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Welcome to Digital Marketing Planning Techniques Webinar

Thursday 14th March 2013

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Welcome

Your webinar presenter today is:

Red Barrington

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Digital Marketing Planning

Digital Marketing Planning Techniques

Learning Outcomes

• Understand the steps involved in, and the process for developing, a digital marketing plan

• Understand the potential barriers that affect digital planning • Understand the importance of reporting and measuring on a digital

marketing plan

Digital Marketing Strategy

An Digital Marketing Strategy will aim to:• Provide direction to Internet marketing activities• Analyse the organisation’s external environment and internal resources• Articulate digital marketing objectives and support marketing objectives• Selection strategic options to achieve digital marketing objectives and

create a sustainable competitive advantage• Include strategy formulation such as STP and specification for the

marketing mix

• Specify how resources will be deployed and the organisations will be structured to achieve the strategy

Provides a consistent direction for an organisations digital marketing activities so that they integrate with other marketing activities and support its objectives

Provides a consistent direction for an organisations digital marketing activities so that they integrate with other marketing activities and support its objectives

What is Digital Marketing Planning?

• If digital marketing is using digital technology and devices effectively to reach existing and potential customers to engage, inform and communicate

• Then…Digital Marketing Planning involves using the correct methods and systems to determine how we will achieve this and link it to the organisation's overall strategies and objectives

A Digital Marketing Planning Framework

Chaffey, 2008

RACE

• This Planning framework is based on the SOSTAC approach; however, it has been adapted for Digital Marketing

• This key difference is rather than using the 7 P’s, the RACE acronym is used to focus on tactics that Reach, Act, Convert and Engage digital audiences

Smartinsights.com

Situation Analysis

Chaffey, 2012

The situation analysis should include:•Macro environmental factors•Micro environmental factors•Internal factors•SWOT

What Information Do we need

Effective marketing decisions are reliant on information in four main areas:

• Information about your own business

• Information on customers

• Information on other organisations

• Information on the marketing environment

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Understand the Trends

Source: http://www.keyworddiscovery.co.uk/Source: http://ubersuggest.org/

Tools to try:

•Google Trends •Ubersuggest•Google Keyword Tool•Keyword Discovery•Hootsuite•Tweetdeck•Alexa•Google Alerts

Objectives

Objectives – 5 S’s

• Sell – Grow sales• Serve – Add value• Speak – Get closer to

customers• Save – Cost savings• Sizzle – Extend the brand

online, reinforce brand

Chaffey, 2012

1. What are the sources of the company's sustainable competitive

advantage?

2. How will a company position itself against competition in the

market over the long run to secure a sustainable competitive

advantage?

3. Does it have the resources and value chain to be able to support

this?

4. What are the key strategic priorities?

5. What trade offs have to be made?

Strategy Answers the Following Questions

Strategy: Marketing and Product Development Strategies

Ansoff’s Matrix can help organisations

think about how online channels can

support marketing objectives and

suggest innovative use of the

channel to deliver newproducts and more

markets

Chaffey, 2012

Segmentation, Targeting and Positioning

The most important decisions at this stage are:

•Segmentation/target strategy as an organisation’s online customers will have differing characteristics, needs and behaviours to offline customers •Positioning strategy as competitors’ products and service offerings will differ in the online environment

Chaffey (2012)

Sell• Reach during buy-mode• Sense and Respond to increase lifetime value

Speak• Research needs • Inform and build

relationships through e-mail

Serve• Provide online

content and services

Save• Sell and service

more efficiently

Sizzle• Differentiate our brand

The Online Value Proposition: How To Deliver Value?

VALUE FROMCUSTOMERS

VALUE FROM

COMPANY

Cost• I want the best deal• Be cheaper to own

.

Convenience• Save me time

• Be faster & simpler

Content• Help me decide

• Make my life easier

Customisation• Tailor it for me

• Personalise my recommendations

Choice• Fit my unique needs

• Making the right choice

Community• I want to belong

Chaffey, 2007

Tactics – The Marketing Mix

Tactics - RACE

Actions

Who does what and when?

•Gantt Chart

•Responsibilities and Structures•Resource Allocation•Marketing Activity Plan •Social Media Activity Outline

•Policies

Identify Your Resources

Control

Goal setting

Performance Measurement

Performance diagnosis

Corrective action

CONTROLWho?

MEASUREWho?

When?How?

REVIEWWho?

When?

Chaffey, 2004

Key Measurements for Digital Media

Media Measurements available

Websites • Traffic • Frequency of visits• Pages viewed per visit• Referrer • Conversions

• Browser used• Geographic location• Bounce rates• Seasonality

Blogs and social media • Traffic• Frequency of visits• Pages viewed per visit• Comments

• Likes/retweets • Subscribers• Fans/followers• Track backs• Posts/words per post

Advertising & promotional campaigns

• Traffic (Impressions)• Clicks and click-through rates• Conversions• Seasonality • Referrer• Promotional codes used

Key Measurements for Digital Media

Media Measurements available

Email campaigns • Subscribers• Bounce rates (emails not delivered due to incorrect details)• Emails delivered• Number of emails opened• Clicks and where users clicked• Conversions

Mobile websites and Apps • Traffic• Frequency of visits• Pages viewed per visit• Referrers• Subscribers• Device used (screen resolution)• Bounce rates• Geographic location

Campaign Measurement

Step 0.

Step 1.

Step 2.

Step 3.

Step 4.

Step 5.

Step 6.

Volume = Unique visitors / Reach (%)

Quality = Conversion rate

Cost = Cost per Click (CPC)

Cost per acquisition (CPA)

Campaign ROI

Branding metrics

Lifetime value

Measures used for setting campaign objectives or assessing success

Sop

hist

icat

ion

Chaffey, 2012

Monitoring Tools

• Culture – is it external or internally

• Politics

• Too much analysis, not enough action

• Resource issues – human, financial, time

• Skills and technology

• Fear and lack of knowledge

• Inability / Lack of willingness to change fast enough or at all / or

to challenge existing ideas and processes

Barriers to Planning

Questions?

Thank you

Additional resourcesDigital marketing strategy:

http://www.davechaffey.com/Internet-Marketing/10-steps-to-developing-a-digital-strategy-4th-edition-of-internet-marketing-book/

Digital marketing strategy and plan template: http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template

Internet Marketing planning using SOSTAC: http://www.davechaffey.com/guides/internet-marketing-strategy-e-marketing-strategy/

http://www.smartinsights.com/managing-digital-marketing/capability-performance-review/sostac-marketing-plan-infographic/

Goals for Digital Marketing

http://www.smartinsights.com/goal-setting-evaluation/goals-kpis/goals-for-your-digital-marketing/

How to write a digital marketing plan

http://webyogi.co.uk/how-to-write-digital-internet-marketing-plan/

The State of Digital Marketing

http://mrmarketingservices.com/the-state-of-digital-marketing-2012/

The Digital Marketing Plan

http://connectedculturebook.com/digital-marketing-plan/

Use Ansoff Matrix to identify your growth strategy

http://www.hjmbd.ie/use-ansoffs-matrix-to-identify-your-growth-strategy/

Mind View Gantt Chart

http://www.matchware.com/en/special/gantt-chart.php

PR Smith’s The SOSTAC® Guide to writing the perfect plan

http://www.amazon.co.uk/SOSTAC%C2%AE-Guide-writing-perfect-ebook/dp/B0063GDKMA