Digital strategy is one of the most sought after destinations in the marketing, while there are a few of the experts in this field not only in Ukraine but all over the world. Vika Deriugina considered the digital strategy as part of the communication strategy of the brand, as well as looked into the features of the development strategy for the premium brands on the example of realized projects.

Master class of Victoria Deriugina (strategist of «DIGITALIZM» agency (London / Moscow), the teacher of the course Digital-strategist in IKRA (Moscow)).

Ion the master classes program: 1. Introduction to BrandBuilding: brand pyramid, big idea, the brand area, the creative campaign, activation of communication channels;

2. Introduction into Digital Marketing: the history of Digital media, Digital Landscape (websites, social media, a brief definition of and familiarity with approaches to segmentation of digital media.);
3. Digital Strategy: 2 approaches;
4. Digital strategy as a part of the marketing strategy of the brand: the basic model and the development of the structure;
5. 6 stages of the Digital Strategy: brief analysis, scaling, creative idea, technical implementation, KPI - a brief analysis of each stage of the example cases;
6. Review of analytical tools, and monitoring the effectiveness of campaigns. The approaches to the formulation and evaluation of KPIs of digital campaigns;

We will briefly look at all the 6 stages of development, learn how to work with open sources of data about consumers and their preferences in the digital channel, build a communication model for digital and evaluate the effectiveness of the strategy.