Digital Marketing Framework

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 A 4-STEP DIGITAL
MARKETING STRATEGY
FRAMEWORK

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 Part 1: The Shift From Traditional Towards
Digital – How the Consumer Buying Journey
Has Changed Over Time

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 Traditional advertising methods still work today, but are no longer as
effective and cost-efficient today as they were.
1. TV has been overwhelmed by online video streaming sites such as Youtube.
2. Flyers have been replaced by online banner ads e.g. Google Display Network (Ad exchanges).
3. Radio has been suppressed by podcasting sites such as Spotify.
4. Flyers and direct mail is mostly ignored today and is much more expensive compared to email marketing.
5. The sale of newspapers have sharply declined as more and more readers turn to online news sites.
6. Offline advertising methods are harder to track (in terms of viewership & browsing behaviour) than online
marketing channels.

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 What is the traditional marketing funnel?
TRADITIONAL MARKETING FUNNEL

The consumer is made aware

Awareness
of a brand’s existence.

Interest Experiences, compares and

considers competitor brands.

Desire
Makes a decision to
purchase a chosen product.
Decision
Enters the customer loyalty phase.

Retention
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 Steps of funnel
Here’s the scenario of a typical consultation with an insurance agent selling you a
policy.
Awareness
The insurance agent starts by asking you
whether you’re aware that you should have
an insurance plan to protect your finances
in the case of an unfortunate incident.
Interest
Should you develop interest, she’ll go on to
explain different insurance policies (life
insurance, investments, etc) that are
available.
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Desire
You may then inquire whether the insurance
policy you intend to get is the best deal out
there, and your insurance agent will
highlight the key advantages of their
policies compared to other insurance
companies.
Decision
Once you’re convinced, she’ll hand you a
form to fill in your application.
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 Today’s
consumer
decision-
making
process

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 Case Study – A Consumer’s Laptop Buying Journey

Here’s an interview of a consumer’s

laptop buying journey:

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 The Consumer Buying Journey today is no longer linear. Marketers have to ensure
consumer-brand interactions on as many relevant touch points as possible on the path
to purchase.

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 PART 2: HOW TO
IMPLEMENT A 4-STEP
DIGITAL MARKETING
FRAMEWORK

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 Digital Marketing is basically…

Marketing via digital and online tools and

channels, as opposed to traditional marketing (TV,
Billboards, Flyers, Newspapers, and basically any
form of print advertising).

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 Digital Marketing is NOT…
A one-size fits all marketing solution. It is important to look at your business goals and not
limit your activities to only one marketing channel.

Digital marketing can complement your traditional marketing efforts and vice versa. For
example, ABC Flower Store can hand out coupons to their shoppers upon checkout at the
cashier. These coupons can then be used on ABCs e-store where customers can create a
membership account and receive a discount on bouquets ordered online.

Furthermore, ABC Flower Store can track (via digital analytics) how many customers
actually used these coupons, and can use the data collected (email address, mobile no.,
mailing address) to build a loyalty program via email, mobile, mail postage.

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 Digital Marketing Channels & Disciplines
These 9 digital marketing channels and disciplines can be implemented to one or more
digital marketing campaigns.

Search Engine Marketing & Social Media Marketing & Online

Display Advertising
Search Engine Optimisation PR

Email Marketing & Marketing

Content Marketing Mobile Marketing
Automation

Web Design & User Experience

Digital & Web Analytics Conversion Rate Optimisation
(UX) Design

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 A 4-Step Digital Marketing Framework

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 A 4-Step Digital Marketing Framework
Phase 1: Define
To apply this framework to your business,
start off by defining your audience, business
goals and buying triggers. This is crucial to
ensure you kick off on good ground.
Phase 3: Analyse
Once you’ve ran your campaigns, you need
to collect and analyse data (e.g. which
channels generate more ROI, which
audiences are more likely to purchase) in
order to further optimise and boost your
ROI.
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Phase 2: Implement
Based on what you’ve defined in the first
phase, you then implement the most
appropriate digital marketing strategies
through various channels to create
awareness, engage, procure, and retain
customers.
Phase 4: Optimise
This is the crucial phase, where you make
minor to major changes (e.g. from lowering
your ad spend on a digital marketing channel
to targeting different audience segments)
based on your digital analytics data.
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 An Alternative View of This Framework:

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 Applying the 4-Step Digital Marketing Framework on a Mockup
Company
For illustration purposes and to put the following information into context, we’ll be
simulating developing a digital marketing strategy for a travel company.

Let’s name this company…

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 Phase 1: Define
In the first phase (Define), you’re basically looking out for these 3 things:

• Who’s going to buy from you? (Audience Definitions)

• What will make them buy from you and when? (Micro-moments/Buying triggers)
• What do you want them to do in order to buy from you? (Macro & Micro
Conversions/KPIs/Goals)

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 Phase 2: Implement

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 Implement SEO & SEM

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 Implement Display
Advertising with Facebook
Ads
Using Facebook Sponsored Newsfeed ads, we can
target visitors who have visited
travellersbeyond.com, but did not book a travel
package with us.

For help and step-by-step guides on how to

launch a Facebook Ad, refer to
https://www.facebook.com/business/help/63366
2000000451

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 Implement Content
Marketing via Guest
Blogging
We can guest blog on travel sites with an
audience of frequent travellers to build
brand and product awareness.

Tip: If you include any links in your

article back to travellersbeyond.com, be
sure to tag them with UTM parameters
to report referral traffic in your analytics
platform. For Google Analytics, you can
use the Campaign URL Builder.

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 Implement Social
Media Marketing
You can launch a contest for your
social media fans to take part in.
This will not only encourage
sharing and brand awareness, it
will also increase brand loyalty
and brand engagement.

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 Implement User Experience
Web Design and Conversion
Rate Optimisation
Your landing pages are one of the important
touch points of the consumer journey. If you fail
to convert your visitors here, your would see very
little ROI on all your marketing channels.

Be sure to optimise for conversions when building

your landing pages. We can implement
Conversion Rate Optimisation by conducting an
A/B split testing experiment.

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 Implement User Experience Web Design and Conversion Rate
Optimisation
……………For example, we
can test the CTA button with
A – “Book Now” against B –
“Go On An Adventure
Today” to determine which
CTA led to more form
submissions.

You may use Google

Content Experiments as a
free solution for A/B
testing.

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 Phase 3: Analyse

What to Analyse?
There are a ton of metrics you can measure and
analyse – From audience demographics, acquisition
channels, average time spent on landing pages,
2 bounce rates, top conversion paths, to dozens of
6
4 goals and smart goals in each digital marketing
6
campaign. What you need to analyse depends on
the objectives you’ve set and the type of digital
marketing campaign you’re running. Below are
some two key things to track and analyse for an
overall digital marketing strategy.

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 Analyse Audiences
Segmenting and analysing your audiences can give you insights on their browsing and
buying behaviour, and can allow you to focus on targeting higher ROI audiences and
improve your user interface (UI) and user experience (UX).

In your Google Analytics reports, navigate to Audiences => Overview and you can
segment your audiences by demographics, interests, geolocation, device types, and
more.

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 Analysis Audiences

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 Analyse Audiences

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 Analyse Audiences

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 Analyse Audiences

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 Phase 4: Optimise

What to Optimise?
There are a ton of things to optimise in your
entire digital marketing campaign.

Let’s leave testing and optimising button clicks,

3
ad creatives, and landing pages to the 6
5
2
respective digital marketing disciplines i.e. UX
Web Design and Conversion Rate
Optimisation.

Let’s focus on these two metrics and optimise

your campaigns from a top-level digital
marketing point of view:

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 Audience Targeting
Based on our analysis (Phase 3), we can observe that Singaporeans, age 25 – 34 years old, who
mainly use desktops, are our largest target audience. They made up for 42.14% of all conversions
from all age groups.

With this knowledge on hand, we can craft our marketing collateral (both online and offline) in a
particular tone and style that’s targeted to this demographic. If we have data where they often
hang out, e.g. which websites, social media platforms, online/offline channels, we can also
launch marketing campaigns (both online and offline) to target them on these channels.

Once we have targeted one audience group, we can move on to test different audience groups by
launching the same or different digital marketing campaigns to another audience group. After
collecting and analysing the data, we can adjust our campaigns to the best performing audience
groups.

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 Marketing Spend on Digital Marketing Channels
Based on multi-channel attribution model data, we can assign/reassign our marketing
dollars to the best performing channels.

If our focus is on branding and awareness, we would most likely use the first-touch
attribution model (100% credit to the first marketing channel interaction), and pump
more dollars into the channel which drove the most conversions.

On the other hand, if we used the position-based attribution model (40% to both first
and last touch, 20% split evenly to everything in between), we would assign more
marketing dollars to the first and last marketing channel interaction.

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 Putting It All Together
We can put all the information gathered from your entire digital marketing campaign
and present this 4-step digital marketing framework into the following table:

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