Digital

1. - Ourselves-

2. Agenda
What is Digital Marketing Strategy?
The process?
An example from a familiar brand
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Digital

3. What is digital marketing strategy
Definition
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)

4. Steps to build Digital Marketing Strategy
Analyzing consumer, category,
competitor, company,
collaboration
BusinessContext Business Objectives
Marketing
Objectives Target consumer
& insight
Define relevant business
objectives for challenges the
company/ brand is facing in
current context
Interpret business objectives
into marketing objectives
Dig deep to understand consumer,
define their unmet need to build
marketing strategy

5. 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
platforms
Set clear KPIs that best-reflect how
the objectives will be achieved
Execute, learning & adjust everyday.
Steps to build Digital Marketing Strategy

6. 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
BusinessContext Business Objectives
Marketing
Objectives Target consumer
& insight
How OREO can be younger and
more 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 16-30
OREO consumers,
active on social and follow new
trend.

7. OREO Digital Marketing Strategy
Marketing strategy Digital marketing
strategy
KPIs
Execution &
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

8. Thank you
PhamVan Khai Nguyen Hoang MinhVu