In this presentation students have the opportunity to appreciate the changes in the wider environment affecting businesses in any particular sector. They also can use traditional models of analysis into a more digital context to appraise the relationships in the macro and micro environment of an organisation. This lectures is followed by practical case studies, videos and activities students have to develop during the tutorial session.

1. #leading360˚
b u s i n e s s * o u t r e a c h

3. UX
Sensory Appeal
Search, Social
and System
Technologies
Social Engagement
Conversations Leading to Conversion
Design Imagery,
Pictures, Frames, Logos,
Colour, Call-to-action
buttons, Sensory
Marketing Usability,
Navigations...
Inbound Marketing,
Blogging, Thought
Leadership, Social
Media Marketing, Buzz
Monitoring, Reviews,
Forums...
SEM, SEO, PPC, Link
Building, Landing Pages,
New Social
Technologies, Internet
of Things, Wearables...
CE
A threefold approach to Digital Strategy

4. Solis, 2014

5. Solis, 2014

6. Solis, 2014

7. Strategic Agility
Collection, dissemination and evaluation of marketplace information
“The capability to innovate and so gain competitive advantage within a marketplace by
monitoring changes within an organisation’s marketplace, and then efficiently evaluating
alternative strategies. Selecting reviewing and implementing appropriate candidate
strategies” (Chaffey, 2015 pg. 128)
Process for generating and reviewing new strategies leading to strengthen the brand,
acquire new clients and retain current ones profitably and sustainability.
Research potential customer value inline with overall business goals and values
generated.
Implementation of tactics and deployment of resources to deliver higher customer
value than the competition.
Generate metrics and review the results from strategic implementation to further
improve deliverables, improve proposition and offer or to end it all together.
Chaffey, 2015

8. Online Marketplace Analysis

9. Online Ecosystems
Search intermediaries
Customer segments
Intermediaries and media or publisher
sites: Social networks, aggregators and
affiliates
Destination Sites and Platforms
Chaffey, 2015

10. marketing
the macro environment
the micro environment
strategy
systems
functions
resources
suppliers
other
stakeholders
intermediaries
competitors
customers
political
forces
social
cultural
forces
technological
forces
economic
forces
environmental
forces
legal
forces
environments
the internal
environment
context analysis...

11. external (macro) context…
present organisations with opportunities and threats
political
economic
social
technological
environmental
legal

12. PESTEL analysis sample chart
Your Notes PESTEL
Factors
Potential
Impact
Implications & Importance
About your organisation & how
the factors might impact on
marketing
for your organisation/SBU
Political
Economic
Social
Technological
Environmental
Legal
H = High
M = Medium
L = Low
U = Undecided
Time
Frame:
Short
Medium
Long
Type:
Opportunity or
Threat
Implication:
Increasing
Reducing
Not yet
determined
Relative
Importance
H = High
M = Medium
L = Low

13. Internet Marketing Environment

14. customer analysis...
segment with the same characteristics and behaviours,
Customer insight – needs, profiles, preferences and digital
experiences
Level of involvement
perceived risks
Consumer behaviour analysis – motivations, media consumption
preferences and use of channels (online and off-line)
influence

15. Solis, 2014

16. generation Y born between 1982 and 2001... although opinion varies
50% of Facebook users and 80% of twitter users do so on their mobiles...
what does this mean if bad customer experiences are received?
feelings, thoughts, reviews, stories… will last far longer
than those in traditional print

17. ‘Earned’ Media

18. "Socialnomics"
It has transformed and now defines the way we do business
1. A People-driven Economy: You don't make money by selling, rather you
make money by making "friends", then selling;
2. Socialnomic is the value created and shared via social media influencing
companies macro and micro environment;
3. The Long Tail - from mass market to mass of niches;
4. A new demand for transparent honest human voice is forcing business to
fully transform to address the new "social landscape“;
5. We no longer look for information, it find us;
6. A new economy of Freemiums;
7. Key feature is the ability to tag, it helps to catalogue information and spread;
8. People want to know what others think about products and services; Social
search drives social commerce;

19. Potter 5 Forces

20. Aspects of the Customer Life-cycle
Data Analysis (both quantitative and qualitative)
In-sector and out-of-sector
Internal Capabilities
Financial and non-financial measures
Social Engagement metrics
Competitor Analysis and Benchmark
Brand Metrics – from awareness to advocacy

21. Internal analysis (SW)...
strengths and weaknesses
linked to use and availability of resources…
and analysis of current digital activity…

22. TOWS Analysis
Strengths Weaknesses
Opportunities
“Maxi-Maxi” Strategies
Strengths used to
maximise opportunities
“Mini-Maxi” Strategies
Minimise weaknesses by
taking advantage of
opportunities
Threats
“Maxi-Mini” Strategies
Strengths used to minimise
threats
“Mini - Mini” Strategies
Minimise weaknesses and
avoid threats
Weihrich, 1982

23. 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
SMART

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

25. Smartinsights (2016)
Digital Ansoff Matrix

26. Digital Innovation
There is only one valid definition of business purpose:
to create a customer (Drucker, 1954)
Two main functions in business: marketing and innovation
(Drucker, 1954)
It is fundamental for the survival of any business
Doing the right things over and over do not guarantee success, why?
There is always a market for the next “Big Thing”!
New business models are emerging creating new demands as well as supporting new
solutions and addressing current needs of customers and consumers

27. Digital Marketing Hyper-cycle

28. 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

29. Situation
analysis
• Mission Statement and Corporate Objectives
• Marketing Audit – Macro, Micro and Internal
• SWOT and TOWS Analysis, development of CSF’s
Objectives
• SMART
• Specific, Measureable, Achievable, Realistic and Time-bound
Strategy
• Growth and Competitive Advantage
• Branding
• Segmentation, Targeting and Positioning
Tactics
• The Marketing Mix
• Product, Price, Promotion, Place, People, Process and Physical Evidence
Action
• Implementation of the plan
• Allocation of resources and management of performance
Control
• Measuring performance against objectives and desired outcomes
• Amending approach based on variance
Smith, 1990

30. 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 London: Kogan Page
Solis, B. (2014) What is the Future of Business. Wiley. New Jersey.
http://www.smartinsights.com/digital-marketing-strategy/online-business-revenue-
models/dealing-with-digital-disruption/
http://www.smartinsights.com/digital-marketing-strategy/sostac-model/