Digital Marketing Communication

– Strategic Planning

Week 4
 Overview of Topics Covered
1. The SOSTAC Planning Framework

2. SWOT analysis

3. Target marketing strategy

o Customer segmentation

o Targeting

o Positioning

o Objective setting

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The SOSTAC Planning Framework

Figure 4.1: SOSTAC Framework,

https://www.smartinsights.com/digital-marketing- 1/02/2018 3
strategy/sostac-model
Figure 4.2 Internal and external influences on digital marketing strategy
Source: Chaffey et al., 2015. Digital Marketing: Strategy, Implementation and Practice, 6th edition, Pearson.
Figure 4.3 Hierarchy of organisation plans including e-marketing plans
 The SOSTAC® planning framework applied to digital Digital
Figure 4.4
marketing strategy development
Source: Chaffey and Smith (2008)
 A generic digital channel-specific SWOT analysis showing typical
Figure 4.5
opportunities and threats presented by digital media
Source: Chaffey et al., 2015. Digital Marketing: Strategy, Implementation and Practice, 6th edition, Pearson.
 An example of an
Figure 4.6
digital channel specific
SWOT for an established
multichannel brand showing
how the elements of SWOT
can be related to strategy
formulation
Source: Chaffey et al., 2015. Digital Marketing: Strategy,
Implementation and Practice, 6th edition, Pearson.
Figure 4.7 Using the Internet to support different organisational growth strategies
Source: Chaffey et al., 2015. Digital Marketing: Strategy, Implementation and Practice, 6th edition, Pearson.
Figure 4.8 Stages in target marketing strategy development
Source: Chaffey et al., 2015. Digital Marketing: Strategy, Implementation and Practice, 6th edition, Pearson.
Figure 4.9 Customer lifecycle segmentation
Source: Chaffey et al., 2015. Digital Marketing: Strategy, Implementation and Practice, 6th edition, Pearson.
Segmentation
using consumer’s
behavior and
characteristics
Targeting

• Determine the target audience

o Understand consumer decision making process in

relation to message needs

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Targeting

o When, where, and how various stages of the

decision process occur may suggest opportunities
for unique message delivery

o Different marcom tools may be used for different

segments at different places and times

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Targeting based on online purchase
process

Source: KPMG, 2017 1/02/2018 15

POSITIONING
Determining a Position
• Positions are described by variables and within
parameters which are important to the customers and
which essentially are selected by them.

• Examples:
o Price, Service Level, Authenticity, Reliability,
Availability, Variety
o Avoid using “Quality” as a variable, it is too vague

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Positioning Statement

• Positioning Statement
o The central idea that encapsulates a brand’s
meaning and distinctiveness vis-à-vis competitive
brands
• Effective Positioning Statement
o Conveys a consistent message
o Defines a brand’s competitive advantage
o Motivates customers to action

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Apple
positioning
Apple Website
Mac vs. PC
Setting DMC Objectives (1)
• DMC Objectives

o Goals that the various marcom elements aspire to

achieve individually or collectively during a scope
of time such as a business quarter or fiscal year

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Digital marketing communication objectives

Figure 4.10 RACE: Reach-Act (Interact)-Convert-Engage.

Source: Smart Insights (2018)
 An example of the relationship between objectives,
Table 4.11
strategies and performance indicators
Source: Chaffey et al., 2015. Digital Marketing: Strategy, Implementation and Practice, 6th edition, Pearson.
SMART Objectives (Goals)
• Specific
S

• Measurable
M

• Attainable
A

• Relevant
R

• Timely
T

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How to write SMART Objectives
Step 1: Write a specific goal statement.
Step 2: Define how you’ll measure your progress.
Step 3: Time for a reality check. Is your goal attainable?
Step 4: Is your goal relevant to overall brand/ company?
Step 5: Is your goal time-bound?

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Activity : Draft your objectives
• Study the List of Common Marcom objectives and Tools

o What is the communication objective your brand/

product need to set to become more successful in
the market?

• Study the SMART Objective Template

o Draft one communication objective

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DMC tactics, action and control
• DMC tactics to be discussed in week 5 – Digital
marketing channels

• DMC action to be discussed in week 9 – DMC design

• DMC control to be discussed in week 11 – Measuring

DMC effectiveness

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Slides adapted from
- Chaffey et al., 2015. Digital Marketing: Strategy, Implementation and Practice, 6th edition,
Pearson.

- Cook, C., 2010. Chapter 4, 5 and 6. PowerPoint presentation. Integrated Marketing

Communications in Advertising and Promotion. 8th ed. South-Western, Cengage Learning.
[Accessed 7 June 2017].

- Dibb, S. and Simkin, L., 2017. Targeting, Segments and Positioning. International Journal of
Retail & Distribution Management, [online] 19(3), pp.4-10. Available at:
http://www.emeraldinsight.com.ezproxy.lib.rmit.edu.au/doi/pdfplus/10.1108/09590559110143800
[Accessed 8 Jun. 2017].

- eCornell. (2017). Market Positioning Statement Generator. [online] Available at:

https://www.ecornell.com/market-positioning-tool/ [Accessed 8 Jun. 2017].

• https://www.smartinsights.com/goal-setting-evaluation/goals-kpis/goals-for-your-digital-
marketing/[Accessed 1 Feb 2018)

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