Mariem SELLAMI

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Keys to Digital 7 Steps to
General Challenges developing your
Facing Digital Marketing
ASPECTS Success ?!
own digital
marketing
-3- Marketers?
3 Mistakes
-6- strategy
You Should CASE
Avoid STUDY

P L A N
 General Aspects
1
“Marketing is no longer about the stuff that
you make, but about the stories you tell.” –
Seth Godin –

General Aspects 3
 What Is Digital Marketing?!
• Digital marketing is any form of marketing products or
services that involves electronic devices.

• It can be done both online and offline and both kinds

matter for a well-rounded digital marketing strategy.

General Aspects 4
 Why Digital Marketing Is Important?
• A source of entertainment, news, shopping and social interactions.

• Consumers have access to information any time and any place they want it.

• People are now exposed to what media, friends, relatives, etc. are saying
about your brand, and they are more likely to believe them than you.

• People want brands they can trust, companies that know them,
communications that are personalized, and offers tailored to their needs and
preferences.

General Aspects 5
 Manage Customer Relationships
Across All Channels !!
• know your customers better than anybody else so you can communicate with
them effectively.

• Consolidate a view of customer preferences and expectations across all

channels : Web, social media, mobile, point of sale, etc.

These informations are used to create and anticipate

consistent, coordinated customer experiences

General Aspects 6
 Categories Of Digital Marketing
Search engine
optimization
(SEO)

Email Content
marketing marketing

Pay-per-click Social Media

advertising Marketing
(PPC) (SMM)

General Aspects 7
 Categories Of Digital Marketing
Enhanced offline
marketing

Phone Radio
marketing marketing

TV
marketing
General Aspects 8
Challenges Facing Digital Marketers?
2
1. Proliferation of digital channels: Consumers use multiple digital channels and
interact with them differently.

2. Intensifying competition so it’s becoming a lot harder to capture consumers’

attention.

3. Exploding data volumes :Consumers leave behind a huge trail of data in digital
channels. It’s extremely difficult to get a handle on all that data, and find the right
ones that can help you make the right decisions.

Challenges Facing Digital Marketers? 9

 3 Mistakes You Should Avoid 3
• There will likely be people who dislike your company or post negative
1- Not engaging with comments for no reason. Make sure you have a member of your customer
people on social service team ready to address any issues. Don’t ignore them! Respond to
media their comments, treat them with respect, and if possible, direct them to a
private source of communication like email to address their issue.

2- Not doing keyword • You may be producing the most valuable content on the web, but if no one is
research when searching it, no one cares. So try to do keyword research to see what people
producing content are searching for.

• This is especially important if you’ve just started a Facebook page and don’t
3- Not promoting
have a huge following yet. It might be a good idea to invest $50-$100 to
your social media promote your page a little bit to people who might be interested in your
posts content.

3 Mistakes You Should Avoid 10

 Keys to Digital Marketing Success ?!

Here are three keys to digital marketing success:

4
• Manage complex customer relationships across the channels
(both digital and traditional) .
• Respond to and initiate dynamic customer interactions.
• Extract value from big data to make better decisions faster

Keys to Digital Marketing Success ?! 11

 7 Steps to developing your
own digital marketing strategy
1. Listen to your costumers !!!
5
2. But don’t forget about your objectives
3. Play to your strengths and manage your weaknesses
4. Find out what your competitors are doing
5. Craft a strategy based on your capabilities
6. Measure everything in real time
7. Continuously review, adjust and improve the customer experience

9 Steps to developing your own digital marketing strategy 12

• IBM is a global technology and innovation company.

• It is the largest technology and consulting employer in the world,

with more than 400,000 employees serving clients in 170 countries.
 Challenges
Clients are becoming more
The sales pipeline are self-empowered.
now controlled by the
buyer, rather than the
sales rep.
Sellers need to take a IBM also recognized that they don’t
different approach to have the required digital skills to
client engagement, adapt to this changing consumer
beyond traditional selling environment.
techniques

Case Study : « IBM : The Digital Marketing Institute Program » 15

 Solutions
In 2015, the organization’s inside sales team
was rebranded as IBM Digital Sales, a name
which recognizes a distinct selling discipline
that, at its core, thrives on social and digital
engagement.

IBM have partnered with the Digital

Marketing Institute, to create a customized
“Digital Selling Program”

Case Study : « IBM : The Digital Marketing Institute Program » 16

 Results
When asked if they feel this digital mastery course has helped them
increase their sales, 100% of IBM’s North American sellers answered yes.

The Digital Marketing institute program is helping to transform

“

our inside sellers into digital sellers who are skilled in personalized
multimodal engagement with clients.”
- Judy Buchholz - General Manager, IBM Digital Sales

Case Study : « IBM : The Digital Marketing Institute Program » 17

 • Based on its successful roll-out in Europe, IBM is expanding the program
worldwide to its entire digital sales team.

• 95% of staff in North America stated that they felt the Certificate in
Professional Digital Selling helped them perform better in their job.

Case Study : « IBM : The Digital Marketing Institute Program » 18

THANK
YOU !!!
References :
https://www.startupgrind.com/blog/5-tips-entrepreneurs-need-to-know-
about-digital-marketing/

The Present & Future of Digital : MarketingIntroduction to Digital Marketing

Game-Changing Techniques- Priyanka Sharma

https://digitalmarketinginstitute.com/business/case-studies/ibm

http://www.business2community.com/digital-marketing/what-you-need-to-
know-about-digital-marketing-trends-01305933#kiChXq4uUYEz5sfs.97

http://neilpatel.com/what-is-digital-marketing/

https://ninjaoutreach.com/digital-marketing-mistakes/

http://www.smartinsights.com/digital-marketing-strategy/digital-strategy-
development/10-reasons-for-digital-marketing-strategy/