The document discusses frameworks for developing digital marketing strategies and objectives, including the SOSTAC model and RACE framework. It covers conducting a situation analysis, defining objectives and key performance indicators, developing strategies around segmentation, targeting, positioning and the marketing mix. The document also references various models for strategic analysis, targeting approaches, and positioning tactics that can be considered when creating a digital marketing strategy.

1. 4.

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. 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

4. …developing intelligent strategic objectives
Objective Substantiation Strategies to
achieve goals
KPI’s
Link to stage of
consumer journey
and SMART
Link to audit
findings and TOWS
options
Link to STP, OVP,
growth and
positioning
What will you be
measuring?
Retention – increase
purchase from
current client base
by 30%
Increase in
disposable income
Increased desire for
product
Position as luxury
against key
competitors
Differentiation
through features
OVP – exclusivity
% number of clients
returning after first
shop

5. 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

6. The TOWS
matrix (sample)...

8. Setting SMART objectives
Unique visitors, traffic, bounce rate, revenue, search percentage
leads, conversions from leads, page views, time, value per visit
sales, sales from leads, sales value, sales volume, average order value
active customers, brand mentions, sentiment, shares, virality

9. types of objectives…
Digital Channel contribution objective: achieve 10% online revenue,
(or profit) contribution within two years.
Acquisition Objective: increase by 20% within one year the number
of sales arising from a certain target market.
Conversion Objective: Increase the percentage of online service
enquires through clicking the display ad from 50% to 65%
Growth Objective: Increase new prospects from enquires initiated
from response to email marketing campaign by 500 per year.
There are also cost objective, penetration objective and improve
customer services.

10. Strategic formulation
Mostly a Channel Marketing Strategy;
Tactics elaborated via Customer touchpoints.
Not just another ‘channel to market’;
Generation, review and selection of strategies to achieve
strategic objective.

11. Your digital marketing strategy should
Based on digital objectives and delivered through online channels.
Address the ‘needs of you customer audience by supporting
customer journey.
Define an unique value proposition to your brand.
Digital strategy should be in line with overall marketing strategy
such as market and product development, business and revenue
models, targeting and positioning, multichannel distribution, etc…
Define specific channels you will use to achieve the objectives.

12. …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

13. targeting...
Three traditional key approaches: undifferentiated, differentiated,
concentrated.
Online Tactical Segmentation: targeting based on customer journey
behaviour (search, site and social).
Targeting based on attention.
Levels of influence not only volume of sales.

14. 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

15. 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

16. RACE model
Reach… building awareness offsite
Act… engaging audiences with site content and other web presence
Convert… achieve marketing goals… call to action
Engage… build relationships to retain customers
Chaffey and Bosomworth, 2012

19. Ansoff’s Growth Matrix
Market Penetration Product Development
Market Development Diversification
Existing
Existing
New
New

20. Porter’s Generic Strategies
Differentiation Overall Cost
Leadership
Focus
Uniqueness perceived
by customer Low cost position
Industry-wide
Segment only

21. promotion

25. just remember...

26. different tactics will have a different significance
product and price
…and speed at which they can be adapted

27. websites
content
story-telling
omni-channel

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

29. 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

30. eMarketer, 2013 (estimate)
m-commerce accounts for 15% of this
…at £6.61 billion for 2013

32. …office 365 and Google docs
…allows storage of, and access to, digital media

33. …language and design

34. …can it be turned into a file or software?
then we need to consider content delivery systems

37. digital price…
…comparison sites - aggregators
online only discounts… incentivising behaviour and traffic

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

39. digital people…
…automated response

42. References and reading
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
Wilson, M.S., Gilligan, C., (2005), Strategic Marketing Management,
CIM/Elsevier
http://www.smartinsights.com/digital-marketing-strategy/sostac-model/
http://www.smartinsights.com/digital-marketing-strategy/race-a-
practical-framework-to-improve-your-digital-marketing/
http://www.enterprisebucks.co.uk/wp-
content/uploads/2014/09/digital-marketing-plan-template-smart-
insights1.pdf

43. Chaffey, D., Mayer, R., Johnston, K., Ellis-Chadwick, F. (2006), Internet
Marketing: Strategy, Implementation and Practice (3rd Edition), Prentice
Hall
Smith, P.R. and Chaffey, D. (2005). E-marketing Excellence. (2nd 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/
References and reading