Digital Marketing Strategy Development: Learning Objectives

10/21/2016
Slide 4.1
Part 2
Digital marketing strategy
development
Chapter 4
Digital marketing strategy
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 4.2
Learning objectives
• What approaches can be used to create digital

marketing strategies?
• How does digital marketing strategy relate to
other strategy development?
• What are the key strategic options for digital
marketing?
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Slide 4.3
Questions for marketers
• Relate digital marketing strategy to marketing

and business strategy
• Identify opportunities and threats arising from
digital technology platforms
• Evaluate alternative strategic approaches for
using digital platforms
Slide 4.4
Q. What are organisational problems if no

E-marketing strategy?
• Underestimated demand for online services

• Market share loss
• Resource duplication
• Insufficient resource
• Insufficient customer data
• Efficiencies available through online marketing
• Opportunities for applying online marketing tols
• Changes required to internal IT systems
• Inadequate tracking
• Senior management support limited
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Slide 4.5
Michael Porter on the Internet
• ‘The key question is not whether to deploy

Internet technology – companies have no choice
if they want to stay competitive – but how to
deploy it.’
Porter, M. (2001) Strategy and the Internet,

Harvard Business Review, March 2001, 62–78.
Slide 4.6
What is a digital marketing strategy?

• What is strategy?
– “Defines how we will meet our objectives”
– “Sets allocation of resources to meet goals”
– “Selects preferred strategic options to
compete within a market”
– “Provides a long-term plan for the development of
the organisation”
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Slide 4.7
Digital marketing strategy essentials

• Digital marketing strategy is a channel strategy
• Objectives for online contribution %
- sales, service, profitability should drive our strategy
• Digital marketing strategy defines how we should:
1. Communicate benefits of using this channel
2. Prioritise audiences targeted through channel
3. Prioritise products available through channel
4. Hit our channel leads & sales targets
– Acquisition, Conversion, Retention
• Channel strategies thrives on differentials
• BUT, need to manage channel integration
Slide 4.8
Figure 4.1 Internal and external influences on digital marketing strategy
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Slide 4.9
Summary of typical focus for main types of e-commerce-related

Table 4.1
strategic initiatives
Slide 4.10
Figure 4.2 HSBC Expat Explorer (http://www.expatexplorer.hsbc.com)
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Slide 4.11
Challenges of digital marketing
• Gaining buy-in and budget

• Conflicts of ownership ad tensions
• Coordination with different channels
• Managing and integrating customer information
• Achieving consistent reporting
• Structuring the specialist digital team
• ‘time to market’
• Insourcing vs. outsourcing
• Staff recruitment and retention
Slide 4.12
Figure 4.3 Hierarchy of organisation plans including e-marketing plans
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Slide 4.13
The SOSTAC® planning framework applied to digital Digital marketing

Figure 4.4
strategy development
Source: Chaffey and Smith (2008)
Slide 4.14
A generic digital channel-specific SWOT analysis showing typical

Figure 4.6
opportunities and threats presented by digital media
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Slide 4.15
An example of a digital channel specific SWOT for an established

Figure 4.8
multichannel brand showing how the elements of SWOT can be related to
strategy formulation
Slide 4.16
Strategy Formulation
• Strategy formulation involves the identification of

alternative strategies, a review of the merits of
each of these options and then selecting the
strategy that has the best fit with a company’s
trading environment, its internal resources and
capabilities.
– typically involves making adjustments to marketing
strategy to take advantage of the benefits of online
channels rather than wholescale changes
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Slide 4.17
Strategy Formulation
Decision 1: Market and product development strategies

Decision 2: Business and revenue models strategies
Decision 3: Target marketing strategy
Decision 4: Positioning and differentiation strategy
(including the marketing mix)
Decision 5: Customer engagement and social media
strategy
Decision 6: Multichannel distribution strategy
Decision 7: Multichannel communications strategy
Decision 8: Online communications mix and budget
Decision 9: Organizational capabilities (7S framework) and
governance
Slide 4.18
Decision 1: Market and Product Development

Strategies
Figure 4.12 Using the Internet to support different organisational growth strategies
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Slide 4.19
Decision 2: Business and Revenue Models Strategies
• Business model: a summary of how a company

will generate revenue, identifying its product
offering, value-added services, revenue sources
and target customers.
• Revenue model: describes methods of
generating income for an organization.
Slide 4.20
Decision 3: Target Marketing Strategy
Figure 4.15 Stages in target marketing strategy development

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Slide 4.21
Common online targeting options
– Brand loyalists – convert online

– Not brand loyal – encourage trial
– Most profitable – deepen relationships
– Larger companies (B2B) – extranet
– Smaller companies(B2B) – can reach these
companies more cost effectively
– Key members of the buying unit (B2B) -
detailed information on the web site about the
product, services etc.
– Difficult to reach using other media
Slide 4.22
Figure 4.16 Dell Singapore site segmentation

Source: http://www.ap.dell.com/content/default.aspx?c=sg&1=en&s=gen. © 2012Dell Inc. All Rights Reserved.
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Slide 4.23
Figure 4.17 Customer lifecycle segmentation
Slide 4.24
Figure 4.18 Euroffice e-mail (www.euroffice.co.uk)

Source: Adapted from the company website press releases and Revolution (2005a)
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Slide 4.25
Decision 4: Positioning and Differentiation Strategy
Figure 4.19 Alternative positionings for online services

Slide 4.26
WeBuyAnyCar (www.webuyanycar.co.uk) clearly communicates its

Figure 4.20
proposition
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Slide 4.27
Decision 5: Customer Engagement and Social Media

Strategy
• Customer engagement strategy

• Social media strategy
1. Who are our target audience?
2. What are the content preferences of our audiences?
3. Strategic business goals for social network presences?
4. Which content types should have priority?
5. How to differentiate the social channel from other communications
channels?
6. How to integrate social channels?
7. Content frequency and editorial calendar?
8. Sourcing content?
9. How to manage publication and interaction?
10. Software for managing the publishing process?
11. Tracking the business impact of social network activity?
12. How to optimize the social presence?
Slide 4.28
Decision 6: Multichannel distribution strategy
Strategic options for a company in relation to the importance of the

Figure 4.21
Internet as a channel
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Slide 4.29
Decision 7: Multichannel Communications Strategy
Figure 4.23 Influences on customers of multichannel decision making

Source: adapted from Dholakia et al. (2010) Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 4.30
Channel coverage map showing the company’s preferred strategy for

Figure 4.24
communications with different customer segments with different value
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Slide 4.31
Decision 8: Online Communications Mix and Budget
• Performance drivers:
1. Attraction
– size of visitor base, visitor acquisition cost and visitor
advertising revenue
2. Conversion
– Customer base, customer acquisiton costs, customer
rate, number of transactions per customer, revenue per
transaction, revenue per customer…
3. Retention
– Similar measures to conversion customers (cost of
repeat customer, revenue per repeat customer, repeat
customer churn rate, repeat customer conversion rate)
Slide 4.32
Decision 9: Organizational Capabilities (7 S

Framework) and Governance
• Main challenges:
– Strategy: limited capabilities to integrate into Internet
strategy
– Structure: structural and process issues
– Skills and staff: difficulties in finding specialist staff or
agencies.
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Slide 4.33
Figure 4.26 Example of risk–reward analysis
17

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10/21/2016

• What approaches can be used to create digital

Questions for marketers

• Relate digital marketing strategy to marketing

Q. What are organisational problems if no

• Underestimated demand for online services

Michael Porter on the Internet

• ‘The key question is not whether to deploy

Porter, M. (2001) Strategy and the Internet,

What is a digital marketing strategy?

Digital marketing strategy essentials

Figure 4.1 Internal and external influences on digital marketing strategy

Summary of typical focus for main types of e-commerce-related

Figure 4.2 HSBC Expat Explorer (http://www.expatexplorer.hsbc.com)

Challenges of digital marketing

• Gaining buy-in and budget

Figure 4.3 Hierarchy of organisation plans including e-marketing plans

The SOSTAC® planning framework applied to digital Digital marketing

A generic digital channel-specific SWOT analysis showing typical

An example of a digital channel specific SWOT for an established

• Strategy formulation involves the identification of

Decision 1: Market and product development strategies

Decision 1: Market and Product Development

Decision 2: Business and Revenue Models Strategies

• Business model: a summary of how a company

Decision 3: Target Marketing Strategy

Figure 4.15 Stages in target marketing strategy development

Common online targeting options

– Brand loyalists – convert online

Figure 4.16 Dell Singapore site segmentation

Figure 4.17 Customer lifecycle segmentation

Figure 4.18 Euroffice e-mail (www.euroffice.co.uk)

Decision 4: Positioning and Differentiation Strategy

Figure 4.19 Alternative positionings for online services

WeBuyAnyCar (www.webuyanycar.co.uk) clearly communicates its

Decision 5: Customer Engagement and Social Media

• Customer engagement strategy

Decision 6: Multichannel distribution strategy

Strategic options for a company in relation to the importance of the

Decision 7: Multichannel Communications Strategy

Figure 4.23 Influences on customers of multichannel decision making

Channel coverage map showing the company’s preferred strategy for

Decision 8: Online Communications Mix and Budget

Decision 9: Organizational Capabilities (7 S

Figure 4.26 Example of risk–reward analysis

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