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Strategic Digital Marketing Planning Framework


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3rd lecture focused on the digital marketing planning framework based on SOSTAC (PR Smith). This lecture aims to help student to build SMART objectives, understand what strategic formulation is, tactical implications, implementation and monitoring.
The Lecture is followed by 2 hours seminars with extra materials, videos and tasks.

Published in: Marketing
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Strategic Digital Marketing Planning Framework

  1. 1. SOSTAC® planning model… 1 2 3 4 5 6 situation objectives strategy tactics action control corporate marketing digital resources scheduling Smith, 1990 5S’s marketing mix
  2. 2. PR Smith on SOSTAC
  3. 3. SMART Objectives (Goals) Sync with Company’s goals – remember the bottom line!! Goals with no measurements mechanisms are just wishful thinking. Have strong relevant KPI’s Your tactics have to address the needs of your objectives
  4. 4. Strategic Formulation Who are your prospect customers? What added value do your bring to your customers? What are your goals for acquisition? What integrated strategies will your use to achieve these goals? How will we get there? 3M’s
  5. 5. Who are my customers? Targeting the right Segmentation is not an option… …can use ‘classic’ bases and variables for B2C and B2B …Do you know your buying personas? …3S’s of online segmentation – Search, Site and Social Behaviour Find out their problem, their anxieties, the order in which they look for information, what they want to hear, keywords, their tone of voice, etc…
  6. 6. Targeting... three tradition key approaches – undifferentiated, differentiated and concentrated. Start by Listening (research your audience) – develop your personas. Becoming visible - Search Engine Marketing Focus on solutions not on your products!
  7. 7. Positioning… products can be positioned in the market by focusing on specific factors such as… features, benefits or advantages solutions presented specific usage (occasions) positioned against other products class disassociation
  8. 8. strategy… OVP closely tied to the brand position the reasons why the customer will click, register, buy and share the intrinsic benefits from the site, content, service and functionality
  9. 9. …a further objective-linked strategic consideration acquisition conversion retention …how do we gain new customers? …OVP and integration with other channels …build relationships, develop advocates and engage Brand influence
  10. 10. …web/online/customer persona’s
  11. 11. How Strategic implementation can help your business? How to Integrate online and offline? Staffing, budgeting, alliances and partnerships… Innovation and creativity
  12. 12. Now think of your email marketing or display add campaign: Who are your trying to reach? What are you offering which is unique, free or rewarding?!? Have you got a clear call-to-action strategy? What value are you adding with your content? Have you got clear goals, metrics, budget, timeframe, etc.?
  13. 13. …Diffusion of Innovation?
  14. 14. product promotion tactics… price place people process physical evidence
  15. 15. implementation… is the scheduling of digital campaign Gantt chart or project plan Key resourcesare determined responsibilities are allocated management processesare put in place
  16. 16. control and evaluation... Link to the digital objectivesset earlier evaluate the success of… different digital mix elements different digital channels different digital media finally, feedback and learn
  17. 17. Using the right Metrics From hearts to leads to sales growth rate. Are you able to identify and reward? Revenue growth and ROMI – how is marketing contributing to the bottom line? Can customer satisfaction lead to new acquisition? If so, what about leads from referral metrics? Have you built your internal capability for data collection and analysis leading to regular informed reporting (dashboard)
  18. 18. References and reading Chaffey, D. and Ellis-Chadwick F. (2012). Digital marketing: strategy, implementation and practice. 5th Edition, Pearson. London. Armstrong, G & Kotler, P. (2008) Marketing- An Introduction. 9th ed Pearson Education. London Dibb, S., Simkin, L., Pride, W.M. & Ferrell, O.C. (2012) Marketing: Concepts and Strategies. 5th European ed. ,Houghton Mifflin. Abingdon Ryan, D. and Jones, C. (2009) Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. Kogan Page. London Scott, D. M (2015). The New Rules of the Marketing and PR. 5th Edition. Wiley. New Jersey.