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

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?