The brief for this presentation was what is direct and digital marketing planning is and the differences and similarities between digital and mass marketing planning. There is a variety of examples used to explain points such as Coke and Nike.

1. Direct
Interactive
and Digital
Marketing
Planning
Zoe Baskett
Rob Noble
Sarah Kirkby
Tim Bedford-Bain
Micheal Fabiyi
Tuesday 14th October 2014

2. Aim of
Today
- Introduce digital marketing
- Aspects of traditional
marketing planning
- What is Digital and Direct
marketing planning?
- The similarities they hold
- The differences between
digital and traditional
- Whether digital has
enhanced the marketing
process or not?
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Direct Interactive and Digital Marketing - MARK-1149

3. What is
Direct and
Digital
Marketing?
‘Achieving marketing objectives through
applying digital technologies’ [Chaffey and
Ellis-Chadwick, 2012]
Drives the creation of demand using the
power of the internet.
A natural focus on consumers rather than
products.
Many potential online channels to be
strategically used [Powers, 2008]
Link to ‘relationship marketing’
Profit is still revenue minus cost - the
internet doesn't change that.
Double Click & Google Analytics
Opportunity to build tailored, optimised
brand experiences for consumers.
[Stokes, 2013]
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Direct Interactive and Digital Marketing - MARK-1149

4. Direct and
Digital
Marketing
Planning
Builds on and adapts the
principals of traditional marketing
and the wider marketing objective.
Short time period to plan due to
constant changes in marketplace.
There must be an ability to remain
flexible and dynamic.
The desired outcome of the digital
strategy is inline with the business
objectives of the company.
More specific objectives are set
considering the strategy of the
campaign.
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Direct Interactive and Digital Marketing - MARK-1149

5. P.R.Smith’s SOSTAC Planning
System
5
Situation
Analysis
Objectives
Strategy
Tactics
Direct Interactive and Digital Marketing - MARK-1149
Control
Actions
C
A
S O
T S
[Chaffey, 2013]

6. Tasks
Involved
1. Situational Analysis (Brand
Background, Identity, Audience &
Competition)
2. Creating aim and objectives
3. Strategy
4. Budgeting (e.g £100,000)
5. Tactics
6. Action
7. Control
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Direct Interactive and Digital Marketing - MARK-1149

7. The Coca-Cola - Content 2020 case study
represents the processes and ideas that
the brand will undertake in the forthcoming
years
!
The Digital Planning Process
!
Firstly: Looking at business data
• The current market
• Budget
• Sales
!
Next: Creating an Aim and flexible
Objectives to create their ‘Liquid Content’
Aim: “To create ideas so contagious that
they cannot be controlled, through this
create conversation and earn
disproportionate share of popular culture”
Objectives:
To double the volume of business
To improve use/distribution of technology
To significantly create and enhance story
telling
‘To make the world more positive’
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Coca-Cola
‘Liquid
Content’
Direct Interactive and Digital Marketing - MARK-1149
2020

8. Third Step : Strategy & Tactics
Strategy
• Sharable content
• Identification of cultures within
markets
• Create positive stories- which can
be shared easily
Tactics
• Story Telling
• positive links to brand
• consumer driven
• social platforms - Konnect
8
Coca-Cola
‘Liquid
Content’
Direct Interactive and Digital Marketing - MARK-1149
2020

9. 9
Direct Interactive and Digital Marketing - MARK-1149

10. Strengths
- Flexible
- Allowances for change
- Innovative popular through novelty
- Measurement due to social media
tools
!
Weaknesses
- Lack of control of social media
- New plan, underestimates certain
elements
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Coca-Cola
Planning
Direct Interactive and Digital Marketing - MARK-1149
Cont.

11. Traditional
Marketing
Planning
- Set Objectives - SMART
- Define Target Audience
- Evaluate the Competition
- Set a Budget
- Consider Communication
Channels
- Develop the Right Message
- Design & Testing
- Legal Considerations
- Feedback and Measurement
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Direct Interactive and Digital Marketing - MARK-1149

12. Mass
Marketing
- ‘An approach to advertising that
attempts to reach every consumer,
rather than a particular market
segment’
- It is a product central process
- A high reach strategy
- Mass Marketing Brands such as
Cadbury
- Bought by 60 to 70 percent of the
country
- “There is a lot of discussion about
whether TV is dead, but it’s still a very
good way to reach a large number of
people with an engaging message. With
a brand the size and scale of Cadbury
Dairy Milk, TV was always going to be a
key part of our plans.” [McCabe, 2014]
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13. Differences in Planning
13
Differences Similarities
Product or Consumer based Creating objectives
Real-time Aspect Budgets
Monitoring Evaluate
Segmentation
Direct Interactive and Digital Marketing - MARK-1149

14. Clear Objectives Clear Objectives
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Digital Planning Mass
Direct Interactive and Digital Marketing - MARK-1149
Market place
Analysis
Direction
Creating a
Strategy
Tactics
Delivery
Identification of
targeted
consumers
Real-time
Campaigns
Monitoring

15. Has digital
planning
enhanced the
process
- It has enabled brands to
have a consumer centric
viewpoint
- Increased monitoring
abilities
- Enabled real-time
marketing to be a part of
the planning process
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Direct Interactive and Digital Marketing - MARK-1149

16. It has allowed Nike to think of great innovative
strategies to reach, engage, convert and measure
their audience.
!
Nike “write the future campaign”
!
Competitions via social media
!
This was a successful campaign, receiving way
more references to the world cup than their main
competitors and official world cup sponsors, Adidas
!
Nike has reduced the amount of traditional
marketing by 40%
!
New target audience aged between 16-24, easily
targetable through digital means
!
$800 million was spent on “nontraditional
marketing”
!
Nike CEO admitted that traditional marketing limited
them and the power they had to control the products
once it had entered the distribution channel.
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How does Nike
use Digital
marketing
planning to
enhance their
planning
process
Direct Interactive and Digital Marketing - MARK-1149

17. What we’ve
looked at
today
What is Digital, Interactive and Direct
Marketing
!
What is DIDM planning
!
The steps and processes to creating a
Digital Plan
!
The steps to creating a Traditional
Plan
!
How do Digital and Traditional plans
differ from each other and how has
planning progressed
!
How do Digital methods enhance the
planning process
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18. Thanks for Listening
Direct Interactive and Digital Marketing - MARK-1149
18

19. References
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Chaffey, D. (2013) ‘Introducing RACE: a practical framework to improve your
digital marketing’, Smart Insights, [WWW] Available from; http://
www.smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-
improve-your-digital-marketing/ [Date Accessed; 03/10/14]
Coca Cola ‘Liquid Content’ (2011) Available from; http://www.youtube.com/
watch?v=LerdMmWjU_E [Date Accessed 10/10/14]
Jobber, D. (2010) Principals and Practice of Marketing 6th Edition, Berkshire,
McGraw-Hill Education
Powers, A. (2008) ‘How to create a digital marketing strategy’, [WWW]
Available from; http://www.pagelines.com/how-to-create-a-digital-marketing-strategy/
[Date Accessed; 03/10/14]
Stokes, R. (2013) eMarketing: The essential guide to marketing in a digital
world Fifth Edition, Quirk eMarketing Pty [Ltd]
Direct Interactive and Digital Marketing - MARK-1149