Digital Marketing Strategies

Mehwish Sabih
Topics
• Introduction to Marketing Strategy
• Components of Marketing Strategy
• How to create Marketing Strategy
• Key areas to devise a Marketing Strategy
• Customer Centricity
• Business Model
• Global strategy
• Brand
• Research and Insight
• KPI
Marketing Strategies
• Marketing strategy refers to a business's overall game plan for
reaching prospective consumers and turning them into customers of
their products or services.
• A marketing strategy contains the company’s value proposition, key
brand messaging, data on target customer demographics, and other
high-level elements.
Business Value Proposition
• A value proposition in marketing is a concise statement of the benefits
that a company is delivering to customers.

• Examples:
• Less Accounting-Bookkeeping without the Hassle
• Uber- the smartest way to get around
• Grammarly- Great Writing, Simplified
• Mc Donalds- food of a constant quality that is served quickly and consistently
across the globe
• Sapphire- Fashion Forward products in affordable range
• Coca cola- Refresh the world, make a difference
Marketing Strategy
• a plan of action designed to promote and sell a product or service.

• Marketing strategies should revolve around a company’s value

proposition.

• The ultimate goal of a marketing strategy is to achieve and

communicate a sustainable competitive advantage over rival
companies.
How to create a marketing strategy
• Identify your goals:
• Sales is the ultimate goal
• Have some short term goals as well
• Establishing authority
• Increasing consumer engagement
• Know your clients
• Establish who your client is and how your product will improve their lives.
• Create your message
• show your potential clients how your product or service will benefit them and
why you’re the only company that can provide it.
How to create a marketing strategy
• Define your budget
• How to disperse message depends upon affordability.
• Budget dictates channels of marketing your brand could afford.
• Measure your success
• To target your marketing, you need to know whether it is reaching its
audience. Determine your metrics and how you’ll judge the success of your
marketing efforts.
What does a marketing strategy looks like?
• A marketing strategy details advertising, outreach and PR campaigns
carried out by the firm.
• Marketing plan includes market research to support pricing decisions and
tailored messaging to target certain demographic or geographic areas.
• It enlists product or service promotion e.g. digital, radio, internet,
magazines, and a mix of these.
• and metrics that measure the results of marketing efforts and their
reporting timelines.

https://prlab.co/blog/what-is-a-pr-campaign-and-famous-examples/
Key areas of devising a marketing strategy
• Align your business strategy with your marketing strategy or vice versa.
• Important areas to consider here are:
• Customer Centricity
• Business Model
• Global strategy
• Brand
• Vision
• Culture
• Research and Insight
• KPI
Customer centricity
• means making your decisions around what is best for your customers.
• might mean making some financial sacrifices, reducing profits or
creating work that does not directly benefit the organization.
• Examples:
• Wayfair uses AI for hyper personalization: uses predictive analytics and AI to
create detailed buyer personas to show the most relevant products for
customers, eliminating the need to scroll through pages.

• L’Oreal: mixes up makeup on demand.

Business Model
• It is important to know business model before devising a strategy for
it.
• There are three basic business models
• Mass Market B2C
• Niche B2C
• B2B
1. Mass Market B2C
• This model includes organizations that sell products that appeal to a
broad range of consumers at affordable price.
• Example: Food, clothing, toys
• Attracts high volumes of customers.
• All digital channels are relevant here.
2. Niche B2C
• This model includes businesses that have a highly targeted service.
• It includes products for people living with disabilities or products for
ultra-high-net-worth individuals.
• Examples: Bathing aids, stair lifts, Hugging chair, ultrasonic blind
walking sticks.
Yatch, art work, island.

Using broadcast media is not relevant in most of these scenarios as the

majority of the viewers will not be potential customers. Targeted
Marketing will work.
3. B2B
• This model includes wholesalers or Tech sellers that are selling to
other businesses.
• In this model you may be seen more as a supplier and less as a Brand.
• Customers may be more cynical or aggressive than B2C.
• Traditional marketing and sales techniques wont work here.
• CRM is the answer here.
• A CRM system helps companies stay connected
to customers, streamline processes, and improve
profitability.
Global Strategy
• Globalizing your business could be a challenging process and may
require extra effort since it brings cultural, linguistic and monetary
issues with it.
• With massive growth in digital world, almost every business has
international presence through internet.
• The aspect of global strategy is included in designing marketing
strategy.
1. culture
• Culture includes language, ideas, beliefs, customs, work of art,
ceremonies, rituals.
• promoting chicken or fish n chips for thanks giving would be a disaster.
• Christmas, Eid and Diwali are family festivals. Design ads around this concept.

• Lifestyle points can also be considered for promotions.

• Working hours, average commute, time spent indoors and weather can be
leveraged for marketing strategy considering the time customer spends in
front of computer or with mobile.
2. Language
• Language plays a pivotal role in marketing. Harmless words may be
offensive in some other country or culture.
• Burger King is Hungry Jack in Australia.
• T.K.Maxx is T.J. Maxx in USA.
• Urdu and Hindi may seem similar but Bombay’s Hindi could be very Rude for
Pakistani culture.
3. Payments
• A very specific category but worth mentioning here in the aspect of
digital marketing.
• Payment methods are often overlooked.
• Americans and Europeans deal in plastic money.
• Germans and Pakistanis mostly deal in cash.
Brand
• Your brand is a key part of your business.
• Its values guide how a company operates. These operations involve:
• Where it sources its products from?
• How items are delivered to customers?
• How employees are treated?
• Visual identity is a collection of visual elements that serve to represent and
differentiate a brand.
• Logo, brand colors, typography, graphics are all part of Brand’s visual identity.
• Consistency in visual identity is vital.
Research and Insight
• Research is a driving force behind devising new strategies.
• It helps business
• Maintain a customer centric approach. It’s easy to see why prioritizing the customer’s
needs and desires is a recipe for success.
• Identify opportunities for growth. A simple modification and/or addition in current
product or services may unlock a whole new customer base.
• Compete more effectively. Market research helps you find where consumers are
dissatisfied with brands and their offerings.
• Make informed decisions. Research empowers companies make informed decisions that
are backed by data. E.g. developing budget-friendly or luxury products based on
consumers willingness to pay.
• Stay on top of Trends. Consumer trend changes rapidly. Mimicking what your competitor
did last year isn’t a good strategy.
Car sale trend: Toyota vs. Suzuki vs. Honda
PakWheels
Nike vs. Adidas
KPI
• Key Performance Indicators are matrices to evaluate success of marketing campaign.
• Digital marketing KPIs are measurable values that a marketing team uses to track
whether or not they are achieving their objectives.
• Web Traffic Sources
• Leads
• Page Views
• Cost per Lead
• Returning Visitors
• Conversion Rate
• Goal Completion Rate
• Click-Through Rate
• Customer Acquisition Cost
• Customer Lifetime Value
Click through rate
• Impression: when someone sees your ad for more then a sec its an
impression.
• Not everyone who sees the ad is going to click on it.
• So, Not every impression leads to a view.
• Click through rate% of impressions that lead to views.
• If an ad has 10% CTR that means for every 10 impressions 1 person is
viewing your ad.
• If clicks are 1000 and impressions are 5000 then CTR is:
(1000/5000)*100.