Strategy

3rd eCommerce Conference
Istanbul
Developing Your
Digital Marketing Strategy
presented by
PR© Smith
Books
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2008 | 2
PR Smith
Consultancy,
Mentoring & Project
Delivery
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Smith Talks,PRSmithMarketing
Workshops, Webinars
& Seminars
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The Great Sportsmanship Education Programme
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Great Sportsmanship
3rd eCommerce Conference
Istanbul
Developing Your
Digital Marketing Strategy
presented by
Digital Marketing Plan
using SOSTAC ®
Situation - where are we now?
Objectives - where do we want to go?
Strategy - how do we get there?
Tactics - the details of strategy e.g. the Mix
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Tactics (channels)
Web Site
Forums
Social Media
Advertising
Display Ads/Banner Ads
Pay Per Click Ads
Other
Sponsorship
Online sponsorship –
communities, pages, events
PR News Releases
Viral Marketing
J
x
F
x
M
A
x
x
xxxx xxxx
x
x
x
M
x
x
x
x
Sales Force
Field Sales
Telemarketing
Affiliate & Partner Marketing
Exhibitions & Events
Virtual Exhibitions, Virtual
worlds like Second Life
Total
x
x
x
x
x
x
x
O
N
£
25,000
5,000
30,000
x
x
x
50,000
x
x
x
10,000
x
10,000
x
x
20,000
x
x
D
x
x
x
x
x
x
x
x
S
x
x
x
x
xxxx xxxx xxxx xxxx xxxx
x
x
Sales Promotions
emails, web sites & social
media
A
x
x
Direct Mail
Opt-In eMail (NB retention v
acquisition)
J
x
x
xxxx xxxx x x
x
x
J
x
x
x
x
x
x
x
x
10,000
x
x
50,000
5,000
£250,000
Digital Marketing Plan
using SOSTAC ®
Situation - where are we now?
Objectives - where do we want to go?
Strategy - how do we get there?
Tactics - the details of strategy
Action - who does what + tips/techniques
Control - how do we know are getting there?
+ 3Ms
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Situation Analysis
Results/Performance
Customers
- who? why? how?
- market trends
Intermediaries
Competitors
SWOT
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Objectives
Primary Metrics
C Suite Reports
Bounce, Duration,
Downloads; Likes; +1s;
Favourites; Comments;
Shares; Registrations;
Churn Rate; Cost per Visitor/Like
Secondary
Metrics
Managers Reports
User
Metrics
Analytics
Team
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ROI
Sales
Market Share
Conversion Rates
NPS; Sentiment Score
Unique Visitors ; Site Visits; Page Views;
Top Content; Top Landing Pages; Top Referrers;
A/B Tests; Page Rank; Key Phrases;
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Objectives (KPIs)
2014
Site Visits
Unique Visitors
Bounce rate
Duration
Page Views (passive engagement)
Downloads (passive engagement)
Likes/Favourites
Comments
Shares (active engagement)
Registrations
Churn Rate
Conversions (eMail Partner)
Conversions (RFP)
Conversions (New Business)
Market Share
ROI
Etc.
KPI’s
= Key Performance
Indicators PR_Smith
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PRSmithMarketing
2015
2016
Objectives
Situation Analysis
Objectives
Strategy
Tactics
Action
Control
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PRSmithMarketing
PR_Smith
Strategy
Requires Deep Thinking
Strategy Drives Choice Of Tactics
Tactics DO NOT Drive Strategy
We will come back to Strategy
© PR Smith
PRSmith.org
PRSmithMarketing
PR_Smith
Web Site
Forums
Social Media
Advertising
Display Ads/Banner Ads
Pay Per Click Ads
Other
Sponsorship
Online sponsorship –
communities, pages, events
PR News Releases
Viral Marketing
J
F
x
x
Tactics (channels)
M
A
x
x
xxxx xxxx
x
x
x
M
x
x
x
x
Sales Force
Field Sales
Telemarketing
Affiliate & Partner Marketing
Exhibitions & Events
Virtual Exhibitions, Virtual
worlds like Second Life
Total
x
x
x
x
x
x
x
O
N
£
25,000
5,000
30,000
x
x
x
50,000
x
x
x
10,000
x
10,000
x
x
20,000
x
x
D
x
x
x
x
x
x
x
x
S
x
x
x
x
xxxx xxxx xxxx xxxx xxxx
x
x
Sales Promotions
emails, web sites & social
media
A
x
x
Direct Mail
Opt-In eMail (NB retention v
acquisition)
J
x
x
xxxx xxxx x x
x
x
J
x
x
x
x
x
x
x
x
10,000
x
x
50,000
5,000
£250,000
Tactics
Automated Emails or Ads?
Paid, Owned or Earned Media?
Web Sites or Apps or both?
Why do you have a web site?
Why do you have apps?
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Tactics – Apps
Why do you have Apps?
Take pics of themselves over a
graphic of both clubs’ crests
Stats from the group stages
& stats about previous encounters
1st App For Opponents/Competitors
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Action
S
O
S
T
A ction
C
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Converting Customers To Lifetime Customers
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PR_Smith
Control
Primary Metrics
C Suite Reports
Secondary Metrics
Managers Reports
User
Metrics
Analytics
Team
© PR Smith
ROI
Sales
Market Share
Conversion Rates
NPS; Sentiment Score
Bounce, Duration,
Downloads; Likes; +1s;
Favourites; Comments;
Shares; Registrations;
Churn Rate; Cost per Visitor/Like
Unique Visitors ; Site Visits; Page Views;
Top Content; Top Landing Pages; Top Referrers;
A/B Tests; Page Rank; Key Phrases;
PRSmith.org
PRSmithMarketing
PR_Smith
Control
The Sales Funnel
Visitors, Page Views, Duration,
Bounces
Downloads, Likes,
Comments, Shares
Sentiment
Conversion
Sales
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PRSmithMarketing
PR_Smith
Control
Situation Analysis
Objectives
Strategy
Tactics
Action
Control
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PRSmith.org
PRSmithMarketing
PR_Smith
Digital Marketing Plan
using SOSTAC ®
Situation
Objectives
Strategy
Tactics
Action
Control
+ 3Ms
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PRSmith.org
PRSmithMarketing
PR_Smith
Strategy
Requires Deep Thinking
Strategy Drives Choice Of Tactics
Components Of Strategy
But first, a question………..
Why did this innovation fail?
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Strategy
Targeting
Positioning
Why Did World’s 1st eCar Fail?
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Key
Components
of Strategy
Strategy
RePositioning Intel
from
‘High quality technology products’
to
‘Leader in technology breakthroughs’
targeting Generation Y & associating
with innovation in music, art & lifestyle
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Strategy - RePositioning
from ‘High quality technology products’
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Strategy - RePositioning
to
‘Leader in technology breakthroughs’
Strategy Drives Tactics:
Outdoor 3D Projections + B2B Game
‘Museum Of Me’ + Partner ‘Vice’ + Will.i.am,
director of creative innovation + reseller training
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Strategy Components
What are the components (parts) of a
Digital Marketing Strategy?
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Strategy Components
Targeting
Objectives
Positioning
P artners
Processes
S equence
Integration
Tactics (main tactical tools)
Engagement
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Strategy – Partners
Are there any partners that can help you
to achieve your goals (Objectives)?
Partners
Marketing Marriages
Strategic Alliances
You Cannot Conquer Global Markets Solo
(must be good for both parties)
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Strategy – Process
e.g. Marketing Automation
"Marketers who don't get marketing automation
will be an endangered species in about 6 years.“
Jay Famico, SiriusDecisions 2014
Automating eMail & Web Site:
Step 1: Email an invitation to a download a free report
Step 2: Send a ‘thank you’ to the people who visited the site
& downloaded the report
Step 3: Send them a case study from their industry
Step 4: If prospect clicks on the case study, create an auto
alert for the sales rep to follow up
How can we help
them with their
next steps = MA
Add Social Data
Strategy Integration
(data)
How interested
are they?
Add 3rd Party Data
(click behaviour)
(databases)
Progressive
Profiling (forms)
Augmenting
Profiles
(click behaviour)
What do we know
about them from
the CRM system?
What pages /
products
are they most
interested in?
Steven Woods
Digital Body
Language
&
Marketing
Automation
Have they been
to this site
before?
Any past
purchases?
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Strategy - Sequence
Develop Credibility before Raising Visibility
Build Awareness before Customers Acquisition?
Customer Acquisition before Customer Retention?
Large % of prospects need to move thru stages?
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Strategy – Tactics
– which tactics?
Which tactics help customers/clients
along the stages of the customer journey?
Source: Econsultancy
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Strategy - Engagement
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Strategy - Engagement
+ Tactical Tool (facebook)
Teddy Goff, Obama’s Digital Director
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The Ladder Of Engagement
Download free chapter from
PRSmithMarketing facebook page
Click ‘Welcome’ tab
Strategy Components
Target Markets
Objectives
Positioning
P artners
Processes
S equence
Integration
Tactics (main tactical tools)
Engagement
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PRSmithMarketing
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Strategy Components
T
O
P
P
P
S
I
T
E
© PR Smith
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PRSmithMarketing
PR_Smith
Digital Marketing Plan
using SOSTAC ®
Situation
Objectives
Strategy
Tactics
Action
Control
-
TOPPP SITE
+ 3Ms
© PR Smith
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PRSmithMarketing
PR_Smith
Develop Your
Digital Marketing Strategy
continue the conversation……
#eticaretexpo
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© PR Smith 2014