...an introduction to the strategic planning process

1. Digital strategy #DS
2
implications and planning
management

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. marketing
the macro environment
the micro environment
strategy
systems
functions
resources
suppliers
other
stakeholders
intermediaries
competitors
customers
political
forces
social
cultural
forces
technological
forces
economic
forces
environmental
forces
legal
forces
environments
the internal
environment
Situation analysis...

4. external (macro) context…
present organisations with opportunities and threats
political
economic
social
technological
environmental
legal

5. PESTEL analysis…
Your Notes PESTEL Factors Potential Impact Implications & Importance
About your organisation & how
the factors might impact on
marketing
for your organisation/SBU
Political
Economic
Social
Technological
Environmental
Legal
H = High
M = Medium
L = Low
U = Undecided
Time
Frame:
Short
Medium
Long
Type:
Opportunity or
Threat
Implication:
Increasing
Reducing
Not yet
determined
Relative
Importance
H = High
M = Medium
L = Low

6. customer analysis...
segment characteristics
decision-making process
involvement
perceived risks
awareness, perception and attitude
influence
media consumption and use

7. investment priorities, objectives & goals
market importance & commitment
relative strengths & weaknesses
competitors - now? 5 years on?
weaknesses making them vulnerable
changes likely in future strategies
‘7 step competitor analysis drill’
effect on industry, market & you
Davidson, 1997

8. Internal analysis...
strengths and weaknesses
linked to use and availability of resources…
and analysis of current digital activity…

9. 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

10. digital objectives...
avoid solely focusing on sales, what are the key metrics
help to determine/clarify position, drive traffic, create interest,
retention, engagement, interaction…
help highlight the balance of tactics needed
provide a time frame
provide a means of evaluation and measurement
SMART

11. the 5S’s...
sell… grow your sales
speak… dialogue, participation and engagement
serve… add value
save… costs
sizzle… take your brand online
Smith, 2017

12. strategy… Segmentation
…can use ‘classic’ bases and variables for B2C and B2B
…often developed further as persona’s

13. …persona’s
profile
personality
influencers
technology
user experience
devices
apps and software
do’s and don’ts
relationship

14. targeting...
three key approaches…
undifferentiated
differentiated
concentrated

15. 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

16. 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

17. the customer journey…
acquisition, conversion, retention
reach, act, convert, engage
reach, engage, activate, nurture

18. …reach
social media, SEM, affiliates, display…

19. …convert/activate
web optimisation, user experience, interaction

20. …nurture
…social media, earned media, direct

21. …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?
Conversion –
increase average
order value to £30
per customer
- Increase in
disposable income
- Increased desire for
product
- Position as luxury
against key
competitors
- Differentiation
through features
OVP – exclusivity
% of unique visitors
responding to
promotions
Change in sales data

22. product
promotion
tactics…
price
place
people
process
physical evidence

23. implementation…
is the scheduling of digital campaign
Gantt chart or project plan
Key resourcesare determined
responsibilities are allocated
management processesare put in place

25. control and evaluation...
evaluate the success of…
different digital mix elements
different digital channels
different digital media
finally, feedback and learn
key focus on analytics here… but what are the metrics?

26. 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

27. References and reading
Armstrong, G & Kotler, P. (2008) Marketing- An Introduction. 9th ed Pearson
Education: London
Chaffey, D. & Smith, P.R., (2017) Digital Marketing Excellence. Routledge: Oxon
Dibb, S., Simkin, L., Pride, W.M. & Ferrell, O.C. (2012) Marketing: Concepts and
Strategies. 5th European ed. Houghton Mifflin: Abingdon
Richardson, R., James, J. & Kelley, N. (2015) Customer-Centric Marketing. Kogan
Page: London
Ryan, D. and Jones, C. (2014) Understanding Digital Marketing: Marketing
Strategies for Engaging the Digital Generation London: Kogan Page
http://www.smartinsights.com/digital-marketing-strategy/online-business-
revenue-models/dealing-with-digital-disruption/
http://www.smartinsights.com/digital-marketing-strategy/sostac-model/