dr aleksej heinze, senior lecturer, salford business school, university of salford
TRANSCRIPT
Developing a Digital Marketing Strategy
– using Buyer Persona Spring
#DIGIOFE
#Passion4Digital
Centre for Digital Business
This project has been funded with support from the European Commission.
This publication [communication] reflects the views only of the author, and
the Commission cannot be held responsible for any use which may be
made of the information contained therein.
What should be the
content of our
Digital Marketing
Strategy?
About to stick your head in the sand?
(CC) By Spartacus007
Quiz time – YouTube subscriber numbers
of…
BBC - 3,246,555 Zoe Sugg – Zoella - 10,760,428
Justin Bieber - 22,602,049Wigan Council - 622
Tanya Burr - 3,501,749 Amazon - 89,410
GETTING YOUR DUCKS IN A ROW
Digital marketing strategy – long term priorities (over 3 to 5
years) for engagement of an organisation using relevant channels,
content and data with the specific buyer persona
Heinze, Fletcher, Rashid and Cruz (2016) Digital and Social Media
Marketing: A Results-Driven Approach, Routledge, London
Buyer Persona Spring
1. Your strategic business objectives
• Marketing
• Sales
• Operations
• Support
2. Your buyer persona – the target
audience personified through a profile
Source: Screenshot: Channels play different roles in the customer journey
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
4. Channels
5. Data
Image Source http://www.enricdurany.com/work/how-to-deal-with-hippos-highest-paid-person-opinion-ab-testing-to-the-rescue/
Data driven strategy refinement
Data driven strategy refinement
Don’t go over one A4 page for your strategy document
Heinze, Fletcher, Rashid and Cruz (2016) Digital and Social Media
Marketing: A Results-Driven Approach, Routledge, London
Buyer Persona Spring
Five subject areas of digital marketing strategy
Your strategic business objectives
Buyer persona
Content
Channels
Data
Dr Aleksej Heinze how to get in touch?
Twitter - @AleksejHeinze
LinkedIn - www.linkedin.com/in/aleksejheinze
Masters in Digital Marketing -http://mastersindigitalmarketing.org
Telephone - 0161 29 55024
Email - [email protected]