Digital landscape: Marketplace analysis &
the marketing mix
Digital (Interactive) Marketing (Lecture 2.1) Elvira Bolat C113, Christchurch House, Talbot campus ebolat@bournemouth.ac.uk @dimbsbu
https://dimbsbu.wordpress.com
Learning Outcomes • To start the SOSTAC overview • To understand and assess the micro and the macro environments of the digital marketplace • To evaluate 4Ps in the digital marketplace context
Capabilities to change and be dynamic varies across size of the company, industry.
Source: Andal-Ancion et al., 2003. The digital transformation. MIT Sloan Management Review, (summer), p. 37.
Source: Chaffey and Eliis-Chadwick, 2012. Digital marketing.
Where do we begin? TOWS/SWOT
Source: Weihrich, H., 1982. The TOWS matrix—A tool for situational analysis. Long range planning, 15(2), p. 60
TOWS/SWOT
Example: Apple
Digital/Internet Marketplace
Source: Chaffey and Eliis-Chadwick, 2012. Digital marketing.
Segmentation
Persona Development Approach to Segmentation
Source: Chaffey and Eliis-Chadwick, 2012. Digital marketing.
Specific Tools to analyse digital marketplace
â—?
Customer
http://www.googlekeywordtool.com
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Customer (cont.)
• Google, SurveyMonkey, Smartsurvey, KwikSurveys -
Online Surveys
Competition
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DVP = OVP – Online Value Proposition • Providing value/benefits to encourage usage of digital channels/media • Reinforcing brand propositions • Differentiate • Focus in communication
Competition (cont.)
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DVP = OVP: 6 Cs to consider Cost Convenience Content Customisation Choice Community
Competition (cont.)
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DVP = OVP: Benchmarking Competitors’ digital channels
Intermediaries
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The Company
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Web Analytics
The Company (cont.)
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Digital communication tools
Source: Chaffey and Eliis-Chadwick, 2012. Digital marketing, p. 30.
The Company (cont.)
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Social media zones and vehicles / channels
Source: Adopted from Tuten and Solomon, 2015. Social media marketing.
The Company (cont.) – digital governance
â—?
The McKinsey 7S Framework
Source: Chaffey and Eliis-Chadwick, 2012. Digital marketing.
Legal Compliance
Communication
Technology
Technology: What is Right for You?
Source: Chaffey and Eliis-Chadwick, 2012. Digital marketing.
Source: https://www.linkedin.com/pulse/why-four-ps-marketing-dead-don-tapscott
Source: http://www.ogilvy.com/On-Our-Minds/Articles/the_4E_-are_in.aspx