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Internet Marketing strategy by Dave Chaffey

Internet Marketing strategy by Dave Chaffey

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Published by: Sergey on Jan 18, 2011
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10/22/2013

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Diploma in Digital Marketing
Introduction to digital marketing strategy:
Module 2: Understanding the online marketplace
Chapters 2, 3 in Internet Marketing, 4e
Module 3: Digital marketing strategy development
Chapter 4-9 in Internet Marketing 4e
 
 
22
Purpose of today’s strategy sessions
§
Give you:
A process to follow for developing along-term digital marketing strategy
Principles can also be applied toE-campaigns
Tools / URLs for analysis / bestpractice
§
Help you:
Assignments
Exams
Work – practical tips to apply back inoffice
§
Please…
Ask questions
Challenge me!
Share your experiences
 
 
33
Today’s Agenda – 10 steps to review anddefine organisational digital marketing strategy
Step 1. Set SMART Goals
Use the REAN framework to set targets for allaspects of customer development
Step 2. Define strategy
Use the SOSTAC process to developa digital marketing strategy
Step 3. Review current performance
Create an Internet-specific SWOTusing market insights sources
Step 4. Define target markets
Prioritise markets and audiencesyou seek to influence
Step 5. Engaging OVP
Create a compelling OVPfor different visitor types
Step 6. Visibility and traffic
Customer acquisition strategy 
throughprioritised digital media channels
Step 7. Digital channel integration
Facilitating multichannel customer journeys.
Step 8. Improve your site’sefficiency and effectiveness
Conversion and sales optimisation strategy 
.Using persuasion, AB and MVT.
Step 9. Customer E-communications
Customer retention strategy using integratedEmail and social marketing campaigns.
Step 10. Channel governance
Finding the best resourcesand processes to get the job done

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