The ASOS case Please answer and prepare questions. The case can be found in Chaffey, D.

and Ellis-
Chadwick, F. (2022). Digital Marketing strategy, Implementation & Practice 8th edition. Pearson
Education chapter 4 pp181-184 Accessed via the library as an e book and on week 3 web learn
learning material

Case study 4 – ASOS shifts the focus of high-street retailing

to enhance the customer experience

Questions:
1. Apply the SOSTAC model to ASOS and highlight why it has
become such a successful online fashion brand.
2. Describe how ASOS uses elements of the marketing mix as
part of its digital strategy.
3. Discuss how ASOS has used digital to develop its
differentiated market position.
 Essential Reading this week

Chaffey, D. and Ellis- Chaffey, D. and Smith, PR. Heinze A. Fletcher G.

Chadwick, F. (2022). (2023). E Marketing Rashod T. Cruz A. (2022)
Digital Marketing Excellence Planning & Digital & Social Media
strategy, optimising and Marketing A results -
Implementation & Integrating online Driven approach 2nd
Practice 8th edition. marketing 6th Edition. Edition Routledge
Pearson Education Routledge. Chapter
Chapter 2 & 3,4  Chapter 10  

All e books available via library

 Assessment 1

Assessment 2

Assessment 2

Assessment 2 Assessment 2

3Ms -the key resources:

-Men and women (human
resources) Assessment 2
- Money (budgets)
- Minutes (timescale)
Mobile, AI

SOSTAC® (PR Smith 1994)

 Digital marketing audit contents

The organization’s internal factors The organization’s external factors

 Organization review / micro analysis  Competitor evaluation

 Customer insights  Macro environment analysis

4
 What should be included in a situation
analysis / audit for a plan?

• Wider macro-environment
• Microenvironment:
• Customer analysis
• Marketplace analysis
• Competitor benchmarking & your metrics
• Internal review: McKinsey 7S, Current 5S objectives, current on line
value proposition 6 CSs (OVP) ,Review Marketing Mix & 5Is
• Current RACE capabilities
SWOT /TOWS matrix
 Digital marketing situational analysis . Digital audit contents

The organization’s internal factors The organization’s external factors

 Organization review / micro analysis  Competitor evaluation

 Customer insights  Macro environment analysis

6
The Internet marketing environment
 McKinsey 7S Framework What are the current strengths & weaknesses (Internal)

• Strategy: the plan devised to maintain and build competitive advantage over the
competition.
New Look has adopted a value-priced strategy
• Structure: the way the organisation is structured and who reports to whom.
• Systems: the daily activities and procedures that staff members engage in to get
the job done.
• Omnichannel operations: offline and online operations:
• Shared Values: called "super-ordinate goals" when the model was first
developed, these are the core values of the company that are evidenced in the
corporate culture and the general work ethic.
• Style: the style of leadership adopted.
• Staff: the employees and their general capabilities.
• Skills: the actual skills and competencies of the employees working for the
company
 McKinsey 7S Framework (INTERNAL)

More tangible and that

can be easily influenced
by management of the
firm

Less tangible but

critical to a
business success

• The shared values are central to the development of all the other critical
elements. All stem from why the organisation was originally created, and
what it stands for.
• These seven elements need to be aligned and mutually reinforcing.
• https://www.youtube.com/watch?v=7EqXqUDL47c
• New Balance case: https://www.youtube.com/watch?v=fdPEyNilkYI
Source: Peters, T.J. and Waterman, R.H. (1982), ‘McKinsey 7S Framework’ from In Search of Excellence : Lessons from American best run
companies, HarperCollins Pub., Inc.
Summary of some of the organizational challenges of digital marketing that need to be managed in the context
of the 7S framework what are the strengths & weaknesses in incorporating digital marketing (Internal )

Source :Chaffey, D. and Ellis-Chadwick, F. (2022). Digital Marketing strategy, Implementation & Practice 8th edition. Pearson Education chapter 4 pp177
 Where are we now? - Review current Internal Goal Performance
Where are there gaps weakness & strengths (Internal)
A Basic framework for setting and reviewing different types of goals for digital strategy development based on the
5Ss objectives Ie what are the main aims of the company's on line presence

• Sell - Using the internet as a sales tool

• Grow sales (through wider distribution to customers you can’t service
offline or a wider product range than in local sores, or better prices).
• Serve - Using the internet as a customer-service tool
• Add value (give customers excellent service and extra benefits online,
e.g. product development in response to online dialogue).
• Speak - Using the internet as a communication tool
• Get closer to customers by tracking them, conducting interviews,
creating a dialogue, monitoring forums, blogs and tweets, and listening
and responding to this dialogue in a structured way (collecting usable
customer insights).
Where are we now? - Review current Goal Performance . Where are the
gaps weakness & strengths (Internal)

• Save - Using the internet for cost reduction

• save costs of services, sales transaction and administration, print
and post.
• switching telemarketing customer support to Facebook customer
support.
• reduce transaction costs and increase online sales, cutting costs
to enable you cut prices and increase market share.
• Sizzle- Using the Internet as a brand-building tool
• Add something magical’ added value’ that can be delivered
online. Extend the brand online(brand development) and
reinforce brands values in a totally new medium.
 Activity
Using the Basic framework for setting and reviewing different types of goals for digital strategy development
based on the 5Ss.
Compare Bata vs Sketchers NOTE Not all 5S have to be addressed , but which ones stand out What additional
research is needed to uncover the 5S objectives of the on line presence of these companies ?
https://www.bata.in/ https://www.skechers.in/
 Internal Review current On line value Proposition
Using The 6C’s of Customer Motivation for going on line .
Where are there gaps weakness & strengths (Internal) cont.

Content
Relevance: is the content what the customer wants to engage with and does it reflect
the organization’s goals?

Support: does the content support other channels? Does it support the buying
process with the right amount of content at the right time including post purchase?
Context: is the content delivered in the right context, i.e. when the customer would
be looking for it but not at a stage where it would be overwhelming.
Right content’ including more detailed product or service information or value-
adding content ‘Right context’ of content for the site visit ‘Right media’ including
interactive services and tools and video. E.g. Gamification
Customization
Personalization: are the customers getting content relevant to them (e.g. email alerts
based on past purchases using related products and suggestions…)
 Review current On line value Proposition
Using The 6C’s of Customer Motivation for going on line .Where are there gaps
weakness & strengths (Internal)
Community
Participation: are customers engaging in discussion of the sector or even the brand? If so, where can they be found and what can be done to positively influence the channels?
Customer forums such as for troubleshooting or exchanging tips

Convenience
Streamlining: what can be done to make each stage of information seeking, purchase decision, and possible purchase as convenient as possible based on the unique
circumstances of your customers?
24/7 availability Turnaround time After sales service Refund Guarantee

Choice
Overwhelming: in which ways can choice be made available while making sure the user is not overwhelmed?
Broader range of products / services Additional methods of payment Flexible delivery including ‘on-demand’ options for digital content Ease of return. E.g. Omni channel strategy

Cost Reduction
Internet price: passing on the savings on to the customer.
Informed perception of lower-cost - no middle man Online exclusive pricing
Th on line value proposition - Using The 6C’s of Customer Motivation for going on line
Compare Bata vs Sketchers On line value Proposition NOTE Not all 6Cs should to be addressed , but which ones
stand out and differentiate their offering on line . What additional research is needed to uncover the 6Cs

https://www.bata.in/ https://www.skechers.in/
 Key Questions for marketers (Digital )
• What external Macro environmental factors factors are impacting on the company ?
(Political, legal , economic, social, cultural, technological )
• How relevant is the behavior of the actors in the micro-environment to the future of our
business?
• What are our capabilities for understanding our online marketplace
• How do I complete in marketplace analysis and how does this inform our digital
marketing planning?
• How do I compare our online marketing with that of our competitors?
• Who are our customers & visitors? How are customers’ needs changing as digital
platforms develop and what are the implications of such changes?
• How do we find suitable intermediaries at the planning stage of a digital marketing
strategy?

• What are our strengths weakness, opportunities and threats?

How does this link to RACE?
 Environmental scanning
Environmental scanning - The process of collecting information about the
forces in the marketing environment

Environmental analysis - The process of assessing and interpreting the

information gathered through environmental scanning

The outcomes of scanning

Adjust to the external elements in the changing environment
Forecast the direction and intensity of changes
Use controllable variables (The digital channel, Digital tools mix etc) in adapting
to this external environment (uncontrollable)
 Which macro-environment factors are most important to
consider in digital marketing planning ?
• Political forces
• Economic forces
• Social forces
• Technological forces
• Legal forces
• Environmental forces
PESTLE, PEST and SLEPT
The rate of environmental change - In the digital world, changes in market forces are increasingly rapid.
So need up to date information . Firms should respond to these changes, emerging opportunities and
threats by developing strategic agility.
 Key macro-environment factors
• Political forces –National governments/ transnational organisations

• Legal forces – Laws which seek to safe guide users e.g. rights to privacy, free trade

• Environmental forces- Factors which affect the natural environment and the
preservation of the natural environment

• Technological forces – e.g. new forms of access platforms & applications

Technological forces -changes in technology

• Economic forces - Variations in economic conditions e.g. trading, consumer spending

• Social forces –Diversity among digital communities and up take of digital technology&
uses

PEST, SLEPT or PESTLE if you prefer

 Macro Environment constraints and opportunities
Macro-environment
• Society – Cultural diversity among digital communities which influences the
use of the internet
• what is the ethical and moral consensus on holding personal information?
• Country specific, international legal – what are the local and global legal
constraints, for example, on holding personal information, or taxation rules
on sale of goods?
• Country specific, international economic – what are the economic
constraints of operating within a country or global constraints?
• Technology –Changes in use of technology, new technologies to enhance
service, emerging digital markets. Changes in technology that influence
marketing opportunities . What new technologies are emerging by which
to deliver online services such as interactive digital TV and mobile phone-
based access ,AI , VR payment systems etc
Technological Forces .How the internet works Are there
any changes the organisation needs to be aware of ?

Webpage standards
Content –design ,text graphical information
HTML- webpage content is formatted using HTML

Meta tag- Data about data describing the structure & content of the data. The description metatag
denotes the information displayed in the search engine result
Can be used as a standard set of data base field descriptors

Hint : TO VIEW META TAGS for A site select View, Source or Page Source on your browser

Graphical images ( GIF JPEG & PNG files)

Animated graphical Information – Flash (interactive graphics )& plugins( Adobe Acrobat)
 Technological forces
In the digital world, changes in market forces are increasingly rapid. Firms
should respond to these changes, emerging opportunities and threats by
developing strategic agility.

Key factors to consider – remember the 7Ds

• Digital devices
• Digital platforms
• Digital data
• Digital technology

What current changes are occurring in the industry & wider which may impact on the organisation ?
Technological forces (Continued)
 Technological –
Artificial Intelligence Marketing Trends
AI marketing is a method of leveraging intelligence technologies to collect data, customer insights, anticipate customers’
 

next moves, and make automated decisions that impact marketing efforts. 
The AI market is expected to be worth $36.8 billion by 2025,
Programmatic Advertising - AI automates ad buying.
The generation of original content - AI-powered software
Consumer on line behaviour - AI can analyse consumer search patterns
AI can track which messaging consumers have responded to and create a more complete user profile & respond
appropriately eg Netflix
Personalisation -Spotify uses AI to create customized playlists based on what a customer has listened to in the past,
current hits across genres
Customer service - AI chatbots are used to augment customer service agents eg Skyscanner chat bot in Facebook ,
Whatsapp .
Predictive Marketing Analytics – Allows for an understanding of the types of products a consumer will be looking for and
when – allowing them to position campaigns more accurately. Eg Amazon suggest products based on past purchase

Gartner has predicted that by end 2022, AI will replace about 33% of data analysts in marketing.
 Technological Forces
• Digital security- From a consumer merchant perspective the main issues relate to transactions

• Confidentiality of details-passwords

• Transaction –credit card details

• Customer details accessed by company staff

• Customers, merchants- Not who they claim to be

What are the main website security risks?

What are the main technological innovations in combating digital security risks?
 The Internet of Things (IOT)
Extending the current Internet and providing connection, communication, and inter-networking between
devices and physical objects, or "Things," is a growing trend that is often referred to as the Internet of
Things (IoT)
The consumer Internet of Things comprises consumer products and services that are connected to a
network and can be controlled at a distance, for example via a voice assistant or mobile device.

Ericsson predicts that by 2022, there will be around 29 billion of these IOT devices connected to the internet
globally.

Kaspersky say there were 1.5 billion attacks against IoT devices during the first half of 2021 - and during 2022,

Examples of Internet of Things

6 Cool Examples of Internet of Things Applications and How to Develop One (easternpeak.com)
 Situation analysis – capability review
Technological Forces
Assessing the marketing value of technological innovation out side of the organisation
• Cautious
•Intermediate – fast –follower
•Risk –taking
The Diffusion- adoption curve can be used to understand stage of consumers, examine other
businesses

Diffusion–adoption curve Source Chaffey D. Ellis-Chadwick F. (22022 Digital Marketing: Strategy, Implementation and Practice 8th
Edition Pearsons Ch 3 pp106
Situation analysis – capability review

Source: Smart Insights (Marketing Intelligence) Ltd (http://bit.ly/smartbenchmarking)

 They
produce
some
specific
industry
Hyper
cycles
and
trends

Source :https://www.gartner.com/en/articles/what-s-new-in-the-2022-gartner-hype-cycle-for-emerging-
technologies
Gartner Technological Hyper cycle
The graphical representation of the maturity:
adoption of specific technologies
1. Trigger technologies – The break through – Launch . Generates press &
internet interests
2. Peak of inflated expectations – Frenzy of publicity. Generates enthusiasm
and unrealistic expectations
3. The Trough of disillusionment – Usually as a result of not meeting
expectations and quickly become unfashionable
4. The slope of enlightenment – Press coverage has decreased, bit business
continue to use the technology based on its benefits and practical
application
5. Plateau of productivity – The benefits of the technology become widely
accepted and becomes stable and evolves in to first/second generation
Source See video explanation
https://www.gartner.com/en/articles/what-s-new-in-the-2022-gartner-hype-cycle-for-emerging-technologies
 Technological Forces
What action to take when confronted with new technologies & techniques?

•Bench marking ‘best of breed’ sites

Alternative responses to changes in technology

Source Chaffey D. Ellis-Chadwick F. (2012) Digital Marketing: Strategy, Implementation and Practice 5th Edition Pearsons Ch 3 pp150
A short introduction to Internet technology

• Most marketing technologies (Martech) use ‘Software such as a

Service’ SaaS.

• The combination of tools used by a business in different categories

is known as a ‘Martech stack’.

• There are many potential tools businesses can use, but marketers
need to know the main categories. For example, content
management system, CRM system. What are others ?.
 7 categories of Martech and different
applications
Martech 1. SEO 2. Paid media 3. Owned media 4. Experience 5. Email and Marketing 6. Analytics 7. Multichannel
Function / Channel (CM + social) Automation integration

Keyword Content or commerce

1. Core broadcast management Direct ad platform Social media management management Email broadcast Website analytics Sales
communications management
and performance system

2. Personalized Personalised Retargeting or

individual Backlink management Retargeting platform Outreach messaging Contextual Tag management Customer service and support
communication management and mobile push platforms

On-page crawling and Landing Creative Customer Data Platforms

recommendation Pages optimisation
3. Optimization Programmatic Creative testing Sales optimisation
Rendering and
ID management
CRO Tools delivery optimisation

4. Insight Google CDP Social Survey tools Segment and Attribution Call tracking
Tools benchmarking Intent campaign reports models

5. Planning and Gap analysis Budget and campaign plans Editorial calendars Conversion Contact Customisation Contact rules
management optimisation plans strategy

6. Productivity Integrated Ad asset management Asset plans and Content audits and plans Pre-broadcast User access Company wide internal comms
tools management tests control

Note: This visual from Smart Insights, Dave Chaffey is not available in the book.
Source: Smart Insights (Marketing Intelligence) Ltd (https://www.smartinsights.com/digital-marketing-platforms/essential-digital-marketing-tools-infographic/)
 A free, practical tool to see which marketing technologies
sites are using
Similar tools for Martech
stacks:
Activity Go to
• www.similartech.com www.similartech.com
• www.builtwith.com
Type in our example
Reviewing martech for eg Bata web address
different companies can help
harness or improve your www.bata.in
digital marketing

Can rank What type of marteh

• Useful do they use ?
• Needs more optimization
• Less valuable for the
business
Source: Wappalyzer
 Management issues in creating a new customer facing
service
Domain Name selection
The domain name needs to be registered a as it is a unique web address
• .com An International or American company Gap eg www.gap.com

• . 0rg Not for profit organisation eg Fashion & textile Museum http://www.ftmlondon.org
• .mobi Sites configured to mobile
• .net A network provider can be commercial or

Country specific domains

• .co.uk A Fashion retailer based in the UK eg .au
• Name the country
• .nl Name the country ………………

• The file name html refers to the individual page

• The web address known as URL (uniform/universal resource locator) operates like a post code
• Need to define URL strategy as will help customers/partners find the relevant parts of the site contain references
to specific products
 Assessing URLs can help determine the purpose and positioning of a site
URL –Uniform (universal resource locator)
The post code
http://www.domain-name.extension/filename.html
Domain names are part of a company's brand property & register names

1. .com
2. .org, .org, .org.uk
3. .co.uk, .au, .ca, .cn, .de, .es, .fi, .fr, .it, .nl,
4. .ac.uk
How do these match up ?
A. Not-for-profit or charity
B. A company offering services focused on a country
C. An international or American company
D. UK-based university or other higher education institution

Opportunities - Need to consider URL strategy – capitalisation,

hyphenation & sub domains
 Digital disruption & transformation
Digital disruption is driven by technology
New ways do doing things
New business models
New channels
New marketing techniques
Amazon disrupted the traditional book-selling market
Netflix the traditional video hire market
Airnb & Vrbo the accommodation/hotel sector
Expedia Kayak, and Travelocity The travel agent industry
Uber, Lyft Taxi service sector disruptors
Spotify Music distribution
Do any industry disruptors impact on the organisation?
 Technology
Digital Transformation
“The evolving pursuit of innovative and agile business and operational models — fueled by
evolving technologies, processes, analytics, and talent — to create new value and
experiences for customers, employees, and stakeholders”. Brian Solis of analyst Altimeter
Digital transformation is the process by which companies embed technologies across their
businesses to drive fundamental change. The benefits? Increased efficiency, greater business
agility and, ultimately, the unlocking of new value for employees, customers and shareholders
Accenture

Source https://www.accenture.com/gb-en/insights/digital-transformation-index
“A staged programme of organizational improvements to business models, People, Process and
Technologies used for integrated digital marketing in order to maximize the potential business
contribution of digital technology, data and media.”

Source https://www.davechaffey.com/digital-marketing-glossary/digital-transformation/
 The Scope of Digital Transformation for Digital Marketing
•Digital devices – audiences experience brands as they interact with business websites and mobile apps
typically through a combination of connected devices including smartphones, tablets, desktop
computers, TVs and gaming devices.

•Digital platforms – most interactions on these devices are through a browser or apps from the major
platforms or services, that’s Facebook (and Instagram), Google (and YouTube), Twitter and LinkedIn.
https://www.thedrum.com/news/2021/03/03/tiktok-facebook-snap-pinterest-and-twitch-reinventing-sh
opping-with-social-commerce

•Digital media – different paid, owned and earned communications channels for reaching and engaging
audiences including advertising, email and messaging, search engines and social networks.
https://www.pinterest.com/pin/33495590955657663/

•Digital data – the insight businesses collect about their audience profiles and their interactions with
businesses, which now needs to be protected by law in most countries

•Digital technology – the marketing technology or martech stack that businesses use to create
interactive experiences from websites and mobile apps to in-store kiosks and email campaigns.
 Social/cultural
forces
Social/cultural Forces -
Definition - Social/cultural forces are
the demographic and other
developments that bring about
changes in societies attitudes,
• Demographics
beliefs, norms, customs and • Culture
lifestyles. • Social exclusion
Can examine changes in usage of
media platforms & consumption
Attitudes to internet, social media,
search engine & preferences on line
buying, payment systems, mobile
usage and how mobile used
 The Terminology

The internet – The physical network that links the

computer across the globe. Consists of network
servers, communication links which hold and
transport information
World wide web – Medium for publishing is via
Browsers

Browsers –
Software application used to enable
computers users to locate and access web
pages. Browsers translates the basic HTML
(Hypertext Mark Up Language) code that
allows us to see images, text videos and
listen to audios on websites, along with
hyperlinks that let us travel to different web
pages.
 Global Desktop Browser Market
Share for 2023

Source: https://kinsta.com/browser-market-share/ Accessed 20/1/2023

 Question

How might this

information
impact on
Batra ?

https://www.tidio.com/blog/online-shopping-statistics/#is-there-an-increase-in-online-shopping
source : UK: contactless mobile payment users 2025 | Statista
Source: Beveridge C. , Lauron S ( 2023 ) 160+ Social Media Statistics Marketers Need in 2023 January 26, 2023 blog Hootsuite.com https://blog.hootsuite.com/social-media-statistics-for-social-media-managers/
 Social cultural
Why & who engages in social media platforms & changes

Why might these be important

for an organisation from a
threat & opportunity
perspective ?

Source: Beveridge C. , Lauron S ( 2023 ) 160+ Social Media Statistics Marketers Need in 2023 January 26, 2023 blog Hootsuite.com https://blog.hootsuite.com/social-media-statistics-for-social-media-managers/
 Social cultural
Why & who engages in social media platforms & changes

Source: Beveridge C. , Lauron S ( 2023 ) 160+ Social Media Statistics Marketers Need in 2023 January 26, 2023 blog Hootsuite.com https://blog.hootsuite.com/social-media-statistics-for-social-media-managers/
Search engines - Software accessed on the internet that
searches a data base of information according to the search
query
 Proportion of adults without internet access UK

Source:Online Nation: interactive report - Ofcom

Which customer information needs to be managed?
Legal forces. Determine the methods by which products can be promoted and sold online. Laws and ethical
guidelines that seek to safeguard individuals’ rights to privacy and businesses’ rights to free trade.

Source: Chaffey D. Ellis-Chadwick F. (22022 Digital Marketing: Strategy, Implementation and Practice 8th Edition Pearson Ch 3 pp110-111
 Laws controlling digital marketing
(Continued) Legal forces. Determine the methods by which products can be
promoted and sold online. Laws and ethical guidelines that seek to safeguard
individuals’ rights to privacy and businesses’ rights to free trade.

Source: Chaffey D. Ellis-Chadwick F. (22022 Digital Marketing: Strategy, Implementation and Practice 8th Edition Pearson Ch 3 pp110-111
 Micro Environment - On line
marketplace
• A key aspect of developing a digital marketing plan is an analysis of the marketplace or
market space.

• Helps in analysis of the nature of the competitive market or click ecosystem (search
engine media sites intermediaries) and a method of monitoring the online trading
environment

• The online market ecosystem – The connections and interactions between hardware and
software which through data exchange enhance the customer experience.

• Need to analyse the different ecosystems on online consumer behaviour/customer

journeys
 Online marketplace map
Destination sites & platforms – The site that the marketer is trying to attract.
Also includes presence on other sites e.g. . apps.
Need to consider OVP (on line Value proposition)
Unique on line features of brand
Analysis - evaluate OVP against competitors

Examples OVP - Smart Insights http://www.smartinsights.com/digital-

marketing-strategy/online-value-proposition/online-value-proposition-examples/
An online marketplace map
Map showing flow of different audiences via search engines
to intermediaries and destination sites – Audit – Based on
research can you map your organisations ?

Source: Chaffey , D. and Smith, PR (2017) Digital marketing excellence, 5th Edition, Routledge, Ch 3, p.111.
 Suppliers -New channel structures
• Suppliers -Deliver goods & services & carry activates involved in the supply
chain .Need to monitor value added activities.

• Due to digital channels (web, mobile, social media networks ) this has
altered new channel structures for supply chains , offering numerous
opportunities re intermediaries

• Channel structures – Traditionally a distribution channels which consist of

one or more intermediaries e.g. retailers, wholesalers .

• Disintermediation – The removal of intermediaries such as distributors or

brokers that form any link the company to its customers

• Reintermediation – The creation of new intermediaries between customers

 New channel structures

Source: Chaffey and Ellis-Chadwick (2019) Digital marketing: strategy, implementation and practice, 7th Edition, Pearson, Ch 2,p. 76..
 New channel structures
• Chanel structure
– The way a manufacture or seller delivers products/services to its customer.
Can be made up of one or more within the supply chain
- Need to consider the role of ‘cutting out the middle man’ – disintermediation
- Eg Car manufacturers selling directly to consumer and cutting out the
dealerships Reintermediation – New intermediaries between customer &
supplier e.g. price comparisons sites
Implications of Reintermediation
• Integrate data between supplier& new intermediary
• Monitor other suppliers via the new intermediary
• Opportunity to create partner arrangements e.g. sponsorship
• Opportunity to set up own intermediary and pre- empt similar intermediaries
Analysis - Market Mapping –Cross channel tracking e.g. internet only customers, bricks & Mortar, etc
Identify and show the different customer journeys through the different channel preferences.
Analysis - Click stream
 Competitor analysis & benchmarking
•Competitor analysis involves identifying competitors and reviewing & benchmarking your business against them

•Benchmarking is the term used for a structured comparison of digital marketing approaches . Tend to examine approaches in
customer acquisition , conversion ,retention & growth (RACE)

•In sector / out of sector – Similar sites within sector. Out sector refers to sectors such as online publishers , brand sites and
social networks

•Different aspects of the customer life cycle i.e. acquisition , conversion and retention Involves analysing your capabilities
competitor capabilities in acquisition , conversion and retention

•Quantitative & qualitative analysis . E.g. number of visitors to site , sales etc.

•Financial & non-Financial measures

•User experience evaluation

Need to use metrics to support analysis
 Competitor benchmarking
Digital Competitor benchmarking is a structured analysis comparing the
online services, capabilities, performance, and tactics of an
organization with competitors in the areas of customer acquisition,
conversion, retention, and growth.
Global rank , country rank , category rank

Reach -Reaching customers and raising awareness on your site or

other sites ie traffic generation

Act - Achieving interaction with web presence

Convert -Conversion to sale online or offline/ any other activity such as

down loading material/signing up to Newsletter

Engage - long-term relationship building with customers

 Competitor analysis & benchmarking
Reach
• Search marketing
• Keyword Analysis
• SEO
• PPC/AdWords
• Social media marketing
• Display advertising

Analysis Traffic generation metrics

Activity -Comment and evaluate on the figures
Activity -Comment and evaluate on the figures
 Competitor analysis & benchmarking Act

•Website engagement
•Site experience & feedback

CTR - Need to know benchmarks for average CTRs s and digital media click-through costs,
you can better forecast your return-on-investment from digital media ads in future as part of
your plan

See
https://www.smartinsights.com/internet-advertising/internet-advertising-analytics/display-advertising-c
lickthrough-rates/
Analysis of web site metrics e.g Number of visitors, time on site, Page views
bounce rates
Competitor analysis & benchmarking conversion

• Sales
• Downloaded material
Activity -Comment and evaluate on the figures
Competitor analysis & benchmarking -
Engagement
• Customer experience feedback
• Social media marketing
• Email marketing

Analysis of social media sentiment & reviews

Activity -Comment
and evaluate on
the figures
 Macro Environment constraints/threats and
Macro-environment opportunities
• Society – Cultural diversity among digital
communities which influences the use of the
internet eg internnet usage, buying on line, social
media usage Preferences and usage of mobile
• what is the ethical and moral consensus on holding
personal information?
• Country specific, international legal – what are the
local and global legal digital constraints, for
example, on holding personal information, or
taxation rules on sale of goods?
• Country specific, international economic – what
are the economic constraints of operating within a
country or global constraints?
• Technology –Changes in use of technology, new
technologies to enhance service, emerging digital
markets. Changes in technology that influence
marketing opportunities . what new technologies
are emerging by which to deliver online services
such as mobile phone-based access AI VR etc
• Micro-environment
• Customers – which services are they offering via
their website digital presence that your
organisation could support them in? Current
Customer insight re customer journey touch
points . On line decision making. Current on line
behaviour –mobile/web and social usage.
Current segments
• Competitors – need to be benchmarked against
your own abilities in order to review the online
services they are offering – do they have a
competitive advantage? Review Metrics & RACE
• Intermediaries – are new or existing
intermediaries offering products or services
from your competitors while you are not
represented? Online search intermediaries &
on line market place mapping review
 Digital marketing audit contents

The organization’s internal factors The organization’s external factors

 Organization review / micro analysis  Competitor evaluation

 Customer insights  Macro environment analysis

72
 The TOWS matrixSource: Weihrich (1982).
Internal strengths (S) Internal weaknesses (W)
1. Item 1. Item
 
2. Item 2. Item
3. Item 3. Item

External opportunities (O) SO "Maxi-Maxi" Strategy WO "Mini-Maxi" Strategy

1. Item Use strengths to maximize opportunities Minimize weaknesses by taking advantage of
2. Item opportunities
3. Item

External threats (T) ST "Maxi-Mini" Strategy WT "Mini-Mini" Strategy

1. Item Use strengths to minimize threats Minimize weaknesses
2. Item and avoid threats
3. Item

Please note whatever is uncovered here should form the basses of your next stage in the SOSTAC model - Setting
new objectives for your digital plan ie How you hope to address the gaps and opportunities uncovered in the
TOWS/SWOT
 Prioritising opportunities and threats

Threats matrix
Likelihood of occurrence
High Likely Unlikely
Seriousness Very
Average
Low

Opportunities matrix
Probability of success
High Medium Low
High
Attractiveness Medium
Low
An example of a digital channel specific SWOT for an established multichannel brand
showing how the elements of SWOT can be related to strategy formulation

Source: Chaffey, D. and Ellis-Chadwick, F. (2016) Digital marketing: strategy, implementation and practice, 6th Edition, Pearson, Ch 4.
Next week
Watch the video how to use Similarweb.com
This is a limited but free tool for a limited trail period . Can be used to assist in metric
RACE analysis and competitor analysis and evaluation
Link
Reframing Market Research with Similarweb | Digital Edge 2022 – YouTube
&
Link
Talking to the Gurus | Digital Edge 2022 - YouTube

Please set up your free trial for next weeks practice session
https://www.similarweb.com/
 Helpful Sources for Audit analysis
Recent company reports
Information Commissions Office
https://ico.org.uk/

European Commission
https://ec.europa.eu/info/law/law-topic/data-protection_en

Eurostats
https://ec.europa.eu/eurostat/web/digital-economy-and-society/publications

Mintel accessed via the library

Euromonitor accessed via the library

library Key subject collections

https://student.londonmet.ac.uk/library/subject-guides-and-research-support/a-z-subject-guides-and-librarians/guildhall-scho
ol-of-business-and-law-/advertising-business-fashion-marketing--marketing/key-subject-collections/
 Helpful Sources for Audit analysis
Data Protection laws of the world
https://www.dlapiperdataprotection.com/index.html?t=online-privacy&c=GB

UNCTAD Data Protection and Privacy Legislation Worldwide

https://unctad.org/page/data-protection-and-privacy-legislation-worldwide

Comscore.com
https://www.comscore.com/Insights/Presentations-and-Whitepapers

Oxford Internet Institute

https://www.oii.ox.ac.uk/

Pewreserach
https://www.pewresearch.org/topic/internet-technology/
ICO
https://ico.org.uk/for-organisations/guide-to-pecr/
 Free tools for metric audit

1. Tools that will give you an overview of what the sites’ analytics are like which serves as a universal albeit lighter version of
Google Analytics (GA) as you will not have access to GA unless you work for the organization.
www.similarweb.com

2. Tools for Search Engine Marketing and specifically advertising

www.semrush.com

Moz.com https://moz.com/free-seo-tools

Sitechecker pro https://sitechecker.pro/

3. Search Engine Optimization audit tools are available for free and they all compete to offer the most data therefore these
fluctuate in usefulness. Pick a few and provide a comprehensive overview of what they have to offer.
• www.woorank.com
• www.seoworkers.com
• http://www.internetmarketingninjas.com/tools/
• https://www.found.co.uk/seo-tool/
• https://majestic.com