#leading360˚

b u s i n e s s * o u t r e a c h

Anticipate to Win – First Movers Advantage

UX

Sensory Appeal

Search, Socialand SystemTechnologies

Social Engagement

Brand

Boo

st

Design and D

evelop

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

Solis, 2014

Solis, 2014

Solis, 2014

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

Chaffey, 2015

Online Marketplace Analysis

Online Ecosystems

Search intermediaries

Customer segments

Intermediaries and media or publisher sites: Social networks, aggregators and affiliates

Destination Sites and Platforms

Chaffey, 2015

marketing

the macro environment

the micro environment

strategysystems

functionsresources

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...

external (macro) context…

present organisations with opportunities and threatspolitical

economic

social

technological

environmental

legal

PESTEL analysis sample chartYour Notes PESTEL

FactorsPotential Impact

Implications & Importance

About your organisation & how the factors might impact on marketingfor your organisation/SBU

PoliticalEconomicSocialTechnologicalEnvironmentalLegal

H = HighM = MediumL = LowU = Undecided

Time Frame:ShortMediumLong

Type:Opportunity orThreat

Implication:IncreasingReducingNot yet determined

Relative ImportanceH = HighM = MediumL = Low

Internet Marketing Environment

Chaffey, 2015

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

Solis, 2014

the social web...

Facebook has over 1billion users...

The acceptance of new technology has increased at a phenomenal rate

generation Y born between 1982 and 2001... although opinion varies

generation Z, born 2001 and onwards… Millennials or Digital Natives

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

what is Consumer Generated Media?

Word of Mouse (blurghh)

User Generated Media

User Created ContentParticipatory Media

‘Earned’ Media

eWOM

There are many different ‘names’ and acronyms attributed to

this element of digital media and communication such as…

…but we’ll stick with Consumer Generated Media

"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;

Potter 5 Forces

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

Internal analysis (SW)...

strengths and weaknesses

linked to use and availability of resources…

and analysis of current digital activity…

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

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

the 5S’s...

sell… grow your sales

speak… dialogue, participation and engagement

serve… add value

save… costs

sizzle… take your brand online

Smith, 2000

Smartinsights (2016)

Digital Ansoff Matrix

Digital InnovationThere 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

Digital Marketing Hyper-cycle

Chaffey, 2015

SOSTAC® planning model…

1

2

3

4

5

6

situationobjectivesstrategytactics

actioncontrol

corporate

marketing

digital

resources scheduling

Smith, 1990

5S’s

marketing mix

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

References and readingChaffey, 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/