Module 2 Strategy development.pptg fxtctctxt

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1. MODULE 2
Strategy Development

3. Module 2 Syllabus
Topics to be covered

4. Integrated Digital Marketing
Strategy
Including Case Study: Tesco Online
Development Strategy

5. Need for an Integrated Digital
Marketing Strategy
•Provides a consistent brand message across all digital
platforms
•Enhances customer experience through seamless integration
•Increases efficiency and ROI by aligning digital efforts
•Improves analytics and decision-making using integrated data

6. Situation Analysis
•Review current market trends and customer behavior
•Analyze competitors’ digital strategies and positioning
•Evaluate the organization's existing digital assets and
performance
•Identify strengths, weaknesses, opportunities, and threats
(SWOT analysis)

7. How to structure a digital marketing
strategy
•Situation analysis
•Internal audit for digital marketing
•Customer research
•Resource analysis
•Stage models of the digital marketing capability
•Competitor analysis
•Intermediary analysis
•Assessing opportunities and threats

8. Setting Up Goals and Objectives
•Setting goals and objectives for digital marketing 196
•The online revenue contribution
•Setting SMART objectives
•Frameworks for objective setting
•Strategy formulation for digital marketing

9. Setting Up Goals and Objectives
•Define clear and measurable digital marketing goals (e.g.,
increase website traffic by 20%)
•Align goals with overall business objectives
•Set specific KPIs for each marketing channel
•Ensure objectives are SMART: Specific, Measurable,
Achievable, Relevant, Time-bound

10. Decision Strategies
•Decision 1: Market and product development strategies
•Decision 2: Business and revenue models strategies
•Decision 3: Target marketing strategy
•Decision 4: Positioning and differentiation strategy (including the marketing mix)
•Decision 5: Customer engagement and social media strategy
•Decision 6: Multichannel distribution strategy
•Decision 7: Multichannel communications strategy
•Decision 8: Online communications mix and budget
•Decision 9: Organisational capabilities (7S framework) and governance

11. Different Ways of Decision-Making
•Data-Driven Decisions: Leveraging analytics to guide strategy
•Customer-Centric Approach: Focusing on user needs and
behavior
•Collaborative Decision-Making: Involving cross-functional
teams
•Iterative Process: Adopting agile methods to adapt and
optimize

12. Strategy Implementation
•Assessing different Internet projects
•The online lifecycle management grid
•Case study - Tesco online development strategy supports
global expansion

13. Assessing Different Internet Projects
•Evaluate project scope, budget, and timelines
•Prioritize projects based on ROI and strategic alignment
•Analyze risks and dependencies
•Monitor progress and make data-driven adjustments

14. Case Study: Tesco Online
Development Strategy
•Challenge: Expanding Tesco’s global presence while maintaining
efficiency
•Solution: Redesigned website with enhanced user experience and
personalized features
•Key Features: Improved navigation, localized content, and seamless
checkout
•Outcome: Increased customer satisfaction and significant growth in
online sales

15. Website Design and Redesign
Projects
Introduction, Initiation, and User
Experience Design

16. Digital Marketing Implementation and
Practice -Planning website design and
redesign projects
•Who should be involved in a website project?
•Prototyping and agile software development

17. Planning Website Design and Redesign
Projects
•Define project objectives (e.g., increase engagement or conversions)
•Engage stakeholders from marketing, design, and development
teams
•Conduct market research to analyze trends and competitor strategies
•Establish realistic timelines and allocate appropriate budgets

18. Planning Website Design and Redesign
Projects
•Conduct stakeholder interviews to define goals
•Perform competitor analysis to identify best practices
•Create wireframes and prototypes for testing
•Develop a detailed project plan with clear milestones

19. Digital Marketing Implementation and
Practice - Initiation of the website
project
•Domain name selection and registration
•Uniform resource locators (URLs)
•Selecting a hosting provider
•Website performance optimisation
•The availability of the website

20. Initiation of the Website Project
•Understand user needs through surveys and market research
•Define technical specifications (e.g., CMS, hosting requirements)
•Outline design preferences, including branding and accessibility
•Specify content requirements (e.g., blogs, product pages,
multimedia)
•Plan for SEO optimization and analytics integration

21. Initiation of the Website Project
•Define site or app requirements based on user needs
•Set clear objectives and allocate resources
•Engage stakeholders for feedback and buy-in
•Document technical and functional specifications

22. Digital Marketing Implementation and
Practice - Defining site or app
requirements
•Business requirements
•Usability requirements
•Web accessibility requirements
•Localisation
•Reviewing competitors’ websites
•Designing the information architecture
•Card sorting
•Blueprints
•Wireframes
•Landing pages

23. Digital Marketing Implementation and
Practice - Designing the user
experience
•Evaluating designs
•Elements of site design
•Mobile design considerations and techniques
•Site navigation schemes

24. Designing the User Experience
•Focus on intuitive navigation and mobile responsiveness
•Incorporate user feedback into design iterations
•Optimize loading speed and accessibility
•Ensure consistency with brand identity

25. Designing the User Experience
•Create wireframes and prototypes to outline site structure
•Focus on user-friendly UI/UX design for smooth navigation
•Ensure mobile responsiveness across all devices
•Conduct usability testing and A/B testing for design validation
•Develop engaging, SEO-optimized content and test compatibility

26. Digital Marketing Implementation and
Practice - Development and testing of
content
•Criteria for selecting a content management system
•Testing the experience

27. Development and Testing of Content
•Create engaging, SEO-optimized content for target audiences
•Test content across devices for compatibility
•Incorporate multimedia elements (images, videos) to enhance
engagement
•Regularly update content based on performance analytics

28. Other Considerations
•Online retail merchandising
•Site promotion or ‘traffic building’
•Service quality
–Tangibles
–Reliability
–Assurance
•Multichannel communications preferences
•Empathy
•The relationship between service quality, customer satisfaction
and loyalty

29. Thank You