies use our guides to check and

Guide features

Colour-coded , key strategy recommendations and

Tell us what you think

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Introduction

Convincing others you need a strategy

strategy at all.

Just Do It

Well, we’ve seen many companies, large and small who get this wrong. Rather than strategy, coherent plan.

Strategy Recommendation 1

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem plan:

Our top 10 reasons why you DO need a digital strategy

1. You’re directionless.

don’t have goals you likely don’t put enough resources to reach the goals and you don’t evaluate through analytics whether you’re achieving those goals.

2. You won’t know your online market share.

3. Existing and start-up competitors will gain market share

enough resources to digital marketing or you’re using an ad-hoc approach with no clearly

4. You don’t have a powerful online value proposition

5. You don’t know your online customers well enough.

points and then address them.

6. You’re not integrated.

silos, whether that’s a specialist digital marketer, sitting in IT or a separate digital agency.

traditional media and response channels.

7. Digital doesn’t have enough people/budget given its importance.

8. You’re wasting money and time through duplication.

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email and social media marketing.

What is a digital marketing strategy?

Digital marketing strategy Ecommerce strategy

online sales

Ebusiness strategy

on improving internal processes and integrating with channel partners

Multichannel marketing strategy

catalogue phone sales.

just another channel to market

services and content.

Digital marketing strategy

a channel strategy. This means that you should:

Understand the channel.

Set objectives for future channel contribution

Identify and prioritise target audiences. As with traditional marketing, targeting the right

Encourage usage of the channel

Create propositions to emphasise the differences

online channels and other channels.

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Review how competitors use the channel. Understand their targeting and propositions,

Develop channel partners

Best Practice Tip 1

proposition apply.

What should go into a digital strategy?

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Using this digital marketing strategy guide with other resources

Recommended Resource

Digital marketing strategy toolkit template

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem 1

Step 1

Q.

create your strategy.

digital marketing

implementing it.

interact with them.

SOSTAC™

Using SOSTAC

®

_{to create and manage a strategy}

Q.

SOSTAC®

through to create and manage your plan.

SOSTAC®

Emarketing Excellence

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem 1 Strategy Recommendation 6 ®

Best Practice Tip 2 ®

®_{planning to help develop digital marketing strategy are:}

1. Situation Analysis means ‘where are we now?’ Planning activities involved as this

2. Objectives means ‘where do we want to be?’

setting in Step 3.

3. Strategy means ‘how do we get there?’

segmentation, targeting, proposition development. We cover strategy and tactics in steps 4 to 7.

4. . This includes

5. Actions refers to action plans, change management and project management skills

in this guide.

6. Control looks at keeping plans on track against target

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem 1 The Smart Insights digital marketing toolkit contains a one page SOSTAC® Word template

company, Perfect Lawn

channel

You can then move on to a more in-depth templates to prepare a

Integrating the different parts of digital strategy

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem 1 to strategies and KPIs:

Strategies to achieve goals -1. Acquisition objective. Acquire 50,000 new online customers this average cost per £30 with an average

on pay-per-click and display

strategic keywords ranked search results page

2. Acquisition (or conversion) objective. customers to using payment services and e-mail communications within 3 years

natural migration coupled with direct marketing campaign

Direct marketing campaign using direct mail, phone prompts and online persuasion

incentive to encourage change actively using online services registering

3. Conversion objective. Increase the online sales to £42 per customer

AOV

system to show users related product categories

merchandising / cross-selling messages

4. Conversion objective. Increase site

Model showing separate

on strategies shown on the

right customers

competitive pricing AB and multivariate

landing pages

pay-per-click programme

Variations in conversion rates

5. Retention objective. Increase annual

repeat new customer to encourage repeat purchases

via e-mail. discount voucher

Increased conversion rate programme

second purchase discount campaigns

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem 1 Strategies to achieve goals -6. Growth objective. Increase new prospects

per annum

and e-mail recommendation programme

Response rate to direct mail campaign

The Smart Insights digital marketing toolkit contains a

one then use these headers. Don’t get drawn into the details at this stage. That’s the tactics.

approach only, not the detail.

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Word Strategy planning template

The Smart Insights digital marketing toolkit contains a Word Strategy planning template. This is a simple template using the SOSTAC®_{planning headings and prompts to help you}

A. Targeting and segmentation

A company’s online customers have different demographic characteristics, needs and

lifecycle and behavioural personalisation.

B. Positioning

the customer sees immediately when they interact with you online.

C. Proposition and the marketing mix

through varying the 4Ps online through Product, Price, Promotion and Place and how can you add value through service. And don’t forget what PR Smith calls the Eighth P of “Partnering”

Particularly if you sell online, you will want to explain how you will modify the marketing mix.

Product. Can you offer a different product range online. How can you add value to products through additional content or online services?

Price. Review your pricing and consider differential pricing for online products or services.

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These will be detailed in the acquisition and retention communications strategies. Review approaches for online promotions and merchandising to increase sales. You may want to include exclusive promotions to support the growth of different digital channels, i.e. email, mobile, Facebook, Twitter.

People

Processes. List the components of process and understand the need to integrate them into a system.

Physical evidence. Identify the digital components that give ‘evidence’ to customers of your credibility such as awards and testimonials

Partners. The eighth P. So much of marketing today is based on strategic partnerships, marketing marriages and alliances that we have added this ‘P’ in as a vital ingredient in today’s marketing mix.

D. Brand strategy

Gaining ‘street cred’ online is now paramount to success, how and where are you going to do to engage with your brand, why will people interact and recommend, or not? How will you demonstrate credibility online

E. Online representation or presence

smartradar) helps you prioritise your online presence to reach and engage your audience.

F. Content and engagement strategy

Ask which content will feature to gain initial interest, support the buying process (text and rich media product content and tools) and stickiness and to promote return visits (blogs

to it to create quality content which helps you compete. All effective online companies see themselves as publishers!

G. Digital channel acquisition communications strategy

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H. Digital channel conversion strategy

I. Digital channel retention communications strategy

J. Data strategy

what tools and value adds are you going to use? You might alternatively reference these in the conversion strategy. Some of the practical implications here are covered in steps 6 and 7. How do you improve the quality of your customer data across channels to help increase the relevance of your messages through personalisation

K. Integration strategy

How you integrate traditional and digital channels should run through every section of your strategy since it’s key to success. One way to structure this is to map customer journeys across channels as channel chains.

L. Social media marketing strategy

We would argue that social media marketing is part of a broader customer engagement strategy plus brand, acquisition, conversion and retention strategies, but many organisations are grappling with how they get value from this, so it may help to develop an overall social media marketing strategy.

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resources through changes to structures and skills needed for digital and multichannel marketing.

Benchmarking your capabilities compared to your competitors

Q. Marketing capabilities scored and compared to competitors

the plan.

1_{. These are used}

Level 1. Unmanaged. Level 2. Managed.

Level 4. Quantitatively Managed.

Smart Insights Benchmarking Tools

more investment in digital marketing. These are:

Digital Marketing Healthcheck Digital marketing audit

company in 6 key areas. More suited to larger organisations.

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Step 2

Understand your ecosystems

Q. Marketplace reviewed for growth opportunities and threats

Company online ecosystem

and interacting with online audiences.

marketplace.This is important, since

social media and PR and set investments at the right level.

Paid

media

Earned

media

Owned

media

Paid search Display ads liate marketing Digital signage PARTNER NETWORKS Publisher editorial uencer outreach Word-of-mouth Social networks DIGITAL PROPERTIES Website(s) Blogs Mobile apps Social presence Atomisation of content

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem 2 2. Earned media 3. Owned media Q. Marketplace reviewed marketplace.

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem 3 th_edition A. Our customers

Always start with the customer, their characteristics, behaviours, needs and wants. Your

Options for segmenting and targeting. You should apply your traditional segments,

smarttargeting.

Ideal customers

Target search behaviours

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem 3 Strategy Recommendation 9 audiences. customer journey. th_edition B. Our market Market description C. Our competitors

Benchmark online marketing mix

Benchmark digital communications channel

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Customer use of online intermediaries

.

Social

Legal - checking your online marketing activities comply with privacy and online trading

Environment Political Technology

on a SWOT .

Create a digital channel SWOT

A

Customer acquisition and conversion and customer development

since this helps

Here’s more detail on how we approach SWOT analysis on consulting projects. You’ll want to

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem 3 When creating a digital marketing plan, SWOT analysis is also an essential step. We think

the site.

also helps you create strategic options to help you compete.

The Smart Insights digital marketing toolkit contains a with

So make sure your SWOT or SWOTs are:

4. Considers key digital marketing activities

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem 3 R: Reach. Reaching prospects and customers, and raising awareness on your site or

other online presences to encourage site visits.

A: Act. Achieving interaction and participation to achieve leads. C: Convert

Engage

B: Brand

M: Multichannel. How the digital channel integrates with traditional channels. G: Governance

Best Practice Tip 4

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Step 3

1. Mid-long term vision

organisation

goals

SMART objectives to give clear direction and commercial targets 4. Key performance indicators (KPIs) to check you are on track

where you’re going and when you hope to get there, you won’t know your progress on the journey and so make adjustments when you go astray.

Introducing the 5S goals for digital marketing

Emarketing Excellence

marketing strategy.

5S: Sell – Set goals to grow sales?

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Q.Conversion model used to calculate realistic targets for goal volume

Strategy Recommendation 11 Develop conversion models to set realistic online channel goals

A conversion model helps set quantitative targets to hit. Use this spreadsheet we have

developed to help set the right goals: .

Q.Options to extend reach reviewed

See: and .

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem 3 Q.

Keeping incremental sales volume trending right is most important. You can use analytics or ecommerce sales systems to deliver this insight.

Tracked goals through analytics

Q.

or online here2_.

Users switch channels during the purchase process, so make sure you set goals,

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5S: Speak – Set goals to get closer to customers

Q.

engage your audience. We say engage since we don’t mean SHOUTING, we mean getting

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5S: Service – Have we set goals to online customer service goals?

Q. Are goals set for customer care, service and satisfaction?

customer service.

.

prioritise and improve.

5S: Save – Set cost-saving goals

Q.Goals set around cost savings?

can also show the value you gain through using online cost savings to reduce service costs and save on traditional media like print and post.

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5S: Sizzle – Adding value to your brand online

Q.Goals set for brand engagement and advocacy

You will also want to track positive and negative sentiment.

Q.

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem 3 Strategy recommendation 15

You will also want to track positive and negative sentiment.

‘we’ve already got a corporate mission statement that everyone why should we bother? It’s too corporate and we’re just a small

business, we just get on with selling our products.

4

online channel as a whole and how online analytics will support it.

you innovate and invest

communicating that it’s a strategic priority through a senior manager or director who is a Set top-level goals without going into detailed KPIs.

these companies:

Amazon.com

Our vision is to be earth’s most customer centric company; to build a place where people

.

Dell

Dell listens to customers and delivers innovative technology and services they trust and value.

eBay

eBay pioneers communities built on commerce, sustained by trust, and inspired by opportunity. eBay brings together millions of people every day on a local, national and

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem 3 Facebook

friends, family and coworkers. The company develops technologies that facilitate the social connections. Anyone can sign up for Facebook and interact with the people they know in a trusted environment.

Google

Google’s aim is to organize the world’s information and make it universally accessible and useful.

state.

goal-setting guide.

Some examples of vision statements for digital channels

5

Best Practice Tip 5

mission statements.

Our digital channels will make it easy for shoppers to , compare and select products using a structured approach to merchandising and improving conversion to produce an experience rated as excellent by the majority of our customers.

colleagues, e.g.

Digital channels Find

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Merchandising and improving conversion

Experience rated as excellent

site

channel integration.

Best Practice Tip 6 colleagues

Digital by default Digital First Digital DNA

Checklist - creating your vision statement

improvement framework for digital marketing

Q.

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem 3 Strategy Recommendation 17 Q.

Q. Our KPIs are aligned to business success

Q. The dependencies between KPIs is clear

Q. Individuals are responsible for KPIs

Q.

Q. Our measurement framework includes the right effectiveness measures

Q.

Best Practice Tip 7

improve results.

critical few measures that matter

Measurable Actionable

Relevant

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem 3 Stage 1 Reach Stage 2 Act Stage 3 Convert

Stage 4 Engage – Build customer relationships through time to achieve retention goals

Best Practice Tip 8

Metric Reach

audience Action and Leads

Convert

to Sale

Engage

customers to Retain & Grow

Tracking metrics Digital specialists) Unique visitors New visitors Visits Conversation volume

Online opportunity Online sales volume

quality Transactions drivers Digital managers) compared to competitors Brand / direct visits

Bounce rate and duration measures Macro-conver-sion rate to opportunity and micro-conversion Conversion rate to Sale Active customers active) Active social Repeat conversion rate Customer Centric KPIs Brand and Product managers)

Cost per Click and per Sale Brand awareness Conversation Cost per Opportunity Customer

Cost per Sale

Customer loyalty Customer advocacy Products per customer Business Value KPIs Business managers) Audience share conversations

Goal value per visit Online product

requests

Revenue per visit Online originated sales

Retained sales growth and volume

Revenue per 1000 emails sent

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem 3 The Smart Insights digital marketing toolkit contains a

the reports in Google Analytics.

Stage 1 Reach

Unique visitors

Audience share.

Revenue or goal value per visit

revenue per visit.

Stage 2 Act

when they enter your site. KPIs include:

Bounce rate.

engaging visitors.

Pages per visit

Product page conversion

Stage 3 Convert

Conversion rates Sales transactions Revenue and margin

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Stage 4 Engage. Build customer relationships through time to achieve retention goals. have to derive these through your sales systems. KPIs include:

% returning visitors % active hurdle rates

Repeat conversion rate

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Step 4

Strategy: Targeting

Q.

communications you’re dead in the water. your audience:

A Overall targeting approaches - strategic segmentation

A Set strategic segmentation

Q.

segmentation.

Strategic segmentation

to target

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem 4 1. ____________________________________ 2. ____________________________________ 3. ____________________________________ 4. ______________________________________ 5. ______________________________________ 6. _______________________________________ to target

Best Practice Tip 10

Q. Options to reach new markets and audiences reviewed?

to sell into new markets through online channels. These could involve taking advantage

-Strategy Recommendation 18 audiences and new markets

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem 4 RS Components

Common online targeting priorities

. An insurance company

Customers that are brand-loyal.

Customers that are not brand-loyal. Conversely, incentives, promotion and a good

Larger companies (B2B)

Smaller companies (B2B). Large companies are traditionally serviced through sales

. Again, the site can provide detailed

-ing.

Tactical segmentation methods review

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem 4 one other segmentation method to consider is psychographic segmentation. In plain

considered approach involving many visits over a longer time period.

your customer knowledge. Since we are looking to learn more through time, we need a

common

.

B Owned media targeting options

Q.Owned media targeting options reviewed

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem 4 more customer-centric. Strategy Recommendation 19

visitor. In short, it makes pages more customer-centric.

smartpersonas

site users.

Personas toolkit

See our Personas toolkit showing key issues to consider when creating personas and with

Q.

Targeting using email marketing Q.

populated.

2. Customer value (current and future). 3. Customer lifecycle groups.

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6. Customer personas including psychographics.

C Paid media targeting options

Q.

-Targeting using search marketing

Q. Search marketing targeting approach reviewed

At a strategy level, the most important thing to get right is investing time in targeting the are covered in more detail in our guides on paid and natural search marketing and a later on third-party sites.

Targeting using display advertising

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D Earned media targeting options

Q.

targeting. Here we are looking to deliver a message to our audience though editorial

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Step 5

Strategy: Proposition

Q. Are we continuously reviewing our digital channel proposition and how we communicate it?

new and many consumers are still switching to use them there are two issues to consider when developing your proposition.

products and services relative to competitors.

messaging.

Communicating the core features of your brand

Q. Have we reviewed how effectively we communicate the core features of our brand online

communications.

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem 5 1. Who you are? Clear brand names and idents

2. What you offer? Clear products and services

3. Who your offer appeals to?

4. Where you offer it?

5. What makes you different?

since it is a less well known provider in its sector.

6_:

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Differentiate!

Source Better Branding

Quarterly. Issue 4

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem 5 proposition, so it’s essential to think this through clearly.

Online value proposition

Service OVP

Our shows how to review your key customer

Q. We have reviewed our content marketing strategy

developing a content marketing strategy.7

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Content marketing 7 Steps Guide

Use our content marketing strategy guide

Q. We’ve reviewed our content marketing strategy

to give you an edge.

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Personality Not Included stresses the

the unique, authentic, and talkable soul of your brand that people can get passionate about”

He goes onto say:

Personality is not just about what you stand for, but how you choose to communicate it. It is of your brand in the new social media era

Convince and Convert

is key.

8_{that online startups you should answer these}

questions:

1. What’s the one thing your product will do

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2. What’s the one thing that your startup will do and do better than everyone else

_________________________________________________________________

3. What’s the one thing your brand will represent

_________________________________________________________________

things

_________________________________________________________________

The answer to all 4 of those questions should be exactly the same. And that’s your one thing

Twitter: Share short updates Instagram: Share pretty photos

Groupon: One great local deal per day The original Google: Algorithmic search

Options for mixing-up your marketing mix for online channels

Processes and Physical evidence.

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Q. Product options of marketing mix for digital channels reviewed?

Product range

Product partners

Extended product - can we add value - this is the online value proposition we have

New digital versions or service components of products

New revenue sources from new services

advertising as an additional revenue source.

Bundling products

encourage purchase.

Customised products

Q. Pricing options of marketing mix for digital channels reviewed?

The main issues to review here are:

New payment models. Most relevant to digital products, options include pay per view,

Dynamic pricing Price discovery

channels.

Auction pricing models

Aggregated buying

Q. Place options of marketing mix for digital channels reviewed?

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Increasing sales to international markets

New direct sales partner distribution channels

Use of online marketplaces

. Nokia trialled the online direct sales channel model,

Virtual organisations

companies that are physically separate.

Multichannel propositions

is a ROPO model that we discussed earlier in this guide in the section on goal setting.

Q. Service options of marketing mix for digital channels reviewed?

Pre-sales web service

sales - the areas are now less distinct..

Post-sales web self-service (own site).

Intermediary site customer service

Website feedback

http://

.

Social network service

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Step 6

Strategy: Getting New Customers

how to develop online and multichannel propositions to engage and sell to them.

strategy.

seven step series like display advertising, search marketing, social media marketing and

a site or social presence and then look at converting the visitor to the outcome you seek.

Set acquisition goals

Q. Do we have visibility of actual against target performance in support of our business goals?

you can’t manage what you can’t measure

The

KPIs and their impact on marketing or sales conversions, including lead generation. Try to map out how KPIs impact on this. eCommera recommend you use this approach - we think

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem 6 9

Multichannel analysis10_{to understand your customer journeys.}

Strategy Recommendation 27 channels and keywords correctly

it’s so important.

Q.

compare media.

Cost per acquisition

other outcomes such as cost per quote or lead.

Best Practice Tip 17 approaches

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem 6 Q. Appropriate mix of digital media channels reviewed

in the past or others in your sector. This shows what your customers have responded to. Try

Q. Balance of time and money spend on different media types right?

Media type Challenges Strategies KPIs

Paid media Targeting Cut-through Cost Targeting Short-term returns Needs to integrate with owned demand-generation earned media Volume audience share Quality: Conversion rate and site engagement

Value: CPC. CPA, revenue per visit, LTV

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Media type Challenges Strategies KPIs

Owned media Potential lower content) customers at low cost Longer-term cut-through Cut-through Cost Targeting Short-term returns Needs to integrate with owned marketing to create continuous targeted demand Tactical campaigns engagement

Value per content unit

media

Gain additional reach over search and

media guides viral marketing Negative mentions and hijacking Potential cost-can require paid media investment Listening and response required Investment in an viral campaigns integrated with paid and earned media

Conversation volume conversation Conversation polarity Q.

changes it’s algorithms…

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Q. Attribution models and conversion models applied

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem 6 awareness and stimulating sale at a later point in time.

Q. Success factors for main media channels reviewed and prioritised

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem 6 Strategy Recommendation 29

Q. Search marketing acquisition strategy reviewed?

Q. SEO acquisition strategy reviewed?

Keyphrase research and targeting

Universal or blended search (images, videos, maps, product content)

Internal linking and site structure

Social media optimisation (integration with SEO and online PR)

Q. Adwords acquisition strategy reviewed?

Keyphrase targeting - gap analysis with Google Analytics

Quality score review Campaign structure

Match type review including balance between broad and negatives Excluding or harnessing the Google Display Network (GDN)

Q. Social media acquisition strategy reviewed?

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Q. Online PR acquisition strategy reviewed?

Reputation management and social listening

Q. Partner marketing acquisition strategy reviewed?

Q. Display advertising acquisition strategy reviewed?

Creative quality

Q. Email marketing acquisition strategy reviewed?

Working more with partners

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem 6 plus personal invites to events.

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Making your conversion more effective

Q. Conversion effectiveness reviewed

12

conversion.

Q.

before you plan your campaigns since these devices

Permission marketing

Permission marketing

to get permission.

Permission marketing

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem 6 Videos Content download

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Q. Conversion model used to calculate realistic targets for goal volume

Strategy Recommendation 32 Develop conversion models to set realistic online channel goals

improvements necessary to succeed.

A conversion model helps set quantitative targets to hit. Use this spreadsheet we have

developed to help set the right goals: .

to set these up.

Understand your conversion drivers (and barriers)

Q. Loyalty drivers understood?

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem 6 Developing a conversion rate optimisation strategy

psychology, and the company’s position in the marketplace, including its core strengths and

13_{, though a head-line conversion may look}

customers.

routed through your site

controller landing your planes on the right runway according to their origin and then routing

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem 6 AB testing original page.

landing pages also. www.whichmvt.com provides a great summary.

increased conversion.

Source: PRWD

14

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Using services such as Uservoice and Ideascale you can gain ideas and ratings on new product and service ideas.

and .

Use your analytics system to identify broken customer journeys

operational issues like content and campaigns rather than optimisation.

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem 6 you might think, as marketing managers working within the TUI Travel Group at www.i-to-i.

com

perspective, knowing that people who completed 3 lead types are worth £50 changes Management is immediately empowered to enter in to healthy and relevant discussion

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Step 7

Strategy: Keeping customers engaged and loyal

Great experience Great communications shared. Great community community Great connections

Great value. Value through great deals, great product and great content.

step you through the decisions you need to make to work towards long-term relationships

Understand current levels of online brand engagement

Marketing’s New Key Metric

Instead engagement really

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Strategy Recommendation 37 Review engagement and use it to drive retention

important to do to enhance engagement.

Using engagement, you get a more holistic appreciation of your customers’ actions, recognizing that value comes not just from transactions but also from actions people take become conversations, and dollars will shift from media buying to customer understanding

www.seren.com

which works well.

Customer engagement

Repeated interactions that strengthen the emotional, psychological or physical investment

15_:

The two key words here are ‘repeated’ and ‘investment’. A simple focus on maximising conversions can, in some circumstances, decrease the likelihood of repeat conversions. You might buy something from him but what is the likelihood that you will repeat that purchase, or recommend his services to a friend?

Customer engagement places the strategic emphasis on the creation of valuable relationships and encourages both parties to see mutual advantage in that relationship. the best of digital and traditional media. I see the ability to effective blend media in its type, years.

networks.

1. Involvement

viewed. 2. Interaction

email marketing programmes as discussed later in this chapter are important here] 3. Intimacy

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Set goals to improve engagement

Using hurdle rates to assess and set goals

Q. Hurdle rates used to assess and set goals for customer engagement?

Hurdle rate

activity, they have jumped over the hurdle target you set.

marketing activities. You can then set targets to use communications to encourage more

Email marketing

click in a 6 month period .

Email marketing

have clicked within a 6 month period.

Social media and community

you could calculate average clickthrough rates across a month in Twitter to see how

Banking

etc.

Intranet or communities

Retail

16_.

Understand your loyalty drivers (and barriers)

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem 7 Strategy Recommendation 38

interaction. Once you understand the loyalty drivers you can work to knock down the

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repeated site visits, social interactions and response to marketing campaigns. To achieve these repeat sales, companies work hard to deliver relevant marketing communications

1.

2. Product performance

customers.

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purchase history then there’s the potential to re-market and so re-engage with someone much more easily, since you can really speak to them. How this is done is dependent on

Our

Asking customers what they think

Q. Customer feedback obtained regularly?

17_.

Here are some ideas:

On site survey tools

-tant to learn what people are interested in and why people are losing interest and leaving.

Email surveys

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-Encouraging online brand engagement

18_.

permission) and so re-connect. Layer on segmented email communications to such solid

mind.

What will encourage site visitors and customers to visit our website or social network community again in future

Value

This is more important than the push comms, ask how your site can add real value to help

Regular features

Exclusive deals. Likewise it’s merchandising 101, make your audience on a channel keep them regular.

Different content offers and formats

Community. People like to hang-out, share ideas, so make sure you emphasise the

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem 7 Email marketing Social channels

Display advertising: Remarketing is good at reminding previous site visitors to go through to the site

Traditional communications

Encouraging customer advocacy

As you develop your retention communications think how you can encourage and reward loyalty and sharing.

previous steps, to make them more practical to apply to retention marketing.

Permission marketing E-permission marketing

Opt-in Selective opt-in

Opt-out Selective opt-out

Sense Targeted communications & Respond

1. ‘Offer selective opt-in to communications’

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2.

centre. A structured approach to customer data capture is needed otherwise key data is

3. ‘Don’t make opt-out too easy’ (selective opt-out)

the user to keep their contact details up-to-date. Take care though since opt-out is a legal

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tailored e-mail communication or a phone call.

new product launch which encourages click through to a landing page then they have two

marketing.

Strategy Recommendation 39 Update your ecommunications strategy to manage sustained content sharing and dialogue

content. But there is also a need to encourage conversation and dialogue to maintain interest and sharing.

Create a content hub

Q. Content hub created?

a place where interaction or engagement with your content and your brand can take place

your content marketing.

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Your online news section A resource centre

which originally used

participate.

our content marketing 7 Steps guide19

3. Create core content marketing resources

6. Create and update your editorial calendar 7. Communicate your content marketing proposition

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Managing digital strategy Getting new customers Keeping customers loyal Proposition Targeting future Understanding your ecosystem 7 Review social media engagement strategy

Q. Social media engagement strategy reviewed

The ecommunications strategy is closely-related to the content and social media marketing strategy. Read our detailed guide on social media marketing.

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DIGITAL MARKETING STRATEGY GUIDE

DIGITAL MARKETING

STRATEGY GUIDE

Your companion to creating or updating

your online channel strategy

Digital Marketing Strategy

Seven Steps to Success Guide

Contents

04

Introduction Convincing others you need a strategy

09

19 Step 2 Understand your ecosystems

40 Step 4 Strategy: Targeting

47 Step 5 Strategy: Proposition

56 Step 6 Strategy: Getting New Customers

About our 7 Steps digital marketing guides

How will the guides help me?

Who are the guides written for?

Guide features

Tell us what you think

Introduction

Convincing others you need a strategy

Our top 10 reasons why you DO need a digital strategy

What is a digital marketing strategy?

What should go into a digital strategy?

Using this digital marketing strategy guide with other resources

Step 1

Using SOSTAC

to create and manage a strategy

Integrating the different parts of digital strategy

A. Targeting and segmentation

B. Positioning

C. Proposition and the marketing mix

D. Brand strategy

E. Online representation or presence

F. Content and engagement strategy

G. Digital channel acquisition communications strategy

H. Digital channel conversion strategy

I. Digital channel retention communications strategy

J. Data strategy

K. Integration strategy

L. Social media marketing strategy

Benchmarking your capabilities compared to your competitors

Step 2

Understand your ecosystems

Paid

media

Earned

media

Owned

media

Create a digital channel SWOT

Step 3

Introducing the 5S goals for digital marketing

5S: Sell – Set goals to grow sales?

5S: Speak – Set goals to get closer to customers

5S: Service – Have we set goals to online customer service goals?

5S: Save – Set cost-saving goals

5S: Sizzle – Adding value to your brand online

improvement framework for digital marketing

Step 4

Strategy: Targeting

A Set strategic segmentation

B Owned media targeting options

C Paid media targeting options

D Earned media targeting options

Step 5

Strategy: Proposition

Communicating the core features of your brand

Differentiate!

Options for mixing-up your marketing mix for online channels

Step 6

Strategy: Getting New Customers

Set acquisition goals

Making your conversion more effective

Understand your conversion drivers (and barriers)

Use your analytics system to identify broken customer journeys

Step 7

Strategy: Keeping customers engaged and loyal

Understand current levels of online brand engagement

_{to create and manage a strategy}