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Digital MarketingFramework & Strategy
A Guide to Understanding Marketing Operations and Digital Strategy
Content
The purpose of this slide share is to educate business owners on the best practices in developing a digital marketing strategy. We will explore the basics of strategic planning and management through the lens of marketing. You will leave with a firm understanding of best practices and a framework to build your marketing strategy.
StrategyPlan of Attack!
Marketing Strategy
ObjectiveGoals & Benchmarks!
ComponentsPositioning, Branding, Distribution, Pricing
Positioning
It’s about being known for that certain “something” in the marketplace.
Be known for a single thing in the mind of the customer.
Have a clear understanding of your market.
● Demographic● Segments● Problems● Competitors● Value● Strengths● Weaknesses
How Positioning Aligns With Strategy
Concepts & Steps
Segment your marketUnderstand the problem that your market facesGrop your prospects into “segments” or “personas”
Profile your marketDocument the size of your marketIdentify major competitors and their positionDetermine your markets position in its lifecycle
Define how you deliver value3 core types of values
1. Operational Efficiency2. Product Leadership3. Customer Intimacy
Evaluate your CompetitionList your competitorsInclude any that solve your customer's problemRate yourself and your competitors based on values
Stake a positionIdentify areas where your competition is weak or lacking.Determine whether you can focus on those vulnerable areasMake a decision on how to position your offerings
Own your mindshareReview all componentsCondense research and analysis into the “one thing’Develop a focus strategy to achieve perception
ActivityDevelop a marketing position chart. Apply the concepts from previous slide to
establish where you and your competitors fall on the value deliver to customers.
Branding
It’s what you stand for, a promise that you make, and the personality that you convey.
It’s Alive!
Finding a VoiceAuditConduct a survey on your market and your business to understand how they view your brand
Research online reviews from reputable sources and customer reviews
Try to find industry reports from reputable sources
ArchitectureEvaluate the features and benefits of your product/service
Identify which benefits are emotional (instead of functional)
Define brand using core values
ExperienceWalkthrough your customer’s experience with your brand. Develop your end-to-end user experience.
What is the one thing you will deliver each time you connect?
Concepts & Steps
Brand StoryCreate a 25 word positioning
statementWrite your brand story
Activity
DistributionIt supports your position
and brand
It accesses the right market segment
It supports your end-to-end user experience
“How Distribution Aligns with Strategy⊡ How and Where do prospects prefer to buy?
⊡ Do you need personalized education or training?⊡ Do you need add on products to operate with
yours?⊡ Can your product be customized? What does that
process look like?⊡ Does it need to be installed?⊡ Does it need to be serviced?
How you value your product or service to your customers.
Pricing
How pricing aligns with strategy⊡ It reflects the value you provide versus your
competitors⊡ How much customers are willing to pay⊡ Allows you to establish sales and market share goalWhat you need to know⊡ What a customer will pay for your solution⊡ Where your price should fall in relation to your
competition.
Be consistent with the value delivered.
● Deliver value in operational efficiency
● Look at a variety of direct and indirect competition to gauge where your price should fall
Pricing = Value
THANKS!
Any questions?
