Download - digital marketing strategy
Dr. Walid El-Etriby
A digital marketing strategy is a channel strategy
which means that it should...
1. Be informed by research into
1. customer channel behaviour
2. marketplace activity
3. Intermediaries
4. publishers
5. competitors
Dr. Walid El-Etriby
A digital marketing strategy is a channel strategy which means that it should...
2. Based on objectives for future online and offline
channel contribution %
3. Define and communicate the differentials of the channel to encourage customers to use it,
4. manage channel integration
Dr. Walid El-Etriby
In another way, digital marketing strategy defines how companies should:
1. Hit our channel leads & sales targets Budgets for
Acquisition, Conversion, Retention & Growth, Service
2. Communicate benefits of using this channel – enhance brand
Dr. Walid El-Etriby
In another way, digital marketing strategy defines how companies should:
1. Prioritise audiences targeted through channel
2. Prioritise products available through channel
Dr. Walid El-Etriby
1. You're directionless
2. You won't know your online market share
3. Existing and start-up competitors will gain market share
4. You don't have a powerful online value proposition
5. You don't know your online customers well enough
Dr. Walid El-Etriby
6. You're not integrated ("disintegrated"•)
7. Digital doesn't have enough people/budget given its importance
8. You're wasting money and time through duplication
9. You're not agile enough to catchup or stay ahead
10. You're not optimising
Dr. Walid El-Etriby
SOSTAC® (P R Smith, 1998)
A simple aide-mémoire that helps managers to recall the key components of a marketing
communications plan.
Dr. Walid El-Etriby
SOSTAC® can be applied to any kind of plans
◦ Corporate plan.
◦ marketing plan.
◦ marketing communications plan.
◦ social media plan.
Dr. Walid El-Etriby
S – Situation analysis (where are we now?).
O – Objectives (where do we want to go?).
S – Strategy (how do we get there?).
T – Tactics (the details of the strategy).
A – Action (or implementation – putting the plans to work).
C – Control (measurement, monitoring, reviewing and modifying).
Dr. Walid El-Etriby
Every plan must include the three key resources , the 3Ms:
Men/women (the human resources);
Money (budgets);
Minutes (time).
Dr. Walid El-Etriby
your customers ◦ Their characteristics, behaviours, needs and wants.
◦ Characteristics summarised in named personas are useful to get started,
◦ Detail here is very useful to talk about
◦ “What would John do.. or think about...”.
◦ Potentially profitable customers
Dr. Walid El-Etriby
Your market ◦ Market description
◦ Actionable needs and trends
◦ what exactly is growing in the market.
Your competitors ◦ Benchmark against competitors for your customer
personas.
◦ P.O.P and P.O.D.
Dr. Walid El-Etriby
Intermediaries, influencers and potential partners ◦ Customer use of publisher or media sites which
may influence their decision
◦ Example:
search engines, specialist news sites , social networks and bloggers
Dr. Walid El-Etriby
Digital-specific SWOT summary ◦ Include a digital channel SWOT that summarises
your online marketplace analysis findings AND links to strategy.
Dr. Walid El-Etriby
Marketing objectives
Refer to ◦ Sales.
◦ market share.
◦ distribution penetration.
◦ launching a number of new products.
◦ and so on……
Dr. Walid El-Etriby
Marketing objectives
For example : ◦ To increase unit sales of product/brand X by 10 per
cent over the next 12 months;
◦ To increase market share by 5 per cent over the next 12 months;
◦ To generate 500 new enquiries each month;
◦ To increase distribution penetration from 25 per cent to 50 per cent within 12 months;
Dr. Walid El-Etriby
Communications objectives
Refer to how the communications should affect the mind of the target audience: ◦ generate awareness, attitudes, interest or trial.
Dr. Walid El-Etriby
Examples of communications objectives:
Increase awareness from 35-50% within 8 weeks of the campaign launch among 25- to 45-year-old ABC1 women.
Position the service as the friendliest on the market within a 12-month period among 70% of heavy chocolate users;
Dr. Walid El-Etriby
Examples of communications objectives:
Reposition Guinness from an old, unfashionable, older man‟s drink to a fashionable younger person‟s drink over two years among all 25- to 45-year-old male drinkers;
Maintain brand X as the preferred brand (or number one brand) of photocopiers among at least 50 % of current UK buyers in companies with 1,000-plus employees;
Dr. Walid El-Etriby
Examples of communications objectives:
Include Bulgarian wines in the repertoire of possible wine purchases among 20 per cent of ABC1 wine buyers within 12 months;
Support the launch of a new shop by generating 50 % awareness in the immediate community one week before the launch;
Announce a sale and create 70% awareness one day before the sale starts;
Dr. Walid El-Etriby
Four different types of measures : 1. Top-level broad goals to show how the business
can benefit from digital channels
2. Mid-long term vision to help communicate the transformation needed in a larger organisation
3. Specific SMART objectives to give clear direction and commercial targets
4. Key performance indicators to check you are on track
Dr. Walid El-Etriby
•Customer acquisition & retention targets Sell
•Customer satisfaction targets Serve
•WOW factor ” added value” Sizzle
•Engaging customers Speak
•Quantitative efficiency gain Save
Dr. Walid El-Etriby
how the objectives will be achieved.
It summarizes and drives tactics in the same direction.
Communications strategy helps to harmonize and integrate all of the tactical communications tools.
Dr. Walid El-Etriby
•how is the market broken up? Segmentation
•what target markets are chosen
•who is the „ideal customer‟? Target markets
•strategy must fulfil objectives Objectives
•The product or service,
•Which drives the overall proposition Positioning
Dr. Walid El-Etriby
• is there a sequence or series of stages? Stages
• does it all integrate smoothly perhaps through
a database? Integration
• TV, opt-in e-mail, PPC or social media, etc?
• whether you build your own network or use
someone else‟s Tools
Dr. Walid El-Etriby
IBM insurance marketing communications strategy.
Position the business as a solution provider that fully understands client needs and is easily able to provide complete and successful solutions.
All communications reinforce the company‟s unique capability, which combines marketing and IT in an integrated manner.
Dr. Walid El-Etriby
IBM insurance marketing communications strategy.
The key target group is „European insurers with medium to large customer bases (usually over 1 million)‟.
All communications are below the line , editorially driven, and drawn from sound research into leading-edge solutions.
The published papers are used across a series of public conferences, own conferences and training awareness days, along with a constant media relations campaign.
Dr. Walid El-Etriby
Tactics are the details of strategy.
Communications tactics are the tools such as advertising, PR, direct mail, etc.
Dr. Walid El-Etriby
Actions implement the tactics.
This is the not-so-glossy side of marketing,
Which requires ◦ good project planning skills.
◦ time management and people management skills.
◦ Handle pressure to get things done.
Dr. Walid El-Etriby
The action/implementation of the marketing communications tactics requires:
an ability to get other people (staff, agencies, printers, etc) to deliver on time and within budget.
It also requires an ability to plan for contingencies
Dr. Walid El-Etriby
Control systems need to be in place to help monitor any campaigns or activities
Some control parameters : ◦ Cost per order
◦ Cost per enquiry
◦ cost per visitor.
◦ cost per order
◦ cost per customer acquisition.
◦ Return on investment.
Dr. Walid El-Etriby
Review marketplace and set objectives
Use these six key activities to define your digital opportunity through marketplace analysis: ◦ 1. Review digital marketing capabilities
◦ 2. Review performance using KPI dashboards after customising analytics for your business
◦ 3. Summarize customer insight in customer personas and customer journey maps
Dr. Walid El-Etriby
six key activities to define your digital opportunity through marketplace analysis:
◦ 4. Audit brand and benchmark competitors
◦ 5. Review influencer outreach, co-marketing and intermediaries
◦ 6. Define SMART objectives with conversion spread sheet models to quantify opportunity
Dr. Walid El-Etriby
Create digital strategy:
Review how your digital proposition and communicate it using digital targeting techniques:
Select target market segments and personas.
Define digital targeting approaches
Dr. Walid El-Etriby
Define your online value proposition (OVP) including review of business and revenue model, brand positioning and integration with traditional channels
Review marketing mix for online options for the 4Ps – Product, Price, Promotion and Place
Dr. Walid El-Etriby
Implement and manage digital marketing communications
Make smart budget investments and optimise your digital communications across all key customer touch points:
Dr. Walid El-Etriby
Reach: Build your audience by integrating paid, owned and earned media
Act: Using content marketing and persuasion to prompt brand interaction and leads
Convert: Use conversion rate optimization to boost online and offline sales
Engage: Develop customer loyalty and repeat sales