Strategic Digital Marketing Planning Framework
Transcript of Strategic Digital Marketing Planning Framework
SOSTAC® planning model…
1
2
3
4
5
6
situation
objectivesstrategytactics
actioncontrol
corporate
marketing
digital
resources scheduling
Smith, 1990
5S’s
marketing mix
SMART Objectives (Goals)
Sync with Company’s goals – remember the bottom line!!
Goals with no measurements mechanisms are just wishful thinking.
Have strong relevant KPI’sYour tactics have to address the needs of your objectives
Strategic Formulation
Who are your prospect customers?
What added value do your bring to your customers?
What are your goals for acquisition?
What integrated strategies will your use to achieve these goals?
How will we get there? 3M’s
Who are my customers? Targeting the right Segmentation is not an option…
…can use ‘classic’ bases and variables for B2C and B2B
…Do you know your buying personas?
…3S’s of online segmentation – Search, Site and Social Behaviour
Find out their problem, their anxieties, the order in which they look for information, what they want to hear, keywords, their tone of voice, etc…
Targeting...
three tradition key approaches – undifferentiated, differentiated and concentrated.
Start by Listening (research your audience) – develop your personas.
Becoming visible - Search Engine Marketing
Focus on solutions not on your products!
Positioning…
products can be positioned in the market by focusing on specific factors such as…
features, benefits or advantages
solutions presented
specific 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 benefits from the site, content, service and functionality
…a further objective-linked strategic consideration
acquisition
conversion
retention
…how do we gain new customers?
…OVP and integration with other channels
…build relationships, develop advocates and engage
Brand influence
How Strategic implementation can help your business?
How to Integrate online and offline?
Staffing, budgeting, alliances and partnerships…
Innovation and creativity
Now think of your email marketing or display add campaign:
Who are your trying to reach?
What are you offering which is unique, free or rewarding?!?
Have you got a clear call-to-action strategy?
What value are you adding with your content?
Have you got clear goals, metrics, budget, timeframe, etc.?
implementation…
is the scheduling of digital campaign
Gantt chart or project plan
Key resources are determined
responsibilities are allocated
management processes are put in place
control and evaluation...
Link to the digital objectives set earlier
evaluate the success of…
different digital mix elements
different digital channels
different digital media
finally, feedback and learn
Using the right Metrics
From hearts to leads to sales growth rate.
Are you able to identify and reward?
Revenue growth and ROMI – how is marketing contributing to the bottom line?
Can customer satisfaction lead to new acquisition? If so, what about leads from referral metrics?
Have you built your internal capability for data collection and analysis leading to regular informed reporting (dashboard)
References and reading
Chaffey, D. and Ellis-Chadwick F. (2012). Digital marketing: strategy, implementation and practice. 5th Edition, Pearson. London.
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. Kogan Page. London
Scott, D. M (2015). The New Rules of the Marketing and PR. 5th Edition. Wiley. New Jersey.
http://www.smartinsights.com/digital-marketing-strategy/sostac-model/