STRATEGIC

MEDIA
PLANNING
 Challenges in Today’s Business
• VUCA World

• Products are quickly imitated & outdated.

(Life cycles reduced by 70%)

• Technology has become central to our

buying behaviors.

• McDonald's has never been selling burger &

Starbucks has never been competing in the
coffee market

• Traditional business/marketing approaches

are under fire.
(TESCO Shop Video)
 Challenges in Today’s Business

• 85% of the Time Unconscious Mind

Controls us.

• New Products Release Time: in 2005,

a study showed that every three
minutes, a new product is released.

• Percentage of New Businesses

Failure: Eight out of ten new product
launches fail within the first three
months

• New ways of research are needed

(Neuro Marketing)
W HAT I S M ARKETING?
 Marketing Defined
• Marketing is the process of
identifying and satisfying
customers/consumers wants
and needs at a profit through
adding value.

• Exchange Process

• Mix of Art & Science

• “Meeting Needs Profitably”

H OW D IGITAL E RA H AS C HANGED C ONSUMER
B EHAVIOR?
 What has been changed?
Higher Standards & Expectations Customers became more powerful Better Communication

Loyalty is disappearing Low Trust Affecting Offline Businesses

No More Privacy!
W HAT IS D IGITAL M ARKETING?
 Digital Marketing Defined
• Digital marketing is
an umbrella term for
the marketing of products or
services using digital
technologies, mainly on
the Internet, but also
including mobile
phones, display advertising,
and any other digital
medium.
L et’s S tart
SOSTAC Planning Model
SOSTAC
• S ituational A nalysis
Situation Analysis “Where are we?”
SWOT Analysis

The Question is:

“What are the needed
INPUTS for conducting
SWOT ANALYSIS?”
 SWOT Analysis
Inputs

Micro Analysis Macro Analysis

4 Cs PESTEL Analysis
Customer Political
Company Economic
Competition Socio-cultural
Collaborators Technological
Environmental
Legal
 Micro Analysis
Company

How to Analyze Company?

 Micro Analysis
Consumers

How to Analyze Consumers?

Qualitative Research
 Micro Analysis
Competitors

How to Analyze Competitors?

 Micro Analysis
Collaborators

Whom are Collaborators?

STAKEHOLDERS;
Agencies
Suppliers
Distributors
Etc……
 Macro Analysis
PESTEL Analysis
Politics Economic Socio-cultural

Technological Environmental Legal

Now Let’s Get Back to SWOT Analysis
SOSTAC
• O bjectives
 Objectives “Where do we need to go?”
5Ss Objectives
SELL SPEAK SERVE

SAVE SIZZLE
Objectives “Where do we need to go?”
REACH Model
Objectives “Where do we need to go?”
SMART Objectives
 Now, it’s time for Gap Analysis
“Where we are VERSUS Where we need to be”
 Example of Gap Analysis
Current Situation Competitors Objective
•Has Web + Mobile App +
Online Presence •Has Web site •Create Mobile App
Blog
•Has Facebook •Has twitter + FP + YouTube •Create Twitter
Social Media
•FP has 100,000 fans •FP has 500,000 fans •Acquire 600,00 fans
•Start Always on campaign
Digital Ads •Two campaigns per year •Always on campaign

•Retain Customer through

Mobile Marketing •No activity •Start CRM system
SMS
Email Marketing •No activity •Send monthly newsletter •Create News letter system
•Always on campaign
Search Marketing •No activity •Start Always on campaign

•Start Content Marketing

Content Marketing •No activity •No activity
Strategy
SOSTAC
• S trategy
 Strategy “How Do We Get There?”
STP Process
SEGMENTATION TARGETING POSITIONING
 Strategy “How Do We Get There?”
Segmentation
Geographic Demographic Psychographic Behavioral

• Region • Age • Lifestyles • Rate of Usage

• Country • Gender • Attitude & Preference • Loyalty Status
• City (Urban Vs. Rural) • Income • Socio-economic Class • Media Habits
• District • Occupation • Preferred Channel
• Climate • Level of Education
• Population Density
• Cultural Preference