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Digital Marketing Strategy & Plan

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60 views25 pages

Digital Marketing Strategy & Plan

Uploaded by

mateff294
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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DIGITAL MARKETING STRATEGY & PLAN

OBJECTIVE

Top 3 Objectives
1. Drive traffic to website
2. Increase leads
3. Product Sales
4. Promote a service
5. Drive foot traffic
6. Build email newsletter
7. Self promotion/Influencer want be
WHERE WE ARE NOW

 Brief SWOT Analysis


 Top Challenges
Faced in Meeting Objectives
CORE BRAND VALUES

Brand Position and the value it offers


CORE BRAND VALUES
CORE BRAND VALUES

Security Trust Fast Food Exclusive


Exclusive Black Tasty Fries Premium
Expensive German Affordable Expensive
COMPETITION

Top 3 Competitors
TARGET AUDIENCE

 What are your audience segments?


 Niches, interests, what platforms do they hang out, demographics, hobbies, influencers, passionate brand
advocates?
KEY METRICS “KPI’S”

How to measure success of your marketing efforts


CHANNELS

 Social Media Marketing:


 Main Factors to Choose the
Facebook, Instagram, LinkedIn,Twitter,..
Right Channel
 Paid Search
 Display Ads  Target Audience
 Mobile Marketing  Location
 Email Marketing
 Budget
 SEO
BUDGET

 Content Marketing
 SEO
 Paid Search
 Design
 Social Media Advertising
TIMELINE
TERMINOLOGIES
FOR DIGITAL MARKETING
IMPRESSIONS - REACH

Reach: is the number of people that will likely be exposed to one advertisement

Impressions: are the total number of exposures to your advertisement. One person can receive multiple
exposures over time.
CPM

Cost per “1000” Impressions


CPC

Cost per click


CTR: CLICK THROUGH RATE

CTR is the number of clicks that your ad receives divided by the number of times your ad is shown: clicks ÷
impressions = CTR. For example, if you had 5 clicks and 100 impressions, then your CTR would be 5%.
CPA: COST PER ACQUISITION

To calculate the cost per acquisition, simply divide the total cost (whether media spend in total or specific
channel/campaign to acquire customers) by the number of new customers acquired from the same channel/campaign.
CONVERSION

An action that's counted when someone interacts with your ad or free product listing (for example, clicks a text ad
or views a video ad) and then takes an action that you've defined as valuable to your business, such as an online
purchase or a call to your business from a mobile phone.
KEYWORDS

Keywords are the words and phrases that people type into search engines to find what they're looking for.
LANDING PAGE

A standalone web page that potential customers can “land” on when they click through from an email, ad, or other
digital location. A landing page aims to capture information from contacts in exchange for something of value, such as
a retail offer code or business-to-business (B2B) insights in the form of a white paper. Landing pages are different
from other web pages in that they don’t live in the evergreen navigation of a website. They serve a specific purpose in
a specific moment of an advertising campaign to a target audience.
ORGANIC TRAFFIC/REACH

SEO
Content Marketing
PAID TRAFFIC/ REACH

SEM
Social Media Advertising
Display Ads
Mobile Marketing
RETARGETING ADS

Retargeting campaigns remind your website visitors of your products and services after they leave your website
without buying. After visiting specific pages, it allows you to retarget them and show your visitors relevant visual or
text ads when they visit other websites.
SALES FUNNEL

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