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Lecture 9 marketing strategy pdf

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Lecture 9 marketing strategy pdf

  1. 1. Marketing plans and strategy jn2702
  2. 2. Recap ▪ Twitter campaigns ▪ How media organisations utilise data ▪ How media organisations utilise real-time opportunities ▪ Social media analytics ▪ Targeted digital advertising ▪ The rise of sentiment analysis ▪ Introducing big data ▪ Introducing content marketing ▪ Introducing SEO ▪ Chunking content ▪ ‘a social media object’ 2
  3. 3. today ▪ Begin to consider a marketing strategy in practice ! ▪ Map out a strategy’s various elements ! ▪ Think about frameworks ! ▪ Move this work into assignment 2 3
  4. 4. 4 What have we covered so far? ▪ General media markets ▪ Advertising ▪ A raft of media and marketing theory ▪ Readership and demographic split ▪ Ps (4, 7) and ABCDEs ▪ Web 2.0 ▪ Digital opportunities and platforms ▪ Digital tracking ▪ Social media ▪ Digital Product development
  5. 5. the assignment Produce a marketing plan for a media organisation of your choice; analysing a range of tools and approaches to produce an effective social marketing campaign that can be placed alongside traditional marketing strategies. 5
  6. 6. Marketing Strategy: key elements ▪ Situation Analysis ▪ Product ▪ Objectives ▪ Strategies ▪ Tactics and implementation 6
  7. 7. structure 7 Executive summary situation analysis/background the users the product the strategy the tactics implementation
  8. 8. Executive summary ▪ Effectively convey your organisation, your plan and its purpose. ! ▪ Ultimately, this is the pitch and the essential detail behind your work 8
  9. 9. situation analysis ▪ Methodologies: 5Cs, SWOT or Porters Five Forces ! ▪ Some general questions: ▪ What other products exist in this sector? ! ▪ What is performing well? ! ▪ Where are the product diffusion and growth trends? ! ▪ Positioning within the sector ! ▪ The future of the sector and how your ‘product’ will fare with various market forces and external trends ! ▪ Future industry trends: a brief overview 9
  10. 10. The organisation and product ▪ Background your media client ▪ What does it do, and what is it good at? ! ▪ Understand its ‘assets’ ! ▪ What benchmarks can your offer to monitor progress around a new product? ! ▪ How does it drive revenue or value? 10
  11. 11. key questions for your client… 11
  12. 12. swot 12
  13. 13. Your users ▪ who are your readers/listeners/ watchers? ! ▪ what do they want? ! ▪ when will they want it? ! ▪ consider a buyer persona to help direct your thoughts 13
  14. 14. key questions for your users 14
  15. 15. Objectives ▪ what are the key targets for your strategy? ▪ they could be ▪ sales ▪ subscribers ▪ Advertising increases ▪ reach ▪ new products ▪ and other things too…15
  16. 16. 16 key questions for you 16
  17. 17. Strategies ▪ Know you know your objectives, what are your strategies to get you there? ! ▪ Think about Ps and ABCDEs as they can provide a useful framework ! ▪ A strategy is a broad approach underpinned by your product, users and other contributing factors: for example, a strategy may be to harness social media to increase online radio stream listeners 17
  18. 18. 18 key questions for you 18
  19. 19. Tactics! ▪ These are the specific measures you will take to achieve your overall strategies ! ▪ This is where a social media marketing approach takes effect ! ▪ tactics example: pushing key radio programmes at certain times, in a chatty and accessible manner, to maximise listeners over a 24-hour period 19
  20. 20. Implementation ▪ Include a variety of detail, if relevant, of how you’re going to implement the plan you’ve constructed 20
  21. 21. 21 key questions for you 21
  22. 22. flicr credits! 22 Gideon - Chess ! Adrian Berg - today is the day ! Serious Cat - death star 11 ! brickdisplaycase.com - businessman 8833 Legominifigures ! NASA Goddard Space Flight Center - Sample Analysis at Mars (SAM) Media Day ! Cascadian Farm - Reading Product Labels ! elycefeliz - Questions ! Ross - Businessmen ! Kev - Finish line ! elycefeliz - General Montgomery Meigs ! Marco Oliani -Tactics

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