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Opportunities (Market specific)
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| bet | 12/31 | | Sana | 23.03.2021 | | Hajmi | 0,78 Mb. | | #13423 |
Opportunities (Market specific):
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SO Strategies
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WT Strategies
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Threats:
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ST Strategies
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WT Strategies
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For a completed example download the Digital marketing plan example. Chart in 2.14.
Strategy Analysis tool: Key issues summary (Optional)
Purpose: This is an optional summary of strategic initiatives taken from your SWOT analysis to put into a report or presentation.
Instructions: This will clarify the strategy issues from across the customer lifecycle from the SWOT if you group these by RACE Planning.
Strategy focus
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Key issues (SWOT)
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Strategies to manage these issues
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Plan – Brand
Proposition issues, e.g. 7Ps,
Segmentation, Targeting, Positioning
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Plan – Governance
Management and resourcing
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Reach
Increase audience
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Act
Increase leads
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Convert
Increase online or offline sales
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Engage
Increase customer loyalty
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B. Our own capabilities
Once you have looked outwards (often missed), only then should you turn inwards and look at your own capabilities.
In particular, you may find this digital marketing benchmarking spreadsheet or the simplified capability grid which is our next template below useful for benchmarking your current capabilities.
CORE Strategy Analysis template: Company Digital Marketing capability assessment
Purpose: This summary is powerful since it reveals quickly in a simple visual form, the current use of digital marketing in a company compared to others in a sector, so it can be used as a simple shock tactic to show colleagues the need to act. It covers both digital marketing tactics and how digital is managed.
Instructions: Score each capability out of 5 compared to others in your sector, or for a tougher target, out-of-sector.
Core capability
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One. Initial
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Two. Managed
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Three. Defined
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Four Quantified
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Five. Optimized
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A. Strategic approach to digital
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B. Performance improvement process?
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C. Management buy-in
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D. Resourcing and structure
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E. Data an infrastructure
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F. Integrated customer communications
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G. Integrated customer experience
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For a more detailed, quantitative review based on interviewing different senior management team members, see our Digital Benchmarking Audit spreadsheet.
C. Our customers
Always start with the customer, their characteristics, behaviours, needs and wants!
You should define:
Options for segmenting and targeting – you should apply your traditional segments, but also consider the new microtargeting options available online – see http://bit.ly/smarttargeting.
Ideal customers - characteristics summarised in named personas are useful to get started, think about demographics, searching and product selection behaviours and unmet needs - detail here is very useful to talk about “What would John do.. or think about...”. Also consider what your data tells you in regard to your most profitable, and potentially profitable customers
Strategy Analysis Technique: Marketing persona outlines (Optional)
Purpose: To make your website and online communications more customer-centred / less company or product-centred by selecting defined target audiences to appeal to.
Instructions: To create personas different insight sources including quantitative research (e.g. profile analysis) plus qualitative research (surveys and interviews) are needed.
Persona names?
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Characteristics / segment?
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Personal goals?
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Needs (Brand, experience)?
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What we want to deliver?
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1.
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2.
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3.
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4.
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5.
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For examples and guidance on creating personas see our Customer Persona Toolkit.
This forum answer outlines 5 sources of insight to build personas.
Strategy Analysis Tool: Online customer insight source review (minor importance)
Purpose: Highlight new digital marketing behaviours by review availability and quality of customer and marketplace insight to inform situation analysis
Instructions: Review range of insight sources in this table.
Aim to create a factbase summarizing audience characteristics, behaviours and preferences.
Aim to summarise in key audience personas to inform strategy and implementation. See our persona toolkit for details on this approach.
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Insight sources
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Actions to improve insight quality
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Key insights (build into fact base)
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1. Audience characteristics
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Online profile information:
Customer profile – from online forms and sign-up cf offline
Google Analytics – where audience based – can link to characteristics with custom variable
Surveying social media profiles
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Audience profiles online (%)
Audience profiles offline (%)
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2. Audience behaviour
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Online behavioural information:
See Smart Insights members downloads to consumer adoption and usage statistics compilation and online benchmarks
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Conversion rates
Average days to purchase?
Average channels before purchase
% who browse by channel, % who buy by channel
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3. Audience preferences and sentiment
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Customer feedback – see http://bit.ly/smartfeedback
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Main reasons for:
Not converting
Not repeat-purchasing
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4. Audience share compared to competitors.
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Google Analytics benchmark option
Similar Web Benchmark
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Share of search
Share of voice
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D. Our market
Market description - Focus on actionable needs and trends - are you meeting them, what are they - this insight us useful for other teams and you should find out what other teams know, what exactly is growing in the market, is there evidence you can draw from
Summarise this on the marketplace map which will also include elements E-F-G
E. Our competitors
Benchmark against competitors for your customer personas and scenarios against the criteria given in the strategy section, in particular their marketing mix.
For key digital tactics like SEO and social media marketing, it’s also important to benchmark against competitors.
You can summarise competitor activity using the below Strategy Analysis Tool: Online competitor benchmarking review (Optional) which is below.
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