Digital Strategy - Lecture Two...
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Transcript of Digital Strategy - Lecture Two...
SOSTAC® planning model…
1
2
3
4
5
6
situation
objectives
strategy
tactics
actioncontrol
corporate
marketing
digital
resources scheduling
Smith, 1990
5S’s
marketing mix
marketing
the macro environment
the micro environment
strategysystems
functionsresources
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...
external (macro) context…
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 marketingfor your organisation/SBU
PoliticalEconomicSocialTechnologicalEnvironmentalLegal
H = HighM = MediumL = LowU = Undecided
Time Frame:ShortMediumLong
Type:Opportunity orThreat
Implication:IncreasingReducingNot yet determined
Relative ImportanceH = HighM = MediumL = Low
customer analysis...
segment characteristics
decision-making process
involvement
perceived risks
awareness, perception and attitude
influence
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 maximiseopportunities
“Mini-Maxi” Strategies
Minimise weaknesses by taking advantage of
opportunities
Threats“Maxi-Mini” Strategies
Strengths used to minimisethreats
“Mini - Mini” Strategies
Minimise weaknesses and avoid threats
Weihrich, 1982
digital objectives...
avoid solely focusing on sales, what are the key metrics
help to determine/clarify position, drive traffic, create interest, retention, engagement, interaction…
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, 2017
strategy… Segmentation
…can use ‘classic’ bases and variables for B2C and B2B
…often developed further as persona’s
…persona’s
profile
personality
influencers
technology
user experience
devices
apps and software
do’s and don’ts
relationship
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
the customer journey…
acquisition, conversion, retention
reach, act, convert, engage
reach, engage, activate, nurture
…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
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...
evaluate the success of…
different digital mix elements
different digital channels
different digital media
finally, feedback and learn
key focus on analytics here… but what are the metrics?
SOSTAC® planning model…
1
2
3
4
5
6
situation
objectives
strategy
tactics
actioncontrol
corporate
marketing
digital
resources scheduling
Smith, 1990
5S’s
marketing mix
References and reading
Armstrong, G & Kotler, P. (2008) Marketing- An Introduction. 9th ed Pearson Education: London
Chaffey, D. & Smith, P.R., (2017) Digital Marketing Excellence. Routledge: Oxon
Dibb, S., Simkin, L., Pride, W.M. & Ferrell, O.C. (2012) Marketing: Concepts and Strategies. 5th European ed. Houghton Mifflin: Abingdon
Richardson, R., James, J. & Kelley, N. (2015) Customer-Centric Marketing. KoganPage: London
Ryan, D. and Jones, C. (2014) 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/