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Digital Planning process
K e e p i n m i n d !
1. Start with customer
2. Set realistic goals
3. Simple is the best !
4. We are all perfectly imperf...
1. Analysis 2. Objective
3. Strategy &
tactic
4. Execution5. Evaluation
1. Situation
analysis
2. Objective
3. Strategy &
tactic
4. Execution5. Evaluation
1. Situation
analysis
Marketplace
Performance review
Competitor
Consumer
Opportunity / Issue requiring
action
Internal
ext...
S W
Digital marketing
SWOT TOWs
SO WOO
ST WTT
1. Situation
analysis
2. Objective
3. Strategy &
tactic
4. Execution5. Evaluation
2. Objective
Biz objective
Marketing objective
Communication objective
Digital
object
ive
Decision making modelBranding model
Specific goal
awareness
reminder
Establish trust
Enhance brand’s
reliability
Trial
Word of mount
Loyalty
Build community
R...
1. Situation
analysis
2. Objective
3. Strategy &
tactic
4. Execution5. Evaluation
3. Strategy
Consumer insight in action
Strategic Proposition /
competitive positioning
Idea & Message generation
Strategic...
Idea /message
13
Digital objectives
Tasks
Strategic
Approach
/tactic
Channel
Program
Tools
Objective-based
Pre- Post-PurchasePurchase stage
Strategic
Approach
/tactic
Channel
Program
Tools
Customer-based
KPI
S u m m a r y / B r a n d E c o - s y s t e m
Paid
Earn
own
xxxx
1. Situation
analysis
2. Objective
3. Strategy &
tactic
4. Execution5. Evaluation
4. Execution Timing
Resource planning
Action plan
1. Situation
analysis
2. Objective
3. Strategy &
tactic
4. Execution5. Evaluation
5. KPI Setting
Customer-based
Objective-based Mile stone
http://www.smartinsights.com/
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Digital planning process

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Digital planning process

  1. 1. Digital Planning process
  2. 2. K e e p i n m i n d ! 1. Start with customer 2. Set realistic goals 3. Simple is the best ! 4. We are all perfectly imperfect - Be flexible !
  3. 3. 1. Analysis 2. Objective 3. Strategy & tactic 4. Execution5. Evaluation
  4. 4. 1. Situation analysis 2. Objective 3. Strategy & tactic 4. Execution5. Evaluation
  5. 5. 1. Situation analysis Marketplace Performance review Competitor Consumer Opportunity / Issue requiring action Internal external
  6. 6. S W Digital marketing SWOT TOWs SO WOO ST WTT
  7. 7. 1. Situation analysis 2. Objective 3. Strategy & tactic 4. Execution5. Evaluation
  8. 8. 2. Objective Biz objective Marketing objective Communication objective Digital object ive
  9. 9. Decision making modelBranding model
  10. 10. Specific goal awareness reminder Establish trust Enhance brand’s reliability Trial Word of mount Loyalty Build community Rational perception Attitude Generate action Arouse need /demand education
  11. 11. 1. Situation analysis 2. Objective 3. Strategy & tactic 4. Execution5. Evaluation
  12. 12. 3. Strategy Consumer insight in action Strategic Proposition / competitive positioning Idea & Message generation Strategic priority and tasks Channeling / digital program Segmentation/ targeting Influencing factor / barrier / Reason to take action / reason to believe /customer journey** POP/ POD / USP Communication sound Task /Tactic/ Timing / Touch points
  13. 13. Idea /message 13 Digital objectives Tasks Strategic Approach /tactic Channel Program Tools Objective-based
  14. 14. Pre- Post-PurchasePurchase stage Strategic Approach /tactic Channel Program Tools Customer-based KPI
  15. 15. S u m m a r y / B r a n d E c o - s y s t e m Paid Earn own xxxx
  16. 16. 1. Situation analysis 2. Objective 3. Strategy & tactic 4. Execution5. Evaluation
  17. 17. 4. Execution Timing Resource planning Action plan
  18. 18. 1. Situation analysis 2. Objective 3. Strategy & tactic 4. Execution5. Evaluation
  19. 19. 5. KPI Setting Customer-based Objective-based Mile stone http://www.smartinsights.com/

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