Dr Aleksej Heinze @AleksejHeinze

6th December 2016 10:30am – 12 noon (London time zone)

Results-driven Approaches to Help you Stand out From the Crowd: Digital Marketing Strategy Evaluation and Reverse Engineering

http://mastersindigitalmarketing.org/book/

Buyer Persona Spring

Source: Heinze et al. (2017) Digital and Social Media Marketing: A Results-Driven Approach, Routledge

Buyer Persona Spring

Source: Heinze et al. (2017) Digital and Social Media Marketing: A Results-Driven Approach, Routledge

Assessing the quality of you digital marketing strategy

Test adapted with kind permission from Prof Brian D Smith – www.pragmedic.com

12 questions – focusing on key aspects of strategic planning

Please answer these honestly

1. Our digital marketing strategy makes it clear what markets or parts of the market we will concentrate our efforts on

if your digital marketing strategy attacks all of the market sector equally = 0if your digital strategy is focused by the “descriptor groups” = 1If your digital strategy attacks needs-based segments = 2If you don’t know = -1

2. Our digital marketing strategy makes clear what actions fit with the marketing strategy and what does not

If your digital strategy allows complete freedom of action = 0If your digital strategy allows a high degree of freedom of action = 1If your digital strategy makes most of your action plan decisions for you = 2If you don’t know = -1

3. Our digital marketing strategy clearly defines our intended competitive advantage for our buyer personas

If there is no strong and supported reason why the buyer persona should choose you = 0If there is a reason why buyer persona buy from you but there is no strong proof = 1If you can clearly state the reason the buyer persona should buy from you and not the competitor and substantiate that reason = 2If you don’t know = -1

4. Our digital marketing strategy allows synergy between the activities of the different parts of the organisation

If the strategy is a compromise of what each department is capable of = 0If the strategy uses the strengths of only one or two departments = 1If the strategy uses the best strengths of all departments = 2If you don’t know = -1

5. Our digital marketing strategy is significantly different from that of our competitors for our buyer personas

If you attack the same buyer personas with the same value proposition = 0If you attack the same buyer personas OR use the same value proposition = 1If you attack different buyer personas with different value proposition = 2If you don’t know = -1

6. Our digital marketing strategy recognises and makes full allowance for the needs and wants of our buyer personas

If you only meet the basic functional needs = 0If you also meet the higher functional needs = 1If you also meet the emotional and ego needs = 2If you don’t know = -1

7. Our digital marketing strategy recognises and makes full allowance for the strategy of our competitors

If you are ignoring competitors digital marketing strategy = 0If you are allowing for some of the competitor digital marketing strategy = 1If you are allowing for all of the competitors’ digital marketing strategy = 2If you don’t know = -1

8. Our digital marketing strategy recognises and makes full allowance for the changes in the business environment that are beyond our control, such as technological, legislation or social change

If your digital marketing strategy is designed for today’s conditions = 0If your digital marketing strategy allows for one or two changes = 1If your digital marketing strategy considers the combined effects of all the external factors = 2If you don’t know = -1

9. Our digital marketing strategy avoids or compensates for those areas where we are relatively weak compared to our competition

If you have taken little or no account of your relative weaknesses = 0If you are trying to fix your relative weaknesses = 1If your strategy means that your relative weaknesses don’t matter = 2If you don’t know = -1

10. Our digital marketing strategy makes full use of those areas where we are relatively strong compared to our competition

If you have taken little or no account of your relative strengths = 0If you are trying to use your relative strengths = 1If your digital marketing strategy means that your relative strengths become more important = 2If you don’t know = -1

11. Our digital marketing strategy, if successfully implemented, will meet all the objectives of the organisation

If your digital marketing strategy, fully and successfully implemented, does not deliver your financial and non-financial objectives = 0If your digital marketing strategy, fully and successfully implemented, delivers only your financial objectives = 1If your digital marketing strategy, fully and successfully implemented, delivers your financial and non-financial objectives = 2If you don’t know = -1

12. The resources available to the organisation are sufficient to implement the digital marketing strategy successfully

If you have neither the tangible nor the intangible resources to implement the digital marketing strategy = 0If you have only the tangible or the intangible resources to implement the digital marketing strategy, but not both = 1If you have both the tangible and the intangible resources to implement the digital marketing strategy = 2If you don’t know = -1

How did you score?

18 – 24: Well done! It is all down to implementation now

12 – 17: Good. You can succeed if competition is weak

6 – 11: OK. Let’s hope competitors are very weak

< 6: Crumbs. A lot of work ahead

Buyer Persona Spring

Source: Heinze et al. (2017) Digital and Social Media Marketing: A Results-Driven Approach, Routledge

Any questions? Please share!

http://mastersindigitalmarketing.org/book/