This document discusses digital marketing strategies and tactics. It outlines several frameworks for developing a digital marketing plan, including the SOSTAC planning framework and the 7Ps and 4Cs marketing mixes. It then examines various digital marketing tactics that can be used as part of the strategy, including search engine optimization, social media, mobile, email marketing, and more. It also explores how traditional marketing concepts like product, price, place, promotion, and people apply in a digital context. Throughout, it emphasizes the importance of understanding audiences, measuring effectiveness, and maintaining a flexible approach.

1. digital strategy #DS
5
digital marketing mix

2. SOSTAC planning framework
planning
framework…
1
2
3
4
5
6
situation analysis
objectives
strategy
tactics
action
control
growth
position
competitive
corporate
marketing
digital
resources scheduling
Smith, 1990
7P’s

3. …the marketing mix
product
price
people
process
Physical evidence
promotion
place
…partners?
McCarthy, 1960
Booms & Bitner, 1981
Chaffey, 2006

4. …an alternative?
…the 4C’s
consumer wants or needs
Robert Lauterborn (1990) argued that we needed to have a new formula…
cost(s)
convenience
communication(s)

5. …where does a website fit in the P’s or C’s?

6. …what is an app?

7. just remember...
…the directions and focus given in the strategy
the mix is only a framework to aid in decision-making…
think about what you want to achieve in your objectives…
but be flexible and agile
…and, of course, your audience

8. hierarchy in the mix?
different tactics will have a different significance
place and physical evidence
product and price
promotion and process
people
…and speed at which they can be adapted

9. digital ‘promotion’…
PPC SEO
mobile social media
AR
websites
contentCRO
microsites
email
landing pages
lead generation
traffic CGM
banners
skyscrapers
interstitials
pop-ups
inbound links
viral
responsive design
optimisation
affiliates story-tellingpersonas
big data
A/B testing
CRM
NFC
social video
personalisation
omnichannel
AI programmatic
machine learning
native
lead generation

10. what to consider...
Search
Social
Site
…the more traditional ‘push’ based communications
delivered via digital media?
…the key buzzword is… optimise

11. Content?
…consider your content
…how you need to engage
…and the stage of the DMP

12. digital process…
…using an digital platform needs to be intuitive, efficient and quick
…the focus is heavily on the user, hence the development of personas
the key concept here is user experience or UX

15. …what makes a good UX?
useful… solves a problem
usable… easy to use
accessible… across platforms, devices and internet
desirable… linked to brand
findable… easy to find what you need
credible… can it be trusted?
Morph London Agency, 2013

16. …digital place/convenience
e-commerce
18% of all UK retail sales
Statista, 2018(estimate)
…excluding travel and events
m-commerce accounts for 32% of this
…at £29 billion for 2018 (forecast)

17. …digital place

18. the cloud…
…changing the software market, SaaS
…office 365 and Google docs
…allows storage of, and access to, digital media
…advanced collaboration and shared ownership

19. digital physical evidence…
…down/load speed
…language and design
…reviews, endorsements?
…packaging and delivery?

21. digital product...
…can it be turned into a file or software?
…then we have a digital product!
…changing from tangible to digital content
yes
…music, books, films, TV, games, newspapers, apps, maps, communities
then we need to consider content delivery systems

22. …bespoke design
digital product...

23. 3D printing…

25. digital price…
Paywalls… premium ‘content’ or ‘package’
“freemium”
…comparison sites - aggregators
early bird
online only discounts… incentivising behaviour and traffic
digital, mobile wallet

26. …showrooming
L2, 2013, research identified that 82% of smartphone users
engaged in this form of price-checking

28. digital people…
…callback
…realtime chat
…avatars
…after-sales service
…and social media
…automated response

29. …chatbots

31. …tactics for strategy
smartinisghts.com, 2017

32. References and reading
Chaffey, D (2016), Digital Marketing: (6th Edition), Prentice Hall
Smith, P.R. and Chaffey, D. (2005). Digital Marketing Excellence. (5th Edition).
Elsevier Butterworth Heinemann
Ryan, D. and Jones, C. (2009) Understanding Digital Marketing: Marketing
Strategies for Engaging the Digital Generation London: Kogan Page
http://www.smartinsights.com/
http://www.e-consultancy.com/
http://www.google.com/analytics/features/
http://www.experian.co.uk/marketing-services/mosaic-digital-insights.html
http://blog.kissmetrics.com/
http://www.forrester.com
/http://www.ons.gov.uk/ons/