Digital Interactive Marketing Lecture 3
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Transcript of Digital Interactive Marketing Lecture 3
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digital and interactive marketing #DIM
3
situation analysis
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SOSTAC planning framework
planning framework…
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situation analysis objectives strategy tactics
action control
growth
position
competive
corporate
marketing
digital
resources
scheduling
Smith, 1990
7P’s
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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...
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PESTEL analysis… Your Notes PESTEL
Factors Potential Impact
Implications & Importance
About your organisation & how the factors might impact on DIGITAL 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
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…what’s going on?
growth of e and m commerce
showrooming
media fragmentation
…changing legislation, DPA, PECR, Cookies…
…3D printing, AR, graphene, wearable tech …disruption and innovation
…increasing online video audiences
Dual-‐screening
“hyper-‐connectivity”
BIG data
…market economies, new economies and currencies
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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...
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stakeholder analysis... Which publics are important to the Yirm’s ope
rations?
How strong are company-‐stakeholder relationships?
What is the impact of corporate actions on these publics?
Are they increasing or decreasing in importance?
What actual or potential impact could they have on the business?
What are the interests of each relevant public?
Which groups pose a threat and which an opportunity?
What are their communications needs?
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Monitor… Minimal Effort Keep Informed
Keep SatisYied Key Players
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customer analysis...
segment characteristics
decision-‐making process
involvement perceived risks
awareness, perception and attitude
inYluence
media consumption and use
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digital media consumption in the UK, 20
13…
83% of 18-‐24 year olds own a smart phone
tablet ownership highest with 35 – 44 year olds
Use of internet anywhere, any device is 79%
Average weekly internet usage is 16.8 hours
Scoial media growth is fuelled by 55 – 64 year olds
53% of mobile users go online with the devi
ce
consider how media is scheduled
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…growth in key technology platform usage…
Ofcom, 2013
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Porter’s Yive forces… Bargaining power of suppliers
Threat of new entrants Threat of substitutes
Bargaining power of customers
Intensity of existing rivalry
Porter, M, 1979, HBR
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…using the strategic groups model
C E
A
B
D Firms within a strategic group have similar strategies
Strategic dimension 1
Strategic dimension 2
The relative position of groups shows how alike or different their strategies are
Adapted from Porter, 1980
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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
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INBOUN
D LOGISTICS
OPERATIONS
OUTBOUND
LOGISTICS
MARKETING
& SALES
SERVICE
FIRM INFRASTRUCTURE
HUMAN RESOURCE MANAGEMENT
TECHNOLOGY DEVELOPMENT
PROCUREMENT
Primary Activities Source: Porter
Porter’s value chain…
Porter, M, 1985
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website analysis...
user experience… UX
trafYic
Findability and SEM
content
Responsiveness and mobile
interaction
…analytics
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alexa.com
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…social media presence
comments, likes, fans, trafYic…
…follows, RTs, favourites
Facebook, LinkedIn, Twitter, Instagram, Pinterest, blogs…
…sentiment analysis
…social bakers
socialmention
Paid for tools like Radian6 or WildYire
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socialbakers
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socialmention
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Internal analysis... strengths and weaknesses
linked to use and availability of resources…
and analysis of current digital activity…
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…McKinsey 7S Framework
Strategy... the plan(s) devised to maintain and build
competitive advantage over the competition
Systems...the daily activities and procedures that staff members
engage in to get the job done
Shared Values... the core values of the company that are evidenced in the
corporate culture and the general work ethic
Structure...the way the organisation is structured and w
ho reports to whom
Style... the style of leadership adopted
Staff... the employees and their general capabilities
Skills... the actual skills and competencies of the employ
ees working for the company.
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…simplistic but often used model
…designed to help identify key caus
es of
problems in organisation’s as a TQ
M approach
Can use it for human, Yinancial, material and
asset audit… for strengths and weaknesses
5M’s..?
men, money, minutes, machines, management
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also consider…
…strengths and weaknesses of current digital mix
website
social media…
UX
trafYic and Ylow
CGM
…web presence model
1. brochurewear
2. transactional
3. entertainment
4. afYiliate 5. relationship
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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