Digital Marketing Technology

E Planning – Chapter 10eMarketing Excellence

Mike WatsonDirector, Sound Solutions Marketing

E-Planning – 10, Page 439 E-marketing Excellence

10.1 – Context and components of e-planning10.2 – Situation and current performance

analysis10.3 – Model and define objectives (SMART)10.4 – Strategies v objectives v tactics10.5 – Tactics and digital channel identification10.6 – Action and implementation plan10.7 – Control and analytics to review results10.8 – Resources both internal and external

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Introduction to E-Planning

• Why plan?• Sets direction• Increases control• Maxmises chances of success• Avoid panic and stress• Builds teamwork• Helps allocate budgets• Integrate online and offline

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Scope of E-Marketing Planning

• Online channels should support the whole customer buying process e.g. Pre-Sale, Post-Sale, Customer development

• E-Marketing v E-Marketing Communications– E-Marketing

• E.g Research, finance, accounts, product/service development, operations, sales

– E-Marketing Communications• E.g. website, e-business, digital media, search, social, building

traffic

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SOSTAC ®

• Situation Analysis• Objectives• Strategy• Tactics• Actions• Control

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Whe

re a

re w

e no

w?

Monitor

Performance

SituationalAnalysis

Objectives

Strategy

Tactics

Actions

Control

Roles and Responsibilities

Where do we want to be?

How

exa

ctly

? How

do we get

there

SOSTAC®

The details of the tactics,Action and implementation plans,Who does what, when etcInternal resources and skills,What to outsource, to who and when?

5s + Web Analytics = KPIsUsability and testingMystery shopping,Customer Satisfaction surveys, Visitor profiling,Reporting process and frequency

Goal performance,Customer insight,

Market SWOT,Brand perception,

Resources

5 Ss: Sell = customer acquisition and

retention,Serve = customer

satisfaction,Sizzle = site stickiness,

duration,Speak = engaged

customers,Save = quantified

efficiencies

Segmentation, Targeting and Positioning,

Online Value Proposition,Sequence = Credibility

before visibility, Integration and Database,

Tools = web, email IPTV etcE-Marketing mix,Communications,

Social media, contactstrategy and

schedule

SOSTAC®Planning Framework PR Smith

Chap 1 Page 4 – Introduction to E-Marketing

Situational Analysis

• Where are we now? E.g.• How many customers online v offline?• Current sales and Growth forecast?• Competition?• Impact of e-businesses, channels to market?• What works online and offline?• What’s new in the online world?• What will be the impact of emerging trends

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Objectives

• Where are we going? Where do we want to be?• Why go online?• What are the benefits?• Remembers the 5 s• Quantify the objectives!• Objectives must be timescaled

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Strategy

• How do we get there? How do we fullfil our objectives?

• How will sales and other brand goals be achieved?• Which data or trends are we responding to?• Which segments will be targeted with what

propositions?• How will we mix the media and contact strategy to

acquire new customers and retain and development existing customers?

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Tactics

• What are the details of the strategy?• What and when?• Across both offline and online• Building traffic• Database and CRM• How will we implement strategy?

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Actions

• What are the details of the tactics?• How will each campaign be designed, developed,

implemented and measured?• How will they fit together?• Who will do what? When? How? Why? Where? Etc• What’s delivered by in-house resources?• What’s delivered by agencies, media and suppliers?

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Control

• How do we measure and analyse performance?• Are we succeeding or failing? By how much?• What are the KPIs and do we have analytics in place

to measure them?• For example: unique visitors, page impressions,

duration of web visit, enquiries, subscriptions, sales, conversion rates, churn rates, loyalty levels

• Role and responsibilities for reporting

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Key Points for Developing E-Marketing Plan• Review and revise frequently• Constantly seek to improve• Review details and overall plan quarterly• Represent to senior management every 6 months• Ensure resources for the plan

– Men and women (Human Resources)– Money – budgets– Minutes – time scales and time horizons for production,

delivery and service

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1. Situation Analysis

• Where are we internally and externally?• To include:

– Site Analytics– Key Performance Indicators (KPIs)– SWOT Analysis– PEST – Political, Economic, Social & Technological– Customer– Market and Demand Analysis– Competitor and distribution channel research

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1. Situation Analysis – Internal – KPIs• Enquiries or leads• Sales• Market share• Return on investment• Unique visitors• Conversion rates• Page impressions• Repeat visits

• Duration (stickiness)• Most popular pages• Subscription rates• Opt-ins• Churn rates• Click through rates

• Check out Table 10.3Page 448 very good!

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1. Situation Analysis – SWOT the following• Customer database – fresh, scale, usable, online

and offline• Online customer care – quality, speed of responce• Website effectiveness – usability, visitors to

outcomes, web links• Opt-in email• Display ads v sponsorship• Mobile marketing

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1. Situation Analysis – External Analysis• Customers and segments• Brands, products, services• Competitors• Search Research• Social media - what’s the buzz• Market research• Distribution channels

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1. Customer adoption of online services

All customerServed MarketAware of companyHave purchasedPurchased last 12mth

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100%

80%

60%

40%

20%

0%

% of customers

Internet accessHave visited siteActive visitorsOnline purchases

2. Objectives – Where you want to be?The 5 s• Sell – sales targets, sales increase• Serve – added value• Speak - getting closer to customers • Save – reduce costs, price• Sizzle – brand extension and excitement

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2. Objectives – Where you want to be?• Online Revenue Contribution – the percentage of

customers or sales targets reachable/achievable through different online and digital media channels

• SMART Objectives– Specific, Measurable, Achievable, Realistic and Time-

related

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3. Strategy – How do we get there?

• Strategy summarises how to achieve objectives and guides all the subsequent detailed tactical decisions.

• Strategy is shaped by the prioritisation of objectives and the resources available

• Strategy should exploit distinctive competitive advantage

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3. Strategy Types

1. Acquisition-focused communications strategies2. Retention-focused communications strategies3. Market and product development4. Marketing mix strategies

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3. Strategic Questions

1. What are the target markets, segments and positioning?2. New v existing product mix by segment3. What is the online value proposition?4. How to tackle the competition?5. Level of website interaction?6. Level of database integration?7. How to balance online and offline? Bricks v Clicks8. Will online channels complement or replace offline?9. How to blend traffic building techniques?10. What role will social media play?

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SWOT See Page 443

• Review your web business next week using the SWOT framework

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SWOT from 10.1 Page 443

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SWOT AnalysisHelpful

Strengths Weaknesses

Harmful

Opportunities Threats

Exte

rnal

or

Envi

ronm

enta

lPer

sonal

or

Org

anis

atio

nal

Existing Brand

Existing Customer Base

Existing Distribution

Brand perception

Intermediary use

Technology Skills

Cross-channel support

Churn Rate

Cross selling

New markets

New products andservices

Alliances and Co-branding

Customer choice

Price

New entrants

Competitive products

Channel conflicts

Social media

Leverage Strengths to Maximise Opportunities Attacking strategy• Migrate customers to web strategy• Refine customer contact strategy across customer

lifecycle• Partnership strategy (co-branding and linking)• Launch new web-based products or value-adding

experiences e.g. video streaming

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Counter Weaknesses by exploiting opportunities Build strengths for attacking strategy• Countermediation strategy (create or acquire)

http://www.marketing-insights.co.uk/wnim0502.htm

• Search marketing acquisition strategy• Affiliate-based acquisition strategy• Refine customer contact strategy (email, web)

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Leverage Strentghs to Minimise Threats Defensive Strategy• Introduce new internet only products• Add value to web services – refine OVP• Partner with complementary brand• Create own social network/customer reviews

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Counter Weaknesses and Threats

Build strengths for defensive strategy• Differential online pricing strategy• Acquire/create pure-play company with lower cost-

base• Customer engagement strategy to increase

conversion, average order value and lifetime value• Online reputation management strategy/e-pr

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4. Tactics – the details of strategy

• Strategy drives tactics“You don’t plan the journey until you have decided where you want to go”

• Strategy requires budget approval, senior management input

• Tactics need to be responsive to changing conditions yet constantly support the strategy

• Which tools best support the tactics?

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4. Tactical Tools

• Website scope – Web 2.0 technologies• Interactive advertising & sponsorship• Email Marketing – automation• CRM tools, data• Social media sites, participation• Balance the roles of Marketers and IT

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5. Actions – Making it happen!

• Tactics breakdown into actions i.e. mini projects• Project Action Plan

– Key steps– Roles and responsibilities– Timescales– Gannt Charts & Critical Path Analysis, flow charts

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5. E-Marketing Actions

• Traffic Building actions– Channels, creative, copy, media, promotion

• Actions to achieve customer response (mechanism)• Actions to gain sales – e-business• Fulfilment actions• E-CRM actions• Implementation resources• Risk management

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6. Control

• Processes and procedures for quickly identifying what’s working and what’s not?

• Effective Control systems need to answer the following– Have we achieved the objectives?– Is the strategy working?– Did we choose the right tactics?– Did we implement the right actions?– Were budgets and time spent wisely?– How will data look and be accessed?– Frequency and responsibility for reporting?

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6. Control Process for E-Marketing

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Who sets SMARTObjectives?

Who measures:What? When? How?

Who reviews?

Who acts and checks?

What do we want to achieve?

What is happening?

Why is it happening?

Goal Setting

PerformanceMeasurement

PerformanceDiagnosis

CorrectiveAction

What should we doabout it?

6. Control – The Metrics

• Sales – value and source• Online Revenue Contribution• Memberships – number and source• Conversion rates• Enquiries number and source• Unique and repeat visitors• Site duration• Most Popular pages• Churn and attrition rates• Source of traffic• Awareness levels

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6. Control – Data sources

• Web analytics (Google Analytics, Web Trends) • Email analytics• Information systems• Databases• Research – surveys, panels• Sales – finance, actual v budget• CRM - pipeline• Daily, weekly and monthly reporting• Contingency plans

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6. Control – Web Insights Diagnostic Framework1. Business Contribution – online revenue contribution,

category penetration, costs and profitability2. Marketing outcomes – leads, sales, service contacts,

conversion and retention efficiencies3. Customer Satisfaction – site usability, performance,

availability, opinions, attitudes, brand impact4. Customer Behaviour – profiles, customer orientation,

segmentation, usability, site actions5. Site Promotion – attraction efficiency, referrer efficiency,

cost of acquisition, SEO visibility and link building, email

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6. Control – Performance Diagnosis

• Google analytics• Web trends• Email analytics• Information systems• Databases• Research – surveys, panels• Sales – finance, actual v budget• CRM - pipeline• Daily, weekly and monthly reporting

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