Using PR Smith’s SOSTAC® Planning Model, stage 4 of your digital marketing planning framework is focused on the tactics you plan to introduce in order to meet the objectives set in stage 2.
Tactics cover the specific tools of the digital mix that you plan to use to realise the objectives of your digital marketing plan. The strategy section should also identify which segments of the market you aim to target with your plan.
Continuing the theme of World Cup 2014 as set out in part 1, Situation Analysis – We have already identified Company X will be focusing on its key strengths: product range, organisational structure and global operations (as detailed in the SWOT analysis) whilst remaining realistic to its lack of financial resources in comparison to the competition.
It is recommended Company X develop a micro site geared for the World Cup 2014 which will provide a dedicated section used to service the customer base and to meet and service the objectives set for the strategy. Competitor research was completed in stage 1, situation analysis, and a micro site will act as a key differentiator from the competition and provide the foundation to meeting the objectives of the strategy.
To summarise the Objectives set in the previous post, specific questions have also been raised below to be considered within the strategy:
Objective 1) Engagement: – Achieve 50% of existing customers to service their online account by July 2015.
Objective 2) Acquisition: – Increase brand visibility within from April 2014 through to July 11th 2015. To be measured through Google analytics.
Objective 3) Engagement: –Increase email frequency from one email per quarter to one email per week from May 1st 2014 through to July 2014.
As the tactics detail the tools considered to meet the overall strategy, below is a list and brief outline with justification on why the following tactics should be considered. Obviously when completing your own strategy, you would be going into a lot more level of detail for each tactic along with specific KPI’s for each tactic (which we will address within the “Control” section of the SOSTAC® framework).
From the competitor analysis, one of the key weaknesses of Company X over its competitors was a lack of financial muscle. However SEM does provide the company with a platform to compete head on, specifically, Search Engine Optimisation.
To understand what a positive impact SEO would offer in terms of increasing brand visibility for this target market, a keyword analysis should be performed, specifically on the Google UK market due to ~90% of all searches in the UK market are conducted through Google
- Pay-Per Click
As with SEO, the keyword research will provide a foundation on what keywords to target with a budget. Much of the competition do not operate a PPC campaign, therefore this is an area to capitalise on, by building traffic to the World Cup micro site as well as to increase brand visibility.
As with SEO, there will be an ongoing refinement of keywords to target as well as budget to allocate per keyword. Due to stock fluctuations, keyword budgets will need to be paused or activated based on stock volumes and demand for the product.
- Affiliate Networks
A cost effective vehicle in driving brand visibility for Company X is the launch of a program. Building your affiliate marketing network is a central component to ensure you’re maximising opportunities in generating incremental revenue streams through a network of publishers that are active within your program either through lead generation, display, search or voucher codes.
- Email Marketing
An email strategy needs to be implemented in order to ensure our existing customer base is receiving regular newsletters. Tactics to be employed include a variation on what should be included within the content of the newsletters to ensure we retain a good click-through rate, open rate and conversion to sale. This tactic would be to utilise the existing customer database and incentivise them to recruit friends and colleagues to join the mailing list through weekly campaigns.
In a series of blog posts, this is my personal interpretation, created as an overview of the 6 sections of the framework for you to follow and use for your own digital marketing plan. For further information on PR Smith SOSTAC® planning guide, I recommend you purchase the book here