Digital Marketing

Strategy
Development, structure, and formulation

Valeria Nyu 13.04.2023

Content of the lecture
WHAT IS A DIGITAL MARKETING STRATEGY?
1
Definition, scope, and significance

STRUCTURE OF DIGITAL MARKETING STRATEGY

2
Process, planning, and approaches to strategy development

DIGITAL STRATEGY DEVELOPMENT

3
Situation analysis: internal audit, and external analysis

SOCIAL MEDIA MARKETING

4
Definition and social media engagement
WHAT IS A DIGITAL
MARKETING STRATEGY?
Definition, scope, and context
DIGITAL MARKETING
• Digital marketing strategy – an approach that involves utilizing
digital technology platforms to support marketing and business
objectives
• In channel marketing strategy, digital marketing strategy defines how
a company should set channel-specific objectives and develop a
differential channel proposition and channel-specific
communications consistent with the characteristics of the channel
and end user requirements
• Two major components:
- Digital communications strategy
- Changes to the marketing mix enabled by digital channels
 WHY SHOULD WE BRING DIGITAL MARKETING INTO
MARKETING OPERATIONS?

UNDERSTAND CHANGES IN DELIVER A SUPERIOR MANAGE OMNICHANNEL BENEFIT FROM

CONSUMER BEHAVIOR
Digital marketing offers a wide
range of abundant, real-time data
and sophisticated tools to analyze
specific customer segments and
their behavior to spot
opportunities and predict future
actions.
E.g.: personalizing web pages,
delivering e-mail, or generating
dashboards for managers to track
customer behavior
EXPERIENCE
Digital marketing tools allow to
capture customer response and
deliver that information back into
the organization, which then
adjusts its offer or message
accordingly. It also helps decision
makers adjust campaign spending
based on trends and opportunities
E.g.:L’Oreal’s Makeup Genius app
RELATIONSHIPS
Digital marketing enhances the
ability to engage in long-term,
omnichannel relationships with
consumers (as opposed to one-way,
scattershot interactions). Digital
channels allow two-way
relationships that can drive loyalty
and advocacy over a consumer’s
lifetime and across touch points
and channels.
FLEXIBILITY AND SPEED
The inherent flexibility of digital
allows companies to reduce time
and expenses and increase
efficacy.
They are able to achieve mass
reach and personalization, with
the added benefit of always-on
optimization.
The rise of automated online
advertising, ad management and
delivery can be less costly.

Sources: Edelman & Heller, 2015, McKinsey Digital; Schuuring et al, 2017, Boston Consulting Group
 BENEFITS OF DIGITAL MARKETING

01 • Align digital efforts with business

Brand equity objectives
• Use social media to improve brand
perception

02 • Reach consumers more

Sales increase effectively
• Integrate social media with
marketing strategy

03 Customer service • Improve customer service

through social media

04 Media buys • Refine the media mix

• Shift money to more efficient
channels

05 Consumer insights and • Improve products based on

codevelopment consumer preferences

Sayre et al, Boston Consulting Group

Sources: Forrester Research, BCG interviews, BCG case work, BCG analysis
Before we move forward, let's
warm up by sharing the following:
"Speed dating" exchange
Come up with the example of a Share the examples of success and failure in digital
1
digital marketing initiative/campaign marketing
that inspired you

2 Can you think of a digital

marketing effort that turned out as
a failure?

Form 2 lines and share your

3
opinions with a classmate

4 Rotate along the line and discuss

5 Share your insights with the class

 Integrated digital marketing strategy
• Despite its increasing importance, the integration of a
digital marketing strategy into business and marketing
strategies becomes a challenge for many organizations
• Typically, organizations considered digital media and
technology in isolation, often creating separate teams to
manage digital marketing
• However, it is important to integrate all strategic plans
and have a clear understanding of how and where the
digital marketing strategy fits into the overall
organizational business plan
• A digital marketing plan can allow to improve the planning
and execution of e-campaign components (online
communication tools). It helps:
ü Assess the customer demand for online services
ü Avoid duplication of resources
ü Integrate customer data with existing systems and enhance
relationship building
ü Exploit opportunities for applying online marketing tools
HOW TO STRUCTURE A
DIGITAL MARKETING
STRATEGY?
 STRATEGY STRUCTURE
Six principles to create and sustain
competitive advantage

Goal Trade-offs
1 Start with the right goal grounded in 4 Be prepared to tailor a firm´s
real economic value activities to outperform competitors

Value proposition Fit

2 Define a unique and deliverable 5 Ensure a fit between what a company
does, where it wants to be and the
value proposition
resources available

Distinctive value chain Continuity

3 Do things differently. Develop a 6 Plan decisions following the distinctive
destinctive value chain position set out by the original goals
DIGITAL STRATEGY DEVELOPMENT
The SOSTAC planning framework
Chaffey & Smith, 2012

Situation
analysis

Control Objectives

Actions Strategy

Tactics
Case assignment Group 1 Group 2

• Suppose you are hired as an e- Identify e-commerce- List issues concerning

commerce manager for related questions you the audit micro-
would consider for economic factors
Diplom-Is, a Norwegian internal analysis
producer of ice cream. Your
management is interested in
expanding the company
outside Scandinavian
countries. Group 3
• Your department is instructed
to conduct a digital Come up with questions
marketing situation analysis pertaining to the
before entering new potential analysis of macro-
environmental factors
markets
• Work in groups
Social Media
Marke-ng
Social Media Marketing (SMM)

• widely used to refer to the usof online social media platforms (SMPs) for
the purpose of marketing
• SMM can provide several advantages to companies:
• They enable a free exchange of ideas and information among consumers
• SMPs allow to engage in a two-way communication with brands
• Active participation in conversations can provide direction and enrich
conversation experience, making the content more meaningful and focus
(Heggde & Shainesh, 2018)
Social Media Engagement
A state that reflects consumers’ positive individual
dispositions towards the community and the focal
brand as expressed through varying levels of
affective, cognitive and behavioural manifestations
that go beyond exchange situations (Dessart, 2017)
 SM Engagement
Cognitive
Mental activity focused on
Definition something, involving attention
and absorption
A consumer who is so absorbed
in the content posted by the
Example: Brand focus brand on social media that he
spends a lot of time browsing it
A consumer paying a lot of
Example: Community
attention to the comments and
focus replies of other consumers about
the brand on social media
Affective
Enthusiasm and enjoyment with
regard to an engagement object
A consumer feeling happy that a
brand has replied to his question
on social media
A consumer enjoying interacting
with other fans of a brand on
social media
Behavioral
Active manifestations of the
concept, including sharing,
learning and endorsing
behaviours.
A consumer sharing his opinion
about a product with the brand
on social media
A consumer seeking information
about the brand and asking
other members of the
community for their help or
advice on social media
 Mini case

BRGN
With a common desire to create excellent options to traditional
rainwear, Karine Trellevik Lunde and Ros-Mari Tobiassen Gaundal
founded BRGN in 2015.
Inspired by the powerful weather of the Norwegian West Coast,
BRGN provides technical and waterproof outerwear for any
occasion or weather, without compromising on style.
You are tasked to evaluate BRGN ś digital marketing strategy to
target international markets.
Visit https://brgn.com. Focus on the issues related to fostering
customer engagement and social media marketing strategy.
Questions ?
Recommended Reading
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: strategy,
implementation & practice. Pearson UK.

Edelman, D. & Heller, J. (2015). How digital marketing operations

can transform business. McKinsey Digital

Schuuring, M. et al (2017). The digital marketing revolution has

only just begun. Boston Consulting Group

Sayre, K. et al. (2012). Marketing capabilities for the digital age,

Boston Consulting Group

Heggde, G., & Shainesh, G. (Eds.). (2018). Social media marketing:

Emerging concepts and applications. Singpore: Palgrave Macmillan.

Dessart, L. (2017). Social media engagement: a model of antecedents

and relational outcomes. Journal of Marketing Management, 33(5-6)
Thank You

You can contact me at

valeria.nyu@nord.no