Introduction Respondent profiles About Business Adoption of digital transformation programs Investing In Digital Marketing Top Online Marketing Channels What should the planning horizon for digital planning be? Integration Of Digital And Traditional Marketing Activities EXECUTIVE SUMMARY

1. Digital marketing
strategy and planning
Moin Khan (14CS27)
Umair Simjee (14CS71)

2. Table Of Content
• INTRODUCTION
• Respondent profiles
• About Business
• Adoption of digital transformation programs
• Investing In Digital Marketing
• Top Online Marketing Channels
• What should the planning horizon for digital planning be?
• Integration Of Digital And Traditional Marketing Activities
• EXECUTIVE SUMMARY

3. Introduction
In short: Your digital marketing strategy is the series of actions that are going to
help you achieve your goal(s) using online marketing. ... In simple terms,
a strategy is just a plan of action to achieve a desired goal, or multiple goals

4. Respondent profiles
Since this research explores how digital marketing is managed, our research
focuses on the views of marketing managers, digital marketing managers ,
students , consultants and company owners

5. Which of these best describes your role?
8%
38%
23%
31%
Which of these best describes your role?
Digital Marketing Manager
Other
Consultant
Owner / CEO

7. Is digital marketing based on a planned
approach?
• We believe that to gain the most from digital platforms, a
structured, planned approach based on a solid strategy will give
the best results. Plans help businesses to priorities, set goals and
resource at the right level to hit targets. That’s well known for
business and marketing plans. We wondered whether businesses
take a planned approach to digital marketing too. Without
structured plans, there is a danger you will be subject to “shiny
object syndrome”, always chasing your tail, as Jeff Bezos of
Amazon has referred to.

8. Shiny Object Syndrome (SOS)
• At its core, shiny object syndrome (SOS) is a disease of
distraction, and it affects entrepreneurs specifically because of
the qualities that make them unique. ... For entrepreneurs, rather
than literal shiny objects, SBOs may be business objectives,
marketing strategies, clients or even other business ventures
• E.g.: You have 20 business ideas on paper, but no businesses.

9. About Business

10. Are you product business or Service business?
61%
39%
Are you product business or Service business?
Yes
No

11. Adoption of digital transformation programs
Organizations who recognize the importance of digital media and technologies in
the future and seek to accelerate the rate of change to integrating digital
marketing into their business to create digital transformation programs.

12. Adoption of digital transformation program in
business.
7%
40%
26%
27%
ADOPTION OF DIGITAL TRANSFORMATION PROGRAM IN BUSINESS
We have had a digital transformation
process in place for more than 2
years
We have just started a digital
transformation program (within the
last 2 years)
We are planning to introduce a
program within the next 12 months
We have no plans to run a digital
transformation program

13. Contd.
• A significant proportion of organizations have no intention to
implement a program because they feel it is inappropriate for
their type of business, for example, startups and smaller
businesses.

14. Investing In Digital Marketing
To choose the right level of investment in digital marketing requires an
assessment of which channels will produce significant volumes of leads and sales
at an acceptable cost per acquisition (CPA) for new customers.

15. Investment changes in Digital Advertising in
2018.
Increase
66%
Stay the same
7%
Decrease
27%
INVESTMENT CHANGES IN DIGITAL ADVERTISING IN 2018
Increase Stay the same Decrease

16. Top Online Marketing Channels
To choose the right level of investment in digital marketing requires an
assessment of which channels will produce significant volumes of leads and sales
at an acceptable cost per acquisition (CPA) for new customers. Reviewing your
marketing channels through comparing these two factors shows which channels
warrant most investment.

17. Top Online Marketing Channels in 2017.
30.8
23.17.7
7.7
15.4
15.4
Top Online Marketing Channels in 2017
Search Engine Optimization (SEO)
Paid Search Marketing (AdWords)
Social media (Organic)
Display advertising
Email Marketing
Social media (paid ads)

18. Defined digital marketing strategy
Shockingly, nearly half of businesses do not have a digital strategy, but they are
doing digital marketing.

19. Does your organization have a clearly defined
marketing strategy?
54%
46%
Does your organization have a clearly defined marketing
strategy, e.g. an annual marketing plan, against which
you can align your investments in digital technology and
media?
Yes
No

20. Contd.
• We found that a majority of organizations responding to the survey
do use a planned approach to digital marketing, but many still
don’t.
• Shockingly, nearly half of businesses do not have a digital strategy,
but they are doing digital marketing.

21. What should the planning for digital
marketing?
Traditionally, business and marketing planning in many larger businesses has been
long-term. Long-term planning enables consistent strategies to be followed in line
with forecast changes in the marketplace and resources allocated.

22. How far ahead do you plan when considering how
digital technologies will contribute to your
marketing?
33%
47%
20%
2-3 year vision and strategic initiatives
defined
Annual plans maximum mainly day-today, week-to-week
operations

23. Integration Of Digital And Traditional
Marketing Activities
The research showed that the lack of a planned approach is most damaging to
integration. Creation of separate teams for digital marketing and traditional
marketing also presents problems for integration, showing the importance of
developing processes and developing skills that involve collaboration across silos.

24. How well integrated are your digital and
traditional marketing activities?
0%
74%
26%
Fully-integrated Limited integration Not integrated

25. Which single factor most limits integration of
digital marketing channels?
20%
40%
26%
7%
7%
strategy and plans Teams structured Lack of skills Budget Others

26. What resources gap in constant do you need
to overcome to achieved your strategies ?
40%
33%
20%
7%
Budget Lack of Skill Unawareness Consistently

27. Executive summary

28. Digital marketing strategy and planning
• In business, it’s recognized that plans help companies to priorities,
set goals and allocate resources to meet targets. Yet a planned
approach often isn’t followed in digital marketing or marketing:
• One half (50%) of businesses surveyed do not have a defined
digital plan or strategy, although they are active in digital
marketing.

29. Contd.
• Nearly (40%) of businesses are lack of skills to make their
marketing strategy.
• Good practice: Don’t just execute! Create a long-term digital
strategy and plan aligning with marketing and business priorities.

30. Thank You !