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Digital Marketing Strategy

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How to create Digital Marketing Strategy and planning to achieve your business goals and increase ROI

Publicada em: Marketing

Digital Marketing Strategy

  1. 1. Digital marketing strategy
  2. 2. Shereen Badr Digital Marketing Manager Imfnd Have more than 10 years experience in Digital marketing field, these experiences in Inbound Marketing (SEO, Social Media Strategist, Monitoring and creative marketing), Working as SEO & PPC trainer and consultant for many companies in Egypt & MENA. Train over than 1000 + people in SEM & Digital Marketing Fundamentals. Digital Marketing Manager & Trainer - IMFND Former Search Engine Marketing Manager for Bezaat. SEM Manager – Intermark SEM Consultant for +15 Cross the MENA. Hello it’s me @shereen_badr
  3. 3. Table of Contents • Digital Marketing landscape • Situation analysis. Where are we now? Understanding your online marketplace. • Objective setting. Where do we want to be? Setting useful, actionable objectives. • Strategy. How are you going to achieve the goals? Setting a meaningful strategy. • Tactics. The details of strategy. • Actions and Controls. Making it happen. @shereen_badr
  4. 4. WHAT HAPPENS IN ONE MINUTE ONLINE? @shereen_badr
  5. 5. Global Digital landscape 7.395 Billion Total Population Active Internet Users Active social media accounts Unique Mobile Users Active Mobile social accounts 3.419 Billion 2.307 Billion 3.790 Billion 1.968 Billion @shereen_badr
  6. 6. Digital In Egypt 92.45 Million Total Population Active Internet Users Active social media accounts Mobile connections Active Mobile social accounts 48.30 Million 30 Million 94.8 Million 23.00 Million @shereen_badr
  7. 7. Why Digital Marketing ? @shereen_badr
  8. 8. Digital Marketing SEM (SEO – PPC ) Social Media Marketing Online Advertising Mobile Marketing Games Marketing Affiliate Marketing Email Marketing @shereen_badr
  9. 9. SOSTAC
  10. 10. @shereen_badr
  11. 11. Situation analysis Where are we now? Understanding your online marketplace @shereen_badr
  12. 12. Understand Customer Industry Environment(Market) Macro Environment Internal Factors Context Competition CustomerCompany characteristics, behaviors, needs ,wants , Types , buying journey , Expectations and Trends Environmental Scanning PESTEL Forecasting Scenarios Internal Strengths & Weaknesses Critical Success Factors Market Size, Trends, Growth, Structure, competition mapping Threat & Opportunities “ SWOT Analysis @shereen_badr
  13. 13. WeaknessStrength Threath @shereen_badr Opportunity
  14. 14. Digital Architecture •Design •Structure •UX •Features •Functionality @shereen_badr
  15. 15. •Competitive analysis •Technical issues •On-page •Off-page @shereen_badr
  16. 16. PPC Audit • Evaluate your ad creative • Ad copy • landing pages • Display • Keywords • Publishers • CPC • Conversion @shereen_badr
  17. 17. • Competitive analysis • Engagement evaluation • Channels Audit • Content Audit • Trends • Insights @shereen_badr
  18. 18. • Content strategy • Audience evaluation • Content optimization • Content Calendar • Content Editorial @shereen_badr
  19. 19. Competitive Analysis Tools • For SEO : Alexa , similar web , Moz , Google page speed , Google mobile friendly test , ahrefs, majestic, screamingfrog, Google Analytics and google webmaster tools • For Social : bitly , socialbakers, likealyzer , rivaliq , Followerwonk, web.Mention, • For PPC : Google Adwords , similar web , Alexa • Manual Analysis : Content , UX , Brand voice @shereen_badr
  20. 20. Need Want Behaviour Persona Know Your Customer @shereen_badr
  21. 21. Know your customer by : @shereen_badr
  22. 22. 2. Setting Objectives -Where do we want to be? S - Specific. Are your goals clear and specific? M - Measured. Can your goals be measured? A - Actions. What actions will make them happen? R - Realistic. Are they achievable goals? T - Time. Will they meet your deadlines? @shereen_badr
  23. 23. 3. Strategy How are you going to achieve the goals? @shereen_badr
  24. 24. Segmentation and Targeting • Online Targeting : • 1. Customer profile characteristics (demographics). • 2. Customer value - current and future. • 3. Customer multi-channel behaviour (channel preference). • 4. Customer personas including psychographics @shereen_badr
  25. 25. • ❏Name and Photo • ❏ Background Information • ❏ Quote • ❏ Goals • ❏ Challenges, Fears and Problems • ❏ Values • ❏ Buying Decision Process • ❏ Solutions (Optional) @shereen_badr
  26. 26. Positioning @shereen_badr
  27. 27. @shereen_badr
  28. 28. Online representation or presence Content strategy Digital channels Social Media strategy Your website SEO strategy PPC strategy @shereen_badr
  29. 29. 4. Tactics - How To Execute Your Plan? The details of strategy @shereen_badr
  30. 30. 5. Actions - Who Is In Charge? and when should it get done @shereen_badr
  31. 31. 6. Control - Monitor & Measure@shereen_badr
  32. 32. Digital Marketing resources • http://bit.ly/Digitalresources @shereen_badr
  33. 33. Thank You @shereen_badr

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