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Digital Marketing Process and Planning

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1 Digital Marketing Process and Planning
Prof: José R Porto

2 Prof: José R. Porto. February 2018
¡Change! Technology adoption Culture and social communication Change New consumer behavior models Online Magnitudes We can measure almost everything Prof: José R. Porto. February 2018

3 Technology adoption Prof: José R. Porto. February 2019

4 Technology adoption Business models are changing. Why?
Internet makes information accessible with one click. Mobile connects you 24x7 Cloud computing capacity and analysis at a low price Business models are changing. Why? Prof: José R. Porto. February 2019

5 Clear technology trends
MOBILE DATA SPECIALIZATION Prof: José R. Porto. February 2019

6 Culture and social communication Change .
Send a whatsapp to Peter, tell him to look in Instagram and send us a tuit with the youtube link. 2009 2010 2006 2006 Prof: José R. Porto. February 2019

7 New consumer behavior models “I,m going to buy tennis shoes”
1 2 3 4 2 1 3 Prof: José R. Porto. February 2019

8 New consumer behavior with technology
Prof: José R. Porto. February 2019

9 Online Magnitudes 8 mill persons in youtube Objective: 50.000 units
Real: units 8 mill persons in youtube Prof: José R. Porto. February 2019

10 We can measure almost everything
BIG DATA Prof: José R. Porto. February 2019

11 Don't, do any marketing action without a marketing plan
Prof: José R. Porto. February 2019

12 Market Research

13 Analysis, analysis and analysis.
Macro Micro Primary data Secondary data Análisis interno Prof: José R. Porto. February 2019

14 Prof: José R. Porto. February 2019
Market analysis Prof: José R. Porto. February 2019

15 Internal analysis Web an blog analysis. Sales analysis
Offline Online Sales analysis Customers analysis. Customer Acquisition Analysis. Products analysis. Price analysis. Financial analysis. RRHH analysis. Communication analysis. Image analysis. Salesforce analysis. Web an blog analysis. SEO analysis. SEM analysis. Social network analysis. Videomarketing analysis. Mobile marketing analysis. Ecommerce analysis. Legal issues analysis. Consumer behavior analysis offline/online Prof: José R. Porto. February 2019

16 Data analysis How can I analyze data? Pivot tables in Excel.

17 Internet research

18 Actual situation: Web search engine
Tree web search engines: Google academics Google Blogs Google images Google videos Google books Google news It's different in each country. Prof: José R. Porto. February 2019

19 Prof: José R. Porto. February 2019
How to search? Use common sense. What we want to find? Define Keywords. Start with a web search engine. First page. Other words. Keep results. Use advance search. Prof: José R. Porto. February 2019

20 Prof: José R. Porto. February 2019
Google advance search Prof: José R. Porto. February 2019

21 Secondary data practice
Exercise Search newest data in pdf about internet use in Turkey. Prof: José R. Porto. February 2019

22 New consumer behavior models
INBOUND MARKETING Customer journey Prof: José R. Porto. February 2019

23 Develop Customer Journey model
Measure each contact point with customers Prof: José R. Porto. February 2019

24 Prof: José R. Porto. February 2019
External analysis Micro Macro Political issues. Economical issues. Social issues. Technological issues. Potential customers analysis. Online y offline Competitors analysis. Online y offline. Channel analysis. Suppliers analysis. Intermediary analysis. Prof: José R. Porto. February 2019

25 Analyze online consumer behavior
Prof: José R. Porto. February 2019

26 Potential Customers analysis
Detect customer needs. Google Trends. Answerthepublic. Analyze consumer behavior. Google analytics. Social network monitoring. Prof: José R. Porto. February 2019

27 Google Trends Look for correlation between market data en online search. Example: Analyze sales volume and search in Google Trends.

28 Prof: José R. Porto. February 2019
Google Trends Shows popularity of the keywords. Keyword search usually had relation with sales. You can use Google trends forecast. Comparison between keywords. Comparison between webs. Trend alerts. Google Trends Google Correlate Prof: José R. Porto. February 2019

29 Prof: José R. Porto. February 2019
Answerthepublic Prof: José R. Porto. February 2019

30 Competitors analysis

31 Prof: José R. Porto. February 2019
Analysis objectives Know who are really your competitors. Who is doing things well. Which are market trends. Identify business opportunities. Identify market niche badly handled by competitor. Detect differentiation elements. Anticipate competitors movements. Prof: José R. Porto. February 2019

32 Prof: José R. Porto. February 2019
Competitors analysis Who they are. Online: Search in secondary data. Offline: Ask experts. Visit online : Analyze their webs. Visit offline. Point of sales. Distributors. Analyze market leader. Semrush Monitoring. Google Alerts. Google Trends. Prof: José R. Porto. February 2019

33 Prof: José R. Porto. February 2019
Step 1: Who they are. Offline: Ask: Managers. Sales people. Distributors RRHH Online: Type product names in internet. Prof: José R. Porto. February 2019

34 Prof: José R. Porto. February 2018
Step 2: Online analysis. Select main ones. Use a template. Use Advance search. Visit their webs. Design. Usability. AlexaRank. SEO. Social networks Followers in social networks. Customer opinions. Use internet tools: Social Semrush. Prof: José R. Porto. February 2018

35 Prof: José R. Porto. February 2018
Step 3: Offline visit. Select main ones. Point of sales analysis: Dimension and local appearance. Location. Opening hours. Employees behavior. Price analysis: Price. Promotions. Product analysis: Main products. Products offers. Number of employees. Customers analysis: Typology Customer volume. Reputation and customer satisfaction. Sales system and distribution. Suppliers. Prof: José R. Porto. February 2018

36 Step 4: Analyze market leader
¿Which products they offer? ¿Which prices they have? ¿Advertising actions and which are the relevant messages? ¿Where do they sell their products? ¿Who are their customers? Define their strategy. Prof: José R. Porto. February 2018

37 Example

38 Step 5: Monitoring: Google alerts and trends
Built alerts with keywords from your competitors: Brand and product. Analyze with google trends: Brand and product. Prof: José R. Porto. February 2018

39 Prof: José R. Porto. February 2018
Example Prof: José R. Porto. February 2018

40 Prof: José R. Porto. February 2018
Exercise Built some alerts Prof: José R. Porto. February 2018

41 Prof: José R. Porto. February 2018
PEST Analysis Prof: José R. Porto. February 2018

42 Pest Analysis

43 Prof: José R. Porto. February 2018
Broad environment Prof: José R. Porto. February 2018

44 Basic information system: Monitoring
Tool Keywords Timing Competitors Google alerts Competitors names Weekly Competitor web pages Monthly Semrush Intensivo Company Company name Positioning. Google Analytics Positioning Search engine Comportamiento del consumidor Mercado Google alerts. Selected in previous analysis. Adwords/Keywordplanner Demanda Google Trends Fuente: José R. Porto. 2014

45 Primary data

46 Online discussion group
Max. between 5 and 8 persons. Moderator and persons from the group doesn't know before. Homogeneity between persons in the group. Respect opinions and turns. Record the discussion. Give a present or cash. Prof: José R. Porto. February 2018

47 Prof: José R. Porto. February 2018
Personal interviews Máx: 1 hour and a half. Define profiles to select persons. High cost in time and money. Record interview with mobile if possible. Prof: José R. Porto. February 2018

48 Personal interview Make and script. Try to interview the person gradually. Do not interrupt the person. Do easy and understandable questions. Don't talk about personal issues if it's not the objective. Try to be spontaneous and honest.

49 Prof: José R. Porto. February 2018
Direct observation Which information do you want to get? Which profile do you want to study? Study the place before. Select the best procedure to make the observation. Example: Adolfo Domínguez Madrid Prof: José R. Porto. February 2018

50 Prof: José R. Porto. February 2018
Mystery shopping It's a good way to measure service quality. Concentrate in timing, do not extend a lot. Must be done by persons with no relation with the company. Training of those persons is mandatory. Visit the store in different hours. Prof: José R. Porto. February 2018

51 Prof: José R. Porto. February 2018
Mystery shopping Report cover many aspects. The person can act as different roles. You can analyze competitors. You can analyze aspects that you want to optimize. High Cost: Training is mandatory. Prof: José R. Porto. February 2018

52 Understand the results
Results are not “The Bible”. But they probably help you make better decisions. Apply your common sense to the results before taken decisions. Results will be useful if we took decisions, plan solutions and implement them. Never read results and file the report. Work with it and think about it. Market research doesn't finish with report , remember markets are dynamic. Prof: José R. Porto. February 2018

53 The cheapest market research?
¡ Customer complains!

54 Prof: José R. Porto. February 2018
Customer complains Only 27% complain. How to manage it: Say thanks for the opportunity to improve. Explain why your complain is important for us. Apologize for the error. Compromise to do something right now to solve the problem. Get information to prevent doing it again. Verify the satisfaction of the customer. Prof: José R. Porto. February 2018

55 Prof: José R. Porto. February 2018
Survey Very important “before sending it please review it as many times as possible, later is not possible to change”. The survey is the “script” you will follow to get the information you need to analyze the problem. Suggestions: Questions in easy and natural language, and as short as possible. Questions should be neutral. Don't ask for difficult issues or questions that need to make calculations. Exclude questions with sensible meanings. Questions compositions should help to answer. Use a filter or control question. Be careful with the first question, something easy to answer. Personal data at the end of the survey? Prof: José R. Porto. February 2018

56 Prof: José R. Porto. February 2018
Statistical sample Representative of the sample you want to study. Customer acquisition: Right persons for the study you need. Statistical calculation. No lineal. residents you need persons. residents you need 400 persons. Statistical programs. Maximum acceptable error 5%. Prof: José R. Porto. February 2018

57 Sample error you choose define size of the sample
Prof: José R. Porto. February 2018

58 Before research online think if…
If your study leave out population that has no access to internet. If you trust in quality sample. (who is really answering to the survey.) Technical limitations with speed when loading the survey. (If it's to low persons leave it.) Prof: José R. Porto. February 2018

59

60 Example

61 Prof: José R. Porto. February 2018

62 Prof: José R. Porto. February 2018
Some easy programs Limit 100 surveys. Limit in analysis. Básic. Easy program for small companies Prof: José R. Porto. February 2018

63 How to make surveys with Google drive
Register in Google drive. Go to Google Drive. Click in new. Select survey . Select a survey template Write a title. Prof: José R. Porto. February 2018

64 Write questions in Google drive
Write a title question. Write a help text if needed. Choose a question type : Text. Text in paragraph. Test. Verification. Choose from a list. Scales. Matrix. Check if its obligatory. Add next question. Confirmation message: “Thank you very much” Prof: José R. Porto. February 2018

65 Prof: José R. Porto. February 2018
Publish survey Insert in blog or web, just paste URL, select option “Insert” from “Formularios”. Send by . Click in option “Send this survey by ” from “Formularios”. Prof: José R. Porto. February 2018

66 Receive and analyze data
Responses come to a spreadsheet. Similar to Excel. You can export to SPSS. Prof: José R. Porto. February 2018

67 Analysis results DAFO Macro What we do right Micro Opportunities
Internal analysis What we do wrong Threats Write as many as you can

68 SWOT Select main ones INTERNAL EXTERNAL What we do wrong WEAKNESSES
1.- 2.- 3.- 4.- 5.- THREATS 1.- 2.- 3.- 4.- 5.- PRIORIZADO Each result comes from previous analysis What we do right STRENGTHS 1.- Differentiation 2.- 3.- 4.- 5.- OPORTUNITIES 1.- 2.- 3.- 4.- 5.-

69 Basic information system
Monitoring Tool Keywords Timing Competitors Google alerts Competitors names Weekly Competitor web pages Monthly Semrush Intensivo Company Company name Positioning. Google Analytics Positioning Search engine Comportamiento del consumidor Mercado Google alerts. Selected in previous analysis. Adwords/Keywordplanner Demanda Google Trends Fuente: José R. Porto. 2014

70 We have a SWOT and now? FUTURE Objetives PRESENT

71 ¿How objectives should be?

72 Prof: José R. Porto. February 2018
Strategy OBJECTIVES Prof: José R. Porto. February 2018

73 Long term Strategies Corporative strategies. Competitive strategies
Marketing mix strategies: Product strategies. Price strategies. Place strategies. Promotion strategies Long term

74 Competitive strategies

75 Prof: José R. Porto. February 2018
Segmentation Prof: José R. Porto. February 2018

76 Consumers are all different
Live in different places Different demographic characteristics Different economic situation Different personalities end lifestyles They look for different benefits in the products Different behaviors about products Prof: José R. Porto. February 2018

77 Market segmentation Consumers are different
Different needs Homogeny preferences Group preferences Diffuse preferences Creaming Creaming Creaming Sweet Sweet Sweet We cannot get all the customers the same way Prof: José R. Porto. February 2018

78 Segmentation advantages
Detects opportunities in the market Helps adjusting offers of products or services based on specific customers needs Helps establish priorities Helps with competitors analysis Prof: José R. Porto. February 2018

79 Segmentation disadvantages
Increase marketing costs Increase production costs (if production is not flexible) If Company only takes care of a segment reduce the number of customers If Company choose only one segment increases the risks Prof: José R. Porto. February 2018

80 How to make a segmentation
Analyze your actual customers data. Develop segments and profiles. Demographic data. DB customers. Behavior data. Analytics. Classify potential customers in those segments and profiles. Select target segment. Keep it simple: Start with 2 or 3 segments. Secondary data Specific use surveys Progressive profile Prof: José R. Porto. February 2018

81 Issues to take care about
Segments should be easy to identify. Buy potential should be measurable. Accessible.(Know where they buy, communication media,...) Substantial.(Should earn money) Really different. Resources.(Company resources to make differentiation) Profitable vs competitors Prof: José R. Porto. February 2018

82 Prof: José R. Porto. February 2018
How to implement it? INDIFERENCIATE STRATEGY Company Marketing- mix Market DIFERENCIATE STRATEGY Marketing-mix 1 Segment 1 Marketing-mix 2 Segment 2 Marketing-mix 3 Segment 3 CONCENTRATE STRATEGY Segment 1 Company Marketing- mix Segment 2 Prof: José R. Porto. February 2018

83 Prof: José R. Porto. February 2018
Strategy OBJECTIVES X X X X STRATEGY Segmentation: Target Prof: José R. Porto. February 2018

84 Product should be perceived as unique
Differentiation Product should be perceived as unique Marketing strategy One concept Prof: José R. Porto. February 2018

85 Prof: José R. Porto. February 2018
Differentiation Company offers a product with different issues and make it more atractive than the standard product Differentiation strategy is effective if a number of consumers : Perceive product as different: And the believe in it They give value to that difference They are willing to pay more for that difference. You can have a differentiation for each segment Prof: José R. Porto. February 2018

86 Prof: José R. Porto. February 2018
Positioning Variable 1 Brand D Brand A Variable 4 Brand B Variable 2 Brand C Brand E Variable 3 Prof: José R. Porto. February 2018

87 Prof: José R. Porto. February 2018
¿ How to position? Ask customers: ¿ When you are going to by this product which are the main issues you base your decision on ? ¿ Evaluate my product on those issues and my competitors? Prof: José R. Porto. February 2018

88 Positioning Invest Maintain Eliminate investment Don,t invest

89 Prof: José R. Porto. February 2018
Strategy OBJECTIVES STRATEGY Segmentation: target Differentiation Positioning Prof: José R. Porto. February 2018

90 Define the marketing mix strategy
Product strategy. For example: High quality products Price strategy. For example: High price. Channel strategy. For example: Only through 1 selected store per city ( hab). Communication strategy. For example: Only us webpage and facebook. Based on customer and competitors analysis. For a segment with a differentiation Don't define actions Prof: José R. Porto. February 2018

91 Marketing Plan Objective 1. Objective 2. Objective 3. Segment 1.
Action 1. Action 2. Action 3. Segment 2. Objective 2. ……… Objective 3. The number of actions you need to get objectives All actions align with strategy Prof: José R. Porto. February 2018

92 Marketing Plan implementation
Objective 1. Action 1. Responsible, budget. Timing Action 2. Responsible, budget. Timing Action 3. Responsible, budget. Timing Objective 2. ……… Objective 3. Just one responsible for each action Prof: José R. Porto. February 2018

93 Marketing Plan control
Objective 1. Action 1. Metric offline/online. Action 2. Metric offline/online Action 3. Metric offline/online Objective 2. Action 1. Metric offline/online ……… Objective 3. Measure with online tools and make corrections in actions if needed Test, get conclusions and correct Prof: José R. Porto. February 2018

94 Prof: José R. Porto. February 2018
Market research WORKING CASE OTS Media Prof: José R. Porto. February 2018

95 Any Questions?


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