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DMI Digital Marketing Planning
mauricecflynn flynnon 13 May 2011
Transcript of DMI Digital Marketing Planning
- Customers and Markets
- Competition 7P'S
- PHYSICAL SWOT ANSOFF
EXIST VS NEW
PRIODUCS VS MARKETS
DIVERSIFY VS PENETRATE VS DEVELOP PORTERS 5 FORCES
SUBSTITUTE PRODUCTS STRATEGY AND PLANS PROCESS
MEASUREMENT IMPLEMENTATION BARRIERS
AND SOLUTIONS STEEPLE
Political Economic Social Technological Environment Legal CONSUMER
NEEDS / WISHES / EXPECTATIONS
- USER PERSONAS
- USER JOURNIES
- FORRESTER GROUNDSWELL
- QUANTCAST.COM EVIDENCE/DATA SOURCES APIC
MARKET GROWTH VS SHARE
Legal ON AND OFFLINE DATA BEST PRACTICE SMART
SPECIFIC MEASURE ATTAIN RELEVANT TIME STRATEGIES OPPORTUNITIES PROJECT PLAN
NEEDS WANTS EXPECTATIONS ANALYSE / EVALUATE
INFO CRM IDIC 2004
CUSTOMIZE LADDER OF LOYALTY
CHRISTOPHER, MCCONNELL & HUBA ET AL
PARTNER ALEA 1999
ACCEPTED INFO PROCESS
- PHYSICAL INTERNAL
- QUAL RESEARCH
- QUANT PANELS NEW CONSUMER
(STRATEGIC MARKETING MANAGEMENT)
-NEW VALUES EG AUTHORITY
-NEW PRODUCTS OPEN
-ROLE CHANGE Your website can (and should) get better. Every single day.” (Godin, S, 2007)
“The old ways of marketing are dead – and being safe is now too risk (Godin S, 2002)
“Its not about design: it is about increasing sales, gaining customers, and retaining them.” (Norman, D 2008 cited in Ash, T)
“Do you hear that sound? That is the sound of visitors bouncing away from your site without doing what you wanted them to do. Want a better melody? Tune your site to the sound of visitors giving you their money.” (Eisenberg, B cited in Ash, T)
“Begin with the end in mind” (Covey S, Habit 2) “Visionary companies understand that current business designs and organisational models are insufficient to meet the challenges of doing busines in the e-commerce era....[what is needed is] a new business design, one that emphasises a finely tuned integration of business, technology and process..... We call this businesswise integration e-business.” Kalakota
“Social media is not a fad, but a paradigm-shifting toolset” Deborah Hymes “The marketplace is cruel to companies that do not adapt to change. Either we do not respond at all or we do not respond quickly or effectively enough.
Inability to overthrow the dominant,outdated business design often leads to business failure.
If a business design is faulty or built on old assumptions, no amount of fixing and patching will do any good for competing in the digital economy”
Paraphrased from Kalakota MCKINSEY 7Ss
strategy, staff, structure, skills, shared values, system and style CREATIVITY -> BRAINSTORM - TOP DIGITAL TRENDS
- COMPETITOR AUDIT
- BEST PRACTICE - AWARDS INTERNALMODELS / CRM
- QUAL RESEARCH
- QUANT PANELS ROI?