Digital Marketing 101

Section 1—Fundamental Concepts of Digital

Marketing
Lesson 1—Introduction to Digital Marketing
Define Digital Marketing

Identify techniques to connect to customers using

the five P’s of marketing
Identify different techniques to acquire customers

Discuss the customer’s decision journey

Identify techniques to tune your marketing strategy

Defining Digital Marketing
 What Is Digital Marketing?

Popularity

Digital marketing is also known by the following terms:

Google shows over 120 million results for Digital Marketing keyword.
 What Is Digital Marketing? (Contd.)

Definition by Dr. Philip Kotler, Kellogg School of Management, Northwestern University:

“The science and art of exploring, creating, and delivering

value to satisfy the needs of a target market at a profit.

Marketing identifies unfulfilled needs and desires.

It defines, measures and quantifies the size of the
identified market and the profit potential.

It pinpoints which segments the company is capable of

serving best and it designs and promotes the appropriate
products and services.”
 What Is Digital Marketing? (Contd.)

“Digital marketing” is fundamentally not different from “marketing.”

The only difference is that you leverage digital technologies and media to achieve your
marketing objectives.

People define digital marketing around the promotion of products and services rather than
customer experience, relationship development, and multichannel integration.

Promotion of products
and services
Customer experience Relationship development Multichannel integration
The Five P’s of Marketing
 Fundamentals of Marketing: The Five P’s of Marketing

Despite what you might think, the foundations of marketing haven't changed much.

At the core, digital marketing involves five main business activities called the 5P’s.

Price

People Products

Place Promotion
 The Five P’s of Marketing: Price

Price • In 1999, Amazon pioneered and patented the 1-Click model and optimized the
purchase workflow.
• Frictionless payment methods are being adopted.
Product ✓ Amazon’s 1-Click, Apple Pay, Google’s Android Pay etc. are changing the way
you pay from your mobile phone
✓ Subscription model: you pay a small amount every month for a product/service
Promotion that otherwise costs more
✓ Internet of Things (IoT):
Example, Amazon Dash button—a specialized device connected to the internet
Place to order the supplies

People
 The Five P’s of Marketing: Product

Digital is transforming the way you consume different products.

Price
• Sharing economy: consumers rank and evaluate products, which impact the
purchase decision of others
Product • Rent vs. Buy: in subscription model, consumers prefer renting over buying
products
• Peer-to-peer economy: consumers become part of product experiment
Promotion • Wearable technology:
Example, Google and Levi’s are creating clothes connected to the internet,
and you can interact through voice and gesture
Place

People
 The Five P’s of Marketing: Promotion

Price According to reports from eMarketer.com:

• In 2017, the ad expenditure surpassed TV ad spend for the first time, and
the gap is estimated to widen by 10% over the coming years.
Product
• By 2021, digital will take about 50% of available budget for promotion.

Promotion

Place

People
 The Five P’s of Marketing: Place

Price Place in a digital world refers not just to the website and social presence but
also to the mobile aspect.
• People use smart phones to:
Product ✓ Search
✓ Find local businesses, restaurants, and activities
✓ Do on-spot activities
✓ Make purchase decisions/do comparison shopping
Promotion ✓ Make payments
• Advanced technologies:
✓ Beacon technology detects consumers entering a perimeter. It also tracks
Place individual consumers as they walk around the store and shop.
✓ Programmatic marketing focuses on targeting the right people at the right
moment and in the right context (place).
People
 The Five P’s of Marketing: People

• Marketers merge behavioral data collected from web, mobile apps, social
Price media with “first party” CRM, sales, and service data for a “360° view of the
customer.”
• However, it is impossible to create a perfect picture of customers because
Product of involvement of too many factors and changing consumer landscape.

Promotion

Place

People
 Products and Services Marketing

Marketing your products is different from marketing your services.

 Products and Services Marketing (Contd.)

Marketing your products is different from marketing your services.

Services:
Are Intangible
Are performed, not produced
Are delivered, distributed, and consumed simultaneously
Can be customized
Cannot be inventoried
Are regulated differently
Cannot be returned or undone
Are highly dependent on people
 Products and Services Marketing (Contd.)

Marketing your products is different from marketing your services.

Services Products
Are intangible Are tangible
Are performed Are produced
Are distributed and consumed Are delivered
simultaneously
Can be customized Are usually not customized
Cannot be inventoried Can be inventoried
Are regulated differently Are regulated
Cannot be returned or undone Can be returned or undone
Are highly dependent on people Are consistent
 Products and Services Marketing (Contd.)

There are some differences between product and service marketing.

As a marketer, you still want to ask the right questions:

Who is the customer?

What is the customer’s need?
Which benefits are to be provided?
Which resources are needed?
What does the service entail?
How will the service be performed?
 Products and Services Marketing (Contd.)

There’s a blurring line between products and services.

Products are marketed as services, such as: Services are marketed as products, such as:

Car Rental

Cable TV Package

Red Bull Replenishment

Techniques to Acquire Customers
 Acquiring Customers Using Paid, Owned, and Earned Media

Tactics to acquire customers can be categorized into three groups:

Third-party advertising channels Media you own and have

such as paid ad campaigns, paid Paid Owned complete control over such as
Indirectly Media Media Directly
search, sponsored articles, and your websites, social media,
banner ads and mobile applications

Earned
Media

Other people sharing information about

you through their blog posts, social media,
and press release (positive or not)

Word of mouth
Customer Decision Journey
 Defining the Customer Lifecycle

Classic approach of Attract-Engage-Convert-Retain-Advocate

Advocate Attract/Awareness

Retain Engage/Consideration

Convert/Purchase
 Defining the Customer Lifecycle: Example

Customer lifecycle for the purchase of a new car:

Advocate: Attract/Awareness:
(Word of mouth and social media (Related to all the marketing
activities conducted by your customers. activities aimed at making your
Example: press reviews, ratings, and brand more visible)
similar earned media activities)

Retain: Engage/Consideration:
(All things that happen once you are (Activities visitors do as part of their
a customer. decision process.
Example: subscribing to a newsletter, Example: reading about your product
using a knowledge base, requesting on your or other’s website, using a
support, scheduling a car inspection, car configuration tool, etc.)
etc.)

Convert/Purchase:
(Reserved for the activity that most closely sends a
signal of business outcome.
Example: an ecommerce transaction, a lead, finding
the nearest dealer, contacting HR for a job, etc.)
 McKinsey Consumer Decision Journey

According to McKinsey, 2009, the classic consumer path may not work anymore.
It says the path is not linear any more and is interrupted by triggers or moments.

1 2
Consumers add or subtract brands
The consumer considers an initial set of
as they evaluate what they want.
brands, based on brand perceptions and
Active Evaluation
exposure to recent touch points. Information
Initial
gathering, Shopping
consideration
set
3
Loyalty loop
Consumers select a
brand for purchase.
Moment of
purchase
Trigger
Purchase experience
4 Ongoing exposure

Based on the experience of purchasing a product

or a service, a consumer builds expectations that
influence the next decision journey.
 Google’s Zero Moment Of Truth (ZMOT)

Google’s Zero Moment Of Truth (ZMOT) is a concept similar to McKinsey’s consumer decision journey.

According to Google’s ZMOT, consumer decision path is:

Non-linear
Multi-channel
Multi-device
Interrupted by triggers or moments
Techniques to Tune Your Marketing Strategy
 Techniques to Tune Your Marketing Strategy

Tuning your marketing strategy involves various techniques such as:

To represent the attributes, needs,

and wants of your audience

Creating
personas

To help personas find their way Crafting Creating To address the right message at the right
toward a goal time, over the right medium, and to the
scent trails segments
right audience
 Segmentation

Market segmentation is the process of dividing a broad consumer or business market into sub-
groups of consumers (known as segments) based on some type of shared characteristics.

Time Demographic Psychographic Benefits

Geographic Behavioral Occasional Cultural

 Segmentation (Contd.)

Information inferred, such as First-party data, such as details

Attributes for
assessments based on census voluntarily provided by your
segmentation
data customers
can be:
 Personas

Personas are fictional characters created to represent qualitative attributes of people’s goals, desires, and
limitations. They are often used in conjunction with segmentation.

Personas help understand the objectives, wants, and constraints of buyers, allowing you to adapt your
strategies.
Personas are not perfect representation of customers but just a representation to highlight and contrast
the major attributes.
 Scent Trail

The key to success lies in using techniques that lead visitors down an information “scent trail.”

• In 2001, a Xerox Palo Alto Research Center study indicated that humans track information in a
fashion similar to the way animals follow a scent.
• The scent trail represents the optimal path conversion for a given persona.
• Powered with segments, personas, and scent trails, you can tune your marketing strategy.
 Designing for Persuasion

• While creating scent trails and designing for persuasion, keep your customers’ motivations and
satisfaction in mind.
• Balance these factors with your business imperatives to create an outstanding digital experience.

Customers’ perspective Digital strategy

• Who are your customers? • Who do you want as customers?

• What do they want to accomplish? • How can you help them?

• Were they successful? • Is it aligned with your strategy?

Concepts of “Designing for Persuasion” are often applied to website design, but these can also be
applied to other aspects of marketing such as creating display ads for banners.
 Example: Jet Blue

Every successful ad campaign contains a clear and compelling call-to-action (CTA), such as “Buy Now,”
“Book A Flight,” or “Request A Quote.”

Jet Blue used language tailored to their industry and brand that led to the success of their
digital ads.

A Call-to-action:
• Tells the user of the next step
• Should be vibrantly displayed in your content
• Should have language relevant to your brand, service, or
product
• Should have language unique to your brand or industry
• Should direct the user to relevant landing pages
 Example: BRP Can-Am Off-Road

BRP is the manufacturer of Can-Am Off-Road.

• They follow the traditional customer lifecycle (Attract-

Engage-Convert-Retain-Advocate), but their reality is closer
to McKinsey Consumer Decision Journey.

• Customers collect information from online and offline

sources and compare with competitors including:
✓ Paradise Offroad
✓ ATV
✓ John Deere Gator Atv

• BRP applies the concept of scent trail early in the user

experience.
Example : AdWords campaigns
✓ Provide information about nearest dealers
✓ Present CTAs like Promotions, Built-in price, Find a dealer,
etc.
 Example: BRP Can-Am Off-Road

Use proven customer-centric techniques to leverage digital marketing.

Digital marketing is achieving marketing objectives with the help of digital technologies
and media.

Price, Promotion, Product, Place, and People are the 5P’s of marketing applied in the
digital world.

Any digital media strategy rests on paid, owned, and earned media, the three pillars, for
acquiring customers.

Marketers need to understand the consumer’s decision journey to target better and gain
competitive advantage.

Segmentation, persona building, and scent trails are key techniques to boost your digital
marketing efforts.
QUIZ
What is at the center of 5P's of marketing?
1

a. People

b. Politics

c. Privacy

d. Personas
 QUIZ
What is at the centre of 5P's of marketing?
1

a. People

b. Politics

c. Privacy

d. Personas

The correct answer is a.

Explanation: Every aspect of marketing should put consumers first.

QUIZ
Which type of acquisition media is third-party channel advertising?
2

a. Owned Media

b. Paid Media

c. Earned Media

d. Social Media
 QUIZ
Which type of acquisition media is third-party channel advertising?
2

a. Owned Media

b. Paid Media

c. Earned Media

d. Social Media

The correct answer is b.

Explanation: In Paid Media, you pay a third-party to gain visibility. It includes paid posts and ads on social media
channels.
Lesson 2—History of Digital Marketing
Explain the evolution of Digital Marketing

Explain the evolution of Social Media Marketing

Discuss the marketing technology landscape

Evolution of Digital Marketing
 Evolution of Digital Marketing

• Computers became sophisticated enough to store

1980s
huge volumes of customer information
• ACT introduced the first database marketing software,
which was a digital rolodex
• Marketing evolved from "push" to "relational"
marketing
• Web (Internet) was created in 1989

1990s

• There were about 16M internet users

• Web ad banners were introduced in 1993
• CRM landscape was consolidated in 1999
• Salesforce pioneered the SaaS concept
 Evolution of Digital Marketing (Contd.)

• There were about 558M internet users.

2000s • In March 2000, DotCom Bubble hit the peak and burst
• In 2004, Google went public and Facebook went live
• In 2005, YouTube was launched
• In 2006 Twitter was launched and Amazon sales
reached $10b
• In 2006, Split testing experiments started
• In 2007, iPhone was launched
• Marketing automation enabled marketers to launch
multi-channel campaigns, segment their audiences,
and serve highly personalized content

• Consumers have transformed from being tech- 2010s

savvy to tech-dependent
• In 2011, web usage surpassed TV usage.
• In 2014, mobile usage exceeded desktop usage
• In 2015, the Big Data industry saw the emergence
of predictive analytics, wearables, content
marketing growth
Evolution of Social Media
 Evolution of Social Media

1973:
Chatrooms were introduced
1983:
People got a place to discuss their interests
2003:
People could build their own social brand
2004:
Concept of like and share was introduced
2006:
Tweet option was introduced
2010:
Instagram was launched which made sharing
pictures interesting
2011:
Snapchat was released in September
2012:
Videos became more popular
2015:
Social media became mobile-friendly
2016:
Ongoing advancement
 Evolution of Social Media (Contd.)

Many players are integrating the social aspect into their offering and creating a
unique brand experience such as Tripadvisor and GoPro.

These companies are leveraging their own brand advocates to create a

unique brand experience.
Fast-paced Martech Landscape Evolution
 Fast-paced Martech Landscape Evolution

Data, technology, and changing consumer expectations are shaping the marketing mix.

From the emergence of wearable technology to chatbots and mobile payment apps, there is
disruption everywhere.

The technological advancement is not linear and is occurring rapidly in major leaps.
Marketing Technology Landscape
 Marketing Technology Landscape

• Chiefmartec.com has been keeping track of the marketing technology landscape for several years.

• In 2011, their chart showed about 100 company logos organized in a few categories.

• In 2015, there were 1,876 vendors organized in 43 categories.

• The latest version grew another 40% from 2016 to reach 5,381 categories.
 Example: Microsoft Marketing Technology Landscape

“Marketers should understand the technology stack to make the most of the tools and
technologies that are available at their disposal.”

Chiefmartec.com asked participants to submit their marketing technology stack, where they
could illustrate:

• Value chain • Process flow diagram

• Technical architecture • Market strategy

• Customer journey map • Capabilities matrix

Example: Microsoft Marketing Technology Landscape
Microsoft’s marketing technology stack:
 Example: TalkWalker Marketing Technology Landscape
TalkWalker’s marketing technology stack:

It aligns to the customer lifecycle: Attract-Nurture-Convert-Engage, and Collaborate.

Digital marketing has evolved at a rapid pace in the past years and understanding this
evolution will help you leapfrog to its latest concepts and trends.

From basic chat forums and file transfers, social media has come a long way and has transformed
the way you interact with people and with brands.

Martech—marketing and technology—applies to major initiatives, efforts, and tools that harness
technology to achieve marketing goals and objectives.
QUIZ
When did the “DotCom Burst” happen?
1

a. In the early 1980's

b. In the early 1990's

c. In the early 2000's

d. In the early 2010's

QUIZ
Which is one of the biggest challenges for the modern marketer?
2

The marketing technologies are evolving faster than our ability to cope with the changing
a. landscape.

b. Marketers have a hard time proving the ROI of digital marketing.

c. The proportion of consumers using digital media is still small.

d. The concepts of digital marketing are very different from traditional marketing.
Lesson 3—Developing and Nurturing a Digital Culture
Identify the need for nurturing digital culture

Discuss digital marketing and analytics maturity

Identify a simple workflow to manage your

marketing and analytics priorities

Explain how product thinking brings success in

marketing strategies

Explain how to change your organization into a

customer-centric organization
Nurturing Digital Culture
 What Is a Digital Culture?

Collaboration

Accountability and independence

Attributes of
a digital Transparency
culture:

Customer centricity

Craft and development of employees

 Barriers in Adopting a Digital Culture

Fear of Slow or stalled decision-

losing control making

Lack of understanding Inability to prove

operational issues business value

Too much focus on technology

 Overcoming the Barriers

The organizational culture will often make a big difference in the way the barriers
can be overcome.

Corporate culture varies based on:

Startup or Size
established business

Cultural norms Industry

Geography
 Overcoming the Barriers (Contd.)

In many organizations, you can often see flexible and agile teams striving to make a difference

Accounts Team Marketing Team HR Team

Marketing is often one of the agile groups.

 Overcoming the Barriers (Contd.)

The marketing team should:

Be open to the influence Have strong, shared sense of purpose

of the external world

Follow distributed decision-making Have freedom to experiment

Digital Marketing and Analytics Maturity
 Digital Marketing and Analytics Maturity

Stéphane Hamel developed the Digital Analytics Maturity Model in 2009.

It is a framework that helps organizations assess their current situation and provide a structured,
actionable path toward improvement.

Digital Analytics Maturity Model:

Governance,
Culture, and
Adoption

Tools, Data, and

Scope and
Technology
Objectives

Continuous Improvement
Process and Methodology Team and Expertise
 Digital Marketing and Analytics Maturity (Contd.)

Digital Analytics Maturity Model:

Governance, Culture,
and Adoption
This model helps you:
• Identify your organization’s strengths and

Tools, Data, and Scope and weaknesses

Technology Objectives
• Create a roadmap of achievable improvements
• Aim to balance all key areas
• Provide management with a powerful
Continuous
Team and Expertise communication tool
Improvement
Process and
Methodology
 Digital Marketing and Analytics Maturity (Contd.)

Digital Analytics Maturity Model: • If senior executives are fostering change, are data-savvy,
Governance, Culture, and customer centric, then you will see higher maturity
and Adoption in the governance, culture, and adoption area.

• Scope and objectives refer to how well defined and

aligned are business objectives and marketing initiatives.
Tools, Data, and Scope and
Technology Objectives
• Team and expertise address the current roles and
responsibilities of the team but also extend to outside
consultants and partners.

Continuous
Team and Expertise • Continuous improvement process and methodology
Improvement
Process and focus on how you manage workflows and tasks.
Methodology
• Tools, data, and technology focus on how you leverage
the tools you have.
Workflow for Marketing and Analytics Priorities
 Continuous Process and Improvement Methodology
Marketers and analysts need a simple workflow with well-defined tools and techniques to measure
and repeat success, while learning about what doesn’t work.

DMAIC Workflow:

The Lean Six Sigma methodology is well documented, and plenty of training and resources are
available.
Product Thinking
 The Ultimate Goal

A real business objective is not channel-specific nor marketing/function-centric.

The closer to the left of the given diagram your objective is, the more tangible and
easy it is to measure it.

Increase
Engagement
Satisfaction

Sustainability
Reduce
Costs

Profit

Increase
Revenue
 The Ultimate Goal (Contd.)

Earlier, defining a SMART objective was recommended.

It is difficult to define objective which is:

S M A R T
Specific Measurable Achievable Realistic Time-bound

Product Thinking is a simpler approach to define your objectives.

 Defining Business Objectives through Product Thinking

How you measure success depends on how you define success.

Any successful marketing campaign should start with a well-defined objective.

Product Thinking
Product thinking leads to clearer business and marketing objectives, along with measurable outcomes.
 Defining Business Objectives through Product Thinking (Contd.)
Setting clear objectives with product thinking

Problems
What problem do you solve?

User first Target Audience

For whom are you doing this?

Problem-Solution
Fit In order to (Vision) ,
Vision
our product/service will solve (User Problem)
Why are you doing this?

Job to be
for (Target Audience)
Strategy
done How are you doing it? by giving them (Strategy) .
We will know it works when we see (Goal) .

Goals
What do you want to achieve?
Measure Success
Output
Features
What are you doing?
Organizational Change for Customer Centricity
 Changing the Organizational Culture

Factors that help you instigate change in organizational culture are as follows:

Employee-centric and customer-centric approach

Meaningful customer service values

Empower employees

Sense of accountability

Leaders need to act

 Best Practice Example
L’Oréal Digital Transformation

Around 4 billion queries are based on “Beauty.”

Buyers want to know the look and feel of the product.

 Best Practice Example (Contd.)
L’Oréal Digital Transformation

Consumers are now mixing online and offline channels as sources of information.

80% women check online Approx. 40 touchpoints

before they buy offline before purchase takes
place
 Best Practice Example (Contd.)
L’Oréal Digital Transformation

Marie Gulin-Merle highlights three key areas of digital transformation:

Make it personal Harness the power of data Reimagine storytelling

 Dos and Don’ts of Digital Marketing
Don’t
• Interrupt the user experience (popups)
• Purchase email lists (spam)
• Gate content
• Fake “live” events
• Autopost across several social outlets
• Adopt “gut feel” management approach
Dos
• Advertise wisely and think holistically
• Be genuine and nurture your social
presence
• Leverage “product thinking” through
minimum viable product
• Focus on mobile and tablet traffic
• Use analytics to measure marketing
efficiency and business outcomes
 Example: PortableNorthPole.com

The Portable North Pole is a Montreal-based small startup with a mission.

They bring joy to kids and grown ups with personalized Santa Claus and other
characters’ messages delivered in full HD video
 Example: PortableNorthPole.com (Contd.)

Very short marketing window during December

Uses paid search, banners, remarketing, and social media references

Nurtures previous year’s clients

Target audience includes parents and their children

Personas include spouses, colleagues, and friends

Despite obstacles and challenges to develop and nurture a digital culture, you can take
concrete actions and steps to foster change.

Assessing your Digital Marketing (and Analytics) maturity will help uncover your organization’s
strengths and weaknesses to develop a more realistic roadmap.

Embracing a proven problem-solving and agile workflow like Lean Six Sigma will help you structure
your work and demonstrate value to the organization.

Use the concept of Product Thinking to develop relevant marketing objectives and communicate
them more effectively to the organization.

To become a customer-centric organization, it is important that every process is designed and

executed keeping customer satisfaction in mind.
QUIZ
What does the acronym DMAIC stand for?
1

a. Data Mining and Analysis Improvement Cycle

b. Describe-Measure-Approve-Include-Collect

c. Define-Measure-Analyze-Improve-Control

d. Design-Measure-Analyze-Integrate-Convert
QUIZ When using Product Thinking to define your marketing objective, you should think of
users/customers first. You would first define the problem that must be solved. What should
2 you do next?

a. Identify if there's a fit between the problem and your solution.

b. Describe the job to be done.

c. Define how you will measure success.

d. Define the target audience.

Lesson 4—Where Is Digital Marketing Headed?
Identify the impact of Digital Marketing

Compare Brand Marketing with Direct Response

Marketing

Identify the fading and emerging marketing

concepts
Impact of Digital Marketing
 Impact of Digital Marketing

The advent of digital marketing changed the assets used by companies to reach and talk to
their audience.

Assets include:

Your website Social media channels

Blog posts Earned online coverage
Ebooks and whitepapers Online brochures and lookbooks
Infographics Branding assets
Interactive tools
 Impact of Digital Marketing (Contd.)

Digital marketing paved the way for a number of new tactics.

Tactics include:

Search Engine Optimization (SEO) Affiliate Marketing

Content Marketing Native Advertising
Inbound Marketing Marketing Automation
Social Media Marketing Email Marketing
Pay-Per-Click (PPC) Online PR
 Impact of Digital Marketing (Contd.)

Digital marketing tactics provided organizations with certain benefits.

Benefits include:

Increased website traffic

Enhanced content performance
Improved business outcomes and lead generation
Informed attribution modeling
Brand Marketing vs. Direct Response
 Brand Marketing vs. Direct Response Marketing

Awareness is not considered a measurable outcome of a marketing campaign.

Brand Marketers believe in branding, public relations, social media, and other forms of
marketing communications.

Brand Direct
Marketing Response
Marketing

Measures Awareness Measures Response Rate

Direct marketing without brand marketing is less efficient.

 Brand Marketing vs. Direct Response Marketing (Contd.)

Example:

In this scenario, several tactics are used as part of the marketing mix, and online/offline consumer
experience is leveraged.

Campaign
Customer Retargeting Newsletter Store
Visits Signup Visit

Paid Media Paid Media Owned Media

Brand marketing Customer visits but Drive customer back to Get direct Direct response at
does not purchase the site response offline stores using
coupons
Digital Marketing Trends
 Old Concepts and Fading Techniques

Old Techniques New Techniques

Brand awareness Conversion optimization

Broadcasting One-on-one marketing

Marketing blast Marketing automation

Push Pull marketing (self-service)

Measuring visits Measuring users

Banner ad inefficiency Better segmentation

Long planning cycles Agile management

Web analytics Analytics

 New Trends in Digital Marketing

Digital Marketing techniques which help in digital transformation are:

Focus on complete customer journey

Measure with a purpose

Understand the importance of marketing technology and leveraging data

Focus on personalized marketing

Use better and more immersive high-quality videos

Focus on respectful and engaging social media marketing

Adopt Internet of Things (IoT)

Focus on Chatbots and Artifical Intelligence

Ensure right-time marketing

 New Trends in Digital Marketing (Contd.)
The Navdy Example
Navdy.com is a California-based startup offering a Head-up Display for your car.

It provides an IoT device that :

• Connects to car sensors

• Supports voice recognition

• Supports gesture control

• Has a camera

• Features GPS
“Digital” is transformational. It opens a wealth of possibilities only limited by your creativity.

Both Brand Marketing and Direct Response marketing tactics are relevant at different
stages of the customer lifecycle.

Digital marketing is evolving quickly, and some old counterproductive strategies should be
replaced by new methods.
QUIZ
What kind of marketing is appropriate for increasing qualified leads for a company's dealer
1 network?

a. Direct Response Marketing

b. Brand Marketing

c. Paid Marketing

d. Conversion Optimization
QUIZ
A company has grown its mailing list to a million subscribers. It used to do monthly email
2 blast campaigns. What is the preferred approach today?

a. Targeted display ads

b. Marketing automation

c. Search Engine Optimization

d. Personalization
Lesson 5—Global Impact of Digital Marketing
Identify the best governance styles for your organization

Discuss various techniques to enhance the effectiveness

of your digital marketing team
Governance Styles
 Governance Styles

Digital transformation involves considering your organizational structure.

Some commonly followed organizational structures are:

Centralized Hub and Spoke Decentralized or Ad-hoc

• Risk-averse companies might have Centralized organizational structure.

• Companies that accept risks might have a Hub and spoke structure.

Centralized approach revolves around Center of Excellence (CoE)

 Digital Marketing Center of Excellence (DCoE): Evolution

Digital Marketing Center of Excellence (DCoE) is an organisational design

approach which:

Maximizes potential opportunities

Encourages adoption of best practices

Educates business stakeholders

Provides technology and insight

 Digital Marketing Center of Excellence (DCoE): Evolution (Contd.)

Phases of DCoE:

Phase 1: Phase 2: Phase 3: Phase 4:

Introduction to Standard Product and Test Service Utility Innovation Authority and
Governance Processes Infrastructure Utility Flexible Resource Pool

• Establish fundamental policies

• Set measurable standards
• Define basic procedures
• Implement initial governance process
 Digital Marketing Center of Excellence (DCoE): Evolution (Contd.)

Phases of DCoE:

Phase 1: Phase 2: Phase 3: Phase 4:

Introduction to Standard Product and Test Service Utility Innovation Authority and
Governance Processes Infrastructure Utility Flexible Resource Pool

• CoE functions as a shared service

• It consolidates costs of procuring, setting, and maintaining enabling capabilities
• It focuses on achieving training and certification
 Digital Marketing Center of Excellence (DCoE): Evolution (Contd.)

Phases of DCoE:

Phase 1: Phase 2: Phase 3: Phase 4:

Introduction to Standard Product and Test Service Utility Innovation Authority and
Governance Processes Infrastructure Utility Flexible Resource Pool

• CoE acts as a central source of service and expertise for the entire organization
• It includes domain-specific expertise and shared services teams for specialized activities
 Digital Marketing Center of Excellence (DCoE): Evolution (Contd.)

Phases of DCoE:

Phase 1: Phase 2: Phase 3: Phase 4:

Introduction to Standard Product and Test Service Utility Innovation Authority and
Governance Processes Infrastructure Utility Flexible Resource Pool

• CoE functions as a service to business teams

• It offers resources, methodologies, tools, expertise, governance, and cross-functional analytics
experts
Techniques to Enhance Digital Marketing Team’s Efficiency
 Marketing Activity: Taxonomy

It is useful to define marketing activity’s taxonomy.

This taxonomy can be segregated into four different levels.

Campaign Program Tactics Playbooks

Is theme-based Reputation Paid Search Activity

management
Focuses on Display Process
customer needs Demand creation
Email Best practices
Provides solutions Sales enablement Social Measurement
Is industry-specific Market strategy
intelligence
Campaign-naming
convention
 Example: Pharmaceutical Company

Scenario Approach

The company has Central team was tasked to

hundreds of drug brands. define global-level KPIs, track
requirements, and report
organizational structure.

Management is aware of privacy Hub and Spoke model allowed

implications. local team to comply with HQ
requirements.

It works with local agencies to Deployment began with

understand marketing. minimum viable product.
 Roles and Responsibilities

Responsibility assignment matrix (RAM) is also known as RACI matrix or linear

responsibility chart (LRC).

R
Describes the participation by various
A Clarifies roles and responsibilities in
roles in completing tasks or deliverables cross-functional/departmental projects

C
I
 Roles and Responsibilities (Cont.)

Four main roles in RACI matrix

Responsible:

R Those who do the work to achieve the task

Accountable:

A Those who delegate work to Responsible

Consulted:

C Those whose opinion is required, such as a subject matter expert

Informed:

I Those who are updated on progress and completion of the task or deliverable
 Roles and Responsibilities (Cont.)

Example: Local media company

Context

• A local media player had dozens of websites covering news, automotive, and sports.

• Product owners were asked to define their marketing strategies and use the KPIs and
analytics they needed.
 Roles and Responsibilities (Cont.)

Example: Local media company

Approach

• The newly appointed VP of Marketing asked the teams to come up with recommended KPIs and
requirements.
• Manager imposed a solution and requested a clearly defined set of KPIs on a weekly basis.
• The level of maturity quickly increased under his management, but when he got promoted to a different
role, teams eventually dropped down to a lower maturity level.
 Best Practice Example: Red Bull

Red Bull is an Austrian company which exemplifies aspects of digital transformation.

It does a great job with global marketing that many Americans assume it’s a local brand.
 Best Practice Example: Red Bull (Contd.)

Strategies Red Bull uses:

It hosts extreme sports events all over the world.

Source: http://indymotorspeedway.com Source: https://www.ascot.co.uk Source: http://haag.ca

Digital economy, social media, and digital marketing have helped Red Bull make its mark.
Whether to have a global digital marketing approach or a local one is largely determined by
the size, type, and culture of the organization.

Center of Excellence, Marketing Activity Taxonomy, and RACI matrix are strategies to foster
effectiveness and collaboration of your digital marketing team.
QUIZ
Which is the most common structure for managing digital marketing, analytics, and digital
1 transformation?

a. Decentralized

b. Centralized

c. Hub and Spoke

d. Multiple Hub and Spoke

QUIZ Marketers have to collaborate with people in other departments and groups, such as the
web development team or IT team. When defining tasks and roles, how would you label
2 them?

a. Responsible

b. Accountable

c. Consulted

d. Informed
Thank You