Book Reading

Digital Marketing Strategy Study Notes

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Below is the study notes of the book Digital Marketing Strategy: An Integrated Approach to Online Marketing by Simon Kingsnorth.

This book is not up to date with digital marketing changing fast, so I combined it with related materials for your reference.

Happy Reading!

digital marketing strategy cover

Content

  1. What is digital marketing?
  2. Business consideration
  3. Planning
  4. Digital marketing channels: SEO, PPC, Display, Social, Content
  5. User experience, CRM, Personalization, Customer Service
  6. Analytics and Reporting

1. What is Digital Marketing?

Marketing Strategy Models

marketing strategy models

STP: segmentation, targeting, positioning

segmentation: geographic,  demographic, psychographic, behavior–persona

4P: product, price, promotion, place

Porter’s five forces: Threat of new entrants, Threat of substitutes, Bargaining power of customers, Bargaining power of suppliers, Competitive rivalry

2. Business Consideration

Business Models

  • mass-market B2C
  • niche B2C
  • B2B
  • Freemium

Global  factors

  • culture
  • language
  • payment
  • regulation (e.g. privacy)

3. Planning

plan your strategy

plan process

3 questions for marketing strategy

  • where are we now? (situational analysis–SWOT)
  • where do we want to get to (goal–SMART goal)
  • How do we get there (strategy–STP & 4P)

Goal, objective, strategy, tactics （action plan）

plan flow

control-risk managementrisk matrix

control-resources, budgeting

For example, a team of 20 marketers 

  • 1 director, 3 senior managers, 6 managers, and 10 executives.
    They work 40 hours a week.
  • Everyone in that team has some admin to do every week such as expenses, invoicing, time management, etc.
  • The managers also have people management responsibilities such as signing off holidays, running reviews, recruiting, etc.
  • Senior managers will also have strategic plans to write, business projects to be involved with, budgets to plan, contracts to negotiate, etc.
  • The director will also have the overall department strategy, board meetings, pay reviews, and other strategic projects.

4. Digital Marketing Channels: SEO, PPC, Display, Social, Content

For this part, I would suggest taking a look at the digital marketing guide series and the introduction to all digital marketing channels.

SEO

  • on-page SEO, off-page SEO, technical SEO
  • Google algorithm update
  • Google ranking factor
  • SEO and content, social, mobile, local

seo methodology

Related: learn SEO all in one.

PPC

basics: keyword, ad copy, match types, metrics, bidding, brand hijacking

Search intent: informational, navigational, commercial, transactional

keyword types

marketing funnel

Understanding the Marketing Funnel: 5 Strategies to Improve Your ...

Learn more about Google ads.

Display

development:  publisher–ad network–ad exchange (DSP)(programmatic)

The programmatic advertising ecosystem infograhic

retargeting & prospecting

attribution models

Social

social account for customer service and reputation management

social media tool:

  • account management: buffer, Hootsuite
  • social monitoring: Brandwatch, Social Bakers

social network: Youtube, Facebook, Twitter, Instagram, Pinterest, TikTok…

Content

content marketing institute: https://contentmarketinginstitute.com/

content type

content distribution

5. User experience, CRM, Personalization, Customer Service

Tools for UX research

  • heatmap software: crazy egg
  • usability test
  • ethnographic models
  • eyeball tracking
  • A/B testing: Optimizely
  • CRO (cross-selling, up-selling…)

CRM system feature

  • customer support automation
  • marketing automation
  • reporting
  • sale force automation
  • contact center support

ladder of loyalty: suspect–prospect–customer–client–advocate

customer service principle

customer service principle

service channel

  • online content (how to …)
  • live chat
  • email
  • forums
  • FAQs
  • social account

NPS

NPS-Definition copy

6. Analytics and Reporting

server-based  analytics vs tag-based analytics

tools and technology

  • web analytics: Google Analytics, Adobe analytics…
  • social analytics
  • SEO analytics
  • tag management

presenting your strategy

  • decision making
  • budget
  • key channel benefits
  • how channels interact (attribution)
  • website
  • further consideration (trends, competitive research, technology, legal, in-house vs agency)
  • structuring your proposal
  • advocacy (relation management)

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