Slide 4.

BAB 4
STRATEGI
DIGITAL MARKETING

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 4.2

TUJUAN PEMBELAJARAN

• Mengkaitkan strategi pemasaran digital dengan

pemasaran dan strategi bisnis
• Identifikasi peluang dan ancaman yang muncul dari
media digital dan platform teknologi
• Mengevaluasi pendekatan strategis alternatif untuk
menggunakan platform digital.

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Slide 4.3

STRATEGI DIGITAL
MARKETING

• Definisi
• pendekatan yang menerapkan platform teknologi digital akan
mendukung tujuan pemasaran dan bisnis.

Strategy process model

• Sebuah kerangka kerja untuk mendekati pengembangan strategi.

Marketing planning
• Urutan logis dan serangkaian kegiatan yang mengarah ke penetapan
tujuan pemasaran dan perumusan rencana untuk mencapainya.

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
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JIKA TIDAK MEMILIKI STRATEGI PEMASARAN

ELECTRONIK

• Permintaan yang diremehkan untuk layanan

online
• Kehilangan pangsa pasar
• duplikasi sumber daya
• Sumber daya tidak mencukupi
• Data pelanggan tidak cukup
• Efisiensi tersedia melalui pemasaran online
• Peluang untuk menerapkan alat pemasaran online
• Pelacakan yang tidak memadai
• Dukungan manajemen senior terbatas

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 4.5

Figure 4.1 Internal and external influences on digital marketing strategy

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 4.6

• Titik kontak konsumen (Touchpoints)

• Saluran komunikasi dimana perusahaan berinteraksi langsung dengan
prospek dan pelanggan. Titik kontak tradisional meliputi tatap muka (di
dalam toko atau dengan perwakilan penjualan), telepon dan surat. Titik
kontak digital termasuk layanan web, email dan, berpotensi, ponsel.
• Strategi pemasaran multisaluran (Multichannel)
• Mendefinisikan bagaimana saluran pemasaran yang berbeda harus
mengintegrasikan dan mendukung satu sama lain dalam hal pengembangan
proposisi mereka dan komunikasi berdasarkan manfaat relatif mereka untuk
pelanggan dan perusahaan
• Omnichanneling Marketing
• Merencanakan dan mengoptimalkan alat komunikasi pemasaran yang selalu
aktif dan berfokus pada kampanye yang terintegrasi di berbagai titik sentuh
siklus hidup pelanggan untuk memaksimalkan prospek dan penjualan, serta
memberikan pengalaman pelanggan yang mulus dan terintegrasi untuk
mendorong loyalitas pelanggan.

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DIGITAL MARKETING
STRATEGY ESSENTIALS
• Digital marketing strategy is a channel strategy
• Objectives for online contribution %
- sales, service, profitability should drive our strategy
• Digital marketing strategy defines how we should:
1.Communicate benefits of using this channel
2.Prioritise audiences targeted through channel
3.Prioritise products available through channel
4.Hit our channel leads & sales targets
• Acquisition, Conversion, Retention

• Channel strategies thrives on differentials

• BUT, need to manage channel integration

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 4.8

MATAHARIMALL.COM

• Mataharimall.com memiliki 180 plus O2O point, 76 pick

up points, 22 e-kiosk, dan 3 e Store.
• konsumen bisa menemui toko Mataharimall.com. Aktivitas
yang dilakukan di toko adalah transaksi. Di toko itu, kami
men-display produk. Sehingga konsumen hanya perlu
memilih. Lalu, barang yang diinginkan bisa dibawa saat itu
juga.

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 4.9

Summary of typical focus for main types of e-commerce-related

Table 4.1
strategic initiatives
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 4.11

The SOSTAC® planning framework applied to digital Digital marketing

Figure 4.4
strategy development
Source: Chaffey and Smith (2008)

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 4.12

SITUATION ANALYSIS

• Collection and review of information about on

organization’s internal processes and resources and external
marketplace factors in order to inform strategy definition

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 4.13

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 4.14

INTERNAL AUDIT FOR DIGITAL

MARKETING

Three different level of measures :

• Business effectiveness
• Financial / commercial contribution from digital marketing
• Marketing effectiveness
• Leads
• Sales
• Customer retention, satisfaction and loyalty
• Brand enhancement
• Customer services

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 4.15

• Digital Marketing effectiveness

• Key performance indicators (KPI) for an online presence :
• Unique visitors
• Total number of visitors
• Repeat visits
• Duration
• Convertion rates
• Attrition rates
• Churn rates

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Slide 4.16

CONSUMER RESEARCH

• Using personas
• A thumbnail summary of the characteristics, needs, motivations
and environment of a typical website user.

• Capture the target customers involves more than using

demographics

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 4.17

RESOURCE ANALYSIS

• Other aspect analysis :

• Financial resources
• Technology infrastructure
• Human Resources
• Structure
• Strength and Weakness

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 4.18

STAGE MODEL OF THE DIGITAL

MARKETING CAPABILITIES

• Level 0, no website and social presence

• Level 1, place in online directory
• Level 2, brochureware or Facebook page
• Level 3, simple interactive site for info seach
• Level 4, supporting transaction and existance in blog, user
generated content, livechat
• Level 5, fully interactive site and marketing automation for
consumer relationship

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 4.19

• Analyzing Competitor and Intermediaries

• Assessing opportinities and threats

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 4.20

A generic digital channel-specific SWOT analysis showing typical

Figure 4.7
opportunities and threats presented by digital media
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 4.21

An example of an digital channel specific SWOT for an established

Figure 4.8
multichannel brand showing how the elements of SWOT can be related to
strategy formulation
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 4.22

INTERNET MARKETING BENEFITS

Tangible benefits Intangible benefits

• Increased sales from new sales • Corporate image communication
leads giving rise to increased • Enhance brand
• More rapid, more responsive
revenue from:
• new customers, new markets marketing
• existing customers (repeat- communications including PR
• Improved customer service
selling)
• existing customers (cross- • Learning for the future
• Meeting customer expectations
selling)
• Identify new partners, support
• Cost reductions from:
existing partners
• reduced time in customer
• Better management of marketing
service
information and customer
• online sales
information
• reduced printing and
• Feedback from customers on
distribution costs of
products
marcomms

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 4.23

An example of a performance measurement system for an

Figure 4.11
e-commerce electrical goods retailer
Source: Based on Friedlein (2002)

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 4.24

An example of the relationship between objectives, strategies and

Table 4.7
performance indicators
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 4.25

NINE IMPORTANT DECISION

FOR STRATEGY

• Decision 1 : Market and product development strategies

• Decision 2 : Business and revenue model strategies
• Decision 3 : Target marketing strategy
• Decision 4 : Positioning and differentiation strategy
• Decision 5 :Customer engagement and social media strategy
• Decision 6 : Multichannel distribution strategy
• Decision 7 : Multichannel communciation strategy
• Decision 8 : Online communication mix and budget
• Decision 9 : Organization capabilities and governance

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 4.26

DECISION 1
Figure 4.12 Using the Internet to support different organisational growth strategies
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 4.27

DECISION 3 TARGET MARKETING STRATEGY

Figure 4.15 Stages in target marketing strategy development

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 4.28

Figure 4.17 Customer lifecycle segmentation

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 4.29

DECISION 6 : MULTICHANNEL DISTRIBUTION STRATEGY

Figure 4.21 Strategic options for a company in relation to the importance of the
Internet as a channel
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 4.30

Table 4.9 Online performance management grid for an e-retailer

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013