- Ourselves-

Agenda

What is Digital Marketing Strategy?

The process?

An example from a familiar brand

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Digital

What is digital marketing strategyDefinition

The process of specifying an organization's brand vision,

and related marketing activities in order to maximize the

digital initiatives to the brand.

In other words…

Digital marketing strategy is Marketing strategy that

utilizes the uprising opportunity of Digital platforms.

It goes beyond Digital Communication. It can be:

-Digital Distribution (E-commerce: Lazada, Amazon)

-Digital Business Platform (UBER)

-Digital Pricing (PayPal)

Steps to build Digital Marketing Strategy

Analyzing consumer, category,

competitor, company,

collaboration

Business Context Business ObjectivesMarketing Objectives Target consumer

& insight

Define relevant businessobjectives for challenges thecompany/ brand is facing incurrent context

Interpret business objectives into marketing objectives

Dig deep to understand consumer, define their unmet need to build

marketing strategy

Marketing strategy Digital marketing strategy

KPIs Execution & evaluation

Gate: If Digital is relevant with marketing strategy & target consumer, then

continue.

If not, then forget Digital!

Building Strategic/campaign Ideas, Plans. Choosing main tools and

platformsSet clear KPIs that best-reflect how

the objectives will be achieved

Execute, learning & adjust everyday.

Steps to build Digital Marketing Strategy

OREO Digital Marketing Strategy

OREO is a long established

brand in the world. It look old,

with indifferent image.

Biscuit market is one the

competitive market when

consumer be low loyalty

Business Context Business ObjectivesMarketing Objectives Target consumer

& insight

How OREO can be younger andmore attractive in consumer’eyes, so they can get more fan.

How OREO can convince consumer they are not old, keep relevant with new century through more

engagement.

Young 16-30OREO consumers,

active on social and follow new trend.

OREO Digital Marketing Strategy

Marketing strategy Digital marketing strategy

KPIsExecution & evaluation

For their 100th birthday OREO wanted to boost front of mind awareness, create

talkability that would build brand equity, and extend their fan base further.

With a long established brand, OREO want to capitalize on today’s culture and show

their relevancy to today’s consumers

OREO doesn’t appear on social platform in appealing way. In other hand, digital

channel is the new trend of youth, where they update and discuss

information and spend many time.OREO want to "help everyone around the world celebrate the kid inside and show

their relevancy on digital channel

Increase 110% fan who interact with their “twist” through like, share or

comment.

It kick off June 25 and extend in 100 days.Use OREO cake as material to make “daily hot news” on their channel. It catch up new trend, celebrate memorable moments in 100 years..After campaign: +280% increase share on Facebook+515% increase on retweets+231M media impressions+433M views on Facebook-> Base on KPIs, OREO did have huge success and make big impact to current fan

Thank you

Pham Van Khai Nguyen Hoang Minh Vu