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Tutorial: E-Retail

Strategic Marketing – SUMMER SCHOOL 2013 1

Digital Marketing Strategy in Practice

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Today’s SessionWhat we are going to cover…

• Three things from yesterday’s lecture on e-retail and mobile?

• Group Exercise: Building a digital marketing strategy around ‘The Fridge of Tomorrow’

• Skype Interview: Joe Turner, Strategist at Undercurrent, (digital strategy firm, in New York)

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Tuesday’s LectureKey Digital Marketing Concepts

Three things from yesterday’s lecture on e-retail / mobile?

1. What are the benefits of e-retail for customers, large ‘brick and clicks’ and small retailers?

2. What does affiliate marketing mean in the digital space?

3. Name the 4 I’s of mobile social media

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Digital Strategy ‘in Practice’

– Digital strategy firm based in NYC.– Clients include: General Electric, Bill & Melinda Gates

Foundation, AB InBev, Hyatt, PepsiCo, Ford, Lincoln

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Group ExerciseDeveloping a digital marketing strategy…

• Break into three groups. Each assigned to a different product.

• 40 minutes to prepare.• 5 minutes each to

present – use flipchart, pens, paper

‘The Fridge of Tomorrow’

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Instructions

Break into three groups. Each group will be assigned a different product / user flow (see below)You have 40 minutes to prepare a digital marketing strategy for your assigned product.Use pens and post-its to design a poster presentation, which you will have five minutes to present. Keep it concise! iFridge is a durable goods company which has developed an innovative new product range of smart fridges. They are just like ordinary fridges only with a touch-screen, and a sophisticated inbuilt platform which connects it to the internet, enabling additional ‘smart’ features and functionality. Once launched, they’re expected to occupy the homes of consumers worldwide.  The company has come to Jasmine to design a digital marketing strategy for three different products in their line of smart fridges (separate group assigned to each one): 1. The Self-stocking fridge2. The ‘Don’t forget your milk’ fridge3. The Diet Fridge 

Digital Marketing Strategy for the fridge of tomorrow

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Instructions contd

- Come up with a name for the product (and highlight its key features)- Choose a target market, (use a persona to visualise the consumer) *Think carefully in each case, who is the ideal target for this product?*- Define the user journey of the consumer and consider what digital touchpoints you might use to enhance the service and ensure an omnichannel consumer ‘experience’ (i.e. a mashup of digital and physical experiences). - In terms of your digital marketing strategy to promote the iFridge, how can you integrate the following digital channels?

- Social media- E-PR (i.e. Blogs and other affiliates)- Search Engine Marketing- Gamification- Mobile (remember the 4 I’s)- E-mail (newsletters and direct marketing)

* Remember that digital (mobile, social etc.) can overlap with physical channels.- Consider also affiliates and partners you might work with to ensure integration into the ecosystem i.e. retailers such as Tesco, Ocado. Remember to take the consumer journey all the way to the point of delivery and beyond! 

Team Objectives

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User Flow 1

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User Flow 2

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User Flow 3