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digital and interactive marketing #DIM 2 implications and planning management
| Date post: | 12-May-2015 |
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digital and interactive marketing #DIM
2
implications and planning
management
SOSTAC planning framework
planning framework…
1
2
3
4
5
6
situation analysis objectives strategy tactics
action control
growth
position
competive
corporate
marketing
digital
resources
scheduling
Smith, 1990
7P’s
marketing
the macro environment
the micro environment
strategy systems functions resources
suppliers
other stakeholders
intermediaries
competitors
customers
political forces
social cultural forces
technological forces
economic forces
environmental forces
legal forces
environments
the internal environment
situation analysis...
macro environmental analysis…
present organisations with opportunities and threats
political
economic
social
technological
environmental
legal
PESTEL analysis… Your Notes PESTEL
Factors Potential Impact
Implications & Importance
About your organisation & how the factors might impact on marketing for your organisation/SBU
Political Economic Social Technological Environmental Legal
H = High M = Medium L = Low U = Undecided
Time Frame: Short Medium Long
Type: Opportunity or Threat
Implication: Increasing Reducing Not yet determined
Relative Importance H = High M = Medium L = Low
stakeholder analysis... Which publics are important to the Qirm’s ope
rations?
How strong are company-‐stakeholder relationships?
What is the impact of corporate actions on these publics?
Are they increasing or decreasing in importance?
What actual or potential impact could they have on the business?
What are the interests of each relevant public?
Which groups pose a threat and which an opportunity?
What are their communications needs?
customer analysis...
segment characteristics
decision-‐making process
involvement perceived risk
awareness, perception and attitude
inQluence
media consumption and use
investment priorities, objectives &
goals
market importance & commitment
relative strengths & weaknesses
competitors -‐ now? 5 years on?
weaknesses making them vulnerable
changes likely in future strategies
‘7 step competitor analysis drill’
effect on industry, market & you
Davidson, 1997
Internal analysis... strengths and weaknesses
linked to use and availability of resources…
and analysis of current digital activity…
TOWS Analysis
Strengths Weaknesses
Opportunities
“Maxi-‐Maxi” Strategies
Strengths used to
maximise opportunities
“Mini-‐Maxi” Strategies
Minimise weaknesses by taking advantage of opportunities
Threats
“Maxi-‐Mini” Strategies
Strengths used to minimise
threats
“Mini -‐ Mini” Strategies
Minimise weaknesses and
avoid threats
Weihrich, 1982
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
SMART
the 5S’s... sell… grow your sales
speak… dialogue, participation and engagement
serve… add value
save… costs
sizzle… take your brand online
Smith, 2000
strategy… Segmentation
• Regional • National • International
Geographic
• Age • Gender • Family
Demographic
• MOSAIC • ACORN
Geo-‐demographic
• Income • Occupation • Education
• Religion • Race • Class
• Lifestyle • Personality
Psychographic
• BeneQits sought • Purchase occasion • Attitude
Behavioural
• Usage rate • User status • Loyalty
strategy… segmentation
B2B segmentation...
demographic
operating variables
purchasing approaches
situational factors
personal circumstance
technology
volume
capabilities
targeting...
three key approaches
undifferentiated differentiated
concentrated
positioning… products can be positioned in the market by f
ocusing on speciQic
factors such as…
features, beneQits or advantages
solutions presented
speciQic usage (occasions)
positioned against other products
class disassociation
strategy… OVP
closely tied to the brand position
the reasons why the customer will click, register, buy and share
the intrinsic beneQits from the site, content, service and functionality
…Qinal strategic consideration acquisition
conversion
retention
…how do we gain new customers?
…OVP and integration with other channels
…build relationships, develop advocates and engage
product
promotion
tactics…
price
place
people
process
physical evidence
implementation…
is the scheduling of methods and media
Gantt chart or project plan
Key resources are determined
responsibilities are allocated
management processes are put in place
control and evaluation...
Link to the promotional objectives set earlier
evaluate the success of…
different comms tools
different media
different vehicles
Qinally, feedback and learn
SOSTAC planning framework
planning framework…
1
2
3
4
5
6
situation analysis objectives strategy tactics
action control
growth
position
competive
corporate
marketing
digital
resources
scheduling
Smith, 1990
7P’s
Situation analysis
• Mission Statement and Corporate Objectives • Marketing Audit – Macro, Micro and Internal • SWOT and TOWS Analysis, development of CSF’s
Objectives
• SMART • SpeciQic, Measureable, Realistic, Achievable and Time-‐bound
Strategy
• Growth and Competitive Advantage • Branding • Segmentation, Targeting and Positioning
Tactics
• The Marketing Mix • Product, Price, Promotion, Place, People, Process and Physical Evidence
Action
• Implementation of the plan • Allocation of resources and management of performance
Control
• Measuring performance against objectives and desired outcomes • Amending approach based on variance
Smith, 1990
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 MifQlin: Abingdon Ryan, D. and Jones, C. (2009) Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation London: Kogan Page http://www.smartinsights.com/digital-‐marketing-‐strategy/online-‐business-‐revenue-‐models/dealing-‐with-‐digital-‐disruption/ http://www.smartinsights.com/digital-‐marketing-‐strategy/sostac-‐model/
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