Seven digital marketing frameworks to help you think through you digital marketing planning

1. 7 digital
frameworks for
your digital
marketing plans.

2. Objectives and
Plans
Conversion
&
Retention
Acquisition
Measuring &
Optimisation
Simply put, think through these first....….

3. Model # 1.
SOSTAC

5. Model #2.
Digital Maturity

6. 6
Where are you? Digital Maturity Stages

7. Situation Analysis: Internal Capabilities
• Rating your current capabilities from 1 to 5:
Basic
knowledge
Limited
Experience
Practical
Skills
Advanced
Application
Expert
Practitioner
Website
SEO
SEM
Email
Display
Social Media
Mobile
Analytics

8. Model #3
Acquisition
Conversion
Retention

9. Acquisition, Conversion, Retention
9

10. Primary digital tools driving traffic
1st tier
• Search Engine Marketing
• Search Engine Advertising
• Search Engine Optimisation
• Email Marketing
2nd Tier
• Social Media Marketing
• Facebook Ads
• Twitter Ads
• Display Advertising
• Mobile
• Video

11. Customer Acquisition
11

12. Conversion
12

13. Model # 4
The Funnel

14. • Click to edit Master text styles
• Second level
• Third level
• Fourth level
• Fifth level
The new decision making process
Awareness
Familiarity (Brand Perception/ knowledge)
In-market/ Active evaluation
Purchase
Loyalty /
Advocacy

15. • Build brand awareness
• Maintain share of voice
• Convey brand features & benefits
• Generate response / leads
• Capture consumer data
• Improve brand perception / credibility
• Improve brand favourability
• Improve purchase intent
• Improve brand loyalty & advocacy
• Build brand word-of-mouth buzz
• Stimulate direct / indirect sales
What is your brand's need at every stage?
Awareness
Familiarity
In-market
Purchase
Loyalty /
Advocacy

16. Reach &
Impact
Engagement, Freq
& Education
Direct Response:
Sales
Service
Web experience
Reward &
communicate
CRM – Email &
Social
Retargeting
Niche sites
PPC
SEO
Content,
Advertorials, Video,
Radio
Social Media, Content
Digital Display
e.g. You Tube Pre-Roll
User-Journey &
Pricing
Objectives Media Type
What works at each stage?
Awareness
Familiarity
In-market
Purchase
Loyalty /
Advocacy

17. Model # 5
Conversion

18. • Click to edit Master text styles
• Second level
• Third level
• Fourth level
• Fifth level
New jargon term
• A structured and systematic approach to improving the
performance of your website
• Informed by insights—specifically, analytics and user
feedback
• Defined by your website’s unique objectives and KPIs
OR
• Taking the traffic you already have & making the most of it.
Conversion Rate Optimisation

19. 19
Simply put…

20. • Click to edit Master text styles
• Second level
• Third level
• Fourth level
• Fifth level
Conversion: which work best?

21. Calls to action e.g. scarcity

22. • Click to edit Master text styles
• Second level
• Third level
• Fourth level
• Fifth level
What are people using?

23. Model # 6
Retention

25. Online Retention:
Choice & Convenience
25

26. 26

27. Example: BA
27
Hassan Syed purchased a premium
tweet to complain after he received
poor customer service when his
father's luggage went missing on a BA
flight from Chicago to Paris.
BA took eight hours to respond, stating
that its helpline is open 9-5pm, in
which time it was seen by over 76,000
users.
Does this mean……??
• brands have to ensure adequate
resource is allocated round the
clock
• Staff are trained and trusted to deal
with incidents a 2am on a Sunday
morning?

28. Model # 7
Measurement

29. Measure

30. • Build brand awareness
• Maintain share of voice
• Convey brand features & benefits
• Generate response / leads
• Capture consumer data
• Improve brand perception / credibility
• Improve brand favourability
• Improve purchase intent
• Improve brand loyalty & advocacy
• Build brand word-of-mouth buzz
• Stimulate direct / indirect sales
Defining Measurement Objectives
Awareness
Familiarity (Brand
Perception/
knowledge)
In-market/
Active
evaluation
Purchase
Loyalty /
Advocacy

31. Ad surveys
Website analytics
data
Data
sources:Ad server data
Buzz monitoring studies
• Ad impressions
• Unique users
• % Reach
• Frequency
• Video views
• Ad awareness
• Clicks
• CTR
• Conversions
• Impressions /
Views
• Visitors / Visits
• Conversion s
• Ad Interactions
• Page
interactions
• Time spent
• Uploads / downloads
• Brand favourability
• Buzz / sentiment
• ONLINE SALES /
ONLINE SALES
• OFFLINE SALES
• Repeat visits /
views
• Content distribution
• Brand recomm’dn
• Buzz volume
• Buzz sentiment
• Influencers / fans
Awareness
Familiarity (Brand
Perception/
knowledge)
In-market/
Active
evaluation
Purchase
Loyalty /
Advocacy
Measurement of each

32. Thanks!
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