Devising Digital Strategy
Set the goals you want to achieve with your digital
marketing strategy
Create Buyer Personas
Plan your digital sales funnel - AIDA
Plan for your digital marketing channels you will use
Plan for analyzing the performance
Class Task
List down three goals for your business that you wish to achieve
through your digital marketing efforts.
Create three buyer personas of your target audience.
Research at least three close competitors of your business. Visit
their website, their social channels such as their Facebook,
Twitter and so on. Identify the buyer characteristics that they are
targeting upon.
List down what you liked and disliked about their digital
channels.
Give your recommendation on the usage of Digital Channels for
your business.
Agenda
The Online Consumer
The Purchase Funnel
The consumer decision journey
Forms of Media
The Online
Consumer
Key traits of the online consumer
Digital consumers are increasingly comfortable with the
medium
They want it all, and they want it now
Want Scan ability
They’re in control
Will Disengage
They’re fickle
Brand loyalty online
They’re vocal
Peer-peer communication
The Online Consumer
The most
Higher active online
transaction consumer, Segment to
amounts on highest watch
average number of
The Purchase
Funnel
Cycle duration
Short decision cycles leave little time to influence
potential customers
Stage 1: Awareness
Using a multi-channel strategy to create awareness:
Both online and offline channels
Stage 2: Consideration
• Critical time for brands. It's when you will either impress the
prospective buyer and encourage them down the funnel or watch them
move on to other solutions instead.
Stage 3 — Conversion
Stage 4 — Evaluation
Asian consumers are more likely to share reviews
Millenials are more vocal than the rest
Stage 4 — Evaluation
The accelerated Loyalty Journey
Proactive
Contextual Journey
Automation Personalizati
Interaction Innovation
on
Personalization & Interaction
The email goes one step beyond the regular personalization tactic of including the customer’s name.
Amazon has access to data points like Full name, Search Query, Average time spent on search, Past purchase history, Brand
affinity, Category browsing habits, Time of past purchases, average spend amount, etc. Using this, they could create a profile
and use that to craft a highly contextual email highlighting Olive green Puma shoes (Olive green was part of my search query
& I have purchased Puma footwear in the past).
The app pushes Food and beverage suggestions personalized for each
customer with an AI-based algorithm. It analyses past purchase history,
tastes and preferences to come up with recommendations for each
individual customer.
Singapore Taxis Offer Convenience Stores
Mercedes Launches AR Owner’s Manual
Glasses Company Uses Technology To Find
Perfect Pair
Nike Provides Fast Service For Busy Shoppers
