1. BUSM2429 Contemporary Marketing Communications
Week 4
BUSM2429 Contemporary Marketing Communications
The planning process

2. Learning objectives
To understand the role of planning in the marketing communications process; and
To understand the elements of, and be able to set, marketing communication objectives
To understand the purpose of setting marketing communication budgets.

3. Role of planning

4. SOSTAC Planning System
Situation analysis
Where are we now?
How do we monitor performance?
Control
Objectives
Where do we want to be?
The details of tactics
Actions
Strategy
How do we get there?
Tactics
How exactly do we get there?
Smith (2011)

5. SOSTAC Planning System
Where are we now?
Situation analysis
Goal performance i.t.o 5 S’s and other KPI’s
Customer insight (who, why, how?)
Market trends
Competitor analysis
Internal capabilities and resources
Where do we want to be?
Objectives
Sell – customer acquisition and retention targets
Serve – customer satisfaction targets
Sizzle – site stickiness, visit duration
Speak – trialogue: number of engaged customers
Save – quantified efficiency gains
Strategy
How do we get there?
Segmentation, Targeting, Positioning
Online value proposition
Sequence (Trust, Try, Buy…
Integration (CRM & database)
Targeting and segmentation
Smith (2011)

6. SOSTAC Planning System
How exactly do we get there?
Tactics
Marketing mix – including: the communications mix, social networking, what happens when?
Details of content strategy
E-campaign initiative schedule
The details of tactics
Actions
Responsibilities and structures
Internal resources and skills
External agencies
How do we monitor performance?
Control
5Ss, web analytics – KPIs
Usability testing/mystery shopper
Customer satisfaction surveys
Site visitor profiling
Frequency of reporting
Process of reporting and actions
Smith (2011)