Digital marketing

getting the strategy right…

…if you have any questions… send me a tweet!

SOSTAC® planning model…

1

2

3

4

5

6

situation

objectivesstrategytactics

actioncontrol

corporate

marketing

digital

resources scheduling

Smith, 1990

5S’s

marketing mix

…so, let’s assume that audit is done…

…and you’ve a wealth of insight into the marketing environment

digital objectives...

avoid solely focusing on sales

help to determine/clarify position

help highlight the balance of tactics needed

provide a time frame

provide a means of evaluation and measurement

link back to marketing and corporate objectives

types of objectives…

Unique visitors, traffic, bounce rate, revenue, search percentage

leads, conversions from leads, page views, time, value per visit

sales, sales from leads, sales value, sales volume, average order value

active customers, brand mentions, sentiment, shares, virality

the 5S’s...sell… grow your sales

speak… dialogue, participation and engagement

serve… add value

save… costs

sizzle… take your brand online

Smith, 2000

Ansoff’s Growth Matrix

Market Penetration Product Development

Market Development Diversification

Existing

Existing

New

New

strategy… Segmentation

…can use ‘classic’ bases and variables for B2C and B2B

…often developed further as persona’s

online behaviour and digital media consumption is vital

Average weekly internet usage is 16.8 hours (2013)

…persona’s

profile

personality

influencers

technology

user experience

devices

apps and software

do’s and don’ts

relationship

targeting...

three key approaches…

undifferentiated

differentiated

concentrated

strategy… OVP

closely tied to the brand position… what is it?

the reasons why the customer will click, register, buy and share

the intrinsic benefits from the site, content, service and functionality

…it’s all about value, what makes your web presence valuable?

the customer journey…

acquisition, conversion, retention

reach, act, convert, engage

reach, engage, activate, nurture

…reach

social media, SEM, affiliates, display…

…convert

web optimisation, user experience, interaction

…engage

…social media, earned media, conact

…developing intelligent strategic objectives

Objective Substantiation Strategies to achieve goals

KPI’s

Link to stage of consumer journey and SMART

Link to audit findings and TOWS options

Link to STP, OVP, growth and positioning

What will you be measuring?

Conversion –increase averageorder value to £30 per customer

- Increase in disposable income- Increased desire for product

- Position as luxury against key competitors- Differentiation through featuresOVP – exclusivity

% of unique visitorsresponding to promotions

…can we please wrap this up?

…questions?

References and reading

Armstrong, G & Kotler, P. (2008) Marketing- An Introduction. 9th ed Pearson Education: London

Dibb, S., Simkin, L., Pride, W.M. & Ferrell, O.C. (2012) Marketing: Concepts and Strategies. 5th European ed. Houghton Mifflin: Abingdon

Ryan, D. and Jones, C. (2009) Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation London: Kogan Page

Wilson, M.S., Gilligan, C., (2005), Strategic Marketing Management, CIM/Elsevier

http://www.smartinsights.com/digital-marketing-strategy/sostac-model/

http://www.smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-marketing/

http://www.enterprisebucks.co.uk/wp-content/uploads/2014/09/digital-marketing-plan-template-smart-insights1.pdf