MKT20032 WEEK

3
DIGITAL MARKETING STRATEGY,
TACTICS, AND CHANNELS
MKT2003 • MARKETING STRATEGY

2 WEEK • STRATEGIC DIGITAL MARKETING

• DIGITAL TACTICS
3
DIGITAL MARKETING
STRATEGY, TACTICS,
• DIGITAL CHANNELS
• DIGITAL BUSINESS MODELS
AND CHANNELS
DIGITAL MARKETING
STRATEGY, TACTICS, AND
CHANNELS
MARKETING STRATEGY
DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

THE MARKETING MANAGEMENT PROCESS (KOTLER & KELLER,

2015)

Business Market Strategy Tactical program Feedback &

Implementation
mission analysis formulation formulation control

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DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

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DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

BUSINESS MISSION (KOTLER & KELLER,

2015)

Business Market Strategy Tactical program Feedback &

Implementation
mission analysis formulation formulation control

• A statement of the organisation’s reason for existence or its purpose.

• This is all about what the organisation wants to accomplish within its broader
environment in the future.

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DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

MARKET ANALYSIS (KOTLER & KELLER, 2015)

Business Market Strategy Tactical program Feedback &

Implementation
mission analysis formulation formulation control

• An organisation’s efforts to gather information about target audiences and its

customers.
• It provides information to identify and analyse market size, competition, and consumer
needs.
• Macro (contextual), meso (transactional) and micro (organisational) environment
analysis.
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DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

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DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

MARKETING STRATEGY (KOTLER & KELLER,

2015)

Business Market Strategy Tactical program Feedback &

Implementation
mission analysis formulation formulation control

• The marketing logic by which the company hopes to create customer value and achieve
profitable customer relationships.
• Includes information abouts specific objectives and strategies to achieve those
objectives.

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DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

TACTICAL PROGRAM FORMULATION (KOTLER & KELLER,

2015)

Business Market Strategy Tactical program Feedback &

Implementation
mission analysis formulation formulation control

• The concrete marketing activities that will be undertaken to execute the marketing
strategy.
• This typically includes tactics, channels, actions, timings, responsibilities and budgets.

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DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

IMPLEMENTATION (KOTLER & KELLER, 2015)

Business Market Strategy Tactical program Feedback &

Implementation
mission analysis formulation formulation control

• The process of rolling out and implementing the tactical marketing program by
executing all of the specified activities.

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DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

FEEDBACK AND CONTROL (KOTLER & KELLER,

2015)

Business Market Strategy Tactical program Feedback &

Implementation
mission analysis formulation formulation control

• The process of monitoring the proposed plans as they proceed and optimising where
necessary to improve performance.

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DIGITAL MARKETING
STRATEGY, TACTICS, AND
CHANNELS
STRATEGIC DIGITAL
MARKETING
DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

STRATEGIC DIGITAL MARKETING

• The core principles of marketing

management (Kotler, 2015) still apply,
only in a digital context. Business goals

• Strategic digital marketing typically Digital objectives

includes 5 components:
• Business goals
• Digital objectives Digital strategies
• Digital strategies
• Digital tactics
• Digital tactics
Digital channels

Digital channels
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DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

BUSINESS GOALS AND DIGITAL

OBJECTIVES
• Business goals are the overarching goals that the
business is trying to achieve.
• i.e. Increase revenue by 25% this financial year
• Digital objectives are specific goals that the
business is trying to achieve through digital
marketing.
• i.e. 23% of existing customers buying a secondary
product from the website by end of April
• Best practice for formulating objectives is the
SMART framework.

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EXAMPLE of SMART OBJECTIVES (3 or 4 maximum)

Increase 20% of Visits in 6 Months

Reduce 10% Bounce Rate (Bounce rate (%) = Visits that access only a single page (#) ÷ Total visits (#) to the
website) in 6 months

Increase 30% Lead Conversion in 4 months

Get a 45% of Emails openings this month

Impulse 6% our online sales in 6 months

DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

DIGITAL MARKETING STRATEGIES

• Any given objective can have one or

more strategies (Kotler, 2015).

• A digital marketing strategy is a series of

actions taken to achieve the overarching
objective…
• …through carefully selected digital
marketing tactics and channels,
including paid, owned and earned
media.

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ACCORDING TO A ‘MANAGING DIGITAL
MARKETING’ STUDY BY SMART INSIGHTS IN
2019, 50% OF BRANDS DON’T HAVE A
DEFINED DIGITAL MARKETING STRATEGY,
WHILE 16% DO HAVE A STRATEGY BUT
HAVEN’T YET INTEGRATED IT INTO THEIR
OVERALL MARKETING STRATEGY
DIGITAL MARKETING
STRATEGY, TACTICS, AND
CHANNELS
DIGITAL TACTICS
DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

DIGITAL MARKETING STRATEGY VS.

TACTICS

Strategy (the ‘path’) = Overarching vision,

intended to fulfill predetermined objectives.
Strategy is the plan that ensures all day-to-day
activities (tactics) contribute to digital marketing
objectives.

Tactics (the ‘steps’) = Highly practical and

carefully planned series of day-to-day
activities (e.g. writing blog posts, sending
tweets, replying to emails, outreach to bloggers,
etc.).

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DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

DIGITAL MARKETING STRATEGY VS. TACTICS: THE ROLE OF TIME

• Strategies are more timeless, whilst tactics are technology or time sensitive.
• If you change the time frame, a strategy would typically remain the same, whilst the
tactics will more than likely change.

Example strategy: Engage customers in store to

increase sales
Example time frame: Years 1900, 1980, and 2013
Example tactics:
• 1900: Put up posters in a store promoting deals
• 1980: Electronic screens updating a specials
board
• 2013: AR app, mobile optimised website, foursquare
deals, customer service in social media, etc.

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DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

DIGITAL MARKETING STRATEGY VS. TACTICS: WORKING EXAMPLE

BUSINESS GOAL:
• Increase sales revenue by 25% by the end of 2020
DIGITAL OBJECTIVES:
• Increase awareness of website to Target Audience (TA) by 100% by the end of the year
• Increase traffic to website by 50% compared with last year
• Increase repeat purchases by 10% compared with last year
• Increase average order value from $50 to $55 this month
DIGITAL STRATEGY:
1. Engage target audience at key touch points in their day when receptive to brand messaging
2. Drive traffic from new unique visitors to your website
3. Encourage repeat purchases from existing customers
4. Increase average order value from within the cart
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DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

DIGITAL MARKETING STRATEGY VS. TACTICS: WORKING EXAMPLE CONT.

TACTICS:
Strategy 1. Engage TA at key touch points in their day when receptive to brand
messaging
1a. Run TV ads targeted at TA in the middle of the day
1b. Run Facebook Advertising at lunchtimes based on similar interests
1c. Acquire Coverage in National Magazines targeted at TA using PR
1d. Run Online Banner Advertising on XYZ sites targeted at TA in evenings
1e. Create content on the shopping & lifestyle needs of customers

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DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

DIGITAL MARKETING STRATEGY VS. TACTICS: WORKING EXAMPLE CONT.

TACTICS:

Strategy 2. Drive traffic from new unique visitors to website

2a. Ensure website URL is featured in TV ads
2b. Add URL to Twitter Bio
2c. Start 10+ conversations per day with TA on Twitter
2d. Lead Industry based Tweet chats on Twitter, attracting influencers to
join
2e. Create video responses embedded in SEO’d blog posts with
transcripts
2f. Share video blog posts on Twitter (monitoring Qs and responses)

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DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

DIGITAL MARKETING STRATEGY VS. TACTICS: WORKING EXAMPLE CONT.

TACTICS:

3. Encourage repeat purchases from existing customers

3a. Email existing customers with referral % deal for new customers
3b. Print vouchers added to all orders sent out this month
3c. Competition: invite friends to enter mechanism (opt-in email
data capture)

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DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

DIGITAL MARKETING STRATEGY VS. TACTICS: WORKING EXAMPLE CONT.

TACTICS:

4. Increase average order value from within the cart

4a. Add attractive deals to the cart automatically (worth 10% of
value)
4b. Increase the Free Delivery Threshold from $35 to $45
4c. Add gift wrapping options to the cart (with images of premium
gift
packaging)
4d. Auto opt-in to higher cost delivery / up-sells

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DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

CORE TACTICS IN A TYPICAL DIGITAL MARKETING STRATEGY

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DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

WHAT ARE THE MOST EFFECTIVE TACTICS?

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DIGITAL MARKETING
STRATEGY, TACTICS, AND
CHANNELS
DIGITAL CHANNELS
DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

DIGITAL MEDIA CONVERGENCE & THE DIGITAL MARKETING TRIFECTA

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DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

SELECTING DIGITAL CHANNELS

• A digital marketing strategy can

encompass a range of channels.
• All channel selections should:
• Align closely with the your
objective
and strategy.
• Be tailored to the behaviour of the
brand’s target audience and
personas.
• Communicate a clear and consistent
message.
• Be integrated for better results.
• Share data to inform each other.
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DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

PRIMARY CONSIDERATIONS IN THE CHANNEL SELECTION

PROCESS
1. Identify primary digital marketing objective(s) for the business.
2. Understand which digital marketing channels the target audience engage and how.
3. Category/ competitor benchmarking: what channels are they using? Are they
successful?
4. Define a budget allocation (incl. staff, graphic artists, video/ photographers, paid ads,
content creation services) and expected ROI.
5. Identify available internal and external resources (skills + knowledge) for campaign
design, execution and measurement.

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DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

THREE DIGITAL MARKETING CHANNELS THAT CONSISTENTLY PERFORM

SEARCH EMAIL SOCIAL MEDIA

DRIVE TRAFFIC TO FOSTERS BRAND BUILDS BRAND-
WEBSITE, MARKET ENGAGEMENT & CONSUMER
PRODUCTS/SERVICES STRENGTHENS COMMUNITY &
& ULTIMATELY BRAND AT MULTIPLE CONVERTS
INCREASE SALES LEVELS (IF CONSUMERS INTO
RELEVANT, URGENT & CUSTOMERS
PERSONAL)

Based on research across many brands and industries, these three digital channels consistently perform
and achieve strong ROI

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DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

DEFINE PRIMARY DIGITAL MARKETING GOALS: EXAMPLE GOALS & SUITABLE

CHANNELS

Goal = Brand awareness Goal = Lead generation

Key channel considerations: Provide strong brand awareness and Key channel considerations: Communicate directly and in an
recognition engaging way

• Engaging with targeted audience through social channels. • Search Engine Optimization (SEO)
• Pay-Per-Click Advertising
• Social media channels particular Twitter, Facebook or Instagram
• Display Advertising
• Channels that promote visual elements like Instagram and Pinterest.
• Google Search Network
• Channels that promote video materials like YouTube and Vimeo.
• Blogging and other content marketing channels
• Promotional campaigns with coupons.
• Email marketing
• Joint venture marketing projects with other online businesses.
• Participating in online and offline events.
Goal = Sales generation
Key channel considerations: Encourage online purchase
Goal = Educate customers behavior
• Blogging, press releases and content marketing • Amazon Resellers
Goal = Generate website traffic • Facebook Storefront
• SEO and content marketing • Google Shopping Feeds
• Google Search Network
• Google Display Network
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• Affiliate Marketing Networks
DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

WHY HAVE A MIX OF DIGITAL MARKETING CHANNELS?

• To use the right channel for the TA

• To capture the attention of TAs looking at various channels
• To continuously provide fresh content
• To be not dependent on any one channel(s)
• To diversify link building and generate more traffic
• To minimise the impact of channel cost fluctuations
• To prepare for future market changes
• To enhance results by cross-pollinating channels

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DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

TREND #1: SOCIAL MEDIA STORIES

• Stories are increasingly popular among

Instagram, TikTok, Facebook, and YouTube
platforms as people continue to consume
digital video content faster.
• Stories are a great way to connect
with followers in more engaging
ways.
• Many formats: tutorials, testimonials, funny
how-to’s, interviews, GIFs, and more.
Currently:
• Over 970 million accounts are posting to
their stories
• 50% of businesses are taking advantage of
the feature.

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DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

TREND #2: CHATBOTS

• Chatbots have advanced as the most popular interface to

connect brands and consumers.
• Over 1.4 billion people a year use chatbots and by 2020
chatbots will control 85% of all customer service.
• A recent study shows that a delayed response by even 10
minutes can decrease chances of a sale by 400%.
• Currently, chatbots are being used for:
• Saving time and money
• Generating leads and sales
• Pushing users to better products or services
• Providing 24-hour support
• Personalizing experiences

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DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

TREND #3: VIDEO

• Incorporating video marketing into

digital strategy continues to be
important and shows no signs of
slowing.
• 70% of consumers have shared a
video
• 52% of consumers watch videos to make
informed purchases
• 72% of videos have improved sales
conversion rate
• Brands are gaining high engagement
rates for interviews, product demos,
how-to’s, and more.
• Shift towards live videos to show brand
transparency and interactivity, as well as
high quality imagery.

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DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

TREND #4: VOICE

SEARCH
• Smart devices have created a continued rise in verbal communication.
• More than 40% of adults use voice-based search
• Predicted that 50% of all searches will be voice-to-voice by 2020.
• With voice-recognition assistants, marketers need to rethink this digital
marketing channel to keep up with sophisticated systems that have an error
rate.
• Key challenge is that voice searches display differently than text - a text search
retrieves a long list of options, but a voice search may only hear one choice
read out verbally.
• While a relatively new channel, voice search cannot be ignored because
people are relying on it more than ever before.

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DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

• Streaming
• Digital Events
• Podcasts
• Infoproducts
• Influencer Marketing
• Reddit and other communities

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DIGITAL MARKETING
STRATEGY, TACTICS, AND
CHANNELS
DIGITAL BUSINESS MODELS
DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

THE LONG TAIL

• Before – businesses sell a large volume

of a select number of popular items.
• Now – online businesses selling low
volumes of hard to find items to many
customers.
• Enabled by the digitisation of
inventory, and reduced need for
physical storage, logistics and
distribution.
- Anderson, Wired Magazine (2004)

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DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

THE SHARING ECONOMY

• The sharing economy refers to peer-

to-peer based sharing of access to
goods and services.
• Based on collaborative consumption.
• Good and services are traded on the
basis of access and usage rather than
outright ownership.

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https://www.vietnam-briefing.com/news/the-future-of-vietnams-sharing-economy-with-dezan-shira-and-
associates-director-filippo-bortoletti.html/
DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

DIGITAL BUSINESS MODELS

• Business model – a plan for the

successful operation of a business,
identifying sources of revenue, the
intended customer base, products
and details of financing.
• Digital business models - are for
products and services provided
through digital platforms.
• The business model canvas - helps
us to decide which digital business
model fits our brand best.

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Tom Goodwin:
“Uber, the world’s largest taxi company,
owns no vehicles. Facebook, the world’s
most popular media owner, creates no
content. Alibaba, the most valuable retailer,
has no inventory. And Airbnb, the world’s
largest accommodation provider, owns no
real estate. Something interesting is
happening.”
DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

MERCHANT MODEL

• Selling good or services over the

internet.
• Revenue stream generated
through
sales to end customers.

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DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

SUBSCRIPTION MODEL

• Customers pay a recurring

subscription fee at regular intervals
for ongoing access to a product or
service.
• Revenue is generated through
subscription fees.

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DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

ADVERTISING MODEL

• Users get access to free or cheap

content, products and services in
return for being shown advertising.
• Revenue is generated through the
price of ad placements, paid by
advertisers.

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DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

FREEMIUM MODEL

• The company offers both a free and a

premium service.
• Simple and basic components of the
service are typically free to encourage
trial.
• More advanced or additional features
are charged at a price premium.
• Revenue generated through sales,
subscription fee and sometimes
advertising.

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DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

BROKERAGE
MODEL
• Companies that create a marketplace to
bring together buyers and sellers and
facilitate transactions.
• Revenue generated through
transaction fees.

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DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

AFFILIATE MODEL

• The company pays a commission to

other companies or individuals for the
traffic or sales they generate from
referrals.
• Revenue is generated through
commission fees.

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DIGITAL MARKETING STRATEGY, TACTICS, AND CHANNELS

COMMUNITY MODEL

• Content is produced collaboratively by

volunteers and is freely available on the
internet.
• Revenue is generated through
donations.

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THANK YOU &
QUESTIONS
MKT20032
WEEK 4 • MARKET ANALYSIS
• DIGITAL MARKETING AUDIT
DIGITAL AUDITING • DIGITAL MARKETING
AND PLANNING
PLANNING
• CAMPAIGN PLANNING AND
MANAGEMENT