Digital Marketing Framework Strategy.pptx

Digital Marketing Strategy

1. Digital Marketing Strategy Ms Nandhini A Assistant Professor Department o f BCom CMA Sri Ramakrishna College of Arts and Science Coimbatore - 641 006 Tamil Nadu, India

2. Definition The second phase involves creating the Digital Marketing strategy roadmap in line with traditional marketing strategy and objectives. Key stages include,

3. A. Digital Strategy Definition : Defining Business Strategy for firms going digital, their impact factors and emerging Business Structures. Also involves alignment of firm’s Core Competencies to changing Value Function shifts to develop appropriate OVP s (Online Value Proposition). B. Customer Development Strategy (STP2.0): Includes revisions to classic STP (Segmenting, Targeting and Positioning) activities to develop a revised STP2.0 version for Digital to form the base for creating the Customer Development Strategy

4. What Is Market is STP ( Segmenting, Targeting and Positioning ) : Market segmentation is a way of aggregating prospective buyers into groups or segments, based on demographics, geography, behavior, or psychographic factors in order to better understand and market to them.

5. Demographic Segmentation - Age, Income, Gender, Race, Education, Or Occupation Geographic Segmentation - Groups customers by Physical Location , assuming that people within a given Geographical Area may have similar needs .   Behavior Segmentation - Their attitude toward your product, brand or service. Their purchasing tendencies, such as buying on special occasions like birthdays or holidays only, etc . Psychographic Segmentation - consumers based on their lifestyle, personality, opinions, and interests. Example:

6. C. Digital Marketing Mix (8Ps) : Involves looking at the classic 4Ps (Product, Price, Place, Promotion) with a digital view and also developing the new set of 4Ps for modern marketing (People, Process, Programs & Performance) D. 6S Implementation Framework : The final stage involves developing the 6S (Scoping, Shadow, Set-up, Stability, Scale-up, and Spectrum) Digital Marketing Implementation Framework for executing the strategy elements