This document discusses various digital marketing strategies and planning models. It introduces the SOSTAC model for developing digital plans with six steps: situation, objectives, strategy, tactics, action, and control. It also discusses the TOWS analysis framework for generating strategic options by considering strengths, weaknesses, opportunities, and threats. Examples are provided of how to complete a TOWS analysis and use it to inform strategic decision making. Finally, several other strategic frameworks are mentioned, such as segmentation, positioning, marketing objectives, and growth models like Ansoff's Matrix and Porter's generic strategies.

1. Digital marketing #DM
5
and strategy in a digital plan
objectives

2. SOSTAC® planning
model…
1
2
3
4
5
6
situation
objectives
strategy
tactics
action
control
corporate
marketing
digital
resources scheduling
Smith, 1990
5S’s
marketing mix

3. TOWS Analysis
Strengths Weaknesses
Opportunities
“Maxi-Maxi” Strategies
Strengths used to
maximise opportunities
“Mini-Maxi” Strategies
Minimise weaknesses by
taking advantage of
opportunities
Threats
“Maxi-Mini” Strategies
Strengths used to minimise
threats
“Mini - Mini” Strategies
Minimise weaknesses and
avoid threats
Weihrich, 1982

4. How to complete a TOWS…
How can we make the most of strengths and get around our weaknesses?
How can we capitalise on opportunities and minimise threats?
These are then considered in relation to each other…
…the surrounding boxes are populated with key findings
from the audit – and numbered
It is a simple tool used to generate strategic options or alternatives

5. The original model … developed by Heinz Weihrich, 1992

6. The TOWS matrix in action...

8. don’t over-complicate – it shouldn’t be a complicated process
It is there to help generate options and alternatives – it isn’t perfect
Make sure you show your thinking and make it work for you
Using the TOWS...

9. digital objectives...
avoid solely focusing on sales
help to determine/clarify position
help highlight the balance of tactics needed
provide a time frame
provide a means of evaluation and measurement
link back to marketing and corporate objectives

10. types of objectives…
Unique visitors, traffic, bounce rate, revenue, search percentage
leads, conversions from leads, page views, time, value per visit
sales, sales from leads, sales value, sales volume, average order value
active customers, brand mentions, sentiment, shares, virality

11. the 5S’s...
sell… grow your sales
speak… dialogue, participation and engagement
serve… add value
save… costs
sizzle… take your brand online
Smith, 2000

12. strategy… Segmentation
…can use ‘classic’ bases and variables for B2C and B2B
…often developed further as persona’s
online behaviour and digital media consumption is vital

13. …web/online/customer persona’s

14. targeting...
threekey approaches…
undifferentiated
differentiated
concentrated

15. positioning…
products can be positioned in the market by focusing on specific
factors such as…
features, benefits or advantages
solutions presented
specific usage (occasions)
positioned against other products
class disassociation

16. strategy… OVP
closely tied to the brand position
the reasons why the customer will click, register, buy and share
the intrinsic benefits from the site, content, service and functionality

21. …a further objective-linked strategic consideration
acquisition
conversion
retention
…how do we gain new customers?
…OVP and integration with other channels
…build relationships, develop advocates and engage

22. RACE model
Reach… building awareness offsite
Act… engaging audiences with site content and other web presence
Convert… achieve marketing goals… call to action
Engage… build relationships to retain customers
Chaffey and Bosomworth, 2012

23. Ansoff’s Growth Matrix
Market Penetration Product Development
Market Development Diversification
Existing
Existing
New
New

24. Porter’s Generic Strategies
Differentiation Overall Cost
Leadership
Focus
Uniqueness perceived
by customer Low cost position
Industry-wide
Segment only

25. …developing intelligent strategic objectives
Objective Substantiation Strategies to
achieve goals
KPI’s
Link to stage of
consumer journey
and SMART
Link to audit
findings and TOWS
options
Link to STP, OVP,
growth and
positioning
What will you be
measuring?
Conversion –
increase average
order value to £30
per customer
Increase in
disposable income
Increased desire for
product
Position as luxury
against key
competitors
Differentiation
through features
OVP – exclusivity
% of unique visitors
responding to
promotions

26. References and reading
Armstrong, G & Kotler, P. (2008) Marketing- An Introduction. 9th ed Pearson
Education: London
Dibb, S., Simkin, L., Pride, W.M. & Ferrell, O.C. (2012) Marketing: Concepts
and Strategies. 5th European ed. Houghton Mifflin: Abingdon
Ryan, D. and Jones, C. (2009) Understanding Digital Marketing: Marketing
Strategies for Engaging the Digital Generation London: Kogan Page
Wilson, M.S., Gilligan, C., (2005), Strategic Marketing Management,
CIM/Elsevier
http://www.smartinsights.com/digital-marketing-strategy/sostac-model/
http://www.smartinsights.com/digital-marketing-strategy/race-a-
practical-framework-to-improve-your-digital-marketing/
http://www.enterprisebucks.co.uk/wp-
content/uploads/2014/09/digital-marketing-plan-template-smart-
insights1.pdf