Digital Marketing Technology E Planning – Chapter 10 eMarketing Excellence Mike Watson Director, Sound Solutions Marketing

E-Planning – 10, Page 439 E-marketing Excellence 10.1 – Context and components of e-planning 10.2 – Situation and current performance analysis 10.3 – Model and define objectives (SMART) 10.4 – Strategies v objectives v tactics 10.5 – Tactics and digital channel identification 10.6 – Action and implementation plan 10.7 – Control and analytics to review results 10.8 – Resources both internal and external 9 E-Business

Introduction to E-Planning Why plan? Sets direction Increases control Maxmises chances of success Avoid panic and stress Builds teamwork Helps allocate budgets Integrate online and offline 10 E-Planning

Scope of E-Marketing Planning Online channels should support the whole customer buying process e.g. Pre-Sale, Post-Sale, Customer development E-Marketing v E-Marketing Communications –E-Marketing E.g Research, finance, accounts, product/service development, operations, sales –E-Marketing Communications E.g. website, e-business, digital media, search, social, building traffic 10 E-Planning

SOSTAC ® Situation Analysis Objectives Strategy Tactics Actions Control 10 E-Planning

Where are we now? Monitor Performance Situational Analysis Objectives Strategy Tactics Actions Control Roles and Responsibilities Where do we want to be? How exactly? How do we get there SOSTAC® The details of the tactics, Action and implementation plans, Who does what, when etc Internal resources and skills, What to outsource, to who and when? 5s + Web Analytics = KPIs Usability and testing Mystery shopping, Customer Satisfaction surveys, Visitor profiling, Reporting process and frequency Goal performance, Customer insight, Market SWOT, Brand perception, Resources 5 Ss: Sell = customer acquisition and retention, Serve = customer satisfaction, Sizzle = site stickiness, duration, Speak = engaged customers, Save = quantified efficiencies Segmentation, Targeting and Positioning, Online Value Proposition, Sequence = Credibility before visibility, Integration and Database, Tools = web, IPTV etc E-Marketing mix, Communications, Social media, contact strategy and schedule SOSTAC® Planning Framework PR Smith Chap 1 Page 4 – Introduction to E-Marketing

Situational Analysis Where are we now? E.g. How many customers online v offline? Current sales and Growth forecast? Competition? Impact of e-businesses, channels to market? What works online and offline? What’s new in the online world? What will be the impact of emerging trends 10 E-Planning

Objectives Where are we going? Where do we want to be? Why go online? What are the benefits? Remembers the 5 s Quantify the objectives! Objectives must be timescaled 10 E-Planning

Strategy How do we get there? How do we fullfil our objectives? How will sales and other brand goals be achieved? Which data or trends are we responding to? Which segments will be targeted with what propositions? How will we mix the media and contact strategy to acquire new customers and retain and development existing customers? 10 E-Planning

Tactics What are the details of the strategy? What and when? Across both offline and online Building traffic Database and CRM How will we implement strategy? 10 E-Planning

Actions What are the details of the tactics? How will each campaign be designed, developed, implemented and measured? How will they fit together? Who will do what? When? How? Why? Where? Etc What’s delivered by in-house resources? What’s delivered by agencies, media and suppliers? 10 E-Planning

Control How do we measure and analyse performance? Are we succeeding or failing? By how much? What are the KPIs and do we have analytics in place to measure them? For example: unique visitors, page impressions, duration of web visit, enquiries, subscriptions, sales, conversion rates, churn rates, loyalty levels Role and responsibilities for reporting 10 E-Planning

Key Points for Developing E-Marketing Plan Review and revise frequently Constantly seek to improve Review details and overall plan quarterly Represent to senior management every 6 months Ensure resources for the plan –Men and women (Human Resources) –Money – budgets –Minutes – time scales and time horizons for production, delivery and service 10 E-Planning

1. Situation Analysis Where are we internally and externally? To include: –Site Analytics –Key Performance Indicators (KPIs) –SWOT Analysis –PEST – Political, Economic, Social & Technological –Customer –Market and Demand Analysis –Competitor and distribution channel research 10 E-Planning

1. Situation Analysis – Internal – KPIs Enquiries or leads Sales Market share Return on investment Unique visitors Conversion rates Page impressions Repeat visits Duration (stickiness) Most popular pages Subscription rates Opt-ins Churn rates Click through rates Check out Table 10.3 Page 448 very good! 10 E-Planning

1. Situation Analysis – SWOT the following Customer database – fresh, scale, usable, online and offline Online customer care – quality, speed of responce Website effectiveness – usability, visitors to outcomes, web links Opt-in Display ads v sponsorship Mobile marketing 10 E-Planning

1. Situation Analysis – External Analysis Customers and segments Brands, products, services Competitors Search Research Social media - what’s the buzz Market research Distribution channels 10 E-Planning

1. Customer adoption of online services All customer Served Market Aware of company Have purchased Purchased last 12mth 10 E-Planning 100% 80% 60% 40% 20% 0% % of customers Internet access Have visited site Active visitors Online purchases

2. Objectives – Where you want to be? The 5 s Sell – sales targets, sales increase Serve – added value Speak - getting closer to customers Save – reduce costs, price Sizzle – brand extension and excitement 10 E-Planning

2. Objectives – Where you want to be? Online Revenue Contribution – the percentage of customers or sales targets reachable/achievable through different online and digital media channels SMART Objectives –Specific, Measurable, Achievable, Realistic and Time- related 10 E-Planning

3. Strategy – How do we get there? Strategy summarises how to achieve objectives and guides all the subsequent detailed tactical decisions. Strategy is shaped by the prioritisation of objectives and the resources available Strategy should exploit distinctive competitive advantage 10 E-Planning

3. Strategy Types 1.Acquisition-focused communications strategies 2.Retention-focused communications strategies 3.Market and product development 4.Marketing mix strategies 10 E-Planning

3. Strategic Questions 1.What are the target markets, segments and positioning? 2.New v existing product mix by segment 3.What is the online value proposition? 4.How to tackle the competition? 5.Level of website interaction? 6.Level of database integration? 7.How to balance online and offline? Bricks v Clicks 8.Will online channels complement or replace offline? 9.How to blend traffic building techniques? 10.What role will social media play? 10 E-Planning

SWOT See Page 443 Review your web business next week using the SWOT framework 10 E-Planning

SWOT from 10.1 Page E-Planning Existing Brand Existing Customer Base Existing Distribution Brand perception Intermediary use Technology Skills Cross-channel support Churn Rate Cross selling New markets New products and services Alliances and Co-branding Customer choice Price New entrants Competitive products Channel conflicts Social media

Leverage Strengths to Maximise Opportunities Attacking strategy Migrate customers to web strategy Refine customer contact strategy across customer lifecycle Partnership strategy (co-branding and linking) Launch new web-based products or value-adding experiences e.g. video streaming 10 E-Planning

Counter Weaknesses by exploiting opportunities Build strengths for attacking strategy Countermediation strategy (create or acquire) Search marketing acquisition strategy Affiliate-based acquisition strategy Refine customer contact strategy ( , web) 10 E-Planning

Leverage Strentghs to Minimise Threats Defensive Strategy Introduce new internet only products Add value to web services – refine OVP Partner with complementary brand Create own social network/customer reviews 10 E-Planning

Counter Weaknesses and Threats Build strengths for defensive strategy Differential online pricing strategy Acquire/create pure-play company with lower cost- base Customer engagement strategy to increase conversion, average order value and lifetime value Online reputation management strategy/e-pr 10 E-Planning

4. Tactics – the details of strategy Strategy drives tactics “You don’t plan the journey until you have decided where you want to go” Strategy requires budget approval, senior management input Tactics need to be responsive to changing conditions yet constantly support the strategy Which tools best support the tactics? 10 E-Planning

4. Tactical Tools Website scope – Web 2.0 technologies Interactive advertising & sponsorship Marketing – automation CRM tools, data Social media sites, participation Balance the roles of Marketers and IT 10 E-Planning

5. Actions – Making it happen! Tactics breakdown into actions i.e. mini projects Project Action Plan –Key steps –Roles and responsibilities –Timescales –Gannt Charts & Critical Path Analysis, flow charts 10 E-Planning

5. E-Marketing Actions Traffic Building actions –Channels, creative, copy, media, promotion Actions to achieve customer response (mechanism) Actions to gain sales – e-business Fulfilment actions E-CRM actions Implementation resources Risk management 10 E-Planning

6. Control Processes and procedures for quickly identifying what’s working and what’s not? Effective Control systems need to answer the following –Have we achieved the objectives? –Is the strategy working? –Did we choose the right tactics? –Did we implement the right actions? –Were budgets and time spent wisely? –How will data look and be accessed? –Frequency and responsibility for reporting? 10 E-Planning

6. Control Process for E-Marketing 10 E-Planning Who sets SMART Objectives? Who measures: What? When? How? Who reviews? Who acts and checks? What do we want to achieve? What is happening? Why is it happening? Goal Setting Performance Measurement Performance Diagnosis Corrective Action What should we do about it?

6. Control – The Metrics Sales – value and source Online Revenue Contribution Memberships – number and source Conversion rates Enquiries number and source Unique and repeat visitors Site duration Most Popular pages Churn and attrition rates Source of traffic Awareness levels 10 E-Planning

6. Control – Data sources Web analytics (Google Analytics, Web Trends) analytics Information systems Databases Research – surveys, panels Sales – finance, actual v budget CRM - pipeline Daily, weekly and monthly reporting Contingency plans 10 E-Planning

6. Control – Web Insights Diagnostic Framework 1.Business Contribution – online revenue contribution, category penetration, costs and profitability 2.Marketing outcomes – leads, sales, service contacts, conversion and retention efficiencies 3.Customer Satisfaction – site usability, performance, availability, opinions, attitudes, brand impact 4.Customer Behaviour – profiles, customer orientation, segmentation, usability, site actions 5.Site Promotion – attraction efficiency, referrer efficiency, cost of acquisition, SEO visibility and link building, 10 E-Planning p 474

6. Control – Performance Diagnosis Google analytics Web trends analytics Information systems Databases Research – surveys, panels Sales – finance, actual v budget CRM - pipeline Daily, weekly and monthly reporting 10 E-Planning