Assessment Phase in the Digital

Marketing
 Internal Resource Mapping
• Input-driven resources : materials , energy , natural resources

• Economic resources : land , capital ,infrastructure

• Human resources : employees , contractors , third parties

• Technology resources :Information , communication, storage

systems

• Intellectual resources : brand capital , intellectual property ,

patents and trademarks

• Partner/intermediary resources : strong partners , tie-ups &

key intermediary
 VRIN Framework
- Barney 1991
According to VRIN Model a firm should display 4
key attributes in the resources . Sustainable
competitive advantage

1. Valuable
2. Rare
3. Inimitable
4. Non-substitutable
Understanding Competitive Advantage
and Core competencies
3 Tests for Core Competencies of a firm :-

1. RELEVANCE
2. DIFFICULTY OF IMITATION
3. BREADTH OF APPLICATION
 Google – Key core Competencies

• Search accuracy
• Design simplicity
• Querying speed
• Aesthetic Branding
• Guided Navigation Concept
• Free of Cost services
 Key Core Competencies of APPLE
• Product Innovation
• User Experience
• Technology Competence
• Brand Marketing
• Premium Positioning
 Key Digital Drivers ( need for Digital
Presence)

• Stakeholder –Driven needs

• Market – Driven needs
• Customer-driven needs
• Competitor – driven needs
 Digital Presence Analysis ( DPA) Matrix

Market Leader
w.r.t Competition
Market Strategy

Digital Ladder Digital Leader

Digital Laggard Digital Leverage

Market Laggard /
New Launch
Traditional Only Presence Strong Digital
Presence
Extent of Digital Presence
 Important Characteristics
• Digital Laggard :- Minimal Digital Presence
• Digital Ladder :- better shape than laggards
but still do not have substantial digital
presence .
• Digital Leverage :- strong digital presence but
lagging behind in terms of market share .
• Digital Leader :- Market Leaders and leveraged
digital to the best possible extent .
 Digital Marketing Implementation
Stages

6S Digital Marketing Implementation Strategy

6S Digital Marketing Implementation
Stages
 Stage DS1 – Digital Scoping
• Firms that are purely traditional and no
presence at all on any digital channels
• Either in a denial state or considering digital
for some time
• Mostly SMB ( Small Medium business)
 Stage DS2 :- Digital Shadow
• Companies which have taken first steps
towards being digital
• Created limited presence on earned media (
social channels – facebook etc)
• Yet not realized the importance of developing
owned media presence online
 Stage DS3 :- Digital Set-up
• Firms here have realized the importance of an
online set-up to their offline operations
• have developed their first websites ( owned
media presence) & other paid media channels
( SEM , Display adds etc)
• Stable Facebook page ( might not be highly
active)
 Stage DS4:- Digital Stability
• Quadrants here have strong digital presence
• well functioning website , Blog , presence
across earned media channels ( audience
traction to website )
• Paid marketing techniques used on a regular
basis .
• Large & digitally launched firms
 Stage DS5:- Digital Scale-Up
• Firms scaling up rapidly to leverage digital
across Strategic Business areas.
• Firms in this stage have started to venture in
new platforms – mobile , tablets etc
• Begin up-selling and cross selling across a
multi-channel environment
 Stage DS6:- Digital Spectrum
• Firms that are Digital-first in nature
• Spectrum of advanced digital marketing :-
retargeting , content optimization , analytics –
driven customization etc
• Digital sales derives offline sales
 CLASS ROOM ACTIVITY
• Pick a brand of your choice from the Indian Market .
Devise a complete Digital Marketing implementation
strategy for the brand utilizing the stages of the 6S
Framework .

• Pick up any SMB local firm around you ( a bakery ,

local garage , Kirana Store etc) to contemplate and
analyze the key digital drivers for the firm to be present
on digital platforms

• Search online for three to four firms from any one

sectors in India and based on your analysis decide
where they would lie on the Digital Presence Analysis (
DPA) Matrix