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How to create a digital marketing plan using PR Smith's SOSTAC® Planning model

SOSTAC® is a widely used tool for marketing and business planning which is rated in the top three most popular marketing models in the Smart Insights review of Marketing Models that have stood the test of time. In this post, I give an example of how I have applied PR Smith’s SOSTAC® Planning Model - which is my interpretation of SOSTAC®. Further guidance and examples are available in the Smart Insights guide for Expert members by PR Smith and this post by Dave Chaffey giving an overview of the SOSTAC® model. [si_guide_block id="42511" title="Download resource – Creating a Digital Marketing plan with SOSTAC®" description="A guide for Expert members to creating a digital marketing plan using SOSTAC® by PR Smith, the creator of the method."/] Originally created in the 1990s by writer and speaker PR…

E-commerce businesses cannot stay on one platform if they want to get ahead of the competition. This is where e-commerce multichannel marketing comes in

Channel loyalty doesn’t exist; buyers check different channels before they make a purchase. Even with promos, they still compare offerings. Take Amazon prime day for example. Some 76% of shoppers plan to visit other channels before making a purchase. Around 46% of them compare prices at Walmart, 40% use Target, 39% try brand websites. E-commerce businesses cannot stay on one platform if they want to get ahead of the competition. This is where e-commerce multichannel marketing comes in. Multichannel marketing involves promoting and selling on every channel that your customers can interact with you on. [si_guide_block id="122303" title="Download our Premium Resource – Omnichannel marketing planning guide" description="Our omnichannel planning guide will outline the differences between omni and multichannel marketing and then help you create a…

Flying Autonomous Vehicles, Biochips, and Blockchain for Data Security - how long do we have to wait until we start seeing these emerging technologies take shape?

Changes in technology are inevitable as we strive to create products and ways to improve our quality of life.

Gartner Hype Cycle 2018 - Emerging technologies

Newly released, the 2018 Hype Cycle is a perfect visual aid to understand the maturity and adoption of emerging technologies and their current state of development and expectations.

Phases in the hype cycle:

Innovation Trigger - This might signal a breakthrough in the technology development, an initial product launch or interest from the press. This technology is on the rise which sees early adopters investigate their potential benefits. Peak of Inflated Expectations - After an influx of media and press attention this sparks a huge amount of interest and speculation. There is normally heightened expectations of what the technology will be able to…

Are you tapping into Customer Psychology for your marketing?

Kahneman popularised System 1 and System 2 decision-making in his book, "thinking fast and slow" - but how can marketers use this Scientific theory in their marketing? Last year I was faced with a fairly every day dilemma, my partner and I were going through the process of buying an IKEA kitchen at home, I'd dropped and smashed my iPhone screen, rendering it unusable (I replaced it with a much cheaper android phone)and I wanted to go on holiday to Italy (Turin). The dilemma was: Did I need an iPhone? Could I hold off on the holiday to Italy? The kitchen was the biggest decision, it was over £4000 in cost - it took time to research what we wanted and plan the whole thing with IKEA. Arranging delivery, getting the whole thing installed. It's a major project and being without a kitchen…

Examples of using the BCG Matrix (Growth Market Share Matrix) to review your product portfolio

What is the BCG Matrix?

The Boston Consulting group’s product portfolio matrix (BCG matrix) is designed to help with long-term strategic planning, to help a business consider growth opportunities by reviewing its portfolio of products to decide where to invest, to discontinue or develop products. It's also known as the Growth/Share Matrix. The Matrix is divided into 4 quadrants based on an analysis of market growth and relative market share, as shown in the diagram below. 1. Dogs: These are products with low growth or market share. 2. Question marks or Problem Child: Products in high growth markets with low market share. 3. Stars: Products in high growth markets with high market share. 4. Cash cows: Products in low growth markets with high market share Members can use our guide exploring…

Set the right goals for digital marketing using the 5Ss

Do your set of goals for online marketing cover all the bases? A good set of digital marketing goals covers a range of different measures to help set, review and control performance across all digital marketing activities. The 5Ss of digital marketing is a good, simple starting point to help check you're covering the whole of digital marketing, not just sales! PR Smith, my co-author on Emarketing Excellence developed the 5Ss of digital marketing around 2000, and although basic, it's still used by many planning their digital marketing strategy. So I thought I'd share it here by showing how it applies today to, a dynamic online business. To measure the goals suggested, see my post on goal setup in Google Analytics.

1. Sell - Grow sales

Do you have a holistic testing strategy?

Testing is the best way to find out what makes your customers tick, but if you market across multiple digital channels, you must come up with a testing protocol for each channel: email, web, social media, retargeting, SMS etc. Or do you? And even though you already know that email is the hub of your digital marketing programme because you can use email addresses to identify and communicate with your customers across all your marketing channels, most email marketers are not performing the basics and testing their emails as stated in latest report from GetResponse “Email Marketing & Beyond: Global Industry Benchmarks 2017”.

What if I could show you that…

Testing via email can drive your multichannel testing programme and deliver insights across your entire customer database, thereby not only saving you time and money in driving traffic but…

A review of different frameworks covering the customer journey, brand and content

Today, consumers do not search, engage and consume information within individual channels while making purchase decisions. Their journeys are fluid and choices are influenced by multiple channels, devices and screens, and a vast array of content, both online and offline. Therefore the challenge for businesses today is to understand how their customers behave and to establish a multichannel marketing strategy to effectively communicate with prospects in the right channel, at the right time. The frameworks and digital marketing models I review in this post can help build communications around the consumer rather than a product. With the advent of the internet and the ongoing evolution of the media landscape, businesses are having to continuously play catch-up whilst the gap between consumer behaviour and business-readiness has never been greater: …

Digital marketing models to provide useful frameworks for digital audits, planning and strategy

If you are a marketing manager needing to create a digital marketing plan or conduct an audit or review online communications, models provide a helpful flow as to what to include and to ensure nothing is missed. Previously, in 2013, we created a free guide to support students using models in their assignments or when creating plans - Essential Marketing Models. Based on feedback from studying professionals and their lecturers, we thought it would be useful to have a specific guide to Digital Marketing Models. [si_guide_block id="65204" title="Download free, Basic member resource – Digital Marketing Models Guide" description="This new guide, published in 2016 lists 10 models that can be used by marketing professionals and students for digital audits, planning and strategy."/] In considering what to include we explored digital audit tools, digital planning frameworks as well as digital strategy models. We arrived…

5 powerful nudges that influence human behaviour

Consider the following puzzle: A bat and ball cost £1.10. The bat costs one pound more than the ball. How much does the ball cost? The number that many people arrive at is 10p, dividing up £1.10 neatly into £1 and 10 pence. However, the correct answer is 5p (if the ball costs 10p then the total cost will be £1.20 - 10p for the ball and £1.10 for the bat). Now consider another question: How many animals of each kind did Moses take into the ark? This question is commonly referred to as the ‘Moses Illusion’. Moses took no animals into the ark; Noah did. The incorrect answers many people give to these questions offers just a glimpse into the overwhelming evidence that indicates that one of the underlying assumptions of social science, that humans are generally rational and their thinking normally sound, is flawed. Many of us believe that we know…

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Start your Digital Marketing Plan today with our Free membership.

  • FREE fast start guides to review your approach
  • FREE digital marketing plan templates
  • FREE alerts on the latest developments