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
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
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
