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1blue2purple confidential & proprietary
Top best practices for your business.
- Erna Kuc and Lisa Diamant -
2017
2blue2purple confidential & proprietary
HOW TO BUILD AN EFFICIENT
DIGITAL MARKETING STRATEGY?
@blue2purple#WHATSNEXT
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FOR YOUR DIGITAL CAMPAIGNS
#WHATSNEXT
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THE CONSUMER JOURNEY
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What are the key driversTry to understand the context
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Client briefingBreaking the silo’s
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KPI’s Integrated in the ModelApply your KPI’s to each phase
Awareness Consideration & Evaluation Purchase
Micro-Conversions Macro-Conversions
• %Brand Volume
• Brand volume Growth
• Growth of social
engagement
• Growth of video
engagement
• Growth of new users
• Growth of site visit
• Use of simulator
• Catalogue download
• More Info Request
• # new subscriptions
• Total revenue thanks to
subscriptions
• # of upsales
SEE THINK DOSEE THINK DOSEE THINK DO
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Building a strategy
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Before the launch
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Case Example
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STEP 2:
THE CONSUMER JOURNEY
PUT A FACE ON IT…
THE RIGHT WAY!
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Building PersonaesPut a face on your target audience.
3
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Using PersonaesIntegrate this knowledge in your marketing campaigns’ briefings
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The RealityOnline & Offline: Complementary, but not the same!
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Google Analytics Back Office
(online) Surveys
Build PersonasPut a face on your target audience.
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Google Analytics Audience ReportYou have everything you need right here
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blue2purple’s PersonaesTake the time to put together the right profiles (based on transactions, new sessions, etc.)
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BE FLEXIBLE!
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01
02
03 You are not Google, you don’t know everything: Optimize based on findings in first evaluation
Optimization
After a few days, make a first evaluation based on the success metrics & KPI’s you’ve set for yourself
EvaluationYou’re good to go, make sure everything
launches well
Campaign
After optimiaing based on the fitrst evaluation,
check if results are as wished... If not: adapt!
Evaluation
04
Get the most out of your campaignsKeep an eye on it & optimize!
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Great plan to start with!Bassed on learnings, benchmarks, with great KPI’s… Everything’s perfect!
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It’s OK to say: Oops...Turns out one channel is performing far better than foreseen!
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KEY TAKEWAYS
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Curstomer journey
Break the silo’s
AudienceDefine who you’ll talk to offline AND online!… Challenge yourself!
MeasureSet your success
metrics, measure & optimize!
Remember...Make the smart choices, and be open for change
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YOU’RE READY TO
SHINE BRIGHT...
LIKE A (Lisa) DIAMOND!
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Thank You !For your undivided attention
Questions?
Erna Kuc
Digital Media Strategist
Lisa Diamant
Digital Media Strategist
