Lecture 2.1. Digital landscape: marketplace analysis and the marketing mix.

Digital landscape: Marketplace analysis &

the marketing mix Digital (Interactive) Marketing (Lecture 2.1) Dr 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

Customer Competition

Intermediaries

The Company

â—?

Customer

https://adwords.google.com/ko/KeywordPlanner/

●

Customer (cont.)

• Google, SurveyMonkey, Smartsurvey, KwikSurveys -

Online Surveys

Competition

●

DVP = OVP – Online Value Proposition • Providing value/benefits to encourage usage of digital channels/media • Reinforcing brand propositions • Differentiate • Focus in communication

Competition (cont.)

â—?

DVP = OVP: 6 Cs to consider Cost Convenience Content Customisation Choice Community

Competition (cont.)

â—?

DVP = OVP: Benchmarking Competitors’ digital channels

Intermediaries

â—?

The Company

â—?

Web Analytics

The Company (cont.)

â—?

Digital communication tools

Source: Chaffey and Eliis-Chadwick, 2012. Digital marketing, p. 30.

The Company (cont.)

â—?

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

Tip for the Exam • Review Chapter 2 (Chaffey and Ellis-Chadwick 2012), in particular overview on Competitors and their analysis with stressing Porter’s 5 Forces and how it is transformed in a digital marketplace (pp. 91 – 94), and benchmarking • Think about examples when revising!