Download The Digital Marketing Plan

The Digital Marketing Plan
Scott W. Flexo, Ph.D.
MKTG 437
CSULB
A Marketing Plan
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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.
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Why a Marketing Plan?
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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
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Research that details the problem or
opportunity the company faces.
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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
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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
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Next, research and describe the
internal and external environment.
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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
External
S
W
O
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
©South-Western College Publishing
current weakness.
SWOT Example From Book
Page 38
Written SWOT describes each quadrant.
#B: State Objectives:
Best to Focus on Promotional Goals
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What do you expect to accomplish
with the social media campaign?
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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
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Whatever objectives you assign, they
must be measurable! Otherwise, you
will not know how well you are doing!
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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
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Whatever objectives you assign, they
must be tied to an organizational goal.
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"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
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Segment the market
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Select one or more target markets (buyer personas)
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Into identifiable groups with similar interests/desires/problems
Based on size and potential for the business
Based on level of interest in positioning/sales proposition
Based on "are they easily reachable?"
Describe/profile the target markets
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Demographic characteristics
Purchase intentions and behaviors
Product/service/brand awareness
Media habits/alternative ways to reach target
Benefits desired/Problems to be solved
Social
Media
Use?
#D: Social Media Mix
Four Zones of Social Media
1.
2.
3.
4.
Social Community: Sharing, socializing
and conversing.
Social Publishing: Editorial, user content,
commercial content
Social Entertainment: Games, music,
art.
Social Commerce: Services, retailing,
sales
mkt432-01
Social Communities
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Channels of social media focused on common
activities people participate in with others who
share the same interest.
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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
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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
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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
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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
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This is the Fun Part where you get to
create the digital marketing experience!
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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
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What other activities (Non-Digital)
will help support the digital
activities?
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Flyers, Banners, Buttons, etc.
Who is doing what and when?
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Timeline, Responsibilities, Budget
#G: Measurement
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How will you measure the
performance of the plan?
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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