Digital Marketing

Framework
 Why do we need a
Marketing Strategy?
 Need of a Digital Strategy
Scenario 1: Traditional Brand with Product Services well
established

Extend brand presence to focus

Target global audience without
on elements like convenience,
local offline presence
variety and customization

Increase brand resonance with Test Niche and premium products

present loyal customers with audience segments
 Need of a Digital Strategy
Scenario 2: Traditional Brand with Product Services NOT well
established

Improving brand presence. Easy

Researching and Reaching out
availability, building imagery,
target customers on their
brand stories and cost as
preferred channels
differentiator.

Improving revenues by leading

Strengthen identity among
customers to offline store with
identified target groups
top digital sites
 Need of a Digital Strategy
Scenario 3: New product / service with Brand yet to be established

Developing and introducing brand

Develop both offline and online
presence through integrated
audience together
marketing campaign

Introduce and get feedback from

Create unique digital identify to
willing audience to improvise
fight established brands
products
 Assessment
Phase

Refinement
Strategy Phase
Phase
ASCOR
DIGITAL
MARKETING
FRAMEWORK

Communication
Operation Phase
& Channel Mix
 Elements of Assessment
Phase
External Ecosystem Internal Ecosystem
Analysis Analysis

Assessment
Phase

Objective Development Digital Presence

& Review Analysis
 External Ecosystem Analysis

Macro Analysis Micro Analysis Situation Analysis

Political Suppliers Market Segment

Opportunity
Social / Cultural Partners
Analysis

Technological Intermediaries Category Analysis

Economic Customers Brand Audit

 Mark Zuckerberg –
Freebasic.Com

We just launched Internet.org in Malawi, giving people on the TNM and Airtel Malawi
networks access to free basic internet services. With this launch, Internet.org is now
available to more than 1 billion people around the world. Giving people free access is the
right thing to do. We will keep connecting more people and more countries, and we won’t
stop until every person in the world can connect to the internet.
 Internal Ecosystem Analysis

D-SWOT Digital Presence Core Competencies

Strengths Stakeholders Driven Relevance

Weaknesses Competitors Driven Difficult Imitation

Breadth of
Opportunities Customers Driven
Application

Threats Market Driven

 D-SWOT Analysis
Strong and stable
Strong consumer
media presence,
Well etched brand satisfaction and
highly visited website,
with high recall feedback on social
social media page,
media
well admired blog

Trust among partners and intermediaries. High adoption of

STRENG Strategic tie-ups. Strong execution and technologies. Well set
THS leadership teams. up revenue models

Increasing geographic presence and a wide affiliate network. Profitable

collaborations and online acquisitions.
 D-SWOT Analysis

OVP not uniquely

Poor On-Service
Low or negligible defined. Weak /
delivery and execution
online presence unstable brand
strategy
portfolio.

Lack of integration to
WEAKN Non customer-centric content, website structure mobile and other
and communication. online platforms and
ESSES channels

Increasing geographic presence and a wide affiliate network. Profitable

collaborations and online acquisitions.
 D-SWOT Analysis

Consumer adoption of
Increased per capita
mobile Rise of multilingual
income and improved
communication and technologies
economic indicators
online penetration

Expert technology
OPPORTU Content publishing and availability in native
workforce at
NITY languages.
affordable salaries

Increasing geographic presence and a wide affiliate network. Profitable

collaborations and online acquisitions.
 D-SWOT Analysis

Decline in average
Highly competitive selling prices due to
Slow growth rate
segments innovations and
technology

Inadequate
Innovative and customer driven campaigns by
THREATS acquisition and
competitors
inorganic growth

Firms not attuned to changing technological advances and segment trends.

 Digital Presence Analysis
 Growth / Sales Channels  Online Purchase Propensity
 Increase Profitability Stakeholder Customer  More purchase Info /
 Match Competitor Market Interaction
Share Driven Driven  Target via online Customer
 Implementation of IMC Data

Market Competitor
Driven Digital Driven
Presence
 Develop a global brand Need  Match direct competitor presence
 Leverage Efficiency through online  Response to competitor value
partners / affiliates creation
 Responds to Tech changes, design,  Respond to digital only business
platform access and usage trends models/ competitors
 Digital Presence Analysis Matrix

Market Leader

Market Standing / Competition Digital Ladder Digital Leader

Digital Laggard Digital Leverage

Market Laggard /
New Launch Extent of Digital Presence
Traditional Only Strong Digital
Presence Presence
https://infocus.dellemc.com/alan_walsh1/digital-transformation-ruthless-revolution/
 Product
 Develop credibility before raising visibility

 There is a school of thought that suggests that all products eventually become services

 How can I move beyond the core product?

 What other products and services would a customer really value?

 Which of these services can be produced cost-effectively and better than competitors?

 Find the ideal product that you can deliver, can afford, are good at, can protect and go for it.

 The online world allows you to create a whole range of new versions, variations and even new products and services.

 Finally, play to your strengths and exploit your distinctive competitive advantage by having a strong and clear OVP.

 https://www.toms.com/
Well, you may not be presenting the best of the products that stand apart from the rest of the world. But, make it a point to share
the knowledge you possess in your sphere of functioning.
 Price
 Subscription. Pay Per View, Bundling, Ad-supported content

 The Internet is changing pricing for ever. Prices are under pressure.

 Pricing structures and options are becoming more complex.

 Review new price structures in your markets, driven by customers looking for lower prices available through a range of
online tools including

 Reverse auctions, customer unions, commoditization, cybermediaries, intermediaries, infomediaries and shopping bots.

 https://www.toms.com/
 Place
 ‘You put coke machines in places where you think people might want to drink a coke. On the Internet you put Amazon
buttons in places where there might be people inclined to buy books’. Esther Dyson (1999)

 Distribution, or place, is crucial to the success of any enterprise.

 Assuming your organization has a reasonable product or service, online or offline the principle is the same:

 increase your representation and make it widely and readily available to target customers.

 Marketers today need to think of multi-channels for distribution to ensure they make their products and services easily
available to as many ideal customers as possible.
Promotion
 Promotion
 All ten communications tools should be reviewed for how they can be extended and enriched online.

 Online communications challenges include: mix, integration, creativity, globalization and resourcing.

 Take advantage of the characteristics of the new media through promotion that is dynamic, carefully targeted, highly
relevant and helps to build an ongoing relationship
Like any snack food,
Oreo faces a continuous
battle to remain the
product of choice.
Oreo operates an agile
marketing strategy that
keeps it firmly in the
public consciousness.
It developed a strong social
media presence over a
number of years and relies
heavily on a healthy dose of
humor to capture the
moment on Twitter,
Instagram, Vine, Tumblr,
and YouTube. Oreo also
maintains a highly active
following on Facebook,
where it posts daily.
The best-known example
of Oreo’s agile Twitter
strategy dates from the
2013 Super Bowl,
Oreo reacted within
minutes of a power outage,
tweeting “You can still dunk
in the dark,” a sentiment
that earned more than
15,000 retweets within an
hour.
Kristin Hajinlian, brand
manager with the
company, confirmed:
“We look at our social
content really as a way to
connect with our fans.
A 21st-century recipe for
digital success?
 People
People/staff are important. People are the differentiating factor that has helped many ‘clicks and- mortar’ companies out-
perform the virtual companies.

In fact, service – before, during and after a sale – is required if repeat business is to be enjoyed.

Contact strategies should be developed that give customers choice of contact, but minimize costly interactions with staff.

Automated services help, but people are also required. Beware of the customer service time bomb.

It is a delicate balancing act, but bear them both in mind when integrating online and offline marketing activities.
Recruitment, training and motivation are required.

And remember, happy staff = happy customers = happy shareholders.

 Physical Evidence
Customers look for online cues and clues for reassurance.

Web sites can provide these in the form of high-quality site design and reassurance – through guarantees, refund policies,
privacy policies, security icons, trade body memberships, awards, customer lists, customer endorsements, independent
reviews, news clippings and more.

Encourage web site visitors to print coupons or white papers as physical evidence to keep your company at the front of their
minds.

Offline activities can provide reassurance in the form of professional-looking buildings, delivery vans and uniforms.
Evidence, whether physical or digital, needs to be managed constantly.

https://www.pakistantoday.com.pk/2022/08/05/jerdonis-sales-spike-by-380-after-imran-khan-spotted-wearing-white-polo/

https://www.jerdoni.com/

https://pk.berastores.com/
 Processes
Process refers to the internal and sometimes external processes, transactions and internal communications that are required to
run a business.

Excellent processes are where e-commerce ends and e-business begins.

Good processes and systems can create competitive advantage.

There are lots of poor processes that kill sales and damage the brand. Processes can have a huge impact on your organization.
Processes
 An extra ‘P’ – partnerships
Perhaps there is a new P in the mix, ‘partnerships’ or marketing marriages or alliances.

Some companies have people specializing in partnerships;

Other companies employ agencies to be their partners or even agencies to find their partners, whether through a blogger
outreach programme (to connect with more bloggers) or an affiliate marketing campaign (to recruit more affiliate marketers).

There is no doubt that partnerships need to be identified, recruited and nurtured for success.

We cannot do everything ourselves. Partnerships can help enormously, but they require skilled management.

https://www.youtube.com/watch?v=ymUMLM0z-MA
Core Competencies Analysis
Search
Accuracy

Free of
Design
Cost
Simplicity
Services

Google
Search

Guided Querying
Navigation Speed

Aesthetic
Branding
Digital Marketing Objective
Review

Annual Plan Control

Profitability Control

Efficiency Control

Strategic Control
Thank You