did planning presentation 14th october

Direct Interactive and Digital Marketing Planning

Zoe Baskett Rob Noble

Sarah Kirkby Tim Bedford-Bain

Micheal Fabiyi

Tuesday 14th October 2014

Aim of Today

- Introduce digital marketing

- Aspects of traditional marketing planning

- What is Digital and Direct marketing planning?

- The similarities they hold

- The differences between digital and traditional

- Whether digital has enhanced the marketing process or not?

2Direct Interactive and Digital Marketing - MARK-1149

What is Direct and

Digital Marketing?

‘Achieving marketing objectives through applying digital technologies’ [Chaffey and Ellis-Chadwick, 2012]

Drives the creation of demand using the power of the internet.

A natural focus on consumers rather than products.

Many potential online channels to be strategically used [Powers, 2008]

Link to ‘relationship marketing’

Profit is still revenue minus cost - the internet doesn't change that.

Double Click & Google Analytics

Opportunity to build tailored, optimised brand experiences for consumers. [Stokes, 2013]


Direct and Digital

Marketing Planning

Builds on and adapts the principals of traditional marketing and the wider marketing objective.

Short time period to plan due to constant changes in marketplace.

There must be an ability to remain flexible and dynamic.

The desired outcome of the digital strategy is inline with the business objectives of the company.

More specific objectives are set considering the strategy of the campaign.


P.R.Smith’s SOSTAC Planning System


Situation Analysis

Objectives

Strategy

Tactics

Control

Actions

C

A

S O

T S

[Chaffey, 2013]

Tasks Involved

1. Situational Analysis (Brand Background, Identity, Audience & Competition)

2. Creating aim and objectives

3. Strategy

4. Budgeting (e.g £100,000)

5. Tactics

6. Action

7. Control


The Coca-Cola - Content 2020 case study represents the processes and ideas that the brand will undertake in the forthcoming years !The Digital Planning Process !Firstly: Looking at business data • The current market • Budget • Sales !Next: Creating an Aim and flexible Objectives to create their ‘Liquid Content’ Aim: “To create ideas so contagious that they cannot be controlled, through this create conversation and earn disproportionate share of popular culture” Objectives: To double the volume of business To improve use/distribution of technology To significantly create and enhance story telling

‘To make the world more positive’


Coca-Cola

‘Liquid

Content’ 2020

Third Step : Strategy & Tactics Strategy • Sharable content • Identification of cultures within

markets

• Create positive stories- which can be shared easily

Tactics

• Story Telling

• positive links to brand • consumer driven • social platforms - Konnect


Coca-Cola

‘Liquid

Content’ 2020

Strengths - Flexible - Allowances for change - Innovative popular through novelty - Measurement due to social media tools !Weaknesses - Lack of control of social media - New plan, underestimates certain elements


Coca-Cola Planning

Cont.

Traditional Marketing Planning

- Set Objectives - SMART

- Define Target Audience

- Evaluate the Competition

- Set a Budget

- Consider Communication Channels

- Develop the Right Message

- Design & Testing

- Legal Considerations

- Feedback and Measurement 11Direct Interactive and Digital Marketing - MARK-1149

Mass Marketing

- ‘An approach to advertising that attempts to reach every consumer, rather than a particular market segment’

- It is a product central process

- A high reach strategy

- Mass Marketing Brands such as Cadbury

- Bought by 60 to 70 percent of the country

- “There is a lot of discussion about whether TV is dead, but it’s still a very good way to reach a large number of people with an engaging message. With a brand the size and scale of Cadbury Dairy Milk, TV was always going to be a key part of our plans.” [McCabe, 2014]


Differences in Planning


Differences Similarities

Product or Consumer based Creating objectives

Real-time Aspect Budgets

Monitoring Evaluate

Segmentation


Planning Digital Mass

Clear Objectives Clear Objectives

Market place Analysis

Direction

Creating a Strategy

Tactics

Delivery

Identification of targeted

consumers

Real-time Campaigns

Monitoring

Has digital planning

enhanced the process

- It has enabled brands to have a consumer centric viewpoint

- Increased monitoring abilities

- Enabled real-time marketing to be a part of the planning process


It has allowed Nike to think of great innovative strategies to reach, engage, convert and measure their audience. !Nike “write the future campaign” !Competitions via social media !This was a successful campaign, receiving way more references to the world cup than their main competitors and official world cup sponsors, Adidas !Nike has reduced the amount of traditional marketing by 40% !New target audience aged between 16-24, easily targetable through digital means !$800 million was spent on “nontraditional marketing” !Nike CEO admitted that traditional marketing limited them and the power they had to control the products once it had entered the distribution channel.


How does Nike use Digital marketing planning to

enhance their planning process

What we’ve looked at

today

What is Digital, Interactive and Direct Marketing !What is DIDM planning !The steps and processes to creating a Digital Plan !The steps to creating a Traditional Plan !How do Digital and Traditional plans differ from each other and how has planning progressed !How do Digital methods enhance the planning process


Direct Interactive and Digital Marketing - MARK-1149

Thanks for Listening

18

References


Chaffey, D. (2013) ‘Introducing RACE: a practical framework to improve your digital marketing’, Smart Insights, [WWW] Available from; http://www.smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-marketing/ [Date Accessed; 03/10/14]

Coca Cola ‘Liquid Content’ (2011) Available from; http://www.youtube.com/watch?v=LerdMmWjU_E [Date Accessed 10/10/14]

Jobber, D. (2010) Principals and Practice of Marketing 6th Edition, Berkshire, McGraw-Hill Education

Powers, A. (2008) ‘How to create a digital marketing strategy’, [WWW] Available from; http://www.pagelines.com/how-to-create-a-digital-marketing-strategy/ [Date Accessed; 03/10/14]

Stokes, R. (2013) eMarketing: The essential guide to marketing in a digital world Fifth Edition, Quirk eMarketing Pty [Ltd]

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

http://www.youtube.com/watch?v=LerdMmWjU_E

http://www.pagelines.com/how-to-create-a-digital-marketing-strategy/