Transcript The Digital Marketing Plan
The Digital Marketing Plan
Scott W. Flexo, Ph.D.
MKTG 437 CSULB
A Marketing Plan
A written, formalized plan, that details the product, pricing, distribution (place), promotion and targeting strategies, that will enable the product or brand accomplish specific marketing objectives.
Why A Marketing Plan?
Planning ensures that you understand your market and your competitors.
Planning helps to better coordinate and communicate ideas and activities.
Why a Marketing Plan?
Planning helps to set objectives and gain consensus around the objectives.
Planning helps to allocate limited resources and to establish priorities.
And, planning establishes measurable outcomes that can guide future planning
The Components of the Plan
A.
B.
C.
D.
E.
F.
G.
Situational Analysis to Identify Opportunities Develop and State Plan Objectives Target One or More Segments Select Social Media Channels Create An Integrated Experience Strategy Establish An Activation Plan Execute and Measure the Plan/Campaign
#A: Situation Analysis to Identify Opportunities
Research that details the problem or opportunity the company faces.
Business Background and Mission Statement: Describes the business category and the unique proposition that the business offers the marketplace.
#A: Situation Analysis to Identify Opportunities
Business Background and Mission Statement: Describes the business category and the unique proposition that the business offers the marketplace. Day Care Business: The day care business offers the highest, most consistent quality of service benefits of any available in the area. The business provides a service, not just babysitting, offering pre-school children access to computer technology and textbooks to suggest educational attainment, along with the stability and security of highly knowledge and state licensed teachers. Computer Business: The mission of CompuComputer is to provide medium to lower income individuals and households with a retail operation offering the lowest priced computers in the area packaged with a short, medium and/or long term individualized support subscription though CompuComputer technicians.
#A: Situation Analysis to Identify Opportunities
Next, research and describe the internal and external environment.
Internals: Strengths and weaknesses of the organization, use and support of a social media campaign. Profile of customers (needs/demos) Externals: Strengths and weaknesses of the competition, use and support of social media. Describe any unique/important environmental issues.
Summarize into a written SWOT analysis
#A: Situation Analysis SWOT Analysis
Internal S W O External T Strengths - things the company does well.
Weaknesses - things the company does not do well.
Opportunities - conditions in the external environment that favor strengths.
Threats - conditions in the external environment that do not relate to existing strengths or favor areas of current weakness.
SWOT Example From Book Page 38
Written SWOT describes each quadrant.
#B: State Objectives:
Best to Focus on Promotional Goals
What do you expect to accomplish with the social media campaign?
Increase product/brand awareness Improve brand image/reputation Increase product/brand consideration Grow sales (revenue or market share) Increase product/brand loyalty Grow online brand/product word of mouth
#B: State Objectives
Specific, measurable, realistic
Whatever objectives you assign, they must be measurable! Otherwise, you will not know how well you are doing!
Be very specific Focus on measurement metrics Establish baseline/Specify desired change Include a timeline Be realistic Examples can be found in mkt. plans at class web site.
#B: State Objectives
Specific, measurable, realistic
Whatever objectives you assign, they must be tied to an organizational goal.
"Keep your eye on the goal – not the ball!" Focus on business and marketing goals Establish connections between marketing measurements and organizational goals Always focus on customer needs Examples can be found in mkt. plans at class web site.
#C: Identifying and Describe the Target Market
Segment the market
Into identifiable groups with similar interests/desires/problems
Select one or more target markets ( buyer personas )
Describe/profile the target markets
Based on size and potential for the business Based on level of interest in positioning/sales proposition Based on "are they easily reachable?" Demographic characteristics Purchase intentions and behaviors
Social Media Use?
Product/service/brand awareness Media habits/alternative ways to reach target Benefits desired/Problems to be solved
#D: Social Media Mix
Four Zones of Social Media 1.
2.
3.
4.
mkt432-01 Social Community: Sharing, socializing and conversing.
Social Publishing: Editorial, user content, commercial content Social Entertainment: Games, music, art.
Social Commerce: Services, retailing, sales
Social Communities
Channels of social media focused on common activities people participate in with others who share the same interest.
All social media to this, but this is the primary reasons for the existence of a social community Features: Multi-way communications, conversations and collaboration, and the sharing of experiences and resources.
Twitter, Facebook, LinkedIn, Google+, Wikis
Social Publishing
Dissemination of content to an online audience.
Features: Blogs, mircoblogs, media (video, photo, audio, documents) sharing, news sites.
Blogger, Blogspot, YouTube, Flicker, Shutterfly, HuffingtonPost
Social Entertainment
Opportunities to play games with others.
Most advanced channel, including social gaming with interaction among players, online gaming profiles, and virtual worlds.
Come2Play, Second Life, Zynga, MySpace
Social Commerce
Use of social media to facilitate online buying and selling of products and services. Features: Social shopping behaviors, online shoppers interact and collaborate with reviews, ratings, deal sites, deal aggregators, social shopping markets, social storefronts (operating inside social sites), and online malls. LivingSocial, Groupon, TripAdvisor, Kayak
#E: Create an Experience
This is the Fun Part where you get to create the digital marketing experience!
For each "Zone" you've selected, describe what you will be doing/what media you will be using and why (think of the target!) For each media, fully describe the content and the experience you will be creating.
For each media, describe how the content and experience will help achieve the objectives with the target that you have described in your plan.
In this section you need to justify and/or sell your choice of media, content and experience.
#F: Activation Plan
What other activities (Non-Digital) will help support the digital activities?
Flyers, Banners, Buttons, etc.
Who is doing what and when?
Timeline, Responsibilities, Budget
#G: Measurement
How will you measure the performance of the plan?
Web hits, Facebook Likes, LivingSocial coupons used, blog entries, etc.
Is measurement consistent with objectives setout in the plan?
The Components of the Plan
A.
B.
C.
D.
E.
F.
G.
Situational Analysis to Identify Opportunities Develop and State Plan Objectives Target One or More Segments Select Social Media Channels Create An Integrated Experience Strategy Establish An Activation Plan Execute and Measure the Plan/Campaign