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Printable Handouts
Navigable Slide Index
- Introduction
- Your digital strategy and plan
- Step 1 - Audit
- Planning framework
- RACE planning tool
- Acquire, convert, retain
- Tools to review our business
- Tool 1: Assess SWOT
- Tool 2: marketing.grader.com
- Tool 3: semrush.com
- Tool 4: similarweb.com
- Tool 5. digital marketing toolbox
- Advertising
- Partnerships
- Online PR
- Social media (1)
- Social media (2)
- Social media (3)
- Website
- Effective mail
- Community building
- Step 2 – Strategy
- Strategic recommendations (7Ps)
- Strategy essentials
- What’s your value proposition? (1)
- What’s your value proposition? (2)
- What’s your value proposition? (3)
- What’s your value proposition? (4)
- Ways to develop your OVP
- Customer personas
- Segmenting your audience
- Persona example 1
- Persona example 2
- SMART objectives
- Objectives using the 5S model
- Step 3 – Plan
- Review of the stages and steps
- Resources needed - 5Ms
- Digital marketing plan: integration
- Digital strategy essentials
- Your physical document
- Thank you!
This material is restricted to subscribers.
Topics Covered
- RACE planning tool
- Acquire, convert, retail
- SWOT
- Website analysis tools
- Digital marketing toolbox
- Managing social media
- Effective emails
- Community building
- The 7Ps and online value propositions
- Customer personas
- SMART objectives
- The 5Ms of needed resources
Links
Series:
Categories:
Bite-size Case Studies:
Talk Citation
Hanlon, A. (2016, August 31). Digital strategy [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved August 31, 2024, from https://doi.org/10.69645/ZIPD5420.Export Citation (RIS)
Publication History
A selection of talks on Strategy
Transcript
Please wait while the transcript is being prepared...
0:00
Hello, and welcome
to the session
on digital strategy.
My name's Annmarie Hanlon,
I'm a senior lecturer
in Digital Marketing
at the University of Derby.
And in this session
I'm going to explain
the key factors
within digital strategy.
0:15
Your digital strategy and plan
is a core component
of your business.
In this very fast
evolving world,
it's essential for organizations
whether they're
business-to-business,
business-to-consumer,
or even consumer-to-government
to have a firm digital strategy
and plan in place.
Your digital strategy
is comprised
of three key elements.
Step one is an audit,
step two is the strategy,
and step three is the plan.
We're going to look
at each of these in detail.
The step one has a good look
at, "Where are we now?"
So that is a review
and a benchmark to understand
where the organization is now.
And to understand
what action may be required
in order to move forward
towards the strategy.
And you'll see some
familiar terms in there,
SWOT and PESTLE.
Just to remind you,
a SWOT looks at your
strengths and weaknesses
which are inside the business
and the opportunities
and threats
which are outside the business
and over which
you have less control.
And typically,
those opportunities and threats
evolve from
another planning tool
that we call PESTLE.
And PESTLE looks
at political issues,
economic factors, social issues,
technology,
legal which is all about law
and legislation
that may directly impact
and control your business,
as well as environmental issues
which are coming to the fore
more and more.
Within your strategy, we look
at the strategic recommendations
and we tend to do this
using some form of framework,
a really useful framework
that many marketing people
are familiar with, is the 7Ps.
And the 7Ps looks
at your product or your service,
your price or your fees,
the place,
that's access
to the product or service
which could be
online or offline.
So we've got
product, price, place,
then it looks at
methods of promotion,
it may look at physical evidence.
And physical evidence
has changed a lot
within
the environmental situation
of the online world.
Physical evidence used
to be about,
"How nice was your shop front?"
Or if you were
in financial services such as
banking, "How big
were the pillars
of the door outside the bank?"
"And how much does this mean
that I trusted you?"
Within the online environment,
physical evidence is much more
about the user experience.
"How easy is it for me
to navigate your website?"
"How easy is it for me
to contact your staff?"
So you've got product,
price, place, promotion,
physical evidence
and two other areas,
we've got processes and people.
And in the online
digital environment,
they are very, very
closely connected.
So your processes may be,
"Can I pay with PayPal?"
"Can I download a white paper
from your site?
Without having to tell you
every single bit of information
about myself,
perhaps just a little bit
of data to start with,
such as my name
and my e-mail address".
And people,
this is a big factor,
especially with the growth
of online chat.
"What's the tone of voice?"
"Is it friendly? Is it official?"
"If I am using online chat,
do I know who I'm talking to?"
"Have you given me a name
or are you just anonymous
or do you just have
a corporate face?"
So we're going to look at that
as well as customer personas
and smart objectives,
that I'll explain later on.
And finally, you get
to step three, the plan.
And that's all about,
"How do we get there?"
"What resources do we need?"
"What's in the plan?"
"Perhaps what should
our budget consider?"
"And how do we monitor
all of this?"