3rd lecture focused on the digital marketing planning framework based on SOSTAC (PR Smith). This lecture aims to help student to build SMART objectives, understand what strategic formulation is, tactical implications, implementation and monitoring. The Lecture is followed by 2 hours seminars with extra materials, videos and tasks.

2. 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

3. PR Smith on SOSTAC

4. SMART Objectives (Goals)
Sync with Company’s goals – remember the bottom line!!
Goals with no measurements mechanisms are just wishful
thinking.
Have strong relevant KPI’s
Your tactics have to address the needs of your objectives

5. Strategic Formulation
Who are your prospect customers?
What added value do your bring to your customers?
What are your goals for acquisition?
What integrated strategies will your use to achieve these goals?
How will we get there? 3M’s

6. Who are my customers? Targeting the right
Segmentation is not an option…
…can use ‘classic’ bases and variables for B2C and B2B
…Do you know your buying personas?
…3S’s of online segmentation – Search, Site and Social
Behaviour
Find out their problem, their anxieties, the order in which
they look for information, what they want to hear,
keywords, their tone of voice, etc…

7. Targeting...
three tradition key approaches – undifferentiated,
differentiated and concentrated.
Start by Listening (research your audience) – develop your
personas.
Becoming visible - Search Engine Marketing
Focus on solutions not on your
products!

8. 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

9. 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

10. …a further objective-linked strategic consideration
acquisition
conversion
retention
…how do we gain new customers?
…OVP and integration with other channels
…build relationships, develop advocates and engage
Brand influence

11. …web/online/customer persona’s

12. How Strategic implementation can help
your business?
How to Integrate online and offline?
Staffing, budgeting, alliances and
partnerships…
Innovation and creativity

13. Now think of your email marketing or
display add campaign:
Who are your trying to reach?
What are you offering which is unique, free or rewarding?!?
Have you got a clear call-to-action strategy?
What value are you adding with your content?
Have you got clear goals, metrics, budget, timeframe, etc.?

14. …Diffusion of Innovation?

15. product
promotion
tactics…
price
place
people
process
physical evidence

16. implementation…
is the scheduling of digital campaign
Gantt chart or project plan
Key resourcesare determined
responsibilities are allocated
management processesare put in place

17. 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

18. Using the right Metrics
From hearts to leads to sales growth rate.
Are you able to identify and reward?
Revenue growth and ROMI – how is marketing contributing to the
bottom line?
Can customer satisfaction lead to new acquisition?
If so, what about leads from referral metrics?
Have you built your internal capability for data collection and
analysis leading to regular informed reporting (dashboard)

19. References and reading
Chaffey, D. and Ellis-Chadwick F. (2012). Digital marketing: strategy, implementation
and practice. 5th Edition, Pearson. London.
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. Kogan Page. London
Scott, D. M (2015). The New Rules of the Marketing and PR. 5th Edition. Wiley. New
Jersey.
http://www.smartinsights.com/digital-marketing-strategy/sostac-model/