Module 1 :Digital Marketing Strategies

• Module 1: Digital Strategies [08

Sessions ] [Comprehension]
• Digital Strategies- Definition-importance-business
transformation- strategy framework-digitalization Vs
digitization - digital technologies - drivers of digital
technologies – digital adoption in process and product
innovation; digital technologies in strategy planning

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 Digital strategies
• A digital strategy, sometimes called a digital media strategy, is a plan for
maximizing the business benefits of data assets and technology-focused
initiatives. A successful digital strategy requires a cross-functional team with
executive leadership, marketing and information technology (IT) member.
• Digital strategy should be customer focused and address ways to improve the
company's social media footprint, organic search results, customer
engagement and brand recognition. It should also include strategies for
reputation management. Useful digital tools for evaluating the success of a
digital strategy include Cognos, Compete, Alexa, Google Analytics,
Facebook analytics and Sprout Social.
https://www.mckinsey.com/business-functions/mckinsey-digital/how-we-help-c
lients/digital-strategy
https://whatfix.com/blog/digital-transformation-examples/

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 THE FOUR INDUSTRIAL REVOLUTIONS
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First Industry Revolution (~1760s–~1840s) Second Industry Revolution (~1870s–~1930s)

Mechanization Industrialization
Steam Mass production
Iron and steel Automobile
Electricity

Let's go back
Fourth Industry Revolution (~2015–onwards) Third Industry Revolution (~1970s–~2015)

in time
Internet Computers
Mobile Networking
Digital Telecom

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Definition – Digital Strategies
• Organizational strategy formulated and executed by
leveraging digital resources to create differential value
( Bharadwaj et al., 2013).
• A pattern to deliberate competitive actions undertaken by a
firm as it competes by offering digitally enabled
products/services (Woodard et al., 2013)
• Digital transformation is concerned with the changes digital
technologies can bring about in a company's business model,
which result in changed products / organization structures /
in the automation of processes

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 Strategy led

Innovation driven
Key
Components– Business model changing
Digital
Strategies Value chain altering

Technology enabled

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Rules of Digital Strategy

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1. ASSESS THE STRATEGIC IMPACT OF
DIGITAL

• Consider Domino’s Pizza. Digital wouldn’t replace pizza,

but the company realized that digital could strengthen its
advantage in speed and convenience. Its consumer-facing
mobile app streamlined the steps for ordering and
receiving a pizza (and capturing happy-customer
feedback). An interesting fact: Domino’s and Google both
went public in 2004. If you’d invested a dollar in both,
you’d have made more money with Domino’s.

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2. SET YOUR DIGITAL AMBITION HIGH
• The coffee company Starbucks embraced digital to
make up for lagging same-store sales. It found new
ways for customers to order and pay for their coffee by
developing a mobile payment app and rolling out digital
loyalty programs. The result? Mobiles sales increased
twice as fast as in-store sales.
• The car manufacturer Renault set, and achieved, an
explicit goal to drive a 25% increase in EBIT with its
digital strategy. And it jumped in with both feet,
running 15 pilots across all functions—from marketing
through production—to understand where digital could
give the greatest lift.

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3. PLACE BIG BETS

Unilever has invested decisively in digital across its value

chain, with a particular strategic focus on harnessing data as an
enterprise-wide asset that supports precision marketing,
manufacturing, distribution, and performance management.
The company captures 1.5 terabytes of data daily from more
than 150 sources in its data lake—and plans to have 24 digital
hubs in 24 countries by 2020.

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 5. MANAGE TRANSFORMATION ACTIVELY

Technological progress can be linear or discontinuous. In

industries with slower-moving technologies, traditional top-
down strategy development approaches work. But planning
three years out can set you up for executional failure if
changes in technologies and market dynamics shift more
rapidly.

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4. BUILD NEW STRATEGIC MUSCLES

Establishing a “digital” culture in these ways is

essential to a successful digital strategy. It helps attract
talent, particularly millennials, who are drawn to
opportunities for autonomy and creativity. And because
of the flatter organizational structure that comes from
agile ways of working, companies can achieve superior
results, faster than a traditional organization.

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 • Business transformation is about
changing the way a company does
business . Transformation is driven by
Business external factors such as customer
preferences, competition and
transformation regulatory environment . It can also
be caused by internal drivers like
change in leadership or availability of
new processes or technology

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 Types of Business Transformation

• Operational Transformation

• Business Model Transformation

• Strategic Transformation

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 Operational transformation is about making
fundamental changes to processes and
changing the way company operates.

Types of Business Model Transformation defines how a

Business company creates and captures value. To
transform its value creation and value capture
Transformation mechanism a company needs to organize
internal and external processes differently.

Strategic transformation is about change the

essence of the firms. It is a combination of
operational and business model transitions.

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 Organizational innovation

Business model
Digital innovation
Strategy
Framework Product Innovation

Process Innovation

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Digital Strategy Framework

e ch n o logies
t
Digital

Digital strategy
Organizational innovation
Business model innovation
Product innovation
Process innovation

Digita
l te chnolo
gies

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Digitalization Vs Digitization

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Digitalization Vs Digitization
• Digitization
o Implementation of technology to solve
specific business problems
o Automate manual work or business
processes
• Digital transformation (digitalization)
o Strategy led
o Incorporates digital technologies
o Connected!

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Digital Technologies
•
The word “digital” comes from Latin—digitus, finger—and refers to
one of the oldest tools for counting. When information is stored,
transmitted or forwarded in digital format, it is converted into numbers
—at the most basic machine-level as “zeroes and ones.” In the context of
this chapter, the term represents technology that relies on the use of
microprocessors; hence, computers and applications that are dependent
on computers such as the Internet, as well as other devices such as video
cameras, and mobile devices such as phones and personal-
digital assistants (PDAs).

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Drivers for Digital Strategies
External Drivers –
Industry & Competition
Customer expectations and needs
Governing agencies
Availability of third-party platforms
Government push

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Drivers for Digital Strategies

Internal Drivers
Dynamic Leadership
Growth
Operational efficiencies
Need to globalize
Attract the right talent

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Digital Adoption
• Digital adoption is the process through which
an individual acquires the ability to fully
master new technology and successfully carry
out digital processes for specific purposes.

https://whatfix.com/digital-adoption/

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