Digital Marketing Strategic Planning Workshop

Digital Marketing StrategyBy:

Eng. Mohab Ayman

CEO at Berisca Integrated Business Solutions Agency

Information Technology Institute

Ministry of Communications

and Information Technology

• Bachelor Computer Science SCU, 2013

• ITI Digital Marketing, 2016

• Founder & CEO at U Can Marketing

Solution & Events Planning Company.

• Founder & CEO at Berisca Integrated

Business Solutions Agency.

Eng. Mohab Ayman

1. From marketers thinking about the customers to everyone in the

company thinking about customers.

2. From selling to everyone to trying to be the best firm serving well-

defined target markets.

3. From making everything inside the company to buying more

goods and services from outside.

4. From making profit on every sale to building long-time customer

value.

Major Shifts in the Mindsets of

Marketers

5. From emphasizing tangible assets to emphasizing intangible

marketing assets (company brands, customer loyalty, and

intellectual property).

6. From building brands through advertising to building brands

through integrated marketing communications (IMC).

7. From aiming for more market share to aiming for more share of

each customer’s wallet.


Marketers

8. From being local to being “glocal” (both global and local).

9. From focusing on the financial scorecard to also focusing on the

marketing scorecard.

10.From focusing on shareholder to focusing on stakeholder benefit.


Marketers

Market Research

Marketing Research

Marketing Strategy

Marketing Implementation

SalesAfter Sales

Market Research

Marketing Research

Marketing Strategy

Marketing Implementation

SalesAfter Sales

Definition of the approach by which applying digital technology

platforms to integrate with the other Marketing activities and support

the overall Business Objectives.

Digital Marketing Strategy

SOSTAC Model

Situation Analysis

1. Company Analysis

2. Competitors Analysis

3. Customers Analysis

4. Collaborators Analysis

5. Climate Analysis

5Cs Analysis

1. Analysis on the current Vision, Mission of the company and the

goals required to achieve this mission.

2. Analysis on the current Marketing Strategy of the company and

the Marketing Mix items.

3. Analysis on the Online Presence of the Company.

4. Analysis on the Financial, Technology infrastructure and Human

Resources.

5Cs AnalysisCompany Analysis

1. Identify competitors within their industry.

2. Analyze the Competitors Products and Services.

3. Analyze the targeted segments of competitors.

4. Analyze their Online Presence, Insights and Marketing Strategies.

5. Both direct and indirect competitors must be identified.

6. Never Neglect the 800-Pound Gorilla.

5Cs AnalysisCompetitors Analysis

1. Geographic and Demographics.

2. Psychographics and Behaviors.

3. Market size and potential growth.

4. Customer wants and needs.

5. Motivators to buy the product or service.

6. Income level of customers.

5Cs AnalysisCustomers Analysis

1. Agencies

2. Suppliers

3. Distributors

4. Partners

5. Sponsors

5Cs AnalysisCollaborators Analysis

1. Political factors

2. Economic Factors

3. Social Factors

4. Technological Factors

5. Environmental Factors

6. Legal Factors

5Cs AnalysisClimate Analysis

SWOT Analysis

TOWS Matrix

ThreatsOpportunities

Strength-Threats

Strategies

Strength-Opportunity

StrategiesStrengths

Weakness-Threats

Strategies

Weakness-Opportunity

StrategiesWeaknesses

Objectives

Objectives SettingSMART Objectives

1. Sell – grow your sales

2. Serve – Add value to customers

3. Speak – Get Closer to customers

4. Save – Reduce Costs

5. Sizzle – Extend your Brand online

Objectives Setting5Ss Model

Objectives SettingUsing Competitors Analysis

ObjectivesCompetitorCurrent Situation

• Create Mobile App

• Website + Mobile App

• Website + BlogOnline Presence

• Create Instagram• Acquire 100,000

Fans

• FB + Twitter + Instagram

• FB has 100,000 Fans

• Facebook + Twitter

• FB has 50,000 Fans

Social Media

• Start Always on Campaign

• Always onCampaign

• 2 Campaigns per year

Digital Ads

Strategy Developing

Ansoff Matrix

The Strategy involves using digital channels to sell more existing

offerings (products and services) into existing markets. This can be

accomplished by:

(i) Market share growth by competing more effectively online.

(ii) Customer Value Improvement (Price decrease).

(iii) Increase in promotion, distribution support and add value.

(iv) Acquisition of a rival in the same market.

Ansoff MatrixMarket Penetration

Online channels are used by a firm tries to expand into new markets

(geographies, countries etc.) using its existing offerings. This can be

accomplished by using internet for targeting :

(i) Different customer segments.

(ii) New areas or regions of the country.

(iii) Foreign markets.

Ansoff MatrixMarket Development

Digital Channels can help a company to create new products and

services targeted at its existing markets to achieve growth. This can

be accomplished by:

(i) Adding Value to existing products.

(ii) Developing Digital Products (New Delivery / Usage Model).

(iii) Increasing product range.

Ansoff MatrixProduct Development

In Diversification strategy, an organization tries to grow its market

share by introducing new offerings in new markets. This can be

accomplished by:

(i) Diversification into related business.

(ii) Diversification into unrelated business.

(iii) Upstream Integration with suppliers.

Ansoff MatrixDiversification

S T P

Segmentation

Targeting

Positioning

1. Geographic (Location, City, Country)

2. Demographic (Age, Gender, Occupation, Economic Status)

3. Psychographic (Personality, Lifestyles, Attitudes)

4. Behavioral (Rate of usage, Benefits Sought, Loyalty Status)

5. Technological (Device Type, Device Model, Operating System)

Segmentation

Targeting

TargetingBuyer Persona

Background:

• Basic details about persona’s role

• Key information about the persona’s company

• Relevant background info, like education or hobbies

Demographics:

• Gender

• Age Range

• HH Income (Consider a spouse’s income, if relevant)

• Urbanity (Is your persona urban, suburban, or rural?)


Identifiers:

• Buzz words

• Mannerisms

Goals:

• Persona’s primary goal

• Persona’s secondary goal

Challenges:

• Primary challenge to persona’s success

• Secondary challenge to persona’s success


How we help:

• How you solve your persona’s challenges

• How you help your persona achieve goals

Real Quotes:

• Include a few real quotes – taken during your interviews

– that represent your persona well. This will make it easier

for employees to relate to and understand your

persona.


Common Objections:

• Identify the most common objections your persona will

raise during the sales process.

Marketing Messaging:

• How should you describe your solution to your persona?

Elevator Pitch:

• Make describing your solution simple and consistent

across everyone in your company.

• Thorsten Heinz (German-Canadian former CEO of Blackberry) said

"If you go exactly where your competitors are, you are dead".

• Market Maps are diagrams that represent a market and the

placement of the services within that market, providing a visual

means of studying the competitions.

• To draw up a market map, a firm identifies several consumer

purchase-decision factors that stand in opposition to one another.

PositioningMarket Mapping

Example:

PositioningMarket Mapping

Customer Retention

• Understand individual needs

• Relevant Offers

• Maximize Service Quality

Customer Extension

• Sense and Respond

• Cross-selling & Up-selling

• Optimize Service Quality

Customer Lifecycle

Customer Selection

• Who do we target?

• What is their value?

• Where do we reach them?

Customer Acquisition

• Target the right Segment

• Minimize Acquisition Cost

• Optimize Service Quality

Marketing Mix8Ps

Tactics

TacticsChoose the right Channel

TacticsTop Rated DM Tactics 2015 vs 2016

PRACE FrameworkDigital Marketing Funnel

• Plan

• Reach

• Act

• Convert

• Engage

PRACE FrameworkPlan

PRACE FrameworkReach

PRACE FrameworkAct

PRACE FrameworkConvert

PRACE FrameworkEngage

Action

ActionAction Plan

MayAprMarFebJanActivityChannel

Website

Facebook

SEO

Social Media Ads

E-Mail

ActionMedia Mix Plan

Media Mix Model

AprMarFebJanKPICost per XGoals%BudgetChannel

Website

Facebook

SEO

Social Media Ads

E-Mail

Control

Control

ControlConversion Optimization

Check Conversion Optimization Session Presentation

1. Keep your plans flexible, situations and plans change, especially

online.

2. Include specific SMART objectives in your plans and keep them

realistic by basing them on insights from your analytics.

3. KISS, Keep it Simple, Stupid! it helps others buy into what you’re

saying.

4. Review and update your plans regularly.

Important Tips to keep in mind

when planning

5. Avoid the unjustified excessive planning (paralysis by analysis).

6. Never do this without obvious vision.

7. Keep away from Over Expectations.

Important Tips to keep in mind

when planning

E-mail

[email protected]

Linkedin

https://www.linkedin.com/in/MohabAymanMowafy

Phone

+2 010 10 52 31 53

Contacts

Thank you