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    DM Lecture 3 1 26102023 022934pm

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    dt0035620
    The document discusses digital marketing strategy and frameworks. It covers phases like assessment, refinement, strategy, operations, and communication. It also discusses factors that impact digital business strategy including market drivers, customer drivers, competitor drivers, and stakeholder drivers. Key models and concepts are explained like Porters Five Forces, customer obsession, and STP 2.0 customer development strategy. The document also covers digital offering mix, products changing form, pricing models, purchase channels, and managing promotional channels.

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    DM Lecture 3 1 26102023 022934pm

    Uploaded by

    dt0035620
    31 views43 pages
    The document discusses digital marketing strategy and frameworks. It covers phases like assessment, refinement, strategy, operations, and communication. It also discusses factors that impact digital business strategy including market drivers, customer drivers, competitor drivers, and stakeholder drivers. Key models and concepts are explained like Porters Five Forces, customer obsession, and STP 2.0 customer development strategy. The document also covers digital offering mix, products changing form, pricing models, purchase channels, and managing promotional channels.

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    DM-Lecture-3--1--26102023-022934pm

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    The document discusses digital marketing strategy and frameworks. It covers phases like assessment, refinement, strategy, operations, and communication. It also discusses factors that impact digital business strategy including market drivers, customer drivers, competitor drivers, and stakeholder drivers. Key models and concepts are explained like Porters Five Forces, customer obsession, and STP 2.0 customer development strategy. The document also covers digital offering mix, products changing form, pricing models, purchase channels, and managing promotional channels.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    31 views43 pages

    DM Lecture 3 1 26102023 022934pm

    Uploaded by

    dt0035620
    The document discusses digital marketing strategy and frameworks. It covers phases like assessment, refinement, strategy, operations, and communication. It also discusses factors that impact digital business strategy including market drivers, customer drivers, competitor drivers, and stakeholder drivers. Key models and concepts are explained like Porters Five Forces, customer obsession, and STP 2.0 customer development strategy. The document also covers digital offering mix, products changing form, pricing models, purchase channels, and managing promotional channels.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 43

    Digital Marketing

    Strategy
    Assessment
    Phase

    Refinement Strategy
    Phase
    Phase
    ASCOR
    DIGITAL
    MARKETING
    FRAMEWORK

    Communication
    Operation Phase
    & Channel Mix
    Porters Five Forces Model
    Porters Generic Strategies
    Digital Factors Impacting Business
    Strategy
    Stakeholder Customer
    Driven Driven

    Market Competitor
    Driven Driven
    Factors
    Impacting
    Strategy
    Stakeholders Driven Factors

    Revenue Targets Customer Acquisition Target

    Firm Investment Driven Funding Driven

    Large gestation period before


    Low gestation Period
    revenue
    Market Driven Factors

    Process Based Opportunity


    Product Based Market Sizing
    Sizing

    Industry Sector Growth Customer Segment Growth

    Technology as Input Technology at the Core


    Customer Driven Factors

    Innovation Driven Offerings Experience Driven Offerings

    Big Bang Marketing Immersive Marketing

    Marketing to Customer Marketing to Socially


    Segments Interconnected Segments
    Competitor Driven Factors

    Marketing Share Access Share

    Internal Capability Driven Partnership Driven

    Utility Driven Offerings Service Driven Offerings


    Jeff Bezos of Amazon explains what he calls True Customer Obsession
    https://www.youtube.com/watch?v=Y8oBM9dq0hg
    How Are eBay And Amazon Different?
    • EBay is an auction house, and the company simply facilitates the sale of goods between third-party buyers and sellers.

    • Buyers visit the site to search for products they want to buy from a vast array of individual sellers and then bid on items
    through individual auctions.

    • In most cases, interested buyers must bid on items for sale on eBay Sellers list auction items for a three-, five-, seven- or
    10-day period, and the buyer willing to pay the highest amount wins the product at the end of that time frame.

    • Conversely, Amazon is a direct provider of goods, and customers visiting its site view products that Amazon maintains as
    inventory in its large network of warehouses.

    • For some products, Amazon allows third-party sellers to offer purchase options to buyers, but the company keeps the
    majority of its products in-house.

    • Amazon operates as a retail outlet, providing customers with fixed prices on all products. While various sellers may list
    the same product, there is no need for a customer to place bids or win an auction before purchasing.
    • Sellers through eBay pay an insertion fee for listing items for sale on the site

    • Amazon auctions (known as zShops) were launched in March 1999, in large part as a response to the success of
    eBay.

    • Despite this, a year after its launch it had only achieved a 3.2% share of the online auction compared to 58% for
    eBay and it only declined from this point.

    • The strategy was later adjusted such that Amazon describe it as part of the approach of low-pricing. Today,
    competitive prices of products are available through third-party sellers in the ‘Amazon Marketplace’

    • Amazon makes greater margin on these sales since merchants are charged a commission on each sale and it is the
    merchant who bears the cost of storing inventory and fulfilling the product to customers.

    • As with eBay, Amazon is just facilitating the exchange of bits and bytes between buyers and sellers without the
    need to distribute physical products.
    Customer Development Strategy
    STP 2.0
    https://www.smartinsights.com/digital-marketing-strategy/customer-segmentation-targeting/segmentation-targeting-and-positioning/
    Measurable
    Substantial Naming the Persona Functional
    Accessible Developing Persona Symbolic
    Differentiable Refining Persona Experiential
    Actionable
    Consumer Funnel Stages
    Funnel Stage Persona Positioning

    • Curious Customers Impact full and Experiential


    Intent Landing Page

    • Passive Prospect Showcase Core Attributes


    Awareness and Brand Value

    Interest • Active Lead Focus on Functional Aspects

    Action • Last Mile Purchaser Post Purchase Benefits

    • Brand Loyalist Develop Them as Brand


    Follow Referees
    Offering Mix for Digital
    Offering Mix for Digital
    Five States of Offering Mix

    Pure Tangible Goods Mostly Commodity in Nature, Sugar, Steel, Basic Accessory

    Tangible Goods and Related Tangible goods with decent service elements, Mobile, Automobile,
    Services Furniture etc

    Equal mix of products and services like Hospitality services, Theme


    Hybrid Model
    Parks, Restaurants

    Intangible part as core services with tangible product as core


    Major Services with Few Goods
    element like Air Travels. Similarly Software's, Banking & Insurance

    Pure Services Spa, Wellness Centers, Online Consultancy, Support Helplines


    Products Changing Their Form to Digital
    Products Picking Perceived Benefits Converting Into
    Services
    Services Converting An Expected Service To Unique
    Product
    Picking Up Sub Process To Market As Product
    Service Firms Creating Content Based Service Lines
    Online Revenue Model Online Revenue Model
    Revenue from subscription access to content Subscriber data access for email marketing

    Revenue from Pay Per View access to


    Access to customers for online research
    documents

    Revenue from CPM display advertising on site Freemium models.

    Revenue from CPC advertising on site (Pay


    Per Click text ads).

    Revenue from sponsorship of site sections or


    content types

    Affiliate revenue (typically CPA, but could be


    CPC).
    Digital Pricing Models
    Key Trends Impacting Product and Service Pricing
    Reduction of Intermediaries Through Digital Channels

    Knowledge of Customer Buying Habit and Propensity

    Economic Pressures and Instant Price Comparison Online

    Consumer’s Ability to set and Negotiate Prices Online

    Concept of Free Services

    Customer Demand for Payment Elasticity

    Content Modularity and Digitization

    Innovative Business Model


    Digital Pricing Models
    Comparative Pricing

    Ad Supported Model

    Subscription Model

    Pay Per Content

    Auction Type

    Last Minute Pricing

    Customized / Cart Based


    Channels of Purchase – Reaching E-
    Consumers
    Channels of Purchase

    Direct Push Direct Pull


    Channels Channels

    Channels

    Indirect Push Indirect Pull


    Channels Channels
    Pull Brand
    (Curated
    Vertical Sites, Price
    Personal Blogs
    Comparison Sites,
    Curated Apps
    Affiliates, OEMs
    Sales Orientation

    E-Commerce Sites,
    Main Website and Market Places,
    Micro Sites Web Portals,
    Product Listings
    Push Brand
    (Traditional) Channel Ownership

    Direct Sales Indirect Sales


    Managing Promotional Channels
    Search Display E-Mail Affiliate Social
    REACH: Raise prospects Marketing Ads Marketing Marketing Media
    Attention
    SEM Banners News Social
    Sponsorship
    Partners
    SEO Letters Platforms

    Content Public Spectial Viral


    ENGAGE: Activities to Gamification
    Marketing Relations Marketing Marketing
    Engage Prospect
    Webinars Online Vertical Videos Prizes
    Blogs Magazines Sites Social Msg Discounts

    ACTIVATE: Convert leads Interest Social Response Custom


    Retargeting
    marketing Targeting Marketing Recommend
    and make prospect take
    desired actions.
    Promotional Abandoned
    Chats Tailored
    Messages Products in
    Discount Emails Product Cart
    Digital Marketing Implementation Stages
    Digital Scoping Stage
    • Include Purely traditional Firms and have no digital presence at all
    • Either in denial state or have been considering digital for some time
    • Mainly SMBs

    Digital Shadow Stage


    • Firms getting their names updates in product listing sites
    • Placing Basic information of Google Maps/Places
    • Limited presence on earned media (Facebook, Twitter)

    Digital Set-Up Stage


    • Firms that have developed their first website (owned media presence)
    • Set-Up campaigns through paid media (SEM, Display Ads)
    Digital Stability Stage
    • Well functioning website & Blogs.
    • Strong present across Earned Media channels
    • SEO management, analytics based optimization

    Digital Scale-Up Stage


    • Firms present across latest platforms like Mobiles/Tablets
    • Up-selling & Cross Selling across a multi-channel environment
    • Presence across major earned and paid media like native ads for FB News Stream

    Digital Spectrum
    • Firms that are digital first in nature, with well orchestrated activities and campaigns.
    • Covered whole spectrum of advanced digital marketing like retargeting, content
    optimization, funnel stages specify response marketing, customer recommendations
    etc.
    Thank You

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