DIGITAL MARKETING STRATEGY Week 1 (2).pdf

DIGITAL MARKETING STRATEGY DSMM50001 Week 1 - 9th July 2024  Kalaikavi Ragulan is a Digital Marketing Strategist whose passion Areas of Expertise for marketing has carried her...

DIGITAL MARKETING STRATEGY DSMM50001 Week 1 - 9th July 2024  Kalaikavi Ragulan is a Digital Marketing Strategist whose passion Areas of Expertise for marketing has carried her through 12+ years of managing brands at a high level. She was the Digital Marketing Strategy & Director and Chief Marketing Officer Execution (CMO) at Inspire X, a digital Business Model Innovation transformation agency. Branding Strategy Outcomes of the Module LO1: Demonstrate knowledge and critical understanding of strategic digital marketing. Knowledge & Understanding LO2: Develop a practical digital planning framework to ensures your strategy lays the foundation for powerful strategy development. Application & Enquiry LO3: Evaluate a grounded strategy which focuses on targeting decisions, drives proposition development and supports CX across each Customer Journey touchpoint. Analysis & Problem solving LO4: Analyse efficient and effective data, channel and creative strategies to support and evaluate the delivery of your digital Strategic plan. Analysis Recommended Textbooks Ryan, D. & Jones, C. 2012, Understanding digital marketing: marketing strategies for engaging the digital generation, 2nd edn, Kogan Page, London. Lisa Spiller. 2020, Direct, Digital & Data-Driven Marketing: 5th edn, Christopher Newport University, USA. Tracy Tuten. 2019, Principles of Marketing for a Digital Age: William Davidson Institute, SAGE Publications Ltd Annmarie Hanlon. 2019, Digital Marketing: Strategic Planning & Integration: Cranfield University, SAGE publications. Resources https://www.smartinsights.com/digital-marketing-strategy/digital-strategy-development. http://www.forbes.com VLE learning support material to be provided for independent / self-directed learning LinkedIn Learning Microsoft Educator Centre Module handbook Open Textbook Library The Assessment 1. Initial Assessment – MCQ - (0.5hr) (15%) (LO1) 2. Marketing Audit (750 words) (25%) (LO4) 3. Individual report (1,750 words) (60%) (LOs 1-3) Assessment Requirements Marketing Audit (750 words) - 25% Individual report (1,750 words) - 60% 1. Introduction to the business (10%) 1. A brief recap from your audit followed by 3 SMART 2. Internal and external analysis (25%) objectives with supporting evidence (15%). 3. Competitor analysis (25%) 2. Personas 3 – 4 needed (20%). 4. Digital/social media audit (25%) 3. Digital marketing strategy including SEO, social media 5. Conclusion to findings (15%) and email (30%) 4. Implementation – keywords, content calendar, email marketing schedule (20%) 5. Recommendations for a sustainability plan based on the findings of the report (15%). What You will be Exposed to? Developing skills in analysing the environment and identifying insights for strategic decisions. Covers the development of effective strategic marketing plans, which includes digital strategy, to deliver objectives. Develops resource, monitoring and measurement skills to implement and control the strategic marketing plan. Classroom Activity Develop a Digital Marketing Plan for an Upcoming Clothing Brand - Propose a Brand Name - 3 months brand and product launch plan Specifications about the Brand: - USP - Garments made out of recycled fabrics - Target audiences - Men and Women less than 26 years (Gen Z) - Location - Outlet is located in an prominent location in Colombo - Price range - Rs.4,000 to Rs.5,000 per piece What is Digital Marketing? Digital marketing is the component of marketing that uses the Internet and online-based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Fundamentals of Marketing and How DM Fits in? What are the Marketing Methods You Know? ATL BTL TTL Fundamentals of Marketing / Marketing Mix ➔ Advertising ➔ Sales Promotion ➔ Direct Marketing ➔ Digital Marketing ➔ Personal Selling ➔ Public Relations Paper Is DM and SMM, the same? Is Social Media just an Addiction or Access? The Components of Digital Marketing The Components of Digital Marketing The Components of Digital Marketing The Components of Digital Marketing Further Read Why Digital Marketing? With 2.45Billion, Facebook now has more users than the population of the U.S., China and Brazil – YouTube hits 2 Billion combined Instagram hits 1 Billion WeChat hits 1.2 Billion WhatsApp hits 2 Billion LinkedIn hits 760 million Why Digital Marketing? There are 4.8 billion social media users worldwide, representing 59.9% of the global population and 92.7% of all internet users. The average time spent on social media daily is 2 hours and 24 minutes If we add it all together, the world collectively spends 11.5 billion hours on social media platforms daily. Approximately 410,000 new social users every day – and 4.7 every second.  4 Cs for Social Media Success Content Campaigns Consistency Continuous Improvement Content Facebook Algorithm It’s a mechanism how Facebook decides which posts users see, and in what order, every time they check Facebook Algorithm Ranking Signals Activations & Collaborations Campaigns Knowing the Basics Ad Account Goals Targeting Creatives Budget Results Consistency  Continuous Improvement The Digital Marketing Mix Some Brands with Best Digital Marketing Approach Amazon's digital marketing strategy is focused on personalization. They use customer data to recommend products and employ email marketing to re-engage customers. Amazon's easy-to-use website and mobile app make online shopping seamless, and their Prime membership program is a prime example of successful customer retention and loyalty strategies. Apple's digital marketing strategy excels in creating anticipation and desire for its products. They use minimalist design, high-quality visuals, and storytelling in their marketing campaigns. The company leverages social media, particularly YouTube, to showcase product features and benefits effectively. Their website is user-friendly, informative, and visually appealing. LEGO's digital marketing strategy revolves around user-generated content. They encourage customers to share their creations on social media and host contests, creating a sense of community. Their website and mobile app provide a rich and interactive experience, and they utilize 3D building instructions for a unique digital experience. Thank you See you next week….