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    7 Digital Frameworks For Your Digital Marketing Plans

    Uploaded by

    Aashit Aggarwal
    The document provides 7 digital marketing frameworks for developing digital marketing plans. It discusses models for objectives and plans, digital maturity assessments, acquisition, conversion and retention frameworks, the marketing funnel, conversion rate optimization, and measurement. Key aspects covered include defining goals for awareness, familiarity, consideration, purchase, and loyalty stages; assessing internal capabilities; determining primary digital tools; measuring metrics like views, clicks, conversions, and sales; and optimizing performance at each stage of the customer journey.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    7 Digital Frameworks For Your Digital Marketing Plans

    Uploaded by

    Aashit Aggarwal
    22 views32 pages
    The document provides 7 digital marketing frameworks for developing digital marketing plans. It discusses models for objectives and plans, digital maturity assessments, acquisition, conversion and retention frameworks, the marketing funnel, conversion rate optimization, and measurement. Key aspects covered include defining goals for awareness, familiarity, consideration, purchase, and loyalty stages; assessing internal capabilities; determining primary digital tools; measuring metrics like views, clicks, conversions, and sales; and optimizing performance at each stage of the customer journey.

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    The document provides 7 digital marketing frameworks for developing digital marketing plans. It discusses models for objectives and plans, digital maturity assessments, acquisition, conversion and retention frameworks, the marketing funnel, conversion rate optimization, and measurement. Key aspects covered include defining goals for awareness, familiarity, consideration, purchase, and loyalty stages; assessing internal capabilities; determining primary digital tools; measuring metrics like views, clicks, conversions, and sales; and optimizing performance at each stage of the customer journey.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    22 views32 pages

    7 Digital Frameworks For Your Digital Marketing Plans

    Uploaded by

    Aashit Aggarwal
    The document provides 7 digital marketing frameworks for developing digital marketing plans. It discusses models for objectives and plans, digital maturity assessments, acquisition, conversion and retention frameworks, the marketing funnel, conversion rate optimization, and measurement. Key aspects covered include defining goals for awareness, familiarity, consideration, purchase, and loyalty stages; assessing internal capabilities; determining primary digital tools; measuring metrics like views, clicks, conversions, and sales; and optimizing performance at each stage of the customer journey.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 32

    7 digital

    frameworks for
    your digital
    marketing plans.
    Simply put, think through these first....….

    Objectives and
    Acquisition
    Plans

    Conversion
    Measuring &
    &
    Optimisation
    Retention
    Model # 1.

    SOSTAC
    Model #2.

    Digital Maturity
    Where are you? Digital Maturity Stages

    6
    Situation Analysis: Internal Capabilities

    Basic Limited Practical Advanced Expert


    • Rating yourknowledge
    current Experiencefrom 1 to
    capabilities Skills
    5: Application Practitioner

    Website

    SEO

    SEM

    Email

    Display

    Social Media

    Mobile

    Analytics
    Model #3

    Acquisition
    Conversion
    Retention
    Acquisition, Conversion, Retention

    9
    Primary digital tools driving traffic
    1st tier

    • Search Engine Marketing


    • Search Engine Advertising
    • Search Engine Optimisation
    • Email Marketing

    2nd Tier
    • Social Media Marketing
    • Facebook Ads
    • Twitter Ads

    • Display Advertising

    • Mobile
    • Video
    Customer Acquisition

    11
    Conversion

    12
    Model # 4

    The Funnel
    The new decision making process

    • Click to edit MasterAwareness


    text styles
    • Second level
    • Third level
    Familiarity (Brand Perception/ knowledge)
    • Fourth level
    • Fifth level

    In-market/ Active evaluation

    Purchase

    Loyalty /
    Advocacy
    What is your brand's need at every stage?

    • Build brand awareness


    Awareness • Maintain share of voice
    • Convey brand features & benefits

    Familiarity • Generate response / leads


    • Capture consumer data

    • Improve brand perception / credibility


    In-market • Improve brand favourability
    • Improve purchase intent

    Purchase • Stimulate direct / indirect sales

    Loyalty / • Improve brand loyalty & advocacy


    • Build brand word-of-mouth buzz
    Advocacy
    What works at each stage?
    Objectives Media Type
    Social Media, Content
    Awareness Reach & Digital Display
    Impact e.g. You Tube Pre-Roll

    Familiarity Engagement, Freq Content,


    & Education Advertorials, Video,
    Radio
    Niche sites
    Direct Response:
    In-market Sales
    PPC
    SEO

    Service User-Journey &


    Purchase Web experience Pricing

    Loyalty / Reward & CRM – Email &


    Advocacy communicate Social
    Retargeting
    Model # 5

    Conversion
    New jargon term
    Conversion Rate Optimisation
    • Click to edit Master text styles
    • Second level
    • Third level
    • A structured and systematic approach to improving the
    • Fourth level
    performance of your website
    • Fifth level
    • Informed by insights—specifically, analytics and user
    feedback
    • Defined by your website’s unique objectives and KPIs

    OR
    • Taking the traffic you already have & making the most of it.
    Simply put…

    19
    Conversion: which work best?

    • Click to edit Master text styles


    • Second level
    • Third level
    • Fourth level
    • Fifth level
    Calls to action e.g. scarcity
    What are people using?

    • Click to edit Master text styles


    • Second level
    • Third level
    • Fourth level
    • Fifth level
    Model # 6

    Retention
    Online Retention:
    Choice & Convenience

    25
    26
    Example: BA
    Hassan Syed purchased a premium
    tweet to complain after he received
    poor customer service when his
    father's luggage went missing on a BA
    flight from Chicago to Paris.

    BA took eight hours to respond, stating


    that its helpline is open 9-5pm, in
    which time it was seen by over 76,000
    users.

    Does this mean……??

    • brands have to ensure adequate


    resource is allocated round the
    clock
    • Staff are trained and trusted to deal
    with incidents a 2am on a Sunday
    morning? 27
    Model # 7

    Measurement
    Measure
    Defining Measurement Objectives
    • Build brand awareness
    Awareness • Maintain share of voice
    • Convey brand features & benefits

    Familiarity (Brand • Generate response / leads


    Perception/ • Capture consumer data
    knowledge)
    In-market/ • Improve brand perception / credibility
    Active • Improve brand favourability
    evaluation • Improve purchase intent

    Purchase • Stimulate direct / indirect sales

    Loyalty / • Improve brand loyalty & advocacy


    Advocacy • Build brand word-of-mouth buzz
    Measurement of each
    • Ad impressions • Frequency
    Awareness • Unique users • Video views
    • % Reach • Ad awareness
    Familiarity (Brand • Clicks • Impressions /
    Perception/ • CTR Views
    knowledge) • Conversions • Visitors / Visits
    • Conversion s
    In-market/ • Ad Interactions
    • Uploads / downloads
    Active • Page
    • Brand favourability
    evaluation interactions
    • Buzz / sentiment
    • Time spent
    Purchase • ONLINE SALES /
    ONLINE SALES
    • OFFLINE SALES

    Loyalty / • Repeat visits / • Buzz volume


    Data
    Advocacy views • Buzz sentiment
    sources:
    Ad server data • Content distribution
    • Influencers / fans
    Ad surveys
    Website analytics • Brand recomm’dn
    data
    Buzz monitoring studies
    Thanks!

    Go to www.colinlewis.me and sign-up

    colinalewis @gmail.com

    Twitter: @colinalewis

    M: 087-237-5403

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