Digital Marketing Model

By Zohra Banu
Model
 Model Description
• The inner cycles represent the early phase of
product evaluation along with prototyping to
refine the requirements.
• The outer spirals are representative of the
planning and designing phase.
• At every spiral there is a assessment phase to
evaluate the designing efforts.
• At the end of each spiral there is a evaluation
phase so that the current spiral can be reviewed
and the next phase can be planned.
 Product
Evaluation-
marketer
Perspective

Product
Evaluation-
Evaluate Prdt & Cust
Perspective

Model

Comparative
Implement Analysis-
Step1 &2

Plan &
Design
 Steps
• The Spiral model involves 6 major steps
• Evaluate Product- Mktr Perspective
• Evaluate product- Cust/Prod perspective
• Comparative analysis
• Plan & Design
• Implement
• Evaluate & Plan next iteration
 Product Evaluation- Marketer
Perspective
• Understanding and evaluating the product
features and functions from the point of view
of the marketer
• Using experience & knowledge about the
product
 Product Evaluation- Product &
Customer Perspective
• Evaluating what the product exactly stands for
• Using tools like nine windows, Why what
hierarchy
• Understanding what functions the product
performs and what the customers expect from
the product
• Understanding what customers expect and
perceive of existing similar products
Comparative analysis of Step1 & step 2
• Comparing the results obtained in step 1 and
step 2
• Using tools like perception mapping
• Eliminating any major differences from the
actual features and functions of the product
• Identifying the Ideal Final Result of the
product
• Creating the message to be communicated
 Plan & Design
• Once the message to be communicated has
been created the plan for communication
strategy has to be developed
• Choosing the right media, audience and target
markets
• Designing the communication message in a
way that it appeals the target audience
• Establishing the right links for spreading the
message
 Implement
• Involves executing the plan
 Evaluating
• Measuring the effectiveness of the plan and
the design
• Checking if the message is being
communicated effectively
• If not then redesigning the plan and choosing
the appropriate channel partners
• The process will continue until the desired
objective has been met
Thank You