A Framework for Choice

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  • 1. A Framework for Choice
    5G3190 DMCM
    David Edmundson-Bird
  • 2. A Framework for Choice
    So what’s the problem?
    You have to produce a digital marketing strategy poster
    You have to produce a positioning approach document
    You have to discuss the role of the digital marketing mix in your digital marketing programme
    You have to produce a digital marketing programme
  • 3. A Framework for Choice
    So what do you need to learn?
    What the framework for choice in digital marketing and electronic relationship management is
    What the role of the 2Is is across the all of the different digital marketing levers
    How the digital marketing levers are used to create and manage electronic customer relationships
    How the framework for choice is designed
  • 4. what is the Role of the 2 “I”s across the all of the different Digital Marketing Levers?
    What is the Framework for Choice in DMERM?
  • 5. The Digital Marketing Matrix
    Electronic customer relationship stages
    AWARENESS
    EXPLORATION
    COMMITMENT
    DISSOLUTION
    DIGITALPRODUCT
    DIGITALPRICING
    DIGITALCOMMUNICATION
    where the leverage is applied
    SOCIALNETWORK
    DIGITALCHANNEL
    DIGITAL BRANDING
  • 6. The Role of the 2is and the Framework
    Individualisation
    Interactivity
    RESULT
    It becomes more possible to create and manage electronic customer relationships
  • 7. How are the Digital Marketing Levers used to create and manage Electronic Customer Relationships?
  • 8. Moving through the Electronic Relationship Stages
    Awareness
    Exploration/Expansion
    Commitment
    Dissolution
    It’s possible to advance throughthe stages in different ways
    Profitable yetuncommitted
    What kind of organisation faces this possibility?
  • 9. The Framework for Choice
    Have a look at the sheet
    AWARENESS
    EXPLORATION
    COMMITMENT
    DISSOLUTION
    DIGITALPRODUCT
    DIGITALPRICING
    DIGITALCOMMUNICATION
    SOCIALNETWORK
    DIGITALCHANNEL
  • 10. The Digital Marketing Matrix
  • 11. How is the Framework for Choice designed?
  • 12. Problems in Multiple Target Segmenting
    Targeting one segment can lead to the alienation of other segments.Organisations marketing to multiple segments face this problem all the time
  • 13. Digital Marketing Lever Selection
    Segmenting, targeting and positioning provide a framework that helpsyou identify the “best” mix of digital marketing levers, but there is nevera “right” answer
    Positioning
    CurrentRelationshipPhase
    Objective
    Digital MarketingLever
    Targeting
    MarketSegment
    This is good, because it means you can’t be wrong in your assignment.But you can be wrong in the outside world 
  • 14. Framework Design Principles
    To which digitalmarketing leversdo your customersrespond best?
    To which digitalmarketing levers areyour competitorsleast like torespond?
    Which digitalmarketing leverswork besttogether?
    Which digitalmarketing leversare consistent withyour business & marketingstrategies?
    Choose the leverson consumer behaviour.
    Choose levers that willcause change.
    Measure the impact ofeach lever.
    Get rid of barriers thatget in the way ofsuccess
    Work out how yourcompetitors will react
    Build on yourorganisation's
    competences
    Look at how interactionmay work across theleversTry and integrateacross levers.
    Remember that thelevers create yourposition
    Try to focus on creatingsuperior customervalue
  • 15. Integration of Marketing Levers
    Targeted Segments
    DigitalMarketing Levers
    Integrated Marketing Levers
    OfflineMarketing Levers
    Positioning
  • 16. What We’ve Covered Today
    What the framework for choice in digital marketing and electronic relationship management is
    What the role of the 2Is is across the all of the different digital marketing levers
    How the digital marketing levers are used to create and manage electronic customer relationships
    How the framework for choice is designed