Digital Marketing

Defined as promotion of brands or products through different forms of electronic media

.These forms could be website , blogs ,social media blogs ,mobile applications etc

According to Philip Kotler

It is direct marketing which links consumers with sellers electronically using interactive
technologies like e-mails ,forums news groups
It is two way communication

Target the audience in multifaced category

Age, location ,gender, seniority, behaviour, device etc
Digital Marketing V/S Traditional
marketing
• Traditionally marketer knows everything and needs wants is
communicated to customer
• Two way communication between marketer and customer (feedback
and question) e’g television communication is one way
• Communication become many way like writing review , commenting
on fb . Customers can also communicate with each other
• Segmenting and targeting become much effective as it requires data
which is easier in online platform(e’g recommender system)
• Easy to measure
• Accessible to all as tv marketing is costly affair (opportunity becomes
easy)
• Push and Pull marketing (lot of advertising): e’g search and banner ads
• Real time feedback on campaigns(traditional advertising is spraying and
praying)
• 3 moments of truth(first interaction of customer->customer purchase-
>feedback) to zeroth moment in digital
• Information and products available 24 X 7,language preference
• Personalization of content and product
• Level playing field : It does not require big budgets and hence small
and medium businesses can leverage it

• Digital advertising is maximization of efficiency : ROI most effective

ad, image and message
Customer Decision Journey
• Awareness -> Recall with customer association with product category
• Awareness in customers mind
• Awareness Platform such as display advertising , advertising on
webites, social media such as linkedin, facebook etc
Creating greater impressions in the
mind of customers
Interest in customers mind
• Customer thinking of product and communication regarding product
to consider your product to be purchased (focus on search engine)
• -Heard on Media
• Search campaign
• Comparative analysis
• ROI calculator
• Influencers and viral campaign is used here(people expert in certain
areas) e’g reviewers of tech products
• Desire: Customer is educated and customer has conviction to
purchase the product now your product is in the choiceset of
customers . Comparitive information is required
• Marketers can use credibility platforms .It include PR celebrity
endosements,influencer marketing ,feedback e’g DeBeers –
Carot,colour, clarity and cut
Generally done on affiliates or third party websites

Provide lot of contents to customers and offers

Action
• Customer thinking of purchasing the product . Lot of e-commerce
platform and affiliates or third party are involved in the activities of
ecosystem
• Markets should focus on e-commerce,aggregators,cashbacks and
offers to complete transactions
• Which product to by from which e-commerce platform
• Advocacy Customers give you feedback and other customers
feedback and spread through word of mouth
Facebook and e-commerce platform
for reviews
• If the customers are not happy you should provide opportunity to
handle their issues like FB page of company
• Key elements of digital marketing

• Customers Marketers

• You have think in terms of ecosystem how products can be promoted

and sold . All activities from manufacturer to customers
B2B
B2C
C2C
• Display
• Popup Advertisements

• Customer visit Football blog

• Shoes, accessories
• Clubs
Social Media -> customers interacting with other customers
and you have to make yourself relevant in the ecosystem
Elements of Digital Marketing
•Think any company and try to map out
the activities you try to do in the digital
space
• You’ve to start with customer experience and work back towards the
technology –not the other way round
• Steve Jobs
Marketing Funnel
It is imp customers should take pain points and interest are considered
User generated contents is grat way to gets your customer’s attention
BOFU

Promocodes, trials etc

Pirate Model
P-O-E-M framework
Owned media
Earned Media
• Which people talk positive about you

• Blogger talking positive about your product through user generated

content .
DIGITAL LANDSCAPE
Custo
mer
Acquisi
Digita tion
Brand
l Buildin
Analy g
tics
DIGIT
Online
Reput AL Consumer
ation Infor Engagement
mana matio
geme n
nt Disse
minati
on
Digital Marketing Plan
• Objective : Branding and Performance(Recall),sales,leads or
conversions
• Buyers Persona : Past data and profile of best customers(strata)
Who
• Identify age ,gender, location , responsibility , education
• What : identify customer pain points ,passion pts
• Why : your USP, Your compelling to convince
(Google analytics report)
Digital Buyer Persona
Digital Buyer Persona Elements
A digital buyer persona consists of key
details an organization knows about its
target consumers. These include:
• Demographic variables
• Customers’ goals and frustrations
• Preferred technology/ channels

Exhibit shows some key considerations in

building a buyer persona.

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53
• Sources: Digital Marketing Institute (n.d.); Garner (2015); Hootsuite Blog; Philip Kotler and Kevin L. Keller, Marketing Management, 15th ed. (Upper Saddle River, NJ: Pearson, 2016).
Digital Buyer Persona
Exhibit 3-4 Digital Buyer Persona Template

Some key considerations in building a buyer persona:

• A persona should not be built in a way that limits target marketing.
• It is likely that not all of the target market will have the exact characteristics
identified.
• It is appropriate to build separate personas for different offerings of an organization.

54
• Content strategy : what worked in past videos,image games,
webinars
• Channel : how much you invest in POEM (Contest, promotion or
controversy)
• Timeline : Month wise activity planner
• Budget (Depends on marketing objectives)paid campaign,
• Measurement :Metrics
Mistakes
Evolution and Environment of Digital Marketing
Exhibit 1-1 Evolution of Digital Marketing

Dates Web Version Description Digital Marketing Evolution

1970s–1980s Pre-Web Email Email marketing
1990–2000 Web 1.0 “Read only web” Basic website marketing, banner ads
2000–2009 Web •2.0The following content isUser-generated
Social media arranged like a table.
content (UGC)
2010–2019 Web 3.0 “Semantic web” Advertising based on consumers’ online behavior
2020toPresent Web 4.0 “Symbiotic web” Intelligent interactions between people and machines

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59
Evolution and Environment of Digital Marketing
Digital Marketing Macro-Environment

The macro-environment is a broad set of the forces generally not under the control of the
marketer, described by some using the acronym PESTEL. These forces, and their effect on
digital marketing, are:
• Political: factors including foreign trade affect digital marketing
• Economic: digital marketers must track fluctuations in supply and demand
• Social: social trends can compel digital marketers to be creative
• Technical: emerging technologies allow digital marketers to provide exceptional experiences
to consumers
• Environmental: organizations must consider digital waste (or e-waste)
• Legal: laws and regulations concerning privacy and cybersecurity are on the rise

60
Evolution and Environment of Digital Marketing
Digital Marketing Micro-Environment

The micro-environment of digital marketing includes specific factors over which the
organization may have some control. The micro-environment consists of:
• Organization: must have a well-defined strategic plan backed by top management
• Suppliers: offer inputs, goods, or services that the organization needs
• Intermediaries: assist in the marketing of products and services for organizations
• Competitors: are challenged by finding ways to sustain a competitive advantage
• Publics: include individuals or groups who have a stake in or influence on the ability of an
organization to attain its goals and purpose
• Customers: may provide negative reviews, so managing relationships with customers is
crucial in digital marketing

61
 Types of Digital Marketing

62
© McGraw Hill LLC
Types of Digital Marketing
Exhibit 1-2 Types of Digital Marketing

The options for conducting digital

marketing are many, and Exhibit
1-2 shows various types of digital
marketing.

• Access the text alternative for slide images. 63

Types of Digital Marketing
Email Marketing

Email marketing involves sending carefully crafted

emails to pertinent audiences; it may include:
• Promotions
• New products
• Newsletters
• Messages intended to keep a regular connection
with customers

• Email from
Dropbox, Inc. June
2021
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64
• Dropbox, Inc.
Types of Digital Marketing
Website Marketing

Website marketing is marketing done

through one or more websites. Even
if no direct sales are being conducted
on a website, it is important to have a
web presence.

It is important to consider how the

website looks on:
• Desktop
• Google Cloud Recommendations AI helps personalize experiences
• Mobile device
• Other devices

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65
• Google LLC
Types of Digital Marketing
Search Engine Optimization and Search Engine Marketing

Search engine optimization (SEO) involves

improving a website to optimize its use by search
engines, and to rank highly on search engine
results pages (SERPs).

Search engine marketing (SEM) involves bidding

on keywords or keyphrases, the terms consumers
use to search within search engines.

• Google search result for Nike

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66
• Google LLC
Types of Digital Marketing
Social Media and Community Marketing

Social media marketing may include various

activities such as advertising, promotion, sharing,
branding, and otherwise connecting with
consumers through social media.

Community marketing may take place through

social media but also through other platforms such
as blogs, webcasts, and forums. It involves:
• Making a connection with consumers
• Promoting engagement with consumers
• Building a community with consumers
• Dell Twitter Ad

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67
• Dell Inc.
Types of Digital Marketing
Mobile Marketing

Every organization needs a strategy for mobile marketing

—marketing specifically for use via mobile devices. Mobile
applications, or mobile apps, can be downloaded onto
mobile devices from platforms such as Google Play and the
Apple App Store.

A mobile marketing strategy may include:

• Operating a mobile app
• Mobile-app advertising such as in-app advertising

• Apple search ads

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68
• Apple Inc.
Types of Digital Marketing
Smart-Environment Marketing

Technologies Used in Digital Marketing

Technology Description Possible Uses
Artificial intelligence Enables a computer to mimic intelligent human AI/ML chatbots, AI/ML analytics
(AI) and machine behavior ML is a subset of AI that allows
learning (ML) computers to learn
Fifth-generation (5G) Permits activities to take place more reliably Rapid smart-home digital
mobile network and at rapid speed marketing services
technology
• The following content is arranged like a table.
Virtual reality (VR) Helps to create simulated environments that Virtual journey through a
incorporate sensory stimuli and feel “real” grocery shopping experience

69
Types of Digital Marketing
Smart-Environment Marketing (continued)

Exhibit 1-3 Technologies Used in Digital Marketing (continued)

Technology Description Possible Uses
Augmented reality Allows
• Thefor the addition
following of words
content or images on
is arranged like aSephora’s
table. AR lets consumers try
(AR) top of real-world objects and environments on makeup through AR app
Mixed reality (MR) Allows real and digital objects to interact with Holographic digital marketing
each other on a real-time basis piece, such as a hologram of an
influencer sent to consumers
Extended reality (XR) Covers all of the reality-based immersive See examples for the realities
technologies (VR, AR, and MR), and those yet to described above
come

70
 The Digital Marketing Mix

Apply the digital marketing mix.

71
© McGraw Hill LLC
The Digital Marketing Mix
The Traditional 4P’s Marketing Mix

If you’ve taken an introductory marketing course, you’ll Exhibit 1-4 McCarthy’s 4P’s of Marketing
recognize the 4P’s of the traditional marketing mix, as
shown in Exhibit 1-4:
• Product: the goods, services, and ideas being offered
• Price: what a consumer exchanges, including
monetary and non-monetary, for the product
• Place: offering a product where and when the
consumer wishes to purchase it
• Promotion: the various ways organizations
communicate value to consumers, including through
digital marketing`

72
• Source: Adapted from E. Jerome McCarthy, Basic Marketing: A Managerial Approach (Homewood, IL: R.D. Irwin, 1960).
The Digital Marketing Mix
The 7A’s of Digital Marketing
Exhibit 1-5 The 7A’s of Digital Marketing — The Digital
Beyond the traditional 4P’s marketing Marketing Mix
mix, it is helpful to look at digital
marketing through the seven A’s
(7A’s) of digital marketing, also called
the digital marketing mix, as shown
in Exhibit 1-5.

73
The Digital Marketing Mix
Exhibit 1-6 The 7A’s of Digital Marketing — Sample Considerations

Add Allure Advance Adapt/ Associate Abide Analyze

Adjust
1. Value for • Attract • Keep • Adjust to • Make • Abide by • Monitor
consumer/ consumers consumers environment meaningful customer • Measure
customer • Fascinate moving • Change based connection preferences
on consumer • Make • Use metrics
2. Value for
organization
• Entice The •following
Provide helpcontent is arranged
behavior like a
intentional
table.
• Follow the law
• Gain
• Provide • Anticipate • Implement customer
3. Value for consumer • Be flexible engagement ethical
information insight
society actions • Make • Earn brand considerations
appropriate/q affiliation • Employ
• Respect privacy analytics
uick • Gain loyalty
adjustments • Implement tools
cybersecurity
measures

74
The Digital Marketing Mix
Exhibit 1-7 The 7A’s of Digital Marketing — Applied to Apple, Inc.

Add Allure Advance Adapt/ Adjust

• Apple provides valuable • Apple attracts a large • Apple keeps consumers • Apple tries to adjust to
technology products for • Theof following
number global content
movingis arranged
through the the environment by
consumers consumers decision-making process carefully understanding
like a table.
by providing details environmental factors,
• It creates high value for • It tries to fascinate
the company through consumers with new • It provides digital help including technology,
large global customer products and innovation and support along the needs, and user
base way experiences
• It entices consumers
• It impacts society through new products • It anticipates consumer • It changes based on
through innovation actions by knowing the consumer behavior and
• It provides detailed updated technology
information about consumer better
needs
offerings

75
The Digital Marketing Mix
Exhibit 1-7 The 7A’s of Digital Marketing — Applied to Apple, Inc. (continued)

Associate Abide Analyze

• Apple allows meaningful connection • Apple strives to abide by customer • Apple monitors customer
between consumers and the Apple preferences, such as privacy activity and actions
brand • It follows legal requirements and • It uses metrics to assist in
• The following
• Its consumers have intentional content
measures, suchisasarranged like a table.
honoring privacy creating value
engagement with its brand and requests • It uses customer insights
products • It implements ethical considerations provided by analytics tools to
• It has strong brand affiliation with by respecting the consumer improve the customer
global consumers experience
• Many of its consumers are loyal to
Apple products

76
 Digital Marketing Objectives
1

77
© McGraw Hill LLC
Digital Marketing Objectives
Exhibit 1-8 Marketing Objectives, Digital Marketing Objectives, and Value

Overall Marketing Related Digital Marketing Value for Consumer/Customer

Objective Objective
Increase sales by 2% Increase website conversion Access to information and ordering of valuable
next month • by 6%following content is arranged
The productslike
and aservices
table.
Increase brand exposure Increase brand exposure Easy to make choices about brands
by 5% through 10% increase in social
media mentions
Improve customer 18% increase in resolved Easy customer service such as returns,
service by 7% customer service issues resulting in increased satisfaction without
through AI chatbots telephone support required

78
Digital Marketing Objectives
Exhibit Key Digital Marketing Objectives

Exhibit summarizes the key digital

marketing objectives that organizations
should take into account as they plan
their digital marketing.

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79
Digital Marketing Objectives 2

There are several digital marketing objectives, which sometimes go hand-in-hand:

• Conversion: bringing about a desired action by a consumer engaging with the organization’s
digital marketing, be it a sale, membership, or completion of a survey
• Gain customer insights: understanding customers and their behavior through data
• Enhance retention and loyalty: maintaining customers in the face of competition
• Establish expertise: enabling the perception that the organization stands at the forefront of
its field
• Provide customer service: providing direct channels for sales and service
• Build reputation and Trust: communicating what the brand offers and why it should be
trusted
• Provide information: acting as an “information hub” during a customer’s journey
80
Defining your digital marketing
strategy
• Laying strong digital foundations
• Know your business: is your business ready to embrace digital
marketing?
• Are your products/services suited to online promotion?
• Do you have the right technology/skills/infrastructure in place?
• How will digital marketing fit into your existing business processes?
Do those processes need to change, and are you and your staff ready
to accommodate those changes
• Know the competition: who are your main competitors in the digital
marketplace?
• Are they the same as your offline competitors?
Know your customers:
who are your customers and what do they want from you? Are you
going to be servicing the same customer base online, or are you fishing
for business from a completely new demographic
• Know what you want to achieve:
• if you don’t know where you’re going, there’s a pretty fair chance
you’ll never get there.
• What do you want to get out of digital marketing?
• Setting clear, measurable and achievable goals is a key part of your
digital marketing strategy
• Understanding the digital consumer
• Key traits of the online consumer
• Digital consumers are increasingly comfortable with the medium
• They want it all, and they want it now:
• They’re fickle
• They’re vocal
Introduction to Digital Marketing Strategy 2

Important activities for a successful digital implementation are:

• Clearly defining digital marketing strategies
• Creating a strategic digital marketing plan

These activities must start from an overall well-defined organizational or corporate

strategy.

85
Introduction to Digital Marketing Strategy 3

Marketing strategy, flows from the overall corporate strategy. It involves determining:
• A target market
• A marketing mix
• A plan to build a sustainable competitive advantage to meet marketing goals

86
Introduction to Digital Marketing Strategy 4

Following from the organization’s marketing strategy, digital marketing strategy establishes
digital marketing goals and the actions and resources needed to achieve those goals.
It includes determining:
• A digital target market
• A digital marketing mix
• Ways to sustain a digital competitive advantage to meet digital marketing goals

Digital marketing strategy should be distinguished from digital marketing tactics, which are the
more-specific digital marketing activities meant to assist in achieving the higher-level overall
strategy.

87
 The Strategic Digital Marketing
Planning 1

LO 2-2 Identify the three stages of the digital marketing

planning process.

88
© McGraw Hill LLC
The Strategic Digital Marketing Planning Process 2

The strategic digital marketing planning process is the procedure that digital
marketers should engage in to carefully plan and document strategic direction for
digital marketing activities.
During this process, a strategic digital marketing plan—which outlines key digital
marketing strategies based on the organization’s environment, objectives, and other
key considerations—may be developed. The planning process involves three stages:
• Stage 1: Organizational and Marketing Overview
• Stage 2: Situational Analysis and Digital Marketing Objectives, Strategies, and Tactics
• Stage 3: Digital Marketing Analytics and Implementation Plan

89
The Strategic Digital Marketing Planning Process
Stage 1: Organizational and Marketing Overview

Stage 1 of the digital marketing planning process documents the overall organizational
mission and vision. It is an overview of the organization and its marketing efforts.

Without understanding what the organization does now or where it wishes to head, it
will be difficult to determine appropriately aligned digital marketing strategy and
objectives.

Likewise, digital marketing strategy and objectives should flow from the overall
marketing strategy and objectives, and these should also be documented.

90
The Strategic Digital Marketing Planning Process
Stage 2: Situation Analysis and Digital Marketing Objectives

Stage 2 is to conduct a situation analysis, determine digital marketing objectives, strategies,

and tactics, and factor in other key considerations.
The goal is to understand the internal and external environments in which the digital marketing
is expected to take place.
1. The organization should identify specific and measurable digital marketing objectives that
will be used to guide the rest of the plan.
2. From these objectives, a digital value proposition should be crafted.
3. The organization’s digital STP (segmentation, targeting, and positioning) is identified.
4. Digital marketers will identify key digital marketing strategies and tactics.

91
The Strategic Digital Marketing Planning Process
Stage 3: Digital Marketing Analytics and Implementation Plan

Stage 3 of the digital marketing planning process is to identify digital marketing

analytics and determine resources and an implementation plan. This stage should
identify key analytics to use to measure and track digital marketing.

The budget and nonfinancial resources that will be allocated to digital marketing
should be determined and documented, along with how the strategic digital marketing
plan will be implemented.

92
 Basic Digital Marketing Strategies
and Tactics 1

LO 2-3 Summarize basic digital marketing strategies and tactics.

93
© McGraw Hill LLC
Basic Digital Marketing Strategies and Tactics 2

Crafting and executing effective digital marketing strategy involves careful planning.

Digital marketing strategies and tactics should be developed for each of the types of
digital marketing (as applicable), including:
• Website/SEO/SEM
• Email marketing
• Social and community marketing
• Mobile marketing
• Smart-environment marketing

94
Basic Digital Marketing Strategies and Tactics
Digital Marketing and the 4P’s

Exhibit 2-1 4P’s Digital Marketing Strategies

4P’s Strategies Questions for Digital Marketers to Ask
Product •Are wefollowing
The demonstrating
contentthrough digital
is arranged likemeans the value our products and services
a table.
provide consumers?
Are we providing value through digital services?
Pricing What pricing strategy should we use: subscription based, flat-fee, bundled,
freemium, or others?

Table continues in the next slide.

95
Basic Digital Marketing Strategies and Tactics
Digital Marketing and the 4P’s (continued)

4P’s Strategies Questions for Digital Marketers to Ask

Place What is the digital marketing channel?
Should we pursue an omni-channel strategy?
Should we pursue a disintermediation strategy?
Promotion
• The following
Which content will
digital platforms is arranged like
be relevant a table. to the organization’s target
to promoting
market?
Should we create evergreen digital marketing content that remains relevant over
time?
Should promotional content appear like native ads?
How can we spur digital word-of-mouth marketing?
Are we compiling a valuable set of digital assets to help with digital promotion?

96
Basic Digital Marketing Strategies and Tactics
Digital Marketing Product Strategies

Products and services of an organization must provide value to consumers. Digital

marketing product strategies should include communicating that value to digital
consumers.

Digital marketing product strategies should also help to enhance the brand name
through digital channels.

Different product strategies may be necessary during the different stages of the
product life cycle (PLC). In some cases, digital marketing may prolong a product’s time
within a particular stage of the PLC by helping to increase or maintain demand over a
period of time.

97
Basic Digital Marketing Strategies and Tactics
Digital Marketing Pricing Strategies

Digital consumers may often compare prices using search engines and other digital
tools. Therefore, being clear about pricing might be necessary.

Several digital marketing pricing strategies are frequently used, including:

• Subscription-based
• Flat-fee
• Bundle
• Freemium

98
Basic Digital Marketing Strategies and Tactics
Digital Marketing Pricing Strategies (continued)

A subscription-based pricing strategy has Amazon.com offers different pricing

digital consumers pay a flat fee each options and clearly displays which one
subscription period (such as monthly or proves the best value.
yearly). Netflix summarizes its pricing very
simply in its frequently asked questions
dropdown menu.

Netflix’s simple price message

Amazon pricing indicating best value

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99
• (Left) Netflix, Inc.; (Right) Amazon.com, Inc.
Basic Digital Marketing Strategies and Tactics
Digital Marketing Pricing Strategies (concluded)

• With a flat-fee pricing strategy, customers pay an agreed-upon, unvarying fee for
whatever level of service they use during a contract period.

• Organizations such as cable and Internet providers and mobile phone companies
may adopt a bundled pricing strategy in which consumers are offered a lower price
if they bundle products or services together.

• Other organizations adopt a freemium pricing strategy in which they offer a basic
service at no charge and consumers pay for added services or a premium service
level.

100
Basic Digital Marketing Strategies and Tactics
Digital Marketing Place Strategies

Digital marketing place strategies start with decisions about the digital marketing
channel.
• First, organizations must decide if they will proceed with an omni-channel strategy,
which involves offering products or services across various channels.
• Alternatively, digital marketing may help an organization reach a consumer directly.
A disintermediation strategy involves removing or not including channel members,
also known as intermediaries.
• For many organizations, a carefully designed digital channel strategy is optimal,
enabling consumers to interact with the organization and its products and services
through a variety of digital channels.

101
Basic Digital Marketing Strategies and Tactics
Digital Marketing Promotion Strategies

Finally, promotion strategies address the ways in which organizations communicate—

promote—their products, services, and brands to consumers.
• An integrated marketing communication (IMC) strategy ensures that all contacts
received by customers for a product, service, or organization are consistent over
time.
• Part of an IMC strategy is the selection of optimal digital platform strategies, those
platforms relevant to an organization’s target markets.

102
Basic Digital Marketing Strategies and Tactics
Digital Marketing Promotion Strategies (continued)

A well-defined content strategy that is consistent across platforms and provides value
to consumers is also essential for promotion strategies.
• Content must be consistent with the purpose to entice and retain customers.
• Evergreen content, which remains “continually relevant” over time, is often created
with SEO in mind.
• Native advertising is paid advertising whose content “matches the form, feel,
function, and quality of the content of the media on which it appears.”

103
Basic Digital Marketing Strategies and Tactics
Digital Marketing Promotion Strategies (concluded)

Promotion is also about building relationships. This can be done by conscious efforts to
manage the customer relationship experience.
• Consumers can spread helpful information via digital word-of-mouth (WOM)
marketing.
• Digital marketing can play a key role in creating and maintaining relationships and
promoting key communications.

Ultimately, with digital marketing, an organization may build a set of digital assets—all
of the digital items of value that an organization owns, including content, data,
websites, and accounts.

104
Basic Digital Marketing Strategies and Tactics
Exhibit 2-2 7A’s Digital Marketing Strategies

7 A’s Strategies Questions for Digital Marketers to Ask

Add Does our digital marketing convey to consumers the value of our product or service?
Is our digital marketing adding further value?
Does our product or service add value to society?
Allure Do our strategies increase consumer interest by means of creative and informative content,
attractive design, enticing messages, storytelling, and relevant information?
Advance Do we use• The
digitalfollowing
strategies tocontent is arranged
advance consumers towardlike a table.
purchase, such as a clear menu,
good search option, easy-to-understand categories, a clear call-to-action, a live chat feature,
and/or help services?
Adapt/Adjust How well is our digital marketing campaign performing? Does it reflect current consumer
trends?
Is the campaign meeting the required digital marketing analytics?
If the campaign is falling short, what adjustments should be made?
Are we adjusting our strategies and tactics as needed?

Table continues in the next slide.

105
Basic Digital Marketing Strategies and Tactics
Exhibit 2-2 7A’s Digital Marketing Strategies (continued)

7 A’s Strategies Questions for Digital Marketers to Ask

Associate Does our use of logos, graphics, colors, symbols, and so on promote brand association?
Do our digital marketing messages help consumers associate with the brand and/or help us
create strategic relationships?
Abide Do our digital marketing strategies and tactics meet legal requirements for advertising?
Are we complying with privacy and security requirements or regulations?
Do our digital marketing strategies and tactics meet ethical standards?
Analyze What should we measure?
How well is the organization meeting its established key performance indicators and
marketing analytics measures?
Are we acting on the analytics we are reporting on?
Are changes needed?

106
Basic Digital Marketing Strategies and Tactics
Add Strategies

The product or service offered by an organization must add value, and digital marketing should
be able to promote that value or be a source of value itself.
Digital marketers should also consider whether efforts may enhance value to society. For
example, The Body Shop donated products and services to frontline workers during the COVID-
19 pandemic in line with its “Self-Care” campaign.

The Body Shop’s self-care

campaign

• Access the text alternative for slide images. 107

• The Body Shop International Plc.
Basic Digital Marketing Strategies and Tactics
Allure Strategies

Attracting consumers will involve strategies

and tactics to increase consumer interest,
such as creative and informative content,
attractive design, enticing messages, and
relevant information.

LEGO linked its toy business to social

causes with its “Rebuild the World”
campaign aimed at attracting consumers to
LEGO products and promoting a
connection with the brand. The LEGO Rebuild the World post has attracted more than 13
million consumer views

• Access the text alternative for slide images. 108

• LEGO Group
Basic Digital Marketing Strategies and Tactics
Advance Strategies

Consumers might visit an

organization’s website or social
media page or download its app,
yet not advance through the Home Depot clearly displays menu on homepage
buying process.

Digital marketers must research

why consumers are not
converting and implement
conversion strategies that help
advance the buying process.

Home Depot clearly displays shopping categories

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109
• (Both) The Home Depot
Basic Digital Marketing Strategies and Tactics
Advance Strategies (continued)

Home Depot makes it

easier for consumers by
providing help services.
Home Depot
clearly displays an
offer to help

Home Depot also uses clear

calls to action, including
“Shop Now” and “Shop
Today’s Special’s” buttons.

Home Depot’s clear

call-to-action

• Access the text alternative for slide images. 110

(Both) The Home Depot
Basic Digital Marketing Strategies and Tactics
Adapt/Adjust, Associate, Abide, and Analyze Strategies

• Digital marketers must be ready to adapt or adjust their digital marketing strategies
and tactics according to how well a campaign is performing or the environment in
which the marketing is taking place.
• A brand-association strategy may involve enhancing the connection a consumer
makes between the brand and product features or attributes. Digital marketing can
help to visualize that connection.
• Digital marketers must abide by legal regulations relating to advertising, privacy, and
security.
• Various analytics are available to measure and monitor the success of a digital
marketing plan.

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Basic Digital Marketing Strategies and Tactics
Competitor Analysis

In addition to knowing 4P’s and 7A’s strategies, digital marketers need to understand
the competitive landscape in which they operate. They will create a competitor
analysis that analyzes what other organizations in the same digital market are doing
and what their position is in such market. It should answer:
• Who are the organization’s major competitors?
• What key digital strategies do they adopt?
• How might the organization counteract, respond to, or deal with these?
Digital marketers must also employ a competitive vigilance strategy, which involves
keeping an eye on existing competitors and any others that may appear unexpectedly.

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 The Strategic Digital Marketing Plan 1

LO 2-4 Discuss the sections and components of a

strategic digital marketing plan.

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© McGraw Hill LLC
The Strategic Digital Marketing Plan 2

• Exhibit 2-4 Strategic Digital Marketing Plan Sections

Crafting a strategic
digital marketing plan
is a time-consuming
process which should
be started early,
revisited often, and
revised as needed.
The plan described in
this text consists of
the parts shown in
Exhibit 2-4.

• Access the text alternative for slide images. 114

The Strategic Digital Marketing Plan
Cover Page and Executive Summary

The cover page documents the organization’s name followed by the title Strategic Digital
Marketing Plan. Optionally, the cover page can also include the time frame the plan covers
(such as three years, five years,). It may also state, if applicable, that the plan is a condensed or
abridged version.
• Visuals are optional on the cover page, based on the form preferences of the organization,
unit, or plan-drafting team.
• Visuals should always be based on the intended audience for the plan.
• It is important to respect copyright laws.

The Executive Summary is a short summarizing statement of the strategic digital marketing
plan, usually three to five paragraphs, which places the plan in context and includes the key
points covered.
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The Strategic Digital Marketing Plan
Section 1: Organizational Mission, Vision, Objectives

Section 1 lays out the organization’s mission, vision, and objectives. The images show
mission statements of two well-known organizations.

“Our mission is to organize the world’s information and “We aim to be Earth’s most customer centric
make it universally accessible and useful.” company.”
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• (Left) Markus Mainka/Alamy Stock Photo; (Right) Pixinoo/Alamy Stock Photo
The Strategic Digital Marketing Plan
Section 2: Overall Marketing Strategies and Objectives

Section 2 consists of two parts—the organization’s key marketing strategies and its objectives.
These not the digital marketing strategies but rather the organization’s overall marketing
strategies. They may be found in the organization’s marketing plan.
• Marketing strategies: It is important that strategic digital marketing planning is conducted
with the overall marketing strategies and objectives in mind, including traditional marketing.
Doing so helps to place digital marketing within the broader marketing setting.
• Marketing objectives: Marketing objectives are measurable goals that the organization’s
marketing activity is intended to produce. They may include, among others, specific amount
of sales growth, increased brand awareness, increased customer retention, and market
growth.

117
The Strategic Digital Marketing Plan
Section 3: Digital Marketing Situation Analysis (Digital SWOT)

Section 3 consists of a digital marketing situation analysis, which describes the internal
and external environments in which the digital marketing is being pursued. Also called a
digital SWOT, this analysis specifies the organization’s digital strengths, weaknesses,
opportunities, and threats (SWOT).
• Exhibit 2-6 Digital SWOT Analysis

• Access the text alternative for slide images. 118

The Strategic Digital Marketing Plan
Section 4: Digital Marketing Objectives, STP, and Value Proposition

Section 4 begins to pull together details about the organization’s digital marketing,
specifically the following:
• Digital marketing objectives: An organization may wish to focus on specific digital
marketing objectives that are tied to overall marketing goals. Each digital marketing
objective should also be tied to specific value for the consumer or customer.
• Digital STP: Next comes a digital STP (segmentation analysis, identification of target
markets, and plan for positioning the brand).
• Digital value proposition: Then comes a statement of the digital value proposition—
a unique, convincing proposal about why a consumer within an organization’s target
market should purchase its offering(s).

119
The Strategic Digital Marketing Plan
Section 4: Digital STP

Digital segmentation may be Exhibit 2-7 Segmentation Variables for Digital Marketing
based on demographic,
geographic, psychographic, and
behavioral segmentation
variables, described in Exhibit 2-
7.

• Access the text alternative for slide images.

•
120
Source: This exhibit is adapted from Phillip Kotler and Gary Armstrong, Principles of Marketing (Upper Saddle River, NJ: Pearson, 2018); and Jennifer Yesbeck, “4 Types of Market Segmentation with Examples,”
accessed January 2, 2022, https:// blog.alexa.com/types-of-marketsegmentation/.
The Strategic Digital Marketing Plan
Section 4: Digital STP (continued)

Targeting may vary based on what kinds of

products and services an organization
offers: Organizations offering similar
products, such as smart speakers, may
target the same or different consumers.
For example, Amazon can target Echo
consumers between 18 and 44 years of
age but also can target children with its
Echo Dot for Kids.

Amazon targets a specific age range with Echo Dot Kids

• Access the text alternative for slide images.

121
• Amazon.com, Inc.
The Strategic Digital Marketing Plan
Amazon Echo Products: Segmentation for Digital Marketing

Digital Marketing Value Creation

Amazon Echo products are one of the popular options in the growing smart-speaker market.
Amazon has found :
• Echo’s largest demographic includes consumers between 18 and 44 years of age.
• Two key functions used are setting timers and playing music.
• Echo houses Amazon’s Alexa virtual assistant technology.

Digital marketers may use Alexa’s audience interest tool to determine “topics and categories”
that an audience may be interested in. This information may be helpful in a psychographic
segmentation analysis.

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Sources: Koksal (2018); Yesbeck (n.d.); Huddy (n.d., n.d.)
The Strategic Digital Marketing Plan
Exhibit 2-8 Typical Format of a Digital Value Proposition

To consumers who need or

want to exercise at home,
Peloton is an at-home
“immersive, high energy”
exercise experience which
allows you to “reclaim” your
time and save money.

Peloton shows value with consumer using product

• Source: Adapted from Phillip Kotler and Gary Armstrong, Principles of Marketing (New York: Pearson, 2018).

• Access the text alternative for slide images.

123
• Peloton
The Strategic Digital Marketing Plan
Section 5: Digital Marketing Strategies and Tactics

Section 5 is the heart of the strategic digital marketing plan. It includes the following:
• Website, SEO, and SEM strategies and tactics
• Email marketing strategies and tactics
• Social media and community marketing strategies and tactics
• Mobile marketing strategies and tactics
• Digital brand, trust, and reputation-management strategies and tactics

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The Strategic Digital Marketing Plan
Nike Incorporates Diversity

Digital Marketing Value Creation

Nike’s You Can’t Stop Us ad went viral when

sports were severely affected by the COVID-19
pandemic.

The ad incorporated diversity and inclusiveness

by featuring a split screen of athletes of
different backgrounds—and resulted in millions
of views.

Nike’s viral video incorporates diversity

• Access the text alternative for slide images.

125
• Nike, Inc.
The Strategic Digital Marketing Plan
Section 6: Privacy, Security, Legal, and Ethical Considerations

Section 6 of the strategic digital marketing plan should detail considerations related to
the following:
• Digital marketing privacy and security considerations: The digital marketing plan
should state any relevant privacy and security considerations and how the
organization intends to address these. Also, the organization should describe how it
will protect consumers’ “sensitive” and confidential data.
• Digital marketing legal and ethical considerations: Marketers must be aware of and
comply with legal requirements relating to digital marketing. Therefore, the digital
marketing plan also should state relevant legal and ethical considerations.

126
The Strategic Digital Marketing Plan
Section 7: Digital Marketing Analytics, Evaluation, and Measurement

Section 7 of the strategic digital marketing plan outlines the important analytics,
evaluation, and measurement mechanisms the organization intends to use. There are
several types of digital marketing analytics.
• An open rate is the percentage of recipients who open marketing communications.
• In search advertising, the click-through-rate (CTR) is the percentage of clicks on a
search ad against the number of times the ad was shown.
• Social media engagement is the measurement of items such as comments, likes,
and shares on an organization’s social media.
• Mobile-app ratings are numerical measures of users’ feelings about the mobile
apps they have downloaded.

127
The Strategic Digital Marketing Plan
Exhibit 2-9 Types of Digital Marketing Analytics

Exhibit 2-9 Types of Digital Marketing Analytics

Type of Digital Marketing Example of Digital Marketing Analytics
Email marketing Open rate; what time email opened
Search engine marketing• The following content
Click-through rate; search
is arranged like aqueries
table.
Website marketing Bounce rate; conversion rate
Social media marketing Social media engagement; campaign performance
Mobile marketing Mobile-app ratings; install rate
Smart-environment marketing Behavioral data

128
The Strategic Digital Marketing Plan
Section 8: Digital Marketing Implementation/Control Plan and Budget

Section 8 indicates how the organization will implement the digital marketing identified
in the of the strategic plan. This should include what the organization will do and by
when.
It should also:
• Identify a contingency plan (backup plan)
• Indicate the expected budget and key resources (be sure to consider the human
capital required)
• Consider the cost of campaigns and other activities

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The Strategic Digital Marketing Plan
Exhibit 2-10 Sample Digital Marketing Control Plan and Budget

Exhibit 2-10 Sample Digital Marketing Control Plan and Budget

Digital Marketing Timeline Action Required Controls Estimated Contingency
Activity Budget (backup) Plan
Search ads 3-month Plan campaign: Monitor $10,000 per Social media
campaign
• The
campaign (2nd following content is arranged
Select search engine(s); campaign:like a table.
month for advertising
quarter, year 1) develop keyword Select and search engine, campaign
strategy, ad groups, and monitor $2,500 per
ad content. analytics. month, human
Assign resources, both Adapt based capital costs.
financial and human on campaign
capital. results.

130
The Strategic Digital Marketing Plan
References and Appendix

Following Section 8 of the strategic digital marketing plan comes any endmatter:
• There you should include any outside references used to create the plan, following a
required or established referencing format.
• You may want to add an appendix to include specific campaign samples such as
digital marketing ad copy, social media copy, email marketing samples, and other
material that is too long to include in the plan itself. (An appendix is optional unless
you are instructed otherwise.)

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• RSS is Real Simple syndication it enables million of users to track
different sites in real time
• Feed readers are the program which display Rss feeds from websites
RSS Feed
• RSS (RDF Site Summary or Really Simple Syndication) is a web feed[3]
that allows users and applications to access updates to websites in a
standardized, computer-readable format. Subscribing to RSS feeds can
allow a user to keep track of many different websites in a single
news aggregator, which constantly monitor sites for new content,
removing the need for the user to manually check them. News
aggregators (or "RSS readers") can be built into a browser, installed on
a desktop computer, or installed on a mobile device.
• Here are six RSS Feed Readers or Aggregate Apps:
• RSS Feed Reader Chrome Extension by Feeder.co
• Feedly
• Feeder
• NewsBlur
• Inoreader
• Feedreader Online