...developing objectives and strategy

1. Digital Strategy #DS
4
and strategy in a digital plan
objectives

2. 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

3. TOWS Analysis
Strengths Weaknesses
Opportunities
“Maxi-Maxi” Strategies
Strengths used to maximise
opportunities
“Mini-Maxi” Strategies
Minimise weaknesses by
taking advantage of
opportunities
Threats
“Maxi-Mini” Strategies
Strengths used to minimise
threats
“Mini - Mini” Strategies
Minimise weaknesses and
avoid threats
Weihrich, 1982

4. How to complete a TOWS…
How can we make the most of strengths and get around our weaknesses?
How can we capitalise on opportunities and minimise threats?
These are then considered in relation to each other…
…the surrounding boxes are populated with key findings from
the audit – and numbered
It is a simple tool used to generate strategic options or alternatives

5. The original model … developed by Heinz Weihrich, 1992

6. The TOWS matrix in action...

8. don’t over-complicate – it shouldn’t be a complicated process
It is there to help generate options and alternatives – it isn’t perfect
Make sure you show your thinking and make it work for you
Using the TOWS...

9. digital objectives...
avoid solely focusing on sales
help to determine/clarify position
help highlight the balance of tactics needed
provide a time frame
provide a means of evaluation and measurement
link back to marketing and corporate objectives

10. types of objectives…
Unique visitors, traffic, bounce rate, revenue, search percentage
leads, conversions from leads, page views, time, value per visit
sales, sales from leads, sales value, sales volume, average order value
active customers, brand mentions, sentiment, shares, virality

11. the 5S’s...
sell… grow your sales
speak… dialogue, participation and engagement
serve… add value
save… costs
sizzle… take your brand online
Smith, 2000

12. strategy… Segmentation
…can use ‘classic’ bases and variables for B2C and B2B
…often developed further as persona’s
online behaviour and digital media consumption is vital

13. …web/online/customer persona’s

14. …persona’s
profile
personality
influencers
technology
user experience
devices
apps and software
do’s and don’ts
relationship

16. targeting...
three key approaches…
undifferentiated
differentiated
concentrated

17. 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

18. 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

24. the customer journey…
acquisition, conversion, retention
reach, act, convert, engage
reach, engage, activate, nurture

25. …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

26. Ansoff’s Growth Matrix
Market Penetration Product Development
Market Development Diversification
Existing
Existing
New
New

27. Porter’s Generic Strategies
Differentiation Overall Cost Leadership
Focus
Uniqueness perceived by
customer Low cost position
Industry-wide
Segment only

28. Competitive Market Positions…
Market challenger
Market follower
Market leader
…there are four competitive positions an organisation can
adopt in the market place
Kotler and Armstrong, 2013
Market nicher

29. …developing intelligent strategic objectives
Objective Substantiation Strategies to achieve
goals
KPI’s
Link to stage of
consumer journey
and SMART
Link to audit findings
and TOWS options
Link to STP, OVP,
growth and
positioning
What will you be
measuring?
Conversion –
increase average
order value to £30
per customer
Increase in
disposable income
Increased desire for
product
Position as luxury
against key
competitors
Differentiation
through features
OVP – exclusivity
% of unique visitors
responding to
promotions

30. References and reading
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 London: Kogan Page
Wilson, M.S., Gilligan, C., (2005), Strategic Marketing Management,
CIM/Elsevier
http://www.smartinsights.com/digital-marketing-strategy/sostac-model/
http://www.smartinsights.com/digital-marketing-strategy/race-a-practical-
framework-to-improve-your-digital-marketing/
http://www.enterprisebucks.co.uk/wp-content/uploads/2014/09/digital-
marketing-plan-template-smart-insights1.pdf