This document discusses developing an effective digital marketing strategy using several frameworks and models. It covers analyzing the marketing environment, setting objectives that avoid solely focusing on sales and help determine positioning. Key aspects of strategy discussed include segmentation, targeting approaches, and developing an overall value proposition. The customer journey of reach, convert, and engage is examined. Developing strategic objectives should link to stages of the customer journey, be SMART, and tie back to audit findings and strategic options. References for further reading on digital marketing strategy are also provided.

1. Digital marketing
getting the strategyright…

2. …if you have any questions… send me a tweet!

4. 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

5. …so, let’s assume that audit is done…
…and you’ve a wealth of insight into the marketing environment

6. 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

7. 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

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

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

10. 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

11. Average weekly internet usage is 16.8 hours (2013)

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

14. targeting...
threekey approaches…
undifferentiated
differentiated
concentrated

15. strategy… OVP
closely tied to the brand position… what is it?
the reasons why the customer will click, register, buy and share
the intrinsic benefits from the site, content, service and functionality
…it’s all about value, what makes your web presence valuable?

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

18. …reach
social media, SEM, affiliates, display…

19. …convert
web optimisation, user experience, interaction

20. …engage
…social media, earned media, conact

21. …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

22. …can we please wrap this up?
…questions

23. 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