SLIM | Diploma in Digital Marketing 2019

Module 2 – Class 2

Seninda Bandara | MBA, DipM (UK)

Founder/CEO
Boutique Agency Network
Integrating with marketing mix
 THE MAIN IMPLICATIONS OF THE INTERNET FOR THE PRODUCT ELEMENT

1 2 3 4 5 6

Options for
Options for Options for Conducting Speed of new Speed of new
changing the
varying the offering digital Research product product
extended
core product products online development diffusion
product
 Mass Customization

Using economies of scale enabled by technology

to offer tailored versions of products to individual
customers or groups of customers.
 Bundling

Bundling combines several product or

service options into a package of services,
typically at a discounted price.
 Speed of New Product Diffusion

Tipping Point
Using the science of social epidemics explains principles that underpin
the rapid spread of ideas, products and behaviours through a
population.
 Branding

The process by which companies distinguish

their product offerings from the competition
by the sum of the characteristics of product
or service as perceived by the customer.
Branding in a digital environment
Branding in a digital environment

Brand equity
The assets (or liabilities) linked to a brand’s name and symbol that add to (or subtract
from) a service.

Brand experience
The frequency and depth of interactions with a brand can be enhanced through the
Internet.

Brand identity
The totality of brand associations including name and symbols that must be
communicated
Brand Experience
1. Information Rich
The frequency and 2. Dynamic
depth of interactions 3. Characteristics by
with a brand can be excessive information
enhanced through flows
the Internet. 4. Technologically
Morgan-Thomas and Veloutsou, 2013
innovative
 Critical Brand Elements

1. Online brand domain – Where the brand competes.

• [ eg. Google @ search engine market place]

2. Online brand heritage

3. Online brand values

4. Online brand assets – Distinctive names, symbols, images.

5. Online brand personality

6. Online brand reflection – How the consumer perceives themselves as a result of

buying the brand.
Price
Key Factors Details
increased price transparency and its implications on Customer knowledge about pricing increases due to
differential pricing; increased availability of pricing information.

downward pressure on price Identical products

are priced differently for different types of customers,
markets or buying situations.

new pricing approaches (including dynamic pricing,
price testing and auctions);
Measure of consumer behaviour that indicates the
change in demand for a product or service in
response to changes in price. Price elasticity of
demand is used to assess the extent to which a
change in price will influence demand for a product.

alternative pricing structure or policies. Consumers do not behave entirely rationally in

product or supplier selection. They will compare
alternatives, but then may make their choice given
imperfect information.
Price Elasticity
Place

The element of the marketing mix that involves distributing

products to customers in line with demand and minimising
cost of inventory, transport and storage.

Place of New channel Channel Virtual

purchase structures conflicts Organisations
Place
Promotion
The element of the marketing mix that involve
communication with customers and other stakeholders to
inform them about the product and the organisation.

1. reviewing new ways of applying each of the

elements of the communications mix – such
as advertising, sales promotions, PR and
direct marketing;

2. assessing how the Internet can be used at

different stages of the buying process;

3. using promotional tools to assist in different

stages of customer relationship
management from customer acquisition to
retention. In a web context this includes
gaining initial visitors to the site and gaining
repeat visits through these types of
communications techniques:
 People, Processes and physical evidence

Substitution Complementarity. Displacement.

Deploying technology instead of Deploying technology in combination Outsourcing or ‘off-shoring’

people (or the opposite situation) with people, technology or labour
MULTI-CHANNEL COMMUNICATIONS MIX
 Paid, owned and earned media

https://twitter.com/Econsultancy/status/564644407903678464/photo/1
Multi channel communications
Mix mode buying
Role of different tools
30
 31

25 key RACE customer lifecycle activities

PLAN REACH ACT CONVERT ENGAGE
1.1 Situation review 2.1 Media effectiveness 3.1 Customer journey 4.1 Retargeting 5.1 Customer
review effectiveness onboarding

1.2 Set vision and 2.2 Search marketing 3.2 Data profiling 4.2 Personalization 5.2 Customer
objectives experience

1.3 Define strategy 2.3 Owned media 3.3 Content marketing 4.3 Mobile experience 5.3 Customer service

1.4 Segmentation 2.4 Paid media 3.4 Landing pages 4.4 Multichannel selling 5.4 Email marketing

1.5 Proposition 2.5 Acquisition plan 3.5 Content strategy 4.5 CRO 5. Social media
and campaign plan marketing

These are the 25 activities that, together, form your digital strategy covering the entire RACE Planning framework.
These are the minimum we recommend for a comprehensive, actionable digital marketing strategy.

25 key RACE activities with deliverables to improve performance
PLAN
1.1 Situation/Performance review
Digital SWOT* | Customize Analytics* |
Capability and skills review|
Competitor and intermediary analysis
1.2 Set vision and objectives
Channel contribution forecast or Digital
Channel strategy summary * | Digital
vision| KPI dashboards*
1.3 Strategy
12-month plan: Strategic initiatives and
resourcing* | 90-day plan always-on
activities *| Martech insight roadmap |
Transformation change plan
1.4 Segmentation
Personas* | Layered segmentation |
Agreed targeting plan
1.5 Proposition
OVP | Brand Identity | Digital
experience enhancement plan
REACH ACT
2.1 Media review 3.1 Customer journey
Digital media review | Standardized Website effectiveness journey
campaign tracking review and persona mapping*
2.2 Search marketing 3.2 Lead capture and profiling
Gap analysis* | Backlink analysis Subscriber growth/lead gen
forecast and plan | Data quality
audit | Lead scoring
2.3 Owned media 3.3 Content marketing
Influencer relationship management 360 degree content audit |
(IRM) plan | Content marketing strategy*
Social media plan* including Lifecycle Audience
engagement plan
2.4 Paid media 3.4 Landing pages
Programmatic display and audience Effectiveness review* |
prospecting plan Optimization – AB testing plan
2.5 Acquisition plan 3.5 Content strategy and
Integrated acquisition plan, budget campaign plan
and schedule* Campaign and editorial plan*
CONVERT
4.1 Re-targeting
Email nurture and automation
plan* | Ad retargeting plan –
Search – Social – Ad Networks*
4.2 Personalization
Implementation and optimization
plans
4.3 Mobile experiences
Mobile effectiveness review |
Mobile strategy
4.4 Multichannel selling
Optimization process and priorities
including Live chat for pre-sales
support*
4.5 CRO
Structured experiments plan
32
ENGAGE
5.1 Customer onboarding
Email and personalized web
messaging*
5.2 Customer experience
Satisfaction review | Loyalty
plan | Test and improvement
plan
5.3 Customer service
Digital customer care plan
including social customer care
5.4 Email marketing
Email communications plan
including contact
strategy/policy*
5.5 Social media marketing
SM governance plan | SM
listening advocacy plans*
 Audience Reach / Size

FB LinkedIn Google

Search

Display

Video
REACH

Reach involves building awareness of a brand, its products, and services on other websites and
in offline media in order to build traffic by driving visits to different web presences like your main
site, microsites or social media pages. It involves maximizing reach over time to create multiple
interactions using different paid, owned and earned media touchpoints.
ACT

Act is short for Interact. It’s a separate stage since encouraging interactions on websites and on
social media to generate leads is a big challenge for online marketers. It’s about persuading site
visitors or prospects to take the next step, the next Action on their journey when they initially
reach your site or social network presence.
CONVERT

This is conversion to sale. It involves getting your audience to take that vital next step to turn
them into paying customers whether the payment is taken through online e-commerce
transactions or offline channels.
ENGAGE

This is a long-term engagement that is, developing a long-term relationship with first-time buyers
to build customer loyalty as repeat purchases using communications on your site, social
presence, email and direct interactions to boost customer lifetime value. It can be measured by
repeat actions such as repeat sale and sharing content through social media. We also need to
measure the percentage of active customers (or email subscribers) and customer satisfaction
and recommendation using other systems.
Measuring RACE
 Example of RACE

REACH ACT CONVERT ENGAGE

70% of the TG @ 2+ 500 Sales

5000 Leads 100 Repeat Sales
Frequency conversions
 Scenario

A vehicle dealer wants to sell 500 units of a new hybrid model car.
He has called a pitch for agencies to produce a outlined digital strategy on this project.

1. Setup key digital objectives for the campaign.

2. Identify the potential TA
3. Using RACE framework, identify different channels recommended at each stage.
Experience Mix -
Example
IMC
Live Brief |Find consumer behavior on “Ceylon Tea”

Hot Rising
Ceylon Tea Tea
Beverages Topics
Search Trends to understand the opportunity
Live Brief |Find consumer behavior on “Ceylon Tea”
“Tea” Specific Behaviors
Behavior

Product
Convenience DIY Shopping Need specific
Range
Search Quires

Red raspberry
Bubble tea How to make Slpeeytime
Coco milk tea leaf tea
near me tea tea
Walmart
Opportunity

Inspire Location Ceylon tea

Affiliate
consumers with based branded Expert advice
range of flavors marketing
activities recipe videos
 Behaviors and journey stages

Active Post purchase

Journey Discovery / Purchase
Consideration evaluation experience
Stage Trigger FMOT
ZMOT SMOT
Behavior

DIY Brand Specific Convenience Shopping Reviews

Search Quires

Red raspberry
How to make Bubble tea Green Tea
Ceylon Tea leaf tea
tea near me Reviews
Walmart
 Characteristic of IMC
4C’s of IMC by Pickton & Broderic

Coherence Consistency Continuity Complementary

Different Multiple messages Communications Synergistic, or the

communications support and are connected and sum of the parts is
are logically reinforce, and are consistent through greater than the
connected not contradictory. time. whole.
Source : https://www.youtube.com/watch?v=BMSAN-3fHJ8
 It’s called liquid and linked

Source : https://www.youtube.com/watch?v=BMSAN-3fHJ8
They create meaningful stories…
 Coca-Cola conversations model

Act & React

Provoke 365 Days
Brand Stories Liquid & Linked
Ideas conversations
IMC Plan
 Simplified Journey | RACE Framework | SmartInsights

Active Post purchase

Journey Discovery / Purchase
Consideration evaluation experience
Stage Trigger FMOT
ZMOT SMOT

Reach Act Convert Engage

 Multi-channel lifecycle integration

Source : SmartInsights
A simple and a meaningful architecture.
 Realistic connected plan
Direct
Targeted Search
OV FB Posts Placeme Programmatic Geo Centric FB
Display Ads
nts

Sales Team
TV Search Website
LOYALTY

Radio
Call Lead
Form Outlet CRM Relationship
Center
Marketing
Print Awareness

FB Page
OOH

Earned
Direct Media
Mail

Content Marketing +
Influencer Marketing
Paid Owned Earned
 Plotting media & Channels

Reach Act Convert Engage

TV
Call Center
Radio
call
Newspaper
Remarketing
across digital
Magazine
platforms
OOH QR to Website

Poster Inquiry Offline Sales

Display Offline remarting

SEM CTR Website

SEO

Social Media Lead Generation

Youtube Pre Roll Video Views

 Making it easier

TouchPoints Call to action Technology to action

Reach / Discover Click / Url / QR

All available Paid media
channels
View App
Digital and traditional
advertising
Share AR
All available owned
Media
channels Click Through VR

Eg: Website, FB Page,

Youtube Channel, etc Lead Missed Call Alert

All available earned Purchase SMS

Media
channels
Engage Shazam
Eg: likes, comments and
shares
 Build a simple plan
CTR

Search Targeted
Ads Display

CTR

Search URL

Engage
URL CRM

Reach

Purchase

QR

FB Page FB Ads

Share
Big difference comes with “moment marketing”
 Connecting behavior insights with content
“Tea” Specific Behaviors
Behav

Product Range Convenience DIY Shopping Need specific

ior

Bubble tea near How to make Red raspberry

Quires
Searc

Coco milk tea Slpeeytime tea

h

me tea leaf tea Walmart

Inspire consumers Ceylon tea

Location based Affiliate
rtunity
Oppo

with range of branded recipe Expert advice

flavors activities marketing
videos

Global POSM Special Ceylon tea

Celebrity videos on
1000 Recipes of campaign near products on all e- Doctor’s
Content

how to make tea

Ceylon Tea Culture each location with retailer websites endorsements on
on Facebook /
YoutUbe content geo fenced targeted through benefits of tea
Instagram
messaging. SEM