A Framework for Choice

1,616 views

Published on

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

A Framework for Choice

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

×