DIGITAL MARKETING STRATEGY GUIDE Your companion to creating or updating your online channel strategy Authors: Dr Dave Chaffey and Danyl Bosomworth
Understanding your ecosystem
Seven Steps to Success Guide
Managing digital strategy
Digital Marketing Strategy
Contents future
04 Introduction Convincing others you need a strategy 09
47 Step 5 Strategy: Proposition
72 Step 7 Strategy: Keeping customers engaged and loyal
Getting new customers
56 Step 6 Strategy: Getting New Customers
Proposition
40 Step 4 Strategy: Targeting
Targeting
19 Step 2 Understand your ecosystems
Keeping customers loyal
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About our 7 Steps digital marketing guides How will the guides help me? Managing digital strategy
pressure to get results, so they’re written to help you do just that. They take you through the ques-
Improve results Apply analytics Learn best practice. Strategy recommendations and practical tips highlighted throughout.
Who are the guides written for?
future
or campaigns like search, email or social media marketing. This is how our guides are designed to
Understanding your ecosystem
Review your current approach
Company owners and marketing managers can invest in the approaches that matter. We help you set goals and put in place a system to Targeting
Digital marketing and Ecommerce managers
Digital marketing specialists you review and improve your approach. Proposition
Consultants and agencies. Many consultants and agencies use our guides to check and
Guide features
, key strategy recommendations and
email: support@smartinsights.com
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Keeping customers loyal
Tell us what you think
Getting new customers
Colour-coded
Introduction Convincing others you need a strategy Managing digital strategy Understanding your ecosystem
strategy at all.
future Targeting
Just Do It Well, we’ve seen many companies, large and small who get this wrong. Rather than strategy,
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Keeping customers loyal
Strategy Recommendation 2 Although you need a separate digital plan to help you create a strategy it’s important to
Getting new customers
Strategy Recommendation 1
Proposition
coherent plan.
Our top 10 reasons why you DO need a digital strategy
Managing digital strategy
plan:
1. You’re directionless. Understanding your ecosystem
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.
future
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
Targeting
4. You don’t have a powerful online value proposition
5. You don’t know your online customers well enough.
6. You’re not integrated. silos, whether that’s a specialist digital marketer, sitting in IT or a separate digital agency.
7. Digital doesn’t have enough people/budget given its importance.
9. You’re not agile enough to catchup or stay ahead. approaches to gain or keep their online audiences. 10 You’re not optimising senior managers don’t ensure that their teams make or have the time to review and act 7 Steps to Digital Marketing Strategy 5
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Keeping customers loyal
8. You’re wasting money and time through duplication.
Getting new customers
traditional media and response channels.
Proposition
points and then address them.
email and social media marketing.
What is a digital marketing strategy? Managing digital strategy
Strategy Recommendation 3
Understanding your ecosystem
Digital marketing strategy Ecommerce strategy online sales
future
Ebusiness strategy on improving internal processes and integrating with channel partners Multichannel marketing strategy catalogue phone sales.
channel to market services and content.
Targeting
just another
Digital marketing strategy Proposition
a channel strategy. This Understand the channel.
Getting new customers
means that you should:
Set objectives for future channel contribution
Encourage usage of the channel Create propositions to emphasise the differences online channels and other channels. Support integration between channels. Although you want to emphasise the
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Keeping customers loyal
Identify and prioritise target audiences. As with traditional marketing, targeting the right
Review how competitors use the channel. Understand their targeting and propositions,
Best Practice Tip 1
Managing digital strategy
Develop channel partners
proposition apply. Understanding your ecosystem
What should go into a digital strategy?
future Targeting Proposition Getting new customers
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Keeping customers loyal
Strategy Recommendation 4
Using this digital marketing strategy guide with other resources Recommended Resource Managing digital strategy
Digital marketing strategy toolkit template Use the Digital marketing toolkit
Understanding your ecosystem future Targeting Proposition Getting new customers Keeping customers loyal
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Step 1 1
Managing digital strategy
Q.
Understanding your ecosystem
create your strategy.
digital marketing future
implementing it.
Targeting
interact with them. Strategy Recommendation 5
Proposition
SOSTAC™
Getting new customers
Using SOSTAC® to create and manage a strategy Q. SOSTAC® through to create and manage your plan.
SOSTAC
Emarketing Excellence ®
9
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Keeping customers loyal
SOSTAC® ®
Strategy Recommendation 6
Managing digital strategy
1
®
Understanding your ecosystem
Best Practice Tip 2
®
planning to help develop digital marketing strategy are:
future
®
1. Situation Analysis means ‘where are we now?’ Planning activities involved as this
Targeting
2. Objectives means ‘where do we want to be?’
setting in Step 3.
segmentation, targeting, proposition development. We cover strategy and tactics in steps 4 to 7. 4.
Proposition
3. Strategy means ‘how do we get there?’
. This includes
6. Control looks at keeping plans on track against target
Getting new customers
5. Actions refers to action plans, change management and project management skills in this guide.
Keeping customers loyal
SOSTAC®
10
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Managing digital strategy
1
Understanding your ecosystem future Targeting Proposition Getting new customers Keeping customers loyal
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The Smart Insights digital marketing toolkit contains a one page SOSTACÂŽ Word template
1
Managing digital strategy
company, Perfect Lawn channel
Understanding your ecosystem future
templates to prepare a
Targeting
You can then move on to a more in-depth
Proposition Getting new customers
Q. Our digital marketing strategy aligns with business strategy?
.
ÂŽ
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Keeping customers loyal
Integrating the different parts of digital strategy
to strategies and KPIs: -
1
1. Acquisition objective. Acquire 50,000 new online customers this
Managing digital strategy
Strategies to achieve goals
on pay-per-click and display
search results page ÂŁ30 with an average
2. Acquisition (or
Understanding your ecosystem
strategic keywords ranked average cost per
Direct marketing campaign
conversion) objective.
natural migration coupled with
customers to using
direct marketing campaign
using direct mail, phone prompts and online persuasion actively using online services
future
incentive to encourage change payment services and e-mail communications
registering
within 3 years objective. Increase the
system to show users related
merchandising / cross-selling messages
online sales to ÂŁ42 per
AOV
Targeting
3. Conversion
product categories
customer 4. Conversion
Model showing separate
Variations in conversion rates
objective. Increase site
right
Proposition
on strategies shown on the
customers competitive pricing AB and multivariate
Getting new customers
landing pages
pay-per-click programme 5. Retention objective.
Increased conversion rate
repeat new customer
to encourage repeat purchases via e-mail.
13
programme discount voucher second purchase discount campaigns
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Keeping customers loyal
Increase annual
Strategies to achieve goals 6. Growth objective. Increase new prospects
and e-mail recommendation
Response rate to direct mail campaign
1 per annum
Understanding your ecosystem
The Smart Insights digital marketing toolkit contains a
Managing digital strategy
programme
future Targeting Proposition
one then use these headers. Don’t get drawn into the details at this stage. That’s the tactics.
approach only, not the detail. Getting new customers
Key components of digital strategy
Keeping customers loyal
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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 company’s online customers have different demographic characteristics, needs and
Understanding your ecosystem
A. Targeting and segmentation
Managing digital strategy
1
future
lifecycle and behavioural personalisation.
B. Positioning Targeting
the customer sees immediately when they interact with you online. Proposition
C. Proposition and the marketing mix Getting new customers
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.
Price. Review your pricing and consider differential pricing for online products or services. Place. Identify your online distribution issues and challenges. Should you create new intermediaries or portals or partner with existing sites? Promotion. Discuss the problems and opportunities of the online communications mix.
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Keeping customers loyal
Product. Can you offer a different product range online. How can you add value to products through additional content or online services?
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.
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
Understanding your ecosystem
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.
1
Managing digital strategy
People
D. Brand strategy Gaining ‘street cred’ online is now paramount to success, how and where are you going to do future
to engage with your brand, why will people interact and recommend, or not? How will you demonstrate credibility online
E. Online representation or presence Targeting
smartradar) helps you prioritise your online presence to reach and engage your audience.
F. Content and engagement strategy
to it to create quality content which helps you compete. All effective online companies see themselves as publishers!
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Keeping customers loyal
Display advertising
Getting new customers
G. Digital channel acquisition communications strategy
Proposition
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
Managing digital strategy
1
Understanding your ecosystem Targeting
I. Digital channel retention communications strategy
future
H. Digital channel conversion strategy
J. Data strategy
How do you improve the quality of your customer data across channels to help increase the relevance of your messages through personalisation
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.
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.
M. Digital marketing governance strategy In larger organisations how you manage digital marketing is a big challenge. Questions that the governance strategy seeks to answer are how do we manage internal and external
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Keeping customers loyal
L. Social media marketing strategy
Getting new customers
K. Integration strategy
Proposition
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.
resources through changes to structures and skills needed for digital and multichannel marketing.
Benchmarking your capabilities compared to your competitors
1
Understanding your ecosystem
Strategy Recommendation 7
Managing digital strategy
Q. Marketing capabilities scored and compared to competitors
the plan.
1
future
. These are used
Level 1. Unmanaged. Level 2. Managed. Targeting
Level 4. Quantitatively Managed.
Smart Insights Benchmarking Tools
Digital Marketing Healthcheck
Proposition
more investment in digital marketing. These are:
Digital marketing audit company in 6 key areas. More suited to larger organisations. Getting new customers
Business case template
Keeping customers loyal
1
18
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Step 2 Understand your ecosystems Managing digital strategy
Q. Marketplace reviewed for growth opportunities and threats
Understanding your ecosystem
2
Company online ecosystem
and interacting with online audiences. future
marketplace. This is important, since
Targeting
social media and PR and set investments at the right level.
Proposition
Paid search Display ads liate marketing Digital signage
Owned media
Paid placements
Earned media
PARTNER NETWORKS Publisher editorial uencer outreach Word-of-mouth Social networks
are: 1. Paid media
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Keeping customers loyal
DIGITAL PROPERTIES Website(s) Blogs Mobile apps Social presence
Paid media
Getting new customers
Atomisation of content into ads
2. Earned media
Managing digital strategy
2
Understanding your ecosystem
3. Owned media
future Targeting
Q. Marketplace reviewed
Proposition Getting new customers
marketplace. Strategy Recommendation 8 Create a marketplace map to summarise your understanding
Keeping customers loyal
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Managing digital strategy Understanding your ecosystem
th
future
3
edition Targeting
A. Our customers Always start with the customer, their characteristics, behaviours, needs and wants. Your Proposition
Options for segmenting and targeting. You should apply your traditional segments, smarttargeting. Ideal customers
Getting new customers
Target search behaviours
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Keeping customers loyal
Keyphrase analysis
Strategy Recommendation 9
audiences. Managing digital strategy
customer journey.
Understanding your ecosystem future
3
Targeting
edition
Proposition
th
B. Our market Getting new customers
Market description
C. Our competitors Benchmark online marketing mix
See our
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Keeping customers loyal
Benchmark digital communications channel
Customer use of online intermediaries
Managing digital strategy
.
Understanding your ecosystem
Social Legal - checking your online marketing activities comply with privacy and online trading Environment Political 3
future
Technology
on a SWOT . Targeting
Create a digital channel SWOT A
Proposition
Customer acquisition and conversion and customer development
Getting new customers
since this helps
Here’s more detail on how we approach SWOT analysis on consulting projects. You’ll want to
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Keeping customers loyal
created as new technologies are introduced.
When creating a digital marketing plan, SWOT analysis is also an essential step. We think
Managing digital strategy
the site. Strategy Recommendation 10
also helps you create strategic options to help you compete. Understanding your ecosystem
The Smart Insights digital marketing toolkit contains a
with
future
3
Targeting
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Keeping customers loyal
Best Practice Tip 3
Getting new customers
4. Considers key digital marketing activities
Proposition
So make sure your SWOT or SWOTs are:
Managing digital strategy Understanding your ecosystem
3
future
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 M: Multichannel. How the digital channel integrates with traditional channels. G: Governance
Targeting
B: Brand
Proposition
Best Practice Tip 4 Getting new customers
coding applied). Keeping customers loyal
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Managing digital strategy Understanding your ecosystem future
3
Targeting Proposition Getting new customers Keeping customers loyal
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Step 3 Managing digital strategy Understanding your ecosystem
3
goals
future
1. Mid-long term vision organisation
SMART objectives to give clear direction and commercial targets 4. Key performance indicators (KPIs) to check you are on track Targeting
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.
Proposition
Introducing the 5S goals for digital marketing
Emarketing
Q. Sales goals set
27
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Keeping customers loyal
5S: Sell – Set goals to grow sales?
Getting new customers
Excellence marketing strategy.
Managing digital strategy Understanding your ecosystem future
3
Targeting Proposition
Q. Conversion model used to calculate realistic targets for goal volume Strategy Recommendation 11 Develop conversion models to set realistic online channel goals
Keeping customers loyal
Q. Options to extend reach reviewed
See:
and
.
Review options to increase sales through conversion enhancements Q. Options to increase conversion rate possible
28
Getting new customers
A conversion model helps set quantitative targets to hit. Use this spreadsheet we have developed to help set the right goals: .
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Managing digital strategy
Q. Keeping incremental sales volume trending right is most important. You can use analytics or ecommerce sales systems to deliver this insight.
Understanding your ecosystem
Tracked goals through analytics Q. or online here2.
Targeting
Strategy Recommendation 12 Users switch channels during the purchase process, so make sure you set goals,
future
3
3
Proposition Getting new customers Keeping customers loyal
2 Smart Insights: Set goals in Google Analytics 3
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5S: Speak – Set goals to get closer to customers Q. Managing digital strategy
engage your audience. We say engage since we don’t mean SHOUTING, we mean getting
Understanding your ecosystem future
3
Targeting Proposition Getting new customers
30
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Keeping customers loyal
Strategy Recommendation 13
5S: Service – Have we set goals to online customer service goals? Q. Are goals set for customer care, service and satisfaction? Managing digital strategy
customer service. Understanding your ecosystem future
3
Targeting
Strategy Recommendation 14
Proposition
.
prioritise and improve. Getting new customers
5S: Save – Set cost-saving goals Q. Goals set around cost savings?
channels.
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Keeping customers loyal
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.
5S: Sizzle – Adding value to your brand online Q. Goals set for brand engagement and advocacy
Managing digital strategy Understanding your ecosystem future
3
Targeting Proposition
Strategy Recommendation 6 Getting new customers
You will also want to track positive and negative sentiment.
Keeping customers loyal
Q. marketing channels?
32
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Strategy recommendation 15 Managing digital strategy
You will also want to track positive and negative sentiment.
Understanding your ecosystem
‘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.
future
3 4
online channel as a whole and how online analytics will support it.
Targeting
you innovate and invest
communicating that it’s a strategic priority through a senior manager or director who is a
Amazon.com Our vision is to be earth’s most customer centric company; to build a place where people .
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 international basis through an array of websites that focus on commerce, payments and communications. 4 Smart Insights: Dell case study
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Keeping customers loyal
Dell Dell listens to customers and delivers innovative technology and services they trust and value.
Getting new customers
these companies:
Proposition
Set top-level goals without going into detailed KPIs.
Facebook friends, family and coworkers. The company develops technologies that facilitate the
Managing digital strategy
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.
Understanding your ecosystem
state. goal-setting guide.
5
3
future
Some examples of vision statements for digital channels
Targeting
colleagues, e.g. Digital channels Find Compare and select = Using detailed product descriptions, rich media and ratings 5
34
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Keeping customers loyal
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.
Getting new customers
mission statements.
Proposition
Best Practice Tip 5
Merchandising and improving conversion
Experience rated as excellent Managing digital strategy
site channel integration.
Understanding your ecosystem
Best Practice Tip 6 colleagues
Digital by default Digital First 3
future
Digital DNA Checklist - creating your vision statement
Targeting Proposition
improvement framework for digital marketing Q.
Getting new customers
Strategy Recommendation 16
Keeping customers loyal
If you have $100 to make smart decisions on the web, invest $10 in tools, spend $90 on people. This is the 10/90 rule.
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Strategy Recommendation 17
Managing digital strategy
Q. Understanding your ecosystem
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.
future
3
Best Practice Tip 7 improve results.
measures that matter
Actionable
Proposition
Measurable
Targeting
critical few
Relevant Getting new customers
create and use these. Keeping customers loyal
36
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Stage 1 Reach Stage 2 Act Stage 3 Convert Managing digital strategy
Stage 4 Engage – Build customer relationships through time to achieve retention goals Best Practice Tip 8
Understanding your ecosystem
Reach audience
Unique visitors
Digital specialists)
Visits
Online sales volume
New visitors Conversation volume
compared to competitors
Digital managers)
Brand and Product managers)
Conversion rate to Sale
active)
Macro-conversion rate to opportunity and micro-conversion
Cost per Click and per Sale
Cost per Opportunity
Brand awareness
Customer
Active customers
Active social Repeat conversion rate Cost per Sale Customer loyalty
Conversation
Customer advocacy Products per customer
Audience share conversations
Business managers)
Goal value per visit
Revenue per visit
Online product requests
Online originated sales
Retained sales growth and volume Revenue per 1000 emails sent
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Keeping customers loyal
Business Value KPIs
Brand / direct visits
Bounce rate and duration measures
Getting new customers
Customer Centric KPIs
quality Transactions
Proposition
drivers
37
Online opportunity
Engage customers to Retain & Grow
Targeting
Tracking metrics
Action and Leads
Convert to Sale
future
3 Metric
The Smart Insights digital marketing toolkit contains a
Managing digital strategy
the reports in Google Analytics. Stage 1 Reach Unique visitors
Understanding your ecosystem
Audience share.
Revenue or goal value per visit future
3
revenue per visit. Targeting
Stage 2 Act when they enter your site. KPIs include: Bounce rate.
Pages per visit
Conversion rates Sales transactions Revenue and margin
38
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Keeping customers loyal
Stage 3 Convert
Getting new customers
Product page conversion
Proposition
engaging visitors.
Stage 4 Engage. Build customer relationships through time to achieve retention goals. have to derive these through your sales systems. KPIs include: Managing digital strategy
% returning visitors % active hurdle rates
Repeat conversion rate Understanding your ecosystem
Best Practice Tip 9
future
3
Targeting Proposition Getting new customers Keeping customers loyal
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Step 4 Strategy: Targeting Managing digital strategy
Q.
Understanding your ecosystem
communications you’re dead in the water. your audience: A Overall targeting approaches - strategic segmentation
future Targeting
4
A Set strategic segmentation Q. Proposition
segmentation. Strategic segmentation
Q.
.
Getting new customers
to target
Keeping customers loyal
40
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1. ____________________________________ Managing digital strategy
2. ____________________________________ 3. ____________________________________
Understanding your ecosystem
4. ______________________________________ 5. ______________________________________ 6. _______________________________________
future
to target
Proposition
Best Practice Tip 10
Getting new customers
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
micro-targeting
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Keeping customers loyal
-
41
Targeting
4
RS Components
Managing digital strategy Understanding your ecosystem
Common online targeting priorities
future
. An insurance company
4
Targeting
Customers that are brand-loyal.
Customers that are not brand-loyal. Conversely, incentives, promotion and a good Proposition
Larger companies (B2B)
Smaller companies (B2B). Large companies are traditionally serviced through sales Getting new customers
. Again, the site can provide detailed
Tactical segmentation methods review Q. Tactical segmentation reviewed?
42
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Keeping customers loyal
ing.
one other segmentation method to consider is psychographic segmentation. In plain
Managing digital strategy
considered approach involving many visits over a longer time period.
Understanding your ecosystem
your customer knowledge. Since we are looking to learn more through time, we need a common .
.
future
Best Practice Tip 11 Targeting
4
Proposition
Q. Owned media targeting options reviewed
Keeping customers loyal
Q.
43
Getting new customers
B Owned media targeting options
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more customer-centric. Strategy Recommendation 19 visitor. In short, it makes pages more customer-centric. Managing digital strategy
smartpersonas
Understanding your ecosystem
site users. Personas toolkit See our Personas toolkit showing key issues to consider when creating personas and with
future
Q.
Targeting
4 Best Practice Tip 12
Proposition
Targeting using email marketing Q.
3. Customer lifecycle groups. 4. Customer behaviour in response and purchase (observed and predicted).
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Keeping customers loyal
2. Customer value (current and future).
Getting new customers
populated.
6. Customer personas including psychographics. Best Practice Tip 13 Managing digital strategy Understanding your ecosystem future Targeting
4
C Paid media targeting options Q.
Targeting using search marketing
Proposition
-
Q. Search marketing targeting approach reviewed Getting new customers
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
Targeting using display advertising Q. Opportunities for reaching audience through display advertising reviewed
sites or reaching a mass-market audience through larger sites. Many companies don’t invest
45
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Keeping customers loyal
on third-party sites.
Managing digital strategy
D Earned media targeting options Understanding your ecosystem
Q. targeting. Here we are looking to deliver a message to our audience though editorial
Strategy Recommendation 20 future
earned media.
Targeting
4
Proposition Getting new customers Keeping customers loyal
46
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Step 5 Strategy: Proposition Managing digital strategy
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.
Understanding your ecosystem
products and services relative to competitors.
future
Strategy Recommendation 21
Targeting
messaging.
Communicating the core features of your brand Q. Have we reviewed how effectively we communicate the core features of our brand online
communications.
Proposition
5
Strategy Recommendation 22 Getting new customers
What makes you
Keeping customers loyal
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1. Who you are? Clear brand names and idents 2. What you offer? Clear products and services 3. Who your offer appeals to? Managing digital strategy
4. Where you offer it? 5. What makes you different?
Understanding your ecosystem future Targeting
since it is a less well known provider in its sector.
:
5
Proposition
6
Best Practice Tip 14 Getting new customers
messages aimed at increasing conversion.
Keeping customers loyal
6
7 Steps to Digital Marketing Strategy 48
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Managing digital strategy Understanding your ecosystem future
Differentiate!
Targeting
Strategy Recommendation 23
Proposition
5
Getting new customers
Better Branding
Adding value to your brand online Q. Have we reviewed our online value proposition for different online platforms?
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Keeping customers loyal
Source Quarterly. Issue 4
proposition, so it’s essential to think this through clearly. Online value proposition Managing digital strategy Understanding your ecosystem
Strategy Recommendation 24
future
Our
Targeting
Service OVP
shows how to review your key customer Proposition
5 Q. We have reviewed our content marketing strategy
Strategy Recommendation 25
7 Smart Insights: 7 Steps Content marketing guide
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Keeping customers loyal
strategy.
Getting new customers
developing a content marketing strategy.7
Content marketing 7 Steps Guide Use our content marketing strategy guide
Managing digital strategy Understanding your ecosystem future Targeting Proposition
5
Q. We’ve reviewed our content marketing strategy Getting new customers
to give you an edge. Best Practice Tip 15
Keeping customers loyal
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Managing digital strategy Understanding your ecosystem
Personality Not Included stresses the future
Strategy Recommendation 26 Targeting
the unique, authentic, and talkable soul of your brand that people can get passionate about” Personality is not just about what you stand for, but how you choose to communicate it. It is
5
Proposition
He goes onto say:
of your brand in the new social media era Convince and Convert Getting new customers
Best Practice Tip 16
8
that online startups you should answer these
questions: 1. What’s the one thing your product will do _________________________________________________________________ 8 Beta Shop
7 Steps to Digital Marketing Strategy 52
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Keeping customers loyal
is key.
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 Managing digital strategy
_________________________________________________________________ things _________________________________________________________________
Understanding your ecosystem
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
future
Groupon: One great local deal per day The original Google: Algorithmic search Targeting
Options for mixing-up your marketing mix for online channels
5
Proposition
Processes and Physical evidence.
two steps). Getting new customers Keeping customers loyal
7 Steps to Digital Marketing Strategy 53
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Managing digital strategy
Q. Product options of marketing mix for digital channels reviewed? Product range
Understanding your ecosystem
Product partners Extended product - can we add value - this is the online value proposition we have
New digital versions or service components of products future
New revenue sources from new services advertising as an additional revenue source. Targeting
Bundling products encourage purchase. Customised products
The main issues to review here are:
5
Proposition
Q. Pricing options of marketing mix for digital channels reviewed? New payment models. Most relevant to digital products, options include pay per view,
Price discovery channels.
Getting new customers
Dynamic pricing
Auction pricing models
Q. Place options of marketing mix for digital channels reviewed? Online direct sales channel. A company that has not previously sold direct can sell
7 Steps to Digital Marketing Strategy 54
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Keeping customers loyal
Aggregated buying
Increasing sales to international markets New direct sales partner distribution channels Managing digital strategy
Use of online marketplaces . Nokia trialled the online direct sales channel model,
Understanding your ecosystem
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. future
Q. Service options of marketing mix for digital channels reviewed?
Targeting
Pre-sales web service sales - the areas are now less distinct.. Post-sales web self-service (own site).
5
Proposition
Intermediary site customer service
Website feedback http:// . Getting new customers
Social network service
smartlistening. Keeping customers loyal
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Step 6 Strategy: Getting New Customers Managing digital strategy
how to develop online and multichannel propositions to engage and sell to them.
strategy.
Understanding your ecosystem
seven step series like display advertising, search marketing, social media marketing and future
a site or social presence and then look at converting the visitor to the outcome you seek.
Set acquisition goals Targeting
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
Proposition
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
Getting new customers
6
Keeping customers loyal
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9
Multichannel analysis10 to understand your customer journeys. Managing digital strategy
Strategy Recommendation 27 channels and keywords correctly
Understanding your ecosystem
it’s so important.
Q.
future
Strategy Recommendation 28 compare media.
Targeting Proposition
Cost per acquisition
other outcomes such as cost per quote or lead.
Keeping customers loyal
Best Practice Tip 17 approaches
. 10 An introduction to Google Analytics multichannel Social Reports
7 Steps to Digital Marketing Strategy 57
Getting new customers
6
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Q. Appropriate mix of digital media channels reviewed
Managing digital strategy
in the past or others in your sector. This shows what your customers have responded to. Try
Best Practice Tip 18
Understanding your ecosystem
Q. Balance of time and money spend on different media types right?
future Targeting Proposition
Media type
Challenges
Cut-through Cost Targeting
Targeting Short-term returns Needs to integrate with owned
demand-generation earned media
KPIs
Volume audience share Quality: Conversion rate and site engagement
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Keeping customers loyal
Value: CPC. CPA, revenue per visit, LTV
6
Getting new customers
Paid media
Strategies
Media type
Owned media
Challenges
Potential lower
Targeting Short-term returns Needs to integrate with owned
Value per content unit
Tactical campaigns
engagement
Longer-term cut-through Gain additional reach over search and media guides
Listening and response required viral marketing
conversation viral campaigns integrated with paid and earned media
Conversation polarity
future
can require paid media investment
Conversation volume
Investment in an
Negative mentions and hijacking Potential cost-
Understanding your ecosystem
media
marketing to create continuous targeted demand
Managing digital strategy
customers at low cost
KPIs
Cut-through Cost
content)
Strategies
Q. Targeting Proposition
changes it’s algorithms‌
Keeping customers loyal
11
Smart Insights: Marketing
7 Steps to Digital Marketing Strategy 59
Getting new customers
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Managing digital strategy Understanding your ecosystem
Best Practice Tip 19
future
Q. Attribution models and conversion models applied
Targeting Proposition
search or display ad.
Getting new customers
6
Keeping customers loyal
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Managing digital strategy
awareness and stimulating sale at a later point in time.
Q. Success factors for main media channels reviewed and prioritised Understanding your ecosystem future Targeting Proposition
Google Adwords Paid Search 7 Steps Guide Social media marketing 7 Steps Guide
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Keeping customers loyal
Search and social media marketing guides
Getting new customers
6
Strategy Recommendation 29 Managing digital strategy Understanding your ecosystem
Q. Search marketing acquisition strategy reviewed?
Q. SEO acquisition strategy reviewed? Keyphrase research and targeting
future
Universal or blended search (images, videos, maps, product content) Internal linking and site structure Targeting
Social media optimisation (integration with SEO and online PR)
Q. Adwords acquisition strategy reviewed? Proposition
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) 6
Getting new customers
Q. Social media acquisition strategy reviewed?
Keeping customers loyal
site
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Q. Online PR acquisition strategy reviewed? Reputation management and social listening Managing digital strategy
Q. Partner marketing acquisition strategy reviewed?
Understanding your ecosystem
Q. Display advertising acquisition strategy reviewed? future
Creative quality
Targeting
Q. Email marketing acquisition strategy reviewed?
Proposition
Working more with partners
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Keeping customers loyal
human TV stations and magazines
6
Getting new customers
Strategy Recommendation 30
plus personal invites to events.
Managing digital strategy Understanding your ecosystem
to develop any other way.
future Targeting Proposition Getting new customers
6
Keeping customers loyal
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Making your conversion more effective Q. Conversion effectiveness reviewed 12
Managing digital strategy
conversion.
Understanding your ecosystem
Q.
future
before you plan your campaigns since these devices
Targeting
Permission marketing Proposition
Permission marketing to get permission. Permission marketing
Keeping customers loyal
stage 2 in this process:
12
and 7 Steps to landing page success
7 Steps to Digital Marketing Strategy 65
Getting new customers
6
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Managing digital strategy Understanding your ecosystem future Targeting Proposition
Content download
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Keeping customers loyal
Strategy Recommendation 31 Review engagement and lead-generation devices
6
Getting new customers
Videos
Q. Conversion model used to calculate realistic targets for goal volume
Managing digital strategy
Strategy Recommendation 32 Develop conversion models to set realistic online channel goals
improvements necessary to succeed.
Understanding your ecosystem
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.
future Targeting Proposition
Understand your conversion drivers (and barriers) 6
Getting new customers
Q. Loyalty drivers understood?
Strategy Recommendation 33 Keeping customers loyal
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Developing a conversion rate optimisation strategy psychology, and the company’s position in the marketplace, including its core strengths and
Targeting
13
, though a head-line conversion may look
Proposition
Best Practice Tip 20
customers.
13 Read this post on Advanced Segment options in Google Analytics to see how you can
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Keeping customers loyal
Strategy Recommendation 34
6
Getting new customers
routed through your site controller landing your planes on the right runway according to their origin and then routing
AB testing Managing digital strategy
original page. Best Practice Tip 21
Understanding your ecosystem
landing pages also. www.whichmvt.com provides a great summary.
increased conversion. future Targeting Proposition
Source: PRWD
6
Getting new customers
14
Strategy Recommendation 35
14
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Keeping customers loyal
4Q Survey
Managing digital strategy Understanding your ecosystem future
Best Practice Tip 22 Using services such as Uservoice and Ideascale you can gain ideas and ratings on new product and service ideas. Targeting
and
.
Use your analytics system to identify broken customer journeys Proposition
operational issues like content and campaigns rather than optimisation.
6 rans.
Getting new customers
Strategy Recommendation 36
Keeping customers loyal
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Managing digital strategy Understanding your ecosystem future Targeting
you might think, as marketing managers working within the TUI Travel Group at www.i-to-i. com Proposition
perspective, knowing that people who completed 3 lead types are worth ÂŁ50 changes Management is immediately empowered to enter in to healthy and relevant discussion
Getting new customers
6
Keeping customers loyal
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Step 7 Strategy: Keeping customers engaged and loyal Managing digital strategy Understanding your ecosystem
Great experience future
Great communications shared. Great community community Great connections
Targeting
Great value. Value through great deals, great product and great content.
Proposition
step you through the decisions you need to make to work towards long-term relationships
Getting new customers
Understand current levels of online brand engagement
7
Instead engagement really social networks or in email or traditional direct communications.
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Keeping customers loyal
Marketing’s New Key Metric
Strategy Recommendation 37 Review engagement and use it to drive retention important to do to enhance engagement. Managing digital strategy
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
Understanding your ecosystem
www.seren.com which works well. Customer engagement Repeated interactions that strengthen the emotional, psychological or physical investment
15
future
:
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.
Targeting
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,
Proposition
years.
networks. Getting new customers
1. Involvement viewed. 2. Interaction
3. Intimacy 4.
15
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Keeping customers loyal
email marketing programmes as discussed later in this chapter are important here]
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? Managing digital strategy
Hurdle rate Understanding your ecosystem
activity, they have jumped over the hurdle target you set.
future
marketing activities. You can then set targets to use communications to encourage more Targeting
Email marketing click in a 6 month period . Proposition
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
Getting new customers
Banking
etc. Intranet or communities
7 16
.
Understand your loyalty drivers (and barriers) Q. Loyalty drivers understood? 16 http://www.jimnovo.com/RetailCustomerRetention.htm
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Keeping customers loyal
Retail
Strategy Recommendation 38 Managing digital strategy
interaction. Once you understand the loyalty drivers you can work to knock down the
Understanding your ecosystem future Targeting Proposition Getting new customers
Note: Touch strategy includes social network interactions.
is, very important to achieving repeat purchases – how many online sites have you continued
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Keeping customers loyal
7
repeated site visits, social interactions and response to marketing campaigns. To achieve these repeat sales, companies work hard to deliver relevant marketing communications
Managing digital strategy Understanding your ecosystem future Targeting Proposition Getting new customers
1.
3. Post sale service and support.
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Keeping customers loyal
2. Product performance customers.
Managing digital strategy Understanding your ecosystem future
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 Targeting
Our
Proposition
Asking customers what they think Q. Customer feedback obtained regularly? 17
.
Here are some ideas: Getting new customers
On site survey tools tant to learn what people are interested in and why people are losing interest and leaving. Email surveys
-
Ask during key processes
17 Smart Insights: c
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Keeping customers loyal
7
-
Encouraging online brand engagement Managing digital strategy
18
. Understanding your ecosystem
permission) and so re-connect. Layer on segmented email communications to such solid
mind.
future Targeting
What will encourage site visitors and customers to visit our website or social network community again in future
Value Proposition
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
Getting new customers
keep them regular. Different content offers and formats
Push communications
quality content
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Keeping customers loyal
Community. People like to hang-out, share ideas, so make sure you emphasise the
Email marketing Social channels Managing digital strategy
Display advertising: Remarketing is good at reminding previous site visitors to go through to the site Traditional communications
Encouraging customer advocacy Understanding your ecosystem
As you develop your retention communications think how you can encourage and reward loyalty and sharing.
E-permission marketing
Opt-in
Selective opt-in
Opt-out
Selective opt-out
Targeted communications
Sense & Respond
Targeting
Permission marketing
future
previous steps, to make them more practical to apply to retention marketing.
Proposition
1. ‘Offer selective opt-in to communications’
Getting new customers
countries.
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Keeping customers loyal
7
Managing digital strategy Understanding your ecosystem future
Best Practice Tip 23 Targeting
2. centre. A structured approach to customer data capture is needed otherwise key data is
Proposition
3. ‘Don’t make opt-out too easy’ (selective opt-out)
Getting new customers
4. ‘Watch don’t ask’ – use ‘Sense and Respond’. The need to ask interruptive
7 Steps to Digital Marketing Strategy 80
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Keeping customers loyal
the user to keep their contact details up-to-date. Take care though since opt-out is a legal
Managing digital strategy Understanding your ecosystem
tailored e-mail communication or a phone call. new product launch which encourages click through to a landing page then they have two
future
marketing.
Targeting Proposition
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.
Getting new customers
Create a content hub Q. Content hub created?
a place where interaction or engagement with your
7 marketing and interact with it. It should integrate with your other content.
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content and your brand can take place your content marketing.
Managing digital strategy
Your online news section Understanding your ecosystem
A resource centre
which originally used
future Targeting Proposition
Strategy Recommendation 40 participate.
Getting new customers
our content marketing 7 Steps guide19
7 6. Create and update your editorial calendar 7. Communicate your content marketing proposition 19 Smart Insights: Content marketing strategy guide
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Keeping customers loyal
3. Create core content marketing resources
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. Managing digital strategy
contact us. Thanks.
Understanding your ecosystem future Targeting Proposition Getting new customers
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Keeping customers loyal
7
Managing digital strategy Understanding your ecosystem future Targeting Proposition Getting new customers
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Keeping customers loyal
7