ASSIGNMENT 14. 1 – DIGITAL MARKETING STRATEGY
Kim Hà – Mai Bằng
What is Digital Marketing Strategy
Requires who, what, where, when & how
A marketing objective has to be measureable
& actionable
A digital marketing strategy is a plan to accomplish something with the benefit of digital tools
Today, digital is a participatory layer of all media that allows users
to self – select their own experiences, and afforts marketers
the ability to bridge media, gain feedback, iterate their message,
and collect relationships.
Simply we can think
A Plan Accomplish Something Benefit of digital tools
SO To sum up, A digital marketing strategy is:
A digital marketing strategy is the who, what, when and where of listening andresponding to consumers, bridging brand experiences, iterating offerings, and collecting and activating consumer relationships in order to accomplish an actionable and measureable marketing objective
Steps to Build Digital Marketing Strategy
When it comes to developing business relationships digitally there are four critical strategies to consider
Define Marketing Objective
Background/ Context/ Challenge defining
Define digital campaign Objective
Define Target audience
Finding insights relevant with digital context
From insight plus brand role to strategic approach
Generate Digital Campaign Big Idea/Strategy
Then we
STEPS TO BUILD DIGITAL MARKETING STRATEGIES
STEP 1: DEFINE MARKETING OBJECTIVE AND CONTEXT ANALYSIS EXAMPLE
Problem: The number of the accidents and dead of the youth near by the Metro is raising as a result of their careless and consciousness. The common media messages seem useless.
Marketing Objective: Change the mindset of the youth to reduce 10% accident rate involving trains in the key areas within 1 year
DUMP WAYS
TO DIE
STEP 2: DEFINE DIGITAL CAMPAIGN OBJECTIVE AND UNDERSTAND TARGET CONSUMER
About Target AudienceWho are they?
What are their common behavior?What attract them most or what their faith?
What are they searching for?About Digital Trend
YOU MUST ANSWER THESE QUESTIONTARGET AUDIENCE
YOUTH: 12-20 years oldLIVE IN KEY CITY
DIGITAL OBJECTIVE:Create the platform on digital (youtube, facebook) For youth to change their mind & behavior
Once you know your position in the market, the next steps is to answer question around your audience and their digital habits:
STEP 3: FINDING INSIGHTS RELEVANT WITH DIGITAL CONTEXT
About Target AudienceWho are they?
What are their common behavior?What attract them most or what their faith?
What are they searching for?About Digital Trend
Key Finding: - Young people do not like being told how to behave - tell
them to do one job that improper access, most likely they will do the opposite.
- In media, they feel interested in what their can turn it into their own version.
- Young like to entertain and have short attention spanTrend:- Youtube and Game is the two best platform for viral.- “Simple is the best” and “Visualize the message” are
the key findings for how to transmit the message.
YOU MUST ANSWER THESE QUESTION
DUMP WAYS
TO DIE
STEP 4: FROM INSIGHT PLUS BRAND ROLE TO STRATEGIC APPROACH
What is compelling social experience we want consumer to join ?
Instead of using the traditional way of shocking to convey the dangers of not ensuring rail safety, Metro train choose to approach young people with the visual and simple message and full of entertainment media to convince them to voluntary participate in the campaign
STEP 5: GENERATE DIGITAL CAMPAIGN BIG IDEA/STRATEGY
• Metro train offer the series of innovatively stupid ways to die that make the youth laugh and end with the most stupid way in accidents related to the subway.
• In the campaign, McCann Melbourne used many cute characters which can bring the enjoyment for the TA.
The most attention of this campaign is
the Big idea:
Many ways to die is express by different cute
animated characters
Idea on digital must be answer the question:How can I use different form of advertising to extend the reach?