What is a Digital Strategy?

Digital Acronym Library SMS – Short Message Service – Texting – named for the limit of characters SNS – Simple Notification Service – Pushing a message to your mobile device to all the subscribers (Android, Apple, Verizon, etc.) CRM – Customer Relationship Management – Managing your company’s interactions with present and potential customers RFID – Radio Frequency Identification – Transmits the identify of a person or thing through radio waves – Example: Microchip, bar codes

Digital Acronym Library SEO – Search Engine Optimization – Getting keywords to appear at the top of the Google Search SEM – Search Engine Marketing or Paid Search Marketing – Such as Google AdWords – places your search terms at the top of the list, regardless of anyone else’s SEO PPC – Pay Per Click – Way to charge a search client for every time someone clicks on their search result

Digital Acronym Library CPC – Cost per click – Amount charged for each time someone clicks on your search result CPM – Cost per thousand impressions – Some agencies charge for each thousand or part thereof BI – Business Intelligence – Multiple software applications that parse data so you can analyze the business GPS – Global Positioning System – Software that identifies precise geographic location

Digital Acronym Library API – Application Program Interface – Routines, protocols and tools for building software applications that link together – Example: Twitter offers two APIs. The REST API allows developers to access core Twitter data The Search API provides methods for developers to interact with Twitter Search and trends data Result: Predict early areas of interest for consumers, and create an alert system to message them when their interest becomes available – i.e. – Comic Con tickets

Your Task Describe a demographic Match them to a product Identify a retailer they would interact with where they could buy the product Choose one strategy from the acronym list Explain how the retailer will reach the consumer Explain why this is the best method

More Digital Strategies Crowdsourcing – Groupon, Miku – – Customer Communities – Yelp Microsites – Offshoot from the traditional webpage for a specific event or promotion Burger King’s “Subservient Chicken”

Your Task Find a microsite – evaluate it, then: Conceive a microsite for a particular company or product Create the landing page – It should have audio, video, links, sharing opportunities, and a contest – It won’t be real, but make it look real – Use Publisher as it will be more accepting of your larger graphic images – Be sure that it matches the customer demographic

Microsite Examples le%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor le%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor friday/overview friday/overview ex.html ex.html