Digital Marketing Strategy

Digital Marketing Strategy

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  Emlaktown.com MARKETING STRATEGY DIGITAL
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  «A digital strategyis the who, what, when, and where of listening and responding to consumers, bridging brand experiences, iterating offerings and collecting and activating consumer relationships in order to accomplish an actionable and measurable objective.» Bud Caddell
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  Competitor Social platformsContent types Sahibinden.com Twitter (160k+), Facebook (1200k+), LinkedIn (1.4k+), Pinterest (1k), YouTube (5.8k views) Links to commercial videos, website, breaking news, user interaction campaigns, product lunch (youtube), interest based classification (pinterest) Hurriyetemlak.com Twitter (20k+), Facebook (208k+), LinkedIn (1.4k+), Pinterest (209), YouTube (2.6k views) Links to website & blog, company photos, market based events, informative posts, commercial videos, commercial ads(youtube), product based classification (pinterest) Emlaktown.com Twitter (1k+), Facebook (18k+), Pinterest (94), YouTube (200 views) Important dates celebration, inspiring quotes, images , spam tweets (twitter) , brand promotion , commercial film (youtube) Zingat.com Twitter (3.5k+), Facebook (18k+), LinkedIn (369), Pinterest (1), YouTube (409k+) Links to blog, breaking news (new product sale for exp), informative posts, real estate news, announcements, informative videos (youtube) Emlakjet.com Twitter (8k+), Facebook (62k+), LinkedIn (1.8k+), Pinterest (70), YouTube (7.6k+) Product promotion, gif images, important dates celebration, inspiring brand slogans, links to blog, real estate news , interest based classification (pinterest), product lunch (youtube) Where are we in the Marketplace? Market
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  Target Audience IdealCustomers How it works Location B2B Real Estate Agencies Property Owners Construction Firms They buy the best fit package for themselves. Therefore they will reach their potantial customers easily Turkey, Abroad B2C Customers would like to buy or rent home/office/land They buy or rent home/office/land which best fits their needs Turkey, Abroad Who is our target audience? Customers
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  How to collectthe visitor & customer data? Customer Data Customers Real Time Behaviour (Online Survey Methods, Signup & Email Form) Mobile User Data ( Track customers according to their location and download options) Global Positioning System (Measure customers shopping activies, purchasing behaviour and local places they visit) Passive User Data (Data based on customer’s interaction with website) Social Media Data (Visitors Interaction & Behaviours) Search Engine Data (Visitors Interaction & Behaviours) Research Data (Market Based Statistics and so on) Customer Service Data
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  So we wouldlearn more about customers Customers Who are the worst customers?Who are our twitter followers? Which ones are influential?
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  Marketing Funnel
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  Business Objective Tactic KeyMeasure of Success Traffic Increase Reach Fans/Followers Visitors Inbound Links Lead Generation Act Convert Optimize Time on Site Shares/Comments/Likes Leads/Lead Conversion Revenue Avg Contact/Contact Value User Engagement Engage Life Time Value Social Media Shares Referrals Objectives What are our business objectives?
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  Direct Paid Offline SEO,Blogging, Content Management, Acquisition Email Marketing, Social Media ( Facebook, Twitter, Pinterest, Youtube, Linkedin, Instagram, Google Plus) Paid Search Marketing ( Adwords, Aggregators), Viral Videos , Mobile Marketing Press Release, Brochures, Giveaways, Advertising, Guerilla Marketing, Deal with Real Estate Agencies Strategy ReachWhich marketing channels should be used to reach target audience?
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  Strategy Act, Convert, OptimizeWhichmarketing channels should be used to reach target audience? Direct Paid Offline Act Social Media Marketing, Site Wide Content & Design Effectiveness, Premium Content, RSS, Customer Relations, Blogging Affiliate Marketing Convert A/B Testing, Landing Page Content Development, Search & Browse Page Efficiency, Category & Product Page Efficiency, Lead Segmentation Email Marketing, Workflow Development Remarketing Channels, Social Media Advertising, Mobile Advertising, Mobile Advertising Optimize Marketing KPI Analysis, Cost Analysis, Reporting, Content Optimization, Closed Loop Reporting, CRM Management
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  Direct Paid Offline ContentMarketing, E- newsletters & Promotional E- mails, Event-Triggered E-mail Marketing, Web Site Personalisation, Social Media, Infographics, Podcasts, Creative Contests PPC Display Marketing, Mobile Advertising Events , Traditional Media Strategy EngageWhich marketing channels should be used to reach target audience?
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  Month Theme /Week Week 1 Week 2 Week 3 Week 4 June 2016 Keyword & Persona Research , Technical Requirements Develop SEO Strategy Social Media Marketing Plan, Acquisition E-mail Marketing Plan PPC Marketing Plan , Blog Contents July 2016 Social Media Channels Remarketing Plans Social Media Channels Customer Relations E-mail Marketing Campaigns Content Management Reach Meta Search Channels August 2016 Paid Ads on Facebook PPC Campaigns Viral Video Management (if needed) Analyze & Measure Results , User Experience Tests September 2016 Social Media PPC, SEO, Blog, E-mail Marketing Social Media PPC, SEO, Blog, E-mail Marketing Social Media PPC, SEO, Blog, E-mail Marketing Social Media PPC, SEO, Blog, E-mail Marketing October 2016 Social Media PPC, SEO, Partner Marketing Weekly Marketing Actions, Lead Generation, Content Development Weekly Marketing Actions, Image & Video & Content Efficiency Weekly Marketing Actions Mobile Marketing November 2016 Weekly Marketing Actions, Site Wide Content & Design , Text & Push Messages Weekly Marketing Actions Premium Content Plan Weekly Marketing Actions Targeting & Segment Planning Weekly Marketing Actions Web and Landing Page Design December 2016 Year-End Evaluation, Improvements , Weekly Actions Year-End Evaluation, ımprovements, Weekly Actions, CRM Plan Year- End Evaluation, Improvements, Weekly Actions, Lead Generation Year-End Evalution Content
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  Road Map Act &Measure! PPC,Social Media, Content Development, Video Marketing 08/09 End of year Evaluation, CRM Measure & Development 12/01 Content & Web Site Efficiency, Mobile Marketing 10/11 2016 Reach! Reach & Act! Social Media, SEO, PPC, E-mail, Content, Remarketing Planning & Acquisition 06/07 Reach!
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  Target (from objectives)Results Comments Measure Visitors Interaction & Behaviours Increase interaction by 50% Increase leads by 50% Increase followers from 2k to 4k Results