2. 2
Module M6 Building social media promotional strategies
Competence
unit
U6.2 Creating a digital
marketing plan
Learning
outcome
Describe different
marketing strategies
Type of
resource
PowerPoint Presentation
(PPT)
Type of
learning
Face-to-face
Resource title
Describing digital marketing
strategies
Learning
hours
0,5h
Contents
- Defining digital marketing strategy;
- Analysing why do you need a strategy;
- Finding out what are the most popular digital marketing strategies
and concepts
4. DIGITAL MARKETING CONCEPT
Achieving marketing objectives (such as provide services, gain new
customers and develop customer relationships) through applying
digital technologies and media.
Includes coordinating many online presences that represent the
company such as websites, apps, social media pages, SEO, e-mail
marketing and many more online communication techniques.
Source: Chaffey. What is Digital Marketing? A visual summary (2018)
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5. “ “A vision without a
strategy remains an
illusion.”
- Lee Bolman
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6. DIGITAL MARKETING STRATEGY
A long-term detailed plan that
focuses on the digital
communication techniques.
Aims to:
Keep your customers loyal;
Create new ones;
Achieve other goals you may
have identified.
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7. WHY DO YOU NEED IT?
Business owners usually carry some
kind of strategy in their heads, and it
works okay until the company starts
growing.
In case you would need to form a larger
and more defined marketing
department, written down and clearly
defined strategy would help explaining
it to new employees, stakeholders, etc.
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8. MAIN REASONS:
1. Strategy gives a clear direction;
2. Helps to develop business goals and objectives + ways to reach
these objectives;
3. Allows to consider internal and external forces that might affect
business and marketing activities;
4. Helps to analyse and know your customers well;
5. Prepares for the arrival of new competitors/entries to the
market by understanding the various forces at play;
6. Allows to meet the needs of your clients in the best way;
7. Helps to create a strong brand and the loyalty of the customers.
Source: Business Gateway, Digital Scotland. Digital Marketing Strategy Guide Entry Level
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9. DIGITAL MARKETING
STRATEGIES
There are several main marketing
planning models which are universal
for the planning traditional and digital
marketing strategy.
They are a great help in the beginning
of the creation of the strategy, since
they help to see the current picture of
your organization, form the direction
and plan further long-term steps.
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11. MOST POPULAR MARKETING MODELS:
▪ 4Ps
▪ AIDA
▪ Ansoff Matrix
▪ BCG Matrix
▪ Porter’s five forces
▪ SWOT
▪ PESTLE
▪ SOSTAC
Source: Business Gateway, Digital Scotland. Digital Marketing Strategy Guide Entry Level
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12. MARKETING MIX 4Ps
▪ Price indicates the list of prices,
discounts, competitors’ prices,
components of price and all the pricing
strategy.
▪ Place includes physical and online
distribution channels, physical locations,
inventory, delivery, websites and other
online sites.
▪ Product is all about the range and
assortment, design, packaging and
quality.
▪ Promotion is branding, advertising,
communication, marketing, PR. 12
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13. AIDA
▪ Awareness – attracting the attention of
the customer.
▪ Interest – making the customer get
interested in the product, to encourage
know more about the product.
▪ Desire – creating an emotional
connection between consumer and the
product or service, making the
consumer desire the product.
▪ Action – moving the client taking the
step to interact with the company or buy
the product.
Source: Hanlon, A. (2013). The AIDA Model 13
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14. BCG Matrix
The Boston Consulting group’s product
portfolio matrix (BCG matrix) has designed to
help a business consider growth
opportunities by reviewing its portfolio of
products to decide:
where to invest,
to discontinue,
or develop products.
Designed to help to analyze market growth
and relative market share.
Source: Hanlot, A. (2018). How to use the BCG Matrix model?
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15. SWOT
The model helps deeply analyze the
competences of the company (its
internal strengths and weaknesses) as
well as the environment that company
works in (external opportunities and
threats), in order to formulate and
implement certain activities that would
help to achieve company’s objectives.
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16. PESTILE
PESTLE analysis, which is sometimes
referred as PEST analysis is used as a tool by
companies to track the environment they’re
operating in or are planning to launch a new
project/product/service etc. Analysing:
▪ Political,
▪ Economic,
▪ Social,
▪ Technological,
▪ Legal,
▪ Environmental.
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17. SOSTAC
SOSTAC focuses on 6 key business areas
through associated questions:
▪ Situational analysis – where are we now?
▪ Objectives – where do we want to go?
▪ Strategy – how do we get here?
▪ Tactics – what channels do we use to
get there, and how exactly?
▪ Action – who is responsible for what?
▪ Control – measurement, was the
strategy successful?
Source: Business Gateway, Digital Scotland. Digital Marketing Strategy Guide
Entry Level
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18. WHAT’S NEXT?
All of these models will help you start
your digital marketing strategy. In the
next topic we will more thoroughly
present the SWOT model, which you will
be able to use in order to identify the
weak and strong areas of your business
activity, foreseen threats and
opportunities.
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19. LET’S REVIEW SOME CONCEPTS
Marketing objectives Online presence
Marketing models Digital marketing strategy
4Ps AIDA
Ansoff Matrix BCG Matrix
Porter’s five forces SWOT
PESTLE SOSTAC
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20. This project has been funded with support from the European Commission.
This publication reflec ts the vi ews onl y of the aut hor , and the Commission cannot
be held responsible for any use which may be made of the information contained therein.
Project Number: 2018-1-UK01-KA202-047909
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