Digital marketing communication strategy
This presentation is the property of its rightful owner.
Sponsored Links
1 / 18

Digital Marketing Communication : Strategy PowerPoint PPT Presentation


  • 211 Views
  • Uploaded on
  • Presentation posted in: General

Digital Marketing Communication : Strategy. Sesi ke-3. Arief Budiman, S.Sn, M.Si. Mata Kuliah : Dunia Maya Merek & Advertensi – Universitas Paramadina. Strategy. a plan of action or policy designed to achieve a major or overall aim. Component Of Strategic Plan. Mission. Why we exist.

Download Presentation

Digital Marketing Communication : Strategy

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Digital marketing communication strategy

Digital Marketing Communication : Strategy

Sesi ke-3

Arief Budiman, S.Sn, M.Si

Mata Kuliah : Dunia Maya Merek & Advertensi – Universitas Paramadina


Strategy

Strategy

  • a plan of action or policy designed to achieve a major or overall aim.


Component of strategic plan

Component Of Strategic Plan

Mission

Why we exist

Vision

What we want to be

STRATEGIC LEVEL

Forecast

Our future environment

Goals

What we must achieve for success

Spesific intentions expressed in measurable terms to achieve Goals

Objectives

ACTION LEVEL

Activities

Planned actions to achieve objectives

Measures and Indicators of success of Activities

Measures

OUTCOMES

Outcomes

Desired level of performace for measures.

Source : google.com


Example of digital strategic plan

Example Of Digital Strategic Plan

Mission

Brand X Provide best telco services for

the advancement of the nation.

Vision

Brand X = Number one mobile data services provider

STRATEGIC LEVEL

Forecast

More and more people will use mobile data services in just 5 years.

Goals

People knows the excellence of Brand X compare to other competitor

Objectives

Majority of people are talking about the brand X positively on the internet.

ACTION LEVEL

Activities

Blog Competition, More Conversation in Social Media

Measures

The growing number of fans and follower, activities.

OUTCOMES

Growing number of fans reaches 150% per year and more fans convert into user and a growing number of fans who are users of brand X.

Outcomes

Source : google.com


Example 1

Example 1 :

  • Strategy for Life.


Digital marketing communication strategy

1

2

Andrew,

Usia 21 tahun,

Semester 7,

IPK 2.4,

FISIP,

Jago Inggris,

sering hang out di mall,

Jakarta,

Subsidi orang tua.

Catherine,

Usia 20 tahun,

Semester 5,

IPK 3.8

FE-Akuntansi

Jakarta, hemat,

Punya waralaba Jus, Punya pacar sedang magang.

OBJECTIVE

BASE SITUATION


Digital marketing communication strategy

1

2

Insight dari tipe perempuan ini ?

Andrew,

Usia 21 tahun,

Semester 7,

IPK 2,4

FISIP,

Jago Inggris

Jakarta,

Subsidi orang tua.

Catherine,

Usia 20 tahun,

Semester 5,

IPK 3.8

FE-Akuntansi

Jakarta,

Punya waralaba Jus, Punya pacar sedang magang.

BASE SITUATION

OBJECTIVE


Digital marketing communication strategy

1

3

2

  • Andrew,

  • Mencari pekerjaan agar dapat penghasilan.

  • Belum lulus, orang tua Andrew menghendaki lulus sebelum bekerja.

PROBLEM


Digital marketing communication strategy

1

3

4

2

Andrew,

Menarik perhatian Catherine dengan

menunjukkan kalau

Andrew adalah

Mr.Right dalam waktu 1 tahun.

APPROACH


Digital marketing communication strategy

1

3

4

5

2

Andrew,

Bekerja sebagai freelance translator.

Mengajar di kursus private sepulang kuliah.

Memperpanjang kuliah untuk perbaiki nilai kuliah.

Menjadi pelanggan tetap warung milik Catherine.

ACTIONS


Actions by timeline

ACTIONS – By Timeline

JAN

FEB

MAR

APR

MEI

JUNI

FREELANCE

FREELANCE

FREELANCE

FREELANCE

FREELANCE

FREELANCE

GURU PRIVAT

GURU PRIVAT

GURU PRIVAT

GURU PRIVAT

GURU PRIVAT

PELANGGAN JUS

PELANGGAN JUS

PELANGGAN JUS

PELANGGAN JUS

SEMESTER PENDEK

SEMESTER PENDEK

SEMESTER PENDEK

SEMESTER PENDEK

SEMESTER PENDEK

SEMESTER PENDEK

KPI

DATING CATHERINE

DATING CATHERINE


Example 2

Example 2 :

  • Digital Strategy for Brand.


Digital marketing communication strategy

Fresh Care Teen –

Base Situation

1

2

On Pingram

0

Facebook

Twitter

No Website

Target Audience :

Creative, Cheerful, Girls Teens,

13 – 18, Urban, B – C+


Digital marketing communication strategy

Campaign Objective

1

2

Through Digital Campaign :

Awareness

Hangat dan Harumnya pas!

Product Trial

Emotional Bonding


Digital marketing communication strategy

Problem

1

3

2

We need to encourage the Target Audiences to join into Fresh Care Teen Online Hub, and to interact to other fans/ member.


Digital marketing communication strategy

Approach

1

3

4

2

To create a movement,

which reflects the behavior of teenagers, by communicating: periods of adolescence are the best time to be creative


Digital marketing communication strategy

Digital Strategy

1

3

4

5

2

Online Ads

DRIVE

Awareness

Product Trial

Social Media Event

Website


Digital marketing communication strategy

Digital Strategy – Activities Time Line

Activity :

TW QUIZ

TW QUIZ

TW QUIZ

TW QUIZ

TW QUIZ

TW QUIZ

Apps Games

Apps Games

Apps Games

Apps Games

Apps Games

Soc Ads

Soc Ads

Soc Ads

Soc Ads

Soc Ads

Soc Ads

Web

Web

Web

Web

KPI :

Content

Content

Content

Content

Content

Content

FB 20000

FB 20000

FB 20000

FB 20000

FB 20000

FB 20000

TW 500

TW 500

TW 500

TW 500

TW 500

TW 500

Timeline :

June

July

August

September

October

November

Source : Ocentrum Digital Company– Case Study


  • Login