The document outlines the SOSTAC® planning framework for creating an integrated digital marketing plan, emphasizing situation analysis using PEST, competitor, and customer analyses. It also discusses the importance of setting clear objectives, designing effective strategies, and utilizing various marketing tactics to enhance customer experience and engagement. Additionally, it highlights the need for credible execution and internal marketing to foster a passionate culture that drives excellence.

1. How To Write the Perfect
Integrated Digital Marketing Plan
Integrated Summit
Nov 2017

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PR Smith’s SOSTAC® Planning Framework www.SOSTAC.org
SOSTAC.org
+ 3Ms

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PR Smith’s SOSTAC® Planning framework www.PRSmith.org

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Situation Analysis - PEST
Political
Political Shifts: BREXIT
New Laws: GDPR
Drink-Drive Limits
PRSmith.org/blog

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Situation Analysis - PEST
Economic
- Economic Cycles
- Resource Shift: Oil v Data
- Data & Digital Disruption
f: PR Smith Marketing
Full
story

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Situation Analysis - PEST
Social
- Device Junkies
- Attention Spans
- Time Poor
- Visually Driven
WaterfordWhisperNews.com

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Situation Analysis - PEST
5 Big
Tech
Trends
Big Data
How Trump Won
PRSmith.org/blog
AI
Here come the clever bots
PRSmith.org/blog
IoT
IoT is here
PRSmith.org/blog
VR & AR
Marketing Automation (digital body language)

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Situation Analysis - PEST
AI (Artificial Intelligence) & Super AI
Ray Kurzweil:
Rate of Progress
e.g. Facial Recognition
- banks
- insurance
NB AI can integrate offline & online e.g. Bots in real world
Sophia on PRSmith.org/blog

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Situation Analysis – Competitor Analysis
Borderless Competitors
+ Category-less Competitors
= Hyper Competition
New competitors disrupting your market
Competitors trying new ways to connect with your customers
‘Use Facebook ads to target the fans of a competitor’s Facebook page.’

10. Customer Circle
The value sought
by the customer –
the requirements
& benefits
that they seek
Urbani & Davis
3 Circles of Competitive Analysis
Situation Analysis – Competitor Analysis

11. Customer
Circle
Company
Circle
The value
customers
think
your company
offers
to them
The
value sought
by the customer
i.e. the
requirements
& benefits that
they seek
Urbani & Davis
3 Circles of Competitive Analysis
Situation Analysis – Competitor Analysis

12. Customer
Circle
Company
Circle
1
Positive
Value
2
Non-
Value
3
Unmet
Need
= 2 x Growth
Opportunities
Urbani & Davis
3 Circles of Competitive Analysis
Situation Analysis – Competitor Analysis

13. Customer CircleCompany Circle
Com-
petitive
Advan-
tage
Non-
Value
Unmet
Need
Competitor Circle
value
customer
sees in
competitor’s
offering
Urbany & Davis
PRSmith.org/blog
Ask 6 of your
colleagues:
What is your
competitive
advantage?
Situation Analysis – Competitor Analysis

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Situation Analysis - Customer Analysis
3 Big Customer Questions:
1
2
3
10+ Sub Questions for each Big Question
Create a culture of customer obsession
Who?
Why?
How?

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Competitor
Analysis
Opportunities
&
Threats
External Trends
PEST
Strengths &
Weaknesses
Internal
Controllable
Factors
Results/
Performance
Distributor
Analysis
Customer
Analysis
Situation Analysis
SWOT Analysis Other Key Analyses
Ask Great Questions

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Objectives

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Objectives

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Sales Funnel
Objectives

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Awareness
Intent
Consideration
Purchase
Loyalty
Separate MarComms Objectives (on the outside)
from Marketing Objectives (on the inside)

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• Targeting
• Positioning
• CX
• Data Integration
• Sequence
Strategy Components

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Is your CX clear – is it written down?
Is it a ‘one-off CX’ or a ‘Lifetime CX?’
Re-imagine the Perfect Lifetime CX
How can data add value to the Perfect Lifetime CX?
- give extra useful info e.g. add a weather forecast feed
- make useful suggestion (collaborative filtering)
- shift the Cognitive Load
Strategy: Clarify CX (Customer Experience)

24. Action
(Purchase)
Share Repurchase Loyal AdvocateDesireInterest
Lapsed
Customer
CustomerValue$
Awareness
Repeat
Purchase
Indecisive
Customer
1st
Purchase
Browser
Time
Loyal
Customer
Adopted from Dave Chaffey’s CX Journey
Strategy: Develop A Lifetime CX

25. What pages /
products
are they most
interested in?
How interested
are they?
(click behaviour)
Any past
purchases?
What do we know
about them from
the CRM system?
Have they been
to this site
before?
How can we help
them with their
next steps = MA
© PR Smith 2014
www.prsmith.org
Digital Body
Language
Progressive
Profiling (forms)
Add Social Data
Augmenting
Profiles
(click behaviour)
Add 3rd Party Data
(databases)
&
Marketing
Automation
Strategy: Data Integration

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What do we have to do to deliver best Lifetime CX?
- to help customers complete their ‘Job To Be Done’?
Sometimes the ‘Job to be done’ & the tech already exists
What are you not providing to your customers?
- What’s important to them that you could easily provide?
Can you simplify purchase decisions?
Ask good questions of your data…….
Strategy: Data Integration

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Develop Credibility before Raising Visibility
Develop Awareness before Conversion/Selling
Choose: Customer Acquisition or Retention
Strategy: Sequence

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Select Right Tactical Tools - Matrix
- Awareness: Banner Ads, Sponsorship, PR
- Sales/Conversion: Remarketing/Retargeting Ads
- Loyalty/Repeat Sales: Direct Mail (Surprise Gift)
Lifetime Customer Journey
Communications Chart
Content Marketing Calendar
Tactics

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Video Video Video
90% content shared on social media is video Smartinsights 2017
Video may be closest you get to:
a face to face conversation with your audience
Integrate Your Content .... Integrate Your Comms Tactics ……
Tactics: Content Marketing

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Images used with kind
permission of the Andy
Warhole Foundation
for the Visual Arts
290m OTS
↑ Awareness
↑ HH
Penetration
Supported Retail
Listings
Tactics Integrate/Leverage:
Campbells Soup: New Packaging

32. 1 x survey; 6 topics/chapters/eBooks;
1,000 content pieces; 200 news
releases; 20 events
25,000 Linkedin members
Tactics Integrate/Leverage:
Kellys HR Services

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Tactics: Integrate Online with Offline
& Be Creative
Customers want intimate experiences with brands
Art Inst. Chicago created Van Gogh’s ‘Yellow Room’
Cost $31k cost & Promoted on Airbnb (£10 per night)
Generated $6m ‘Earned Media’
Paid Media amplified by 950%, 200,000 visitors
Highest attended exhibition in 15 years
Integrate
Online
&
Offline

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PR Smith’s SOSTAC® Planning framework www.PRSmith.org

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How do you ensure excellence & passion in execution?
Why do 50% CRM projects Fail?
Why so many sloppy web sites?
Internal Marketing
Motivation
+ Communications
+ Training
Action
PRSmith.org/blog

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Action
Internal Marketing Can Create A Culture
“Culture eats strategy for breakfast”
Peter Drucker
Is there a passion (& ability) to deliver excellence amongst your staff?

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Your plan should include:
What do you measure?
How often?
Who does it?
What does it cost?
What do you do with these metrics?
Control

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Control

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PR Smith’s SOSTAC® Planning Framework
www.SOSTAC.org
www.PRSmith.org/Blog

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Links to PR Smith Posts www.PRSmith.org/blog
SOSTAC® Plan in 4 mins (video) www.SOSTAC.org
& articles below are from www.PRSmith.org/blog
GDPR Opportunity to Boost CX or a Threat of Closure? (Part 1)
Big Data How Trump Won - Big data & the Magic Marketing Formula
AI Here come the clever bots bursting with AI (Part 1)
IoT IoT (the Internet of Things) is here
AI Here come the clever bots: AI & Customer Needs (Part 2)
3 Circles Beware Customers See Your Competitive Advantage Differently
Customer Analysis (Who?) How to target very specific audiences on facebook
Customer Analysis (Why?) Social Listening Skills (Part 1)
Customer Analysis (How?) Social Listening Skills (Part 2)
Choosing the Best Tactic: The Tactical Matrix
The Book: SOSTAC® Guide To Your Perfect Digital Marketing Plan

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Continue the
conversation
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e: paul@prsmith.org t: 0044 (0) 208 567 4659