5.

The Strategy
The stage of digital transformation that one is in and
directions for what to do next
Stage of Digital Integration
Global standards and Vietnam adaptation
 Integration Stage

§ One should visit all digital work done so far to know the stage that the company is in.
§ From now to 2020, all business should better transform into digital business with the focus
on customer
Integration Stage – Global Standard

The Nexus of Forces is a concept developed by consultancy firm Gartner Inc. that
describes how the convergence and mutual strengthening of social media, mobility,
cloud computing and information patterns are creating new business opportunities.
 Integration Stage - Vietnam
In Vietnam, the digital integration stage are a bit different as per observation

§ Digital application: there are evidence of digital asset being used in the company independently
such as web, mobile app, social media platform. However, they are not integrated.

§ External integration = marketing: the digital tech is first of all used to reach out to customers.
Another subset of digital marketing is digital communication, or digital content, digital performance

§ Internal integration = operations: digital tech is integrated inward to help boost the efficiency of
internal operation such as automation

§ Digital business = strategy: a seamless integration stream of digital tech from

§ Digital business beyond: the Nexus of Forces by Gartner.

 Integration Stage - Vietnam
External Internal
Digital Marketing (Ext) Digital
Digital
Stage Digital Digital Digital Marketing Digital Operations (Int) Digital Business Business
Application
Communication Performance (full-scale) & Beyond

Customer Limited interaction Brand communicates with Customers and their Customer full cycle The customers’ journeys are Both primary and
with digital asset of customers via both offline journeys are of transaction is supported from beginning to supportive functions are
the company and online channel. They monitored, optimized monitored, optimized end by both primary and highly connected to
received a consistent and measured for from sales to support activities of the support single customer
message across channels better cost of delivery and after- enterprise journey from stranger to
acquisition service loyalist

Strategy There is not a Digital strategy is partly Digital strategy is Digital strategy is On top of the digital marketing Digital strategy is written,
strategy in place, developed for individual fully developed from fully developed for strategy, digital tech also cascaded among team and
activities just functions, in this case, start to end for marketing support business process to deeply implemented within
happen by the communication. mostly new customer supporting both new improve holistic efficiency the organization. A
random need of acquisition purpose and retained seamless journey of
departments via communication customers with customer. A change of
better engagement model from reactive to
and after services proactive pattern

Platform - Search, - Digital content strategy - Sales funnel - c clatform - CRM - Big data
- Social - Integrated - Conversion rate - Customer - ERP - Automation
- Email communication campaign - KPI on budget feedback loop - HRM - Artificial Intelligence
- Mobile on digital platform on digital for - ESP
R&D purpose - Cloud
 Integration Score Chart - Sample
External

10 Internal
9
8
7
6
5
4
3
2
1
0
Application Communication Performance Engagement Operations Business
Strategic Elements
Directions – Objectives – Customer Journey
Business Model

Value Chain Model (Porter)

 Digital Busines Matrix
Customer
Asset Marketing Sales Brand Loyalty Operation Procurement IT HR Finance
Service

Web

Mobile App Loyalty Account

Social

Search

Pipeline Resource
Software CRM
Planning Planning

Media

Analytics Insight

Online
Research
Customer Journey

§ What is customer journey?

§ Why do we need to define customer journey?
§ How many stages does it have?
 Customer Journey – Sample

The legendary AIDA (Attention – Interest – Desire – Action)

 Dentsu - AISAS
§ Attention
Width Product
§ Interest
Viral Video on Social Sharing on Social
(Target)
Download

Digital Ads PR & Review

§ Search

Words of
mouth

Promotion § Action
On-ground Activity

§ Share
 Researched Customer Journey
Lorem
Need ipsum dolor sit Lorem
Searchipsum dolor sit
01 02 03 Consult 04 Consider
amet amet

- Define the need for - Looking for information - Contact the retailers for - Consider all the
furniture online and offline such as counsel options at hand
asking friends and forums - Asking friends for
experience again

07 Lorem ipsum dolor sit

Advocate 06 Engage 05 Purchase
amet

- Satified with the quality of - Engage with the retailers - Decide to buy
product again or with the company - Select the channel to buy
- Further recommend product via website for delivery, with the shortest time
to friends and relatives maintenace
 Objectives of Digital Strategy
Digital objective to
§ Shift business model from one stage of digital
integration to the next one
§ Strengthen a specific function of operations
§ Support journey to have a seamless journey

Whatever the digital objectives can be, it must

follow these 5 golden rules
Digital Marketing Objectives

Digital Business

§ Digital marketing as a subset of digital business

focus more on enhance customer experience with
company and brand.
Digital Marketing § Therefore, they underpins the entire customer
journey
 Categories of Objectives

Awareness Preference Acquisition Loyalty

Set the right objectives – Select the right platforms

 Objective Score Chart - Sample
10
9
8
7
6
5
4
3
2
1
0
Awareness Preference Acquisition Loyalty

Always-on activities of all platform and loyalty campaigns must be activated to fix the low score
on Loyalty Objective
How to define the scale?

§ Based on industrial benchmark

§ Compared to competitor
§ Set as percentage of target KPI of your company
§ Conduct a market research to measure indices that can reflect the
company’s objective: Brand Health Check, Net Promoter Score (NPS)
Digital Performance Marketing

§ A different approach to digital marketing

objectives
§ Commonly used in e-commerce or any industries
that rely heavily on online sales
Content Strategy
Concept – Direction – Pillars - Calendar
Content Strategy

§ What is content strategy?

§ Why content strategy is important to

digital marketing?

§ Components of a good content

strategy?
 Content Strategy
Concept

+ =

Consumer Insight Brand Concept

positioning
 Content Strategy
Content Direction

Art Direction Copywriting Style Keyword Groups

- Brand attribute - Expert vs. friend - General search keywords
- Usage of logo - Reporting vs. storytelling - Brand keyword group
- Positioning of brand elements - Formal vs. informal - Product keyword group
- Color palette - Short vs. long - Need-based keywords
- Negative version
- Frame & grids
Content Strategy
Content Pillars
 Content Strategy
Content Types

News /
Game / Interview /
updates / Opinion
challenge Questionnaire
trendy

Inspiration
Tips Advice Promotion
quotes
Content Strategy
Content Calendar
Content Strategy
Content Calendar - Template
 Content Strategy Evaluation

5 = Highly
Element 1 = Very Bad 2 = Negative 3 = Neutral 4 = Positive
positive
Content Strategy ✓
Concept ✓
Art Direction ✓
Copywriting Style ✓
Keyword groups Strategy ✓
Content Pillars ✓
Content Type ✓
Content Calendar ✓
Sectional Recap
Stage – Model – Journey – Objective - Content
 Sectional Recap

Evaluate all general elements of a good digital strategy before moving down to platform:
§ Digital Integration Stage
§ Digital Business Model
§ Customer Journey
§ Digital Objective
§ Content Strategy