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    Chap 4 - Digital Marketing Strategy

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    Ameer Saharudin

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    © All Rights Reserved
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    Chap 4 - Digital Marketing Strategy

    Uploaded by

    Ameer Saharudin
    178 views21 pages

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    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    178 views21 pages

    Chap 4 - Digital Marketing Strategy

    Uploaded by

    Ameer Saharudin

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 21

    Slide 4.

    Part 2
    Digital marketing strategy
    development

    Chapter 4
    Digital marketing strategy

    Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
    Slide 4.2

    What is a Digital Marketing Strategy?

    Defines Objectives

    Allocate Resources to meet goals

    Select preferred Strategic Options

    Long-term Plan for Development

    Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
    Slide 4.3

    Digital Marketing Strategy Essentials

     Digital marketing strategy defines how we should:


    1.Prioritise audiences targeted through channel
    2.Prioritise products available through channel
    3.Communicate benefits of using this channel
    4.Hit our channel leads and sales targets
     Acquisition,
     Conversion,
     Retention

    Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
    Slide 4.4

    Figure 4.1 Internal and external influences on digital marketing strategy

    Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
    Slide 4.5

    Figure 4.2 Hierarchy of organisation plans including e-marketing plans

    Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
    Slide 4.6

    The SOSTAC® planning framework applied to digital marketing strategy


    Figure 4.3
    development
    Source: Chaffey and Smith (2012)

    Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
    Slide 4.7

    A generic digital channel-specific SWOT analysis showing typical


    Figure 4.6

    opportunities and threats presented by digital media


    Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
    Slide 4.8

    How the elements of SWOT can be related to


    strategy formulation

    Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
    Slide 4.9

    Figure 4.13 Smile (www.smile.co.uk)

    Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
    Slide 4.10

    How the elements of SWOT can be related to


    strategy formulation

    Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
    Slide 4.11

    Figure 4.16 Dell Singapore site segmentation


    Source: www.ap.dell.com/content/default.aspx?c=sg&1=en&s=gen. © 2012Dell Inc. All Rights Reserved.

    Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
    Slide 4.12

    Figure 4.12 Using the Internet to support different organisational growth strategies

    Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
    Slide 4.13

    Performance
    measurement System
    Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
    Slide 4.14

    Common online targeting options


     Brand loyalists – convert online
     Not brand loyal – encourage trial
     Most profitable – deepen relationships
     Larger companies (B2B)
     Smaller companies(B2B)
     Key members of the buying unit (B2B)
     Difficult to reach using other media.

    Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
    Slide 4.15

    Figure 4.15 Stages in target marketing strategy development

    Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
    Slide 4.16

    Figure 4.17 Customer lifecycle segmentation

    Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
    Slide 4.17

    WeBuyAnyCar (www.webuyanycar.co.uk) clearly communicates its


    Figure 4.20
    proposition
    Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
    Slide 4.18

    Figure 4.18 Euroffice email (www.euroffice.co.uk)


    Source: Adapted from the company website press releases and Revolution (2005a)

    Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
    Slide 4.19

    Positionings for Online Services:

    Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
    Slide 4.20

    Figure 4.23 Influences on customers of multichannel decision making


    Source: adapted from Dholakia et al. (2010)

    Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
    Slide 4.21

    Figure 4.14 Dell Ideastorm (www.ideastorm.com)


    Source: © 2012 Dell Inc. All Rights Reserved.

    Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016

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