3. marketing
the macro environment
the micro environment
strategy
systems
functions
resources
suppliers
other
stakeholders
intermediaries
competitors
customers
political
forces
social
cultural
forces
technological
forces
economic
forces
environmental
forces
legal
forces
environments
the internal
environment
context analysis...
4. external (macro) context…
present organisations with opportunities and threats
political
economic
social
technological
environmental
legal
5. PESTEL analysis…
Your Notes PESTEL
Factors
Potential
Impact
Implications & Importance
About your organisation & how
the factors might impact on
marketing
for your organisation/SBU
Political
Economic
Social
Technological
Environmental
Legal
H = High
M = Medium
L = Low
U = Undecided
Time
Frame:
Short
Medium
Long
Type:
Opportunity or
Threat
Implication:
Increasing
Reducing
Not yet
determined
Relative
Importance
H = High
M = Medium
L = Low
9. 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
10. 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
SMART
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
16. 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
17. 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
22. …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
24. implementation…
is the scheduling of digital campaign
Gantt chart or project plan
Key resourcesare determined
responsibilities are allocated
management processesare put in place
25. 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
27. 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
http://www.smartinsights.com/digital-marketing-strategy/online-
business-revenue-models/dealing-with-digital-disruption/
http://www.smartinsights.com/digital-marketing-strategy/sostac-model/