Sample Digital Strategy

100 %
0 %
Information about Sample Digital Strategy

Published on December 28, 2011

Author: branditlikebarker

Source: slideshare.net

ABC CA $ H i ntegrated Digital Marketing Plan Prepared by: Joey Barker August 17, 2011

OVERVIEW: Facts & Findings U.S. Payday Loan Market Perpetually declining store count, loan volume, and revenue – since 2009 Internet payday loans now an estimated 10% of overall market – and climbing Stephens Annual Payday Loan Industry Report “… internet will eventually cannibalize store borrowers.” ABC Cash Web-centric service provider Strong sales growth in 2010 Customers (versus competition) : Less likely to be married, but more children on average Fewer financial alternatives / resources, very little (if any) brand loyalty 50% of Loans = “New Addition to the Family”

U.S. Payday Loan Market

Perpetually declining store count, loan volume, and revenue – since 2009

Internet payday loans now an estimated 10% of overall market – and climbing

Stephens Annual Payday Loan Industry Report

“… internet will eventually cannibalize store borrowers.”

ABC Cash

Web-centric service provider

Strong sales growth in 2010

Customers (versus competition) :

Less likely to be married, but more children on average

Fewer financial alternatives / resources, very little (if any) brand loyalty

50% of Loans = “New Addition to the Family”

OBJECTIVES Capture a larger share of the organically growing online market than currently owned by ABC Cash Penetrate the larger offline market and drive those consumers to ABC Cash online product

Capture a larger share of the organically growing online market than currently owned by ABC Cash

Penetrate the larger offline market and drive those consumers to ABC Cash online product

AUDIENCE “ ALICE” Market Segment ( A sset L imited, I ncome C onstrained, yet E mployed) Over 65% ages 25 – 64 (Majority = Increasingly web-savvy, e-Commerce users) Primary Loan Focus Housing, Child Care, Transportation, Health Care

“ ALICE” Market Segment

( A sset L imited, I ncome C onstrained, yet E mployed)

Over 65% ages 25 – 64 (Majority = Increasingly web-savvy, e-Commerce users)

Primary Loan Focus

Housing, Child Care, Transportation, Health Care

COMPETITION: Key Players Brick & Mortar Online Competitors

Brick & Mortar

Online Competitors

Competitive Summary VERY transactional-based Messaging, identity, voice, design, transactional offers with no incentives or conversation Competitor Strengths The Big “Brick-houses” Brand recognition, store convenience, robust offerings, geographic penetration The E-Loaners Ease of use, convenience appeal Traditional  Online Extension Advance America , Check into Cash and others adding online loans (Walmart strategy) Same competitors now also digging deep into Social Media Opportunities Behavioral commerce & relationship-building, loyalty incentives, educational content, first-hand community involvement, bundling of common service needs No competitor offers applications as social media app, nor incentives to join Also have yet to offer clear mobile presence , with exception of location-based mapping

VERY transactional-based

Messaging, identity, voice, design, transactional offers with no incentives or conversation

Competitor Strengths

The Big “Brick-houses”

Brand recognition, store convenience, robust offerings, geographic penetration

The E-Loaners

Ease of use, convenience appeal

Traditional  Online Extension

Advance America , Check into Cash and others adding online loans (Walmart strategy)

Same competitors now also digging deep into Social Media

Opportunities

Behavioral commerce & relationship-building, loyalty incentives, educational content, first-hand community involvement, bundling of common service needs

No competitor offers applications as social media app, nor incentives to join

Also have yet to offer clear mobile presence , with exception of location-based mapping

THE ABC GAME PLAN: Think Strengths, Not Weaknesses Focus on web-savvy and e-Commerce adept 65% Pinpoint those who already buy most often, and earn their loyalty Those over age 65 can then be influenced in the long-term by word-of-mouth “ Niche-to-industry standard” Approach Maintain digital focus. And build on it. Active Social Media presence Mobile applications & browsing Online community to inform and interact with the target audience

Focus on web-savvy and e-Commerce adept 65%

Pinpoint those who already buy most often, and earn their loyalty

Those over age 65 can then be influenced in the long-term by word-of-mouth

“ Niche-to-industry standard” Approach

Maintain digital focus. And build on it.

Active Social Media presence

Mobile applications & browsing

Online community to inform and interact with the target audience

Key Strategic Actions for Positioning Redefine Yourself Community-focused and relationship based Design, colors, visual vocabulary, iconography, tone, voice, overall identity compass (not “system” – that word does not fit into new relationship lexicon) Shy Away from Traditional Trappings Dollar signs in logo, transactional fonts and language, old-school “biz” phrases, and the like Be yourself. Use Each Encounter to Create a Positive Brand Experience Stay on the Offense Define the others for a change – transactional, fee fighters, etc. Challenge the competition after defining yourself Relationships, tell a story, empathy, incentives, mobile / social integration, etc.

Redefine Yourself

Community-focused and relationship based

Design, colors, visual vocabulary, iconography, tone, voice, overall identity compass (not “system” – that word does not fit into new relationship lexicon)

Shy Away from Traditional Trappings

Dollar signs in logo, transactional fonts and language, old-school “biz” phrases, and the like

Be yourself.

Use Each Encounter to Create a Positive Brand Experience

Stay on the Offense

Define the others for a change – transactional, fee fighters, etc.

Challenge the competition after defining yourself

Relationships, tell a story, empathy, incentives, mobile / social integration, etc.

Content Strategy Overview

MESSAGING: Behavioral Commerce Web Promotion & Loyalty Incentives ABC Building Blocks Lower significantly the acceptance qualifications with proof of intent to purchase (or down payment toward) of housing, child care, transportation, or health care Partner with bodies like GMAC, hospitals, day cares, car dealerships – enabling ABC to pay directly to community service providers Regional Twitter-based (or even direct referral) contest awarding a loan up to $1,000 family loan each month for most retweets, mentions, #FFs, etc. ABC Parenthood Reduced APR on school or child care-related loans “ The ABCs of Living Debt Free” Lifestyle blog and discussion community, promoting debt-free life through financial tips, APRs and rates, industry and competitor exploits, interactive feedback, etc.

Web Promotion & Loyalty Incentives

ABC Building Blocks

Lower significantly the acceptance qualifications with proof of intent to purchase (or down payment toward) of housing, child care, transportation, or health care

Partner with bodies like GMAC, hospitals, day cares, car dealerships – enabling ABC to pay directly to community service providers

Regional Twitter-based (or even direct referral) contest awarding a loan up to $1,000 family loan each month for most retweets, mentions, #FFs, etc.

ABC Parenthood

Reduced APR on school or child care-related loans

“ The ABCs of Living Debt Free”

Lifestyle blog and discussion community, promoting debt-free life through financial tips, APRs and rates, industry and competitor exploits, interactive feedback, etc.

User Purchase Process Purchase Experience Experiences After-The-Sale Brand Loyalty & Evangelism Enters the Market Searches for Information Evaluates Alternatives Buyer Decision

Market Entry & After-the-Sale Buzz-Watch Description: Monitor online social media, analyze and report findings to ABC Goal: Improve reputation online, spot emerging trends, and proactively deal with issues Timeline: Ongoing Owner: PR | Xchange Digital Resources: Xchange Buzz-Watch monitoring; ABC eMarketing, Service, and PR involvement

Buzz-Watch

Description:

Monitor online social media, analyze and report findings to ABC

Goal:

Improve reputation online, spot emerging trends, and proactively deal with issues

Timeline: Ongoing

Owner: PR | Xchange Digital

Resources:

Xchange Buzz-Watch monitoring; ABC eMarketing, Service, and PR involvement

Market Entry & Brand Loyalty Social Media Communication Description: Build a Facebook page that includes an app where users can apply online ABC personnel responding to online media mentions and issues Goal: Improve ABC’s reputation online, proactively deal with service issues Timeline: Ongoing Owner: Client PR | Xchange Digital Resources: Dedicated person at ABC and/or agency contract; training from Xchange; input from Buzz-watch; ABC Service and PR involvement

Social Media Communication

Description:

Build a Facebook page that includes an app where users can apply online

ABC personnel responding to online media mentions and issues

Goal:

Improve ABC’s reputation online, proactively deal with service issues

Timeline: Ongoing

Owner: Client PR | Xchange Digital

Resources:

Dedicated person at ABC and/or agency contract; training from Xchange; input from Buzz-watch; ABC Service and PR involvement

Enters the Market Leveraging Online Media Description: Leverage external online interactive content placements, financial partnerships, cross-promotion and ads Goal: Increase visibility of brand online, maximize value from online media placements Timeline: Ongoing; 4-8 weeks per placement Owner: Xchange Resources: Client PR; digital strategy input from Xchange; rich media creative & production Media TBD; Strategy input

Leveraging Online Media

Description:

Leverage external online interactive content placements, financial partnerships, cross-promotion and ads

Goal:

Increase visibility of brand online, maximize value from online media placements

Timeline: Ongoing; 4-8 weeks per placement

Owner: Xchange

Resources:

Client PR; digital strategy input from Xchange; rich media creative & production

Media TBD; Strategy input

Enters the Market Widgets | Gadgets Description: Create interactive widgets/gadgets (ex: recipe box) to distribute via appropriate popular external networks (ex: iGoogle, My Yahoo!, etc.) Goal: Increase visibility of ABC brand online Timeline: 1 -2 months per placement Owner: Xchange Resources: Xchange eMarketing, digital strategy and development

Widgets | Gadgets

Description:

Create interactive widgets/gadgets (ex: recipe box) to distribute via appropriate popular external networks (ex: iGoogle, My Yahoo!, etc.)

Goal:

Increase visibility of ABC brand online

Timeline: 1 -2 months per placement

Owner: Xchange

Resources:

Xchange eMarketing, digital strategy and development

Enters the Market Podcasts Description: Create podcasts for communicating product and marketing messaging to younger segments and employees Community and financial trends, advice, FAQ responses, promotion awareness, etc. Goal: Increase visibility of brand, facilitate education, maintain consistency of brand messaging Timeline: Ongoing Owner: Xchange / PR Resources: ABC eMarketing; PR; Sales; Product Management

Podcasts

Description:

Create podcasts for communicating product and marketing messaging to younger segments and employees

Community and financial trends, advice, FAQ responses, promotion awareness, etc.

Goal:

Increase visibility of brand, facilitate education, maintain consistency of brand messaging

Timeline: Ongoing

Owner: Xchange / PR

Resources:

ABC eMarketing; PR; Sales; Product Management

Information Gathering Enhance Internal Search Description: Improve search functionality on consumer site. Expand properties indexed; filtering and categorization of search results Goal: Enrich consumer experience online, shorten time needed to find relevant products, increase conversions Timeline: 2 months Owner: Client eMarketing/Xchange Resources: Agency development, eMarketing content management

Enhance Internal Search

Description:

Improve search functionality on consumer site. Expand properties indexed; filtering and categorization of search results

Goal:

Enrich consumer experience online, shorten time needed to find relevant products, increase conversions

Timeline: 2 months

Owner: Client eMarketing/Xchange

Resources:

Agency development, eMarketing content management

Information Gathering Organic SEO & Paid Search Description: Make website content more search-friendly and optimize for organic search Reconstruct ABC Paid Search campaigns to effectively promote the brand online Goal: Increase web visibility, generate leads, capture market share, protect brand online Timeline: 4-6 weeks initial audit; ongoing Owner: ABC eMarketing / Direct Marketing / Xchange Resources: Xchange content audit; ABC content management

Organic SEO & Paid Search

Description:

Make website content more search-friendly and optimize for organic search

Reconstruct ABC Paid Search campaigns to effectively promote the brand online

Goal:

Increase web visibility, generate leads, capture market share, protect brand online

Timeline: 4-6 weeks initial audit; ongoing

Owner: ABC eMarketing / Direct Marketing / Xchange

Resources:

Xchange content audit; ABC content management

Information Gathering & Brand Evangelism Mobile Device Support Description: Optimize website for users with mobile devices, creating a special version of the site that caters to the special needs of mobile browsing Develop application (iPhone and Android) allowing users to gather info or apply for a loan using their mobile device Goal: Generate new leads, facilitate consumer conversations, increase visits to dealers Timeline: 6 –8 months Owner: Agency & ABC eMarketing / development team Resources: Xchange development and digital strategy input

Mobile Device Support

Description:

Optimize website for users with mobile devices, creating a special version of the site that caters to the special needs of mobile browsing

Develop application (iPhone and Android) allowing users to gather info or apply for a loan using their mobile device

Goal:

Generate new leads, facilitate consumer conversations, increase visits to dealers

Timeline: 6 –8 months

Owner: Agency & ABC eMarketing / development team

Resources:

Xchange development and digital strategy input

Information Search & Evaluates Alternatives Site-lets and Landing Pages Description: Landing pages and mini-sites to support new product/service introductions and key promotional messages Fed via Email Marketing or Paid Search Campaigns Goal: Generate new leads, increase awareness of new offerings, boost website visits Timeline: 2 – 4 months Owner: eMarketing / Xchange Resources: eMarketing, Advertising Agency, digital strategy and development

Site-lets and Landing Pages

Description:

Landing pages and mini-sites to support new product/service introductions and key promotional messages

Fed via Email Marketing or Paid Search Campaigns

Goal:

Generate new leads, increase awareness of new offerings, boost website visits

Timeline: 2 – 4 months

Owner: eMarketing / Xchange

Resources:

eMarketing, Advertising

Agency, digital strategy and development

Evaluates Alternatives Guided Selling Description: Provide support tool selection based on user preferences and priorities, making the process of selection easier and more efficient Goal: Streamline purchasing process, increase customer satisfaction. Timeline: 3 –4 months Owner: ABC eMarketing/Xchange Resources: Agency digital strategy and production; product marketing subject matter expert

Guided Selling

Description:

Provide support tool selection based on user preferences and priorities, making the process of selection easier and more efficient

Goal:

Streamline purchasing process, increase customer satisfaction.

Timeline: 3 –4 months

Owner: ABC eMarketing/Xchange

Resources:

Agency digital strategy and production; product marketing subject matter expert

Evaluates Alternatives Product Ratings & Reviews Description: Allow users to have a voice by implementing ratings and reviews throughout the website, blog, and Facebook page Goal: Increase customer engagement, satisfaction and conversion rates Timeline: 3 –4 months Owner: ABC eMarketing/ Xchange Resources: BazaarVoice ratings tool Xchange digital strategy and production; ABC PR support

Product Ratings & Reviews

Description:

Allow users to have a voice by implementing ratings and reviews throughout the website, blog, and Facebook page

Goal:

Increase customer engagement, satisfaction and conversion rates

Timeline: 3 –4 months

Owner: ABC eMarketing/ Xchange

Resources:

BazaarVoice ratings tool

Xchange digital strategy and production; ABC PR support

Evaluates Alternatives Blog & Lifestyle Content ( w/ open interaction, comments & real-time feedback ) Description: Convert existing lifestyle/info/cause-related internal site content to blog format Add financial tips along with an ABCs of Living Debt Free Q&A section Goal: Increase customer engagement, showcase extensive lifestyle content more effectively, improve overall perception of the ABC brand Timeline: 3 –4 months Owner: Client eMarketing/Xchange Resources: Xchange strategy and production; product marketing subject matter expert; content providers; eMarketing content management; ABC PR

Blog & Lifestyle Content

( w/ open interaction, comments & real-time feedback )

Description:

Convert existing lifestyle/info/cause-related internal site content to blog format

Add financial tips along with an ABCs of Living Debt Free Q&A section

Goal:

Increase customer engagement, showcase extensive lifestyle content more effectively, improve overall perception of the ABC brand

Timeline: 3 –4 months

Owner: Client eMarketing/Xchange

Resources:

Xchange strategy and production; product marketing subject matter expert; content providers; eMarketing content management; ABC PR

Evaluates Alternatives Customer Stories & Testimonials Description: Enliven content on website, blogosphere, and social media by soliciting and including customer stories and testimonials Goal: Increase customer engagement, embrace user-generated content, improve overall perception of the brand Timeline: 3 –4 months Owner: Client eMarketing/Xchange Resources: BazaarVoice testimonials tool Xchange digital strategy and production; client PR support

Customer Stories & Testimonials

Description:

Enliven content on website, blogosphere, and social media by soliciting and including customer stories and testimonials

Goal:

Increase customer engagement, embrace user-generated content, improve overall perception of the brand

Timeline: 3 –4 months

Owner: Client eMarketing/Xchange

Resources:

BazaarVoice testimonials tool

Xchange digital strategy and production; client PR support

Evaluates Alternatives & Purchase Experience User feedback program/surveys Description: Establish user feedback program with ongoing surveys and other poll metrics Goal: Improve purchasing process, decrease confusion, improve overall perception of the brand, increase conversions Timeline: 4 weeks initial, ongoing Owner: ABC Direct Marketing/Xchange Resources: Agency UX & Usability direction; Client eMarketing, Service and PR support Ongoing rating / survey tool TBD

User feedback program/surveys

Description:

Establish user feedback program with ongoing surveys and other poll metrics

Goal:

Improve purchasing process, decrease confusion, improve overall perception of the brand, increase conversions

Timeline: 4 weeks initial, ongoing

Owner: ABC Direct Marketing/Xchange

Resources:

Agency UX & Usability direction; Client eMarketing, Service and PR support

Ongoing rating / survey tool TBD

Evaluates Alternatives Rich Media & Video Differentiators Description: Integrated rich media / online video focused on illustrating community outreach, promotions, incentives, forum and podcast features, differentiators, etc. Online demos showcasing ease of application (internal & external - YouTube, etc.) Goal: Entice consumers, improve overall perception of the brand, increase conversions. Timeline: Ongoing; 4 -8 weeks per piece Owner: Client Advertising / Xchange Resources: Client PR; digital input from Xchange; rich media creative and production

Rich Media & Video Differentiators

Description:

Integrated rich media / online video focused on illustrating community outreach, promotions, incentives, forum and podcast features, differentiators, etc.

Online demos showcasing ease of application (internal & external - YouTube, etc.)

Goal:

Entice consumers, improve overall perception of the brand, increase conversions.

Timeline: Ongoing; 4 -8 weeks per piece

Owner: Client Advertising / Xchange

Resources:

Client PR; digital input from Xchange; rich media creative and production

Evaluates Alternatives Enhance The ABC story Description: Enhance brand story (ex: customer experience commitment stories Interactive tools such as media bins (3 maximum), APR/rate/fee calculator, etc. Financial tips, life-planning - Virtual tour of financial plans “ Employee” blog (copywriter edited, or ghost-written) Goal: Improve overall brand perception, highlight key portions of the ABC story, differentiate brand from key competitors Timeline: 3 -4 months; ongoing Owner: Client eMarketing / Xchange Resources: Agency, production, content providers; web content management; Client PR

Enhance The ABC story

Description:

Enhance brand story (ex: customer experience commitment stories

Interactive tools such as media bins (3 maximum), APR/rate/fee calculator, etc.

Financial tips, life-planning - Virtual tour of financial plans

“ Employee” blog (copywriter edited, or ghost-written)

Goal:

Improve overall brand perception, highlight key portions of the ABC story, differentiate brand from key competitors

Timeline: 3 -4 months; ongoing

Owner: Client eMarketing / Xchange

Resources:

Agency, production, content providers; web content management; Client PR

PURCHASE DECISION | EXPERIENCE Regional Pricing Online Description: Place regionalized APR / Rates / Fees online for ABC major loan segments Goal: Fulfill an oft-identified need, speed purchasing process, qualify potential leads Timeline: 6 weeks Owner: Client eMarketing/Xchange Resources: Xchange digital strategy and production; ABC distributors

Regional Pricing Online

Description:

Place regionalized APR / Rates / Fees online for ABC major loan segments

Goal:

Fulfill an oft-identified need, speed purchasing process, qualify potential leads

Timeline: 6 weeks

Owner: Client eMarketing/Xchange

Resources:

Xchange digital strategy and production; ABC distributors

PURCHASE EXPERIENCE Loan Bundling Description: Offer reduced fees and interest rates for multiple incentive loan applications (Ex. Home down payment + Child Care, Transportation + Health Care, etc.) Goal Encourage positive word-of-mouth, boost awareness, gain favorable brand recognition, and repeat business in each community Timeline: Immediate Owner: Client marketing Resources: Agency-client synthesis to determine feasibility & profitability of each bundle

Loan Bundling

Description:

Offer reduced fees and interest rates for multiple incentive loan applications

(Ex. Home down payment + Child Care, Transportation + Health Care, etc.)

Goal

Encourage positive word-of-mouth, boost awareness, gain favorable brand recognition, and repeat business in each community

Timeline: Immediate

Owner: Client marketing

Resources:

Agency-client synthesis to determine feasibility & profitability of each bundle

After-the-Sale Registration Follow-Up Email Description: Automatic email inviting clients to explore blog and other ABC social channels. Functionality could also be used for other automatic mailings. Goal: Engage with users, convert offline customers to online, establish direct line of communication, improve customer service, increase overall brand perception. Timeline: 6 –8 weeks Owner: ABC Direct Marketing/Xchange Resources: Xchange digital strategy and production Client Direct Marketing support; ExactTarget

Registration Follow-Up Email

Description:

Automatic email inviting clients to explore blog and other ABC social channels. Functionality could also be used for other automatic mailings.

Goal:

Engage with users, convert offline customers to online, establish direct line of communication, improve customer service, increase overall brand perception.

Timeline: 6 –8 weeks

Owner: ABC Direct Marketing/Xchange

Resources:

Xchange digital strategy and production

Client Direct Marketing support; ExactTarget

After-the-Sale Click-to-Chat Customer Service Description: Implement click-to-chat customer service on the ABC consumer site. Goal: Engage with the consumer, increase customer satisfaction, increase quality of service, increase overall perception of the brand and services provided. Timeline: 3 -4 months; ongoing Owner: ABC eMarketing & Service / Agency Resources: Chat tool TBD Xchange digital strategy and production; ABC Customer Service support

Click-to-Chat Customer Service

Description:

Implement click-to-chat customer service on the ABC consumer site.

Goal:

Engage with the consumer, increase customer satisfaction, increase quality of service, increase overall perception of the brand and services provided.

Timeline: 3 -4 months; ongoing

Owner: ABC eMarketing & Service / Agency

Resources:

Chat tool TBD

Xchange digital strategy and production; ABC Customer Service support

Add a comment

Related presentations

Related pages

Example Digital Strategy Document - Smart Insights

Example Digital Strategy Document . We are currently working through the process of doing a digital strategy for our client and they asked if we had an ...
Read more

Great examples of digital marketing collated from ...

Confidential Digital Strategy Consulting Ltd 1 Digital Marketing Examples Great work Great examples of digital marketing collated from brainstorms
Read more

Digital marketing strategy and planning Word template ...

Download our free digital strategy template to help develop your marketing plans for ... Digital marketing strategy and planning Word template. March 10, ...
Read more

Digital strategy - Wikipedia, the free encyclopedia

A digital strategy is a form of strategic management and a business answer or response to a digital question, often best addressed as part of an overall ...
Read more

Digital Marketing Strategy Example - Sprint Marketing

Looking for a digital marketing strategy example? Sprint Marketing give you one and help you improve your current marketing strategies.
Read more

Digital strategy template and examples | Business Victoria

An effective digital strategy supports your online goals Set online goals that are measurable and achievable Online goals link into your overall marketing ...
Read more

Sample Page | Digital Strategy

STRATEGY & CONSULTANCY. Whether you need strategic advice how to approach a certain platform or an overall social media strategy, our team gives you smart ...
Read more

Digital Strategy: How To Develop a Digital Strategy: Part 1

How to Develop a Digital Strategy: Part 1 The first part of any good strategy will answer the questions: What are you trying to achieve?
Read more

Digital Strategy Examples | Harrison Lloyd | Digital ...

Become confident about your digital recommendations with these well researched digital strategy examples and templates.
Read more