04-202204 The Marketing Plan (II)

We make
it happen
Marketing in Digital Environments
4. The online marketing plan (II): Strategy and Plan of Action
Jaume Llagostera
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04. The online marketing plan (II)
1. Strategic marketing
2. Operative marketing
4. The Conversion Funnel Model
5. The Flywheel Model
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Strategic marketing
eae.es
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Marketing in digital environments | Jaume Llagostera
1. Strategic Marketing
SMART
GOALS
Internal Analysis
External Analysis
- Competitors
FOLLOW-UP ANALYSIS - Customers
- Context
TACTICS STRATEGY
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Internal Analysis:
• Discover the strengths and weaknesses of the company
• People
• Skills
• Finance
• Business model
• Positioning
• …
External Analysis:
• Discover Opportunities and Threads from the market
• New competitors
• Market gaps
• Consumer trends
• Methodologies
• … 12
The SWOT analysis
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The SWOT analysis
Strengths Weaknesses
Opportunities Threads
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The SWOT analysis is aplicable in our everyday life…
Should I move to my boyfriend’s place?
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The SWOT analysis is aplicable in our everyday life…

I have already shared an appartment for 5 Never shared an appartment with a man
years and I know to share space
I’m still unable to cook, and my boyfriend
We both have stable earnings doesn’t know it yet.
Almost all my friends have taken the same We’re good together but… everyday??
decision
I’m uncapable of telling him NO.
My inlaws have a great image from me and
they won’t be a problem
My new home will be much more beautiful Your friends have already done that and your
group is decreasing fast.
It will look like you’ve finally grown
It’s just the first step. Then a wedding, kids….
I will not spend so much money on
transportation to see her I will no longer have excuses to stay at home
with my friends on a girls night
My parents will start to see me as a man
Will sex be less and less frequent as they say?
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Can you create a SWOT for your projects?
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Where does strategy come from?
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Where does strategy come from?
Strategy
Latin. strategĭa ‘province under command of a General’
Greek. στρατηγία stratēgía ‘job of a General', derivative

from στρατηγός (stratēgós) ‘General'.
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An Online Strategy means Who, What, When and

Where to listen and to speak to consumers, to
offer them a unique brand experience, offer
iterations and to collect and activate customer
relationships to achieve an attainable and
measurable goal
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An Online Strategy means Who, What, When and

Where to listen and to speak to consumers, to
offer them a unique brand experience, offer
iterations and to collect and activate customer
relationships to achieve an attainable and
measurable goal
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Who, What, When, Where
to achieve an attainable and measurable goal
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An Online strategy is a plan to achieve

the defined goals by using online tools.
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The CAME Tool
Define a strategy for your company, after having analysed the market and
the company.
Companies should Correct weaknesses, Adapt to the threads, Maintain

strengths, and Explore the opportunities detected when creating the
SWOT matrix.
This tool will help the management of a company decide which strategy to
implement for the future.
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The CAME Tool
Weaknesses Strengths
Threads ADAPT MAINTAIN

Survival strategy Defensive Strategy
Opportunities CORRECT EXPLORE

Reorientation Strategy Offensive Strategy
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The CAME Tool – Reorientation Strategy
Explore Opportunities detected in the market by correcting our

weaknesses.
wor
The strategy
normally
includes an
investment in
order to
reduce the
weaknesses
detected then 26
being capable
The CAME Tool – A survival strategy
Face the threads in the market by correcting our weaknesses.
Companies choose this strategy when they aim to control the damages,
probably getting time to correct the weaknesses.
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The CAME Tool – Defensive Strategy
Use the company’s Strengths to face the threads detected in the

market.
This strategy normally includes an investment to improve the strength of

the company.
This strategy can look like an offensive strategy
when reinforcing the company strength.
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The CAME Tool – Offensive strategy
The company will maintain its Strengths and use them to explore a
detected opportunity.
Taking advantage of the human resources skills and knowledge to

acquire
a new segment of the market
could be an example.
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What will be your strategy?
Weaknesses Strengths
Threads ADAPT MAINTAIN

Survival strategy Defensive Strategy
Opportunities CORRECT EXPLORE

Reorientation Strategy Offensive Strategy
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Brand
A digital strategist should have a mix
of all these 6 areas of knowledge
Values Business
Production
Behavior
Technology
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Operational marketing
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2. Operational Marketing
SMART
GOALS
Internal Analysis
External Analysis
• Competitors
FOLLOW-UP ANALYSIS • Customers
• Context
TACTICS STRATEGY
SWOT
CAME
Strate
gy
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The Marketing Mix
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The Marketing Mix
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The Marketing Mix
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The Marketing Mix: Consumer Value

(former product)
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(former product)
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(former product)
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The Marketing Mix: Consumer Cost

(former Pricing)
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The Marketing Mix: Consumer Cost

(former Pricing)
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The Marketing Mix: Convenience

(former Place)
Making it easy for your Customer segment to reach you product
Aka: Finding ways to connect with customers and to make them feel
good about doing business with you (purchasing your products)
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The Marketing Mix: Convenience

(former Place)
• Is your product easy to

purchase?
• Are there any barriers
between the product
and your customer
segment?
• Is your website easy to
navigate?
• I your website
optimized for mobile 45
The Marketing Mix: Communication

(former Promotion)
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(former Promotion)
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(former Promotion)
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(former Promotion)
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(former Promotion)
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Main message
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Secondary messages
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Secondary messages
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Secondary messages
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Secondary messages
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Where should we have a presence?

Audience segmentation
How will our this presence be at each channel?

Contents, frequency, values…
Which messages will be used?
Where will traffic be directed?
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The conversion funnel model
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3. The conversion funnel model
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COST
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01 AWARENESS
Connect and attract
customers
How do they discover us?
04 LOYALTY
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Expand and retain
CONSIDERATION How can we make the
customer to come back, keep
Orientation:
using our products and
How will they evaluate our
contunue being our customer?
product or service?
03 PREFERENCE/
PURCHASE
Interaction:
05 ADVOCACY
Reference
How can we help them
share the joy of being
Different in every case our customer to other
potential customers?
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The Flywheel model
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4. The Flywheel model
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https://www.youtube.com/watch?v=qVNJ6Xa89TY 66
The digital environment
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5. The digital environment
Owned Media
Earned Media Paid Media
Shared Media
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SEO, SEM Partners

Brand communities
Owned Media
Shared Media
Likes, RT, +1,

Comments Promoted posts,
sponsored tweets
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Owned Media SEO, SEM Partners

Brand communities Sites, portals,
blogs, mobile apps,
social apps,
advergames…

Quotations, shares, Banners, keywords,
conversations, games, quizes,
interactions… affiliation
Shared Media
Profiles, pages,
official acconts,
Likes, RT, +1, video channels
sponsored tweets
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Owned Media SEO, SEM Partners

Brand communities Sites, portals,
blogs, mobile apps,
social apps,
advergames…

Quotations, shares, CONTENT Banners, keywords,
conversations, games, quizes,
interactions… affiliation
Shared Media
Profiles, pages,
official acconts,
Likes, RT, +1, video channels
sponsored tweets
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BRANDING
Owned Earned
Let the world know
Media Media
about us
Let the world know

about our products
Strenghthen our brand Paid

image Media
Online reputation
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BRANDING
OWNED MEDIA
Web site Owned Earned
Media Media
SEO
Own
social
profiles
Emailin
g Paid
PAID MEDIA
Lead nurturing Media
Mobile apps
EARNED MEDIA
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BRANDING
OWNED MEDIA
Owned Earned
Media Media
PAID MEDIA
Display advertising (YouTube, other www)
In-app display advertising
Social media advertising
Promoted content
Search engine advertising Paid
Affiliation campaign Media
EARNED MEDIA
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BRANDING
OWNED MEDIA Owned Earned

Media Media
PAID MEDIA
EARNED MEDIA
Content Marketing
Online PR (to prescriptors, influencers)
LinkBuilding Paid
Viral marketing Media
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GOAL: Customers/ Sales
Selling products/services Owned Earned

Media Media
Visits to our web site
Generate leads
Increase our community

Paid
Media
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GOAL: Customer Loyalty
Increase number of visits

per customer Owned Earned
Media Media
Add more products in the
shopping cart
Get customer
recommendations Paid
Media
Increase Customer Lifetime
value
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Plan of Action
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Reach
Branding
Reputation
Engagement
Performance
SERP Positioning
Goals | Tactics
6. Plan of Action
OFF search positioning

SEO
SEM
SMO (Social Media optimization)
CRO (Conversion Rate optimization)
Buzz
Link building
Content
Influence
UX (User experience)
Ecommerce
Inbound Marketing
Social Media
Prospecting
Gestión de la
reputación online
Email Marketing
6. Plan of Action
6. Plan of Action
CALENDAR
ASSIGNED RESOURCES
Human resources
Material resources ($)
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We make

Marketing in Digital Environments

4. The online marketing plan (II): Strategy and Plan of Action

The SWOT analysis

The SWOT analysis

The SWOT analysis is aplicable in our everyday life…

Should I move to my boyfriend’s place?

The SWOT analysis is aplicable in our everyday life…

Can you create a SWOT for your projects?

Where does strategy come from?

Where does strategy come from?

Latin. strategĭa ‘province under command of a General’

Greek. στρατηγία stratēgía ‘job of a General', derivative

An Online Strategy means Who, What, When and

An Online Strategy means Who, What, When and

Who, What, When, Where

to achieve an attainable and measurable goal

An Online strategy is a plan to achieve

The CAME Tool

Companies should Correct weaknesses, Adapt to the threads, Maintain

Threads ADAPT MAINTAIN

Opportunities CORRECT EXPLORE

The CAME Tool – Reorientation Strategy

Explore Opportunities detected in the market by correcting our

The CAME Tool – A survival strategy

Face the threads in the market by correcting our weaknesses.

The CAME Tool – Defensive Strategy

Use the company’s Strengths to face the threads detected in the

This strategy normally includes an investment to improve the strength of

The CAME Tool – Offensive strategy

Taking advantage of the human resources skills and knowledge to

Threads ADAPT MAINTAIN

Opportunities CORRECT EXPLORE

The Marketing Mix

The Marketing Mix

The Marketing Mix

The Marketing Mix: Consumer Value

The Marketing Mix: Consumer Value

The Marketing Mix: Consumer Value

The Marketing Mix: Consumer Cost

The Marketing Mix: Consumer Cost

The Marketing Mix: Convenience

Making it easy for your Customer segment to reach you product

The Marketing Mix: Convenience

• Is your product easy to

The Marketing Mix: Communication

The Marketing Mix: Communication

The Marketing Mix: Communication

The Marketing Mix: Communication

The Marketing Mix: Communication

The Marketing Mix: Communication

The Marketing Mix: Communication

The Marketing Mix: Communication

The Marketing Mix: Communication

The Marketing Mix: Communication

The Marketing Mix: Communication

Where should we have a presence?

How will our this presence be at each channel?

Which messages will be used?

Where will traffic be directed?

The conversion funnel model

3. The conversion funnel model

3. The conversion funnel model