digital marketing strategy master class prejlin naidoo
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DIGITAL MARKETING STRATEGY
Prejlin Naidoo/Capgemini Consulting/2009
SAME RULES NEW TOOLS
Content
Conversation
Convergence
7 C’s of Digital
Convenience
Customisation
Collaboration
Context
The 7 C’s
Marketing
CONTENT CONTENT
CONTENT CONTENT
CONVERSATION CONVERSATION
R u
doin
g t
he s
am
e f
or
your
iPhonecustomers
?
R u
sendin
g o
ut
your
Corp
ora
te S
ale
s T
eam
to
win this
customer back?
R u
replying
to t
his
pers
on w
ith t
he
answer?
R u
dealin
g w
ith t
his
pro
duct revenue
threat?
CONVENIENCE
a.b
ecom
ing increasingly
expensive
CONVENIENCE
increasingly
expensive
b.
becom
ing incre
asin
gly
difficult to hold
…SO THE TRICK IS TO DELIVER VALUE THROUGH
MARKETING BY MAKING PEOPLE’S LIVES EASIER
CUSTOMISATION CUSTOMISATION
COLLABORATION COLLABORATION
De
ll I
de
aS
torm
Vid
eo
CONTEXT
IT IS THE CONTEXT SURROUNDING
CONTEXT
IT IS THE CONTEXT SURROUNDING
THE PRODUCT THAT IS IMPORTANT,
AND IT’S IN THESE SITUATIONS
THAT COMPANIES ARE REAL
EXPERTS AT ADDING GREAT VALUE
CONVERGENCE CONVERGENCE
Online Search
& Display Ads
New media
& Widgets
Hub
Twitter,
Blackberry/mobile
compatible site
Social Media
Hub
Linkedin, Facebook, Ning, You
Tube, Slideshare
Marketing
10 Steps to developing your
own digital marketing strategy
1.
It a
ll begin
s w
ith t
he c
usto
mer,
lis
ten!
2.
But don’t f
org
et about
your
obje
ctives
3.
Make s
ure
you k
now
what
you’re a
lready d
oin
g
4.
Pla
y t
o y
our
str
ength
s a
nd m
anage y
our
weaknesses
4.
Pla
y t
o y
our
str
ength
s a
nd m
anage y
our
weaknesses
5.
Fin
d o
ut w
hat
your
com
petition is d
oin
g
6.
Cra
ft a
str
ate
gy b
ased o
n y
our
str
ength
s
7.
Imple
ment at th
e s
peed o
f lig
ht
8.
Measure
every
thin
g in r
eal tim
e
9.
Continuously
revie
w,
adju
st
and im
pro
ve t
he c
usto
mer
experience
JUST DO IT
JUST DO IT P
rejli
n N
aid
oo
pre
jlin
@g
ma
ill.c
om
ww
w.tw
itte
r.co
m/p
rejli
n
ww
w.b
log
ge
r.co
m/p
rejli
n
ww
w.fa
ce
bo
ok.c
om
/pre
jlin
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