STRATEGIC

DIGITAL
MARKETING

Yog Mishra
STRATEGIES
IN DIGITAL
MARKETING,
Tools for effective Digital Marketing
Strategy
Content Marketing
• Content marketing is a strategic marketing approach that involves creating and distributing
relevant, valuable, and consistent content to attract and engage a target audience. The goal is
to build trust, establish authority, and drive profitable customer action.
• This content can take various forms, such as blog posts, videos, infographics, and more. By
providing information that addresses the audience's needs and interests, businesses aim to
foster long-term relationships, enhance brand awareness, and ultimately influence consumer
behavior in a way that aligns with their products or services. Effective content marketing
contributes to brand loyalty, customer retention, and overall business growth.
HOW TO USE
CONTENT
MARKETING
Educational Content
• Example: A manufacturing company that
produces specialized machinery can create blog
posts, videos, or whitepapers explaining the
latest industry trends, technologies, or best
practices in using their machinery.
• Strategy: By providing valuable educational
content, the company establishes itself as an
authority in the industry. This can attract
professionals seeking information and solutions,
leading to increased brand credibility and trust.
Case Studies and Success Stories

• Example: Showcase real-world examples of

how your machinery or services have helped
other businesses improve efficiency or solve
problems.
• Strategy: Prospective clients often look for
proof of concept. Sharing success stories
demonstrates the practical applications and
benefits of your products, helping build
confidence among potential customers
 Video Demonstrations and
Tutorials
• Example: Develop videos
demonstrating how to operate,
maintain, or troubleshoot your
machinery.
• Strategy: Visual content can be highly
engaging and effective in conveying
complex information. Providing
practical demonstrations helps
customers understand the features and
functionality of your products
WHAT DOES A DIGITAL
MARKETING STRATEGY
LOOK LIKE?
 Owned Media
• Owned media represents any communication
channels that an organization owns and operates
under their complete control.
• Owned media plays a crucial role in a digital
marketing strategy, contributing to a brand's
online presence, reputation, and overall
marketing success.
OWNED MEDIA
PLATFORMS
 Website
• A company's website is a central hub for
owned media. It serves as a platform to
showcase products or services, share
company information, and engage with the
audience.
• Companies can optimize their websites for
search engines (SEO) to improve visibility
and attract organic traffic.
 Blogs

Maintaining a blog allows a

company to create and share Regular blogging helps keep
valuable, relevant content. the website content fresh,
Blog posts can position a encouraging repeat visits and
brand as an industry authority longer engagement.
and help with SEO efforts.
E-Mail Marketing
• Email lists and campaigns are
valuable owned media assets.
Companies can communicate
directly with their audience through
newsletters, promotions, and
personalized content.
• Email marketing is effective for
customer retention, nurturing leads,
and driving conversions.
Branded Content

• Any content created by the company, such

as videos, infographics, and ebooks, falls
under owned media. This content can be
shared on the website, social media, and
other owned channels.
• Branded content helps convey the brand's
message, values, and offerings to the
audience.
 Paid Media
• Paid media refers to content that third parties display in
exchange for compensation from the owner.
• Paid media platforms are essential components of a
digital marketing strategy, offering businesses the
opportunity to reach and engage with their target
audience through paid advertising. These platforms
provide various tools and channels for marketers to
promote their products, services, or brand messages
PAID MEDIA
PLATFORMS
Google Ads (formerly Google AdWords)

• Search Advertising: Google Ads allows businesses to create text ads that appear in search
engine results when users search for relevant keywords. This is an effective way to capture
users actively seeking information or products.
• Display Advertising: Google's Display Network enables businesses to showcase visual ads
on a vast network of websites and apps, targeting users based on their interests,
demographics, and online behavior.
• YouTube Advertising: As a part of Google, YouTube offers advertising options, including
video ads that can be targeted based on user behavior and preferences.
 Facebook Ads

• Targeted Social Advertising: Facebook Ads enables businesses to create

highly targeted ads based on user demographics, interests, and behaviors.
Advertisers can reach specific segments of the audience with precision.
• Instagram Advertising: Integrated with Facebook, Instagram ads allow
businesses to engage with users through visually appealing content,
leveraging the platform's visually-driven nature.
Twitter Ads

• Promoted Tweets: Businesses can use

Twitter Ads to promote tweets, trends, and
accounts to reach a wider audience or
engage with specific demographics.
• Targeted Advertising: Twitter's
advertising platform allows for targeting
based on interests, demographics, and
engagement patterns.
 LinkedIn Advertising
• Professional Network Targeting: LinkedIn Ads are particularly effective for
B2B marketing, enabling businesses to target professionals based on job
titles, industries, and company sizes.
• Sponsored Content: Businesses can promote their content directly in the
LinkedIn feed, reaching a professional audience with relevant updates.
 Instagram Ads

• Visual Storytelling: Instagram Ads leverage the platform's visual-centric

nature, allowing businesses to tell their brand story through visually
appealing images and videos.
• Audience Engagement: Advertisers can engage with their audience through
various ad formats, including photo ads, carousel ads, and Stories ads.
Earned Media

• Earned media refers to third-

party content that is completely
separate from the company or
brand.
EARNED MEDIA
PLATFORMS
 Social Media Sharing
• User-Generated Content (UGC): When
customers share their experiences, reviews, or
photos of a product or service on social media, it
contributes to earned media. UGC can be highly
influential and authentic, building trust among
potential customers.
• Social Media Mentions and Shares: Positive
mentions, shares, and interactions on social
media platforms amplify a brand's reach. Social
media acts as a powerful channel for organic
word-of-mouth promotion.
Online Reviews and Testimonials

• Review Sites: Positive reviews on review

platforms (e.g., Yelp, TripAdvisor, Google
Reviews) contribute to a brand's reputation
and influence potential customers.
Responding to reviews, whether positive or
negative, is an opportunity for engagement.
• Testimonials on Websites: Customer
testimonials featured on a company's website
or in marketing materials serve as earned
media. They provide social proof and build
credibility.
 Public Relations (PR) and
Media Coverage
• Press Mentions: Media coverage in
newspapers, magazines, online publications, and
other media outlets contributes to earned media.
Positive stories and features enhance a brand's
credibility and visibility.
• PR Campaigns: Successful public relations
campaigns generate earned media by creating
compelling narratives, addressing industry
issues, or positioning the brand in a positive
light.
ALIGNING
INTERNET WITH
BUSINESS
OBJECTIVES
 Why it is Important?
• 70% of senior leaders "recognize digital technology as integral to revenue
achievement, product development, customer engagement and advancing strategic
operational processes (Gartner Report, 2021).
• 83% of responding CIOs said they "increasingly work on enterprise-level initiatives
beyond their traditional IT delivery executive roles.
• 83% CIOs believe adapting to external change requires moderate-to-considerable IT
infrastructure and apps improvement
STEPS TO ALIGN
INTERNET WITH
BUSINESS
OBJECTIVES
 Assess your current state
• Technology and Software Audits are key to determining your current state.
• A 360 degree audit will help you answer questions as simple as Do you have the right Internet
speed for your business?
• Is it reliable?, to those included in this paragraph and more complex ones such as What would
the hourly cost to your company be if essential IT systems experienced downtime?
• How would the loss of Internet access impact your business?
• What implications would a data breach have on your company, reputation and customer
loyalty?
• What is the right balance between protection and productivity?
 Define your desired outcomes
• The next step is to clarify what you want to achieve with your tech. What are your short-
term and long-term business goals and priorities?
• How do they translate into specific and measurable outcomes for your tech? For
example, do you want to increase efficiency, productivity, or quality?
• Do you want to improve customer satisfaction, retention, or loyalty?
• Do you want to innovate, diversify, or expand?
• You can use tools such as SMART goals, OKRs, or KPIs to define your desired
outcomes and track your progress.
 Identify the gaps and opportunities
• The third step is to compare your current state and your desired outcomes and identify the
gaps and opportunities for improvement.
• Where are the biggest pain points, risks, or bottlenecks in your tech?
• Where are the most promising areas, benefits, or potentials in your tech?
• How can you bridge the gaps and leverage the opportunities to achieve your business
goals?
• You can use tools such as gap analysis, cost-benefit analysis, or ROI analysis to prioritize
and justify your tech initiatives and investments.
 Choose the best solutions

• The fourth step is to select the best solutions to address the gaps and opportunities in your
tech. What are the available options, alternatives, or solutions for your tech challenges and
needs?
• How do they align with your business goals, budget, and timeline?
• How do they fit with your existing tech environment, culture, and capabilities?
• You can use tools such as market research, vendor evaluation, or pilot testing to compare and
choose the best solutions for your tech.
 Implement and monitor

• The fifth step is to implement and monitor your chosen solutions. How will you plan,
execute, and manage your tech projects and changes?
• How will you communicate, train, and support your stakeholders and users?
• How will you measure, evaluate, and report your tech performance and impact?
• You can use tools such as project management, change management, or analytics to ensure a
smooth and successful implementation and monitoring of your tech.
 Review and adjust
• The final step is to review and adjust your tech alignment.
• How well did your tech solutions meet your expectations and goals?
• What were the lessons learned, challenges faced, or best practices
discovered?
• How can you improve, optimize, or scale your tech solutions?
• How can you keep your tech aligned with your changing business goals and
environment? You can use tools such as feedback, surveys, or audits to
review and adjust your tech alignment and strategy.
USER BEHAVIOUR
AND NAVIGATION
 Types of User Buying Behaviour
• Habitual buying behavior: Customers usually buy the same products from the same brand.
• Variety-seeking behavior: Consumers usually buy alternatives to products to achieve the
same satisfaction.
• Complex buying behavior: When customers invest in high-value items or services that
aren’t frequently purchased.
• Dissonance-reducing buying behavior: When a consumer is engaged in research but isn’t
finding many options.
• User Journey Mapping: Understanding the Customer Journey: Identify
the various touchpoints a user may have with your brand, from initial
awareness to conversion and beyond. This helps in creating a holistic view of
the user's experience.
• Website Analytics: Use of Analytics Tools: Implement analytics tools (e.g.,
Google Analytics) to gather data on user behavior. Track metrics such as page
views, bounce rates, and conversion rates to gain insights into user
preferences and engagement.
• User Persona Development: Create Detailed User Personas: Understand
your target audience by creating detailed user personas. This includes
demographic information, preferences, pain points, and behaviors. Tailor
your content and navigation to meet their needs.
• Responsive Design: Mobile Optimization: Ensure that your website is
optimized for mobile devices. Many users access websites via smartphones
and tablets, and a mobile-friendly design is essential for a positive user
experience
• Intuitive Navigation: Simplified Menus and Navigation Paths: Design an
intuitive navigation structure with clear menus and paths to help users find
information easily. A well-organized site reduces bounce rates and improves
user satisfaction.
• Calls-to-Action (CTAs): Strategic Placement: Position CTAs strategically
throughout your website based on user behavior data. This can involve A/B
testing to determine optimal placements for conversion-focused elements.
• Personalization: Dynamic Content: Utilize personalization strategies to deliver tailored
content based on user preferences, behavior, or previous interactions. This enhances user
engagement and encourages conversions.
• Feedback and Surveys: Collect User Feedback: Implement feedback forms or surveys to
gather insights directly from users. Understand their satisfaction levels, pain points, and
suggestions for improvement.
• Social Proof: Incorporate Social Proof Elements: Positive reviews, testimonials, and social
media mentions can influence user behavior. Integrate these elements strategically to build
trust and credibility.
HOW USER BEHAVIOR
SHAPES DIGITAL
MARKETING
 Digital Touchpoints Personalization

• A 2021 McKinsey report found that 71% of customers expect personalization.

And 81% of online customers want seamless transfers between digital touchpoints
throughout their buying journey.
• Customers expect this cross-platform personalization everywhere, from website
designs and mobile optimization to social media and content marketing.
• Thus, leveraging consumer behavior insights, you can create customized
experiences across all the digital touchpoints, make data-driven decisions, and build
brand loyalty.
 Branding
• Your brand is the way the outside
world perceives your company.
• Your branding is the process of
designing and building a unique,
memorable brand.
• Your brand identity is the set of
creative elements that feed into the
branding process—like your website,
social media and logo—that broadcast
your message, values and purpose.
• Digital branding is generally broken into three large categories:
• Visibility, which includes search engine rankings, shared properties, and
content marketing
• Identity, which includes content marketing, owned properties, and social
media, and
• Credibility, which includes social media, tone of voice, and ratings/reviews
 Branding Vs Marketing
• Digital branding is the way your
company presents itself to your
market and includes your online
image, voice, tone, language, and
customer perception. Conversely,
digital marketing refers to the
promotion of your brand through
ads and targeted marketing efforts
ELEMENTS OF
BRANDING
 Visual Identity

• Visual identity is presented as a digital brand design developed by a professional digital

branding agency.
• It includes logotype, mascot, specific color palette, typeface, website design, mobile
application UI, email layout, social media UIs, all sorts of illustrations, and even content.
• These elements effectively visualize and identify the company’s philosophy and values and
establish a visual, easily recognizable, and memorable connection between the brand and its
ideology.
 Digital advertising,

SEO,

Content marketing,

Visibility
Social media.
 Credibility
• it helps the company to fight competition
effectively,
• it wins over new clients without much
investment,
• it nurtures loyal clients, thereby increasing
average revenue per person,
• it reinforces retention campaigns saving a
bulk of money.