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DMI Digital Marketing Planning

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by

mauricecflynn flynn

on 13 May 2011

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Transcript of DMI Digital Marketing Planning

AUDIT FEPSOS
FUNCTIONS
ENVIRONMENT MICRO/MACRO
POLITICAL
SOCIAL/CULTURAL
ECONOMICAL SPICC
- Suppliers
- Public
- Intermediaries
- Customers and Markets
- Competition 7P'S
- PRODUCT
- PRICE
- PROMO
- PLACE
- PEOPLE
- PROCESS
- PHYSICAL SWOT ANSOFF
EXIST VS NEW
PRIODUCS VS MARKETS
DIVERSIFY VS PENETRATE VS DEVELOP PORTERS 5 FORCES
COMPETITORS
CUSTOMERS
NEW ENTRANTS
SUPPLIERS
SUBSTITUTE PRODUCTS STRATEGY AND PLANS PROCESS
STRENGTH/WEAKNESS ITERATIVE
MEASUREMENT IMPLEMENTATION BARRIERS
AND SOLUTIONS STEEPLE
Ethical
Political Economic Social Technological Environment Legal CONSUMER
ONLINE NEEDS&BEHAVIOUR

- WHO/WHERE/WHAT/WHEN/HOW
NEEDS / WISHES / EXPECTATIONS

- USER PERSONAS
- USER JOURNIES

- BRANDREPUBLIC.COM
- WARC.COM
- MAD.CO.UK
- MASHABLE.COM
- ADAGE.COM

- FORRESTER GROUNDSWELL
- QUANTCAST.COM EVIDENCE/DATA SOURCES APIC
-AUDIT
-PLAN
-IMPLEMENT
-CONTROL BCG
MARKET GROWTH VS SHARE
STAR/DOG/COW/QUESTION PESTEL
Political 
Economic 
Social
Technological
Environment
Legal ON AND OFFLINE DATA BEST PRACTICE SMART
OBJECTIVES
SPECIFIC MEASURE ATTAIN RELEVANT TIME STRATEGIES OPPORTUNITIES PROJECT PLAN
TIMING
RESOURCES
ACTIONS
BUDGETS? CONSUMER
NEEDS WANTS EXPECTATIONS ANALYSE / EVALUATE
POSITION SKILLS
BUDGET
INFO CRM IDIC 2004
PEPPERS&ROGERS
IDENTIFY
DIFFERENTIATE
INTERACT
CUSTOMIZE LADDER OF LOYALTY
CHRISTOPHER, MCCONNELL & HUBA ET AL
SUSPECT
PROSPECT
CUSTOMER
CLIENT
REPEAT
SUPPORT
ADVOCATE
PARTNER ALEA 1999
ROSSITER&BELLMAN
ONLINE ADS:
ATTENTION
LEARNING
EMOTIONAL
ACCEPTED INFO PROCESS
HOFACKER 2000
WEBSITES SUPPORT
-EXPOSURE
-ATTENTION
-COMPREHENSION
-YIELDING
-RETENTION

MEASURED?
PERFORMANCE?
ROI? 7P'S
- PRODUCT
- PRICE
- PROMO
- PLACE
- PEOPLE
- PROCESS
- PHYSICAL INTERNAL
FREEMIUM
- ANALYTICS
- ADWORDS
- WEBMASTER
- SURVEYS
- BUZZ
PAID
- QUAL RESEARCH
- QUANT PANELS NEW CONSUMER
(STRATEGIC MARKETING MANAGEMENT)
-NEW VALUES EG AUTHORITY
-PRICE CONSCIOUS
-MARKETING SOPHISTICATED
-TECH COMFORTABLE
-NEW PRODUCTS OPEN
-ENVIRONMENT
-LESS LOYAL
-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
INTERNAL
FREEMIUM
- ANALYTICS
- ADWORDS
- WEBMASTER
- SURVEYS
- BUZZ
PAID
- QUAL RESEARCH
- QUANT PANELS ROI?
MEDIA EQUIVALENT
ROI PROFIT/COST
BRAND/NPS
CPA/CLTV
Full transcript