Strategy 2022 - ITI-1

Digital Marketing
Strategy
Session Outline:
-Introduction.
-Marketing Planning VS. Marketing Strategy.
-Market Research.
-SOSTAC Planning system.
INTRODUCTION
WHAT IS MARKETING?
“The science and art of exploring, creating, and delivering value to
satisfy the needs of a target market at a profit.
Marketing identifies unfulfilled needs and desires. It defines,
measures and quantifies the size of the identified market and the
profit potential. It pinpoints which segments the company is
capable of serving best and it designs and promotes the
appropriate products and services.” – Philip Kotler
Marketing Strategy Vs. Marketing Plan
Marketing strategy: A marketing strategy explains the goals

and objectives behind your marketing efforts, Your strategy and
business goals go hand-in-hand, a relationship that
explains the “What” and “Why” of your marketing activities.
Marketing plan: A marketing plan explains how your

marketing activities will be used to achieve your business goals.
It documents the application of your strategy and how certain
marketing tactics can bring you from Point A to Point B.
Marketing Strategy Vs. Marketing Plan
Example:
Business goal: To grow sales by 20 percent year-over-year
Marketing strategy: Break into the previously untapped 18 to 25 market

segment.
Marketing plan: Create a marketing campaign that focuses on reaching

out to young
customers on their preferred social media platforms.
MARKET RESEARCH
Stake-holder Interview
Step 1: Define the Problem, the Research Objectives, and
the Research Questions
The first step in any marketing research study is to define the problem,
while taking into account the purpose of the study, the relevant
background information, what information is needed, and how it will be
used in decision making.
This stage involves discussion with the decision makers, interviews with
industry experts, analysis of secondary data, and, perhaps, some
qualitative research, such as focus groups.
Marketing managers must be careful not to define the problem too
broadly or too narrowly for the marketing researcher.
Step 1: Define the Problem, the Research Objectives, and
the Research Questions.
Step 2: Develop the Research plan
In the second stage of marketing research we develop the most efficient plan for
gathering the needed information and discover what it will cost?
To design a research plan, we need to make decisions about:
1-The Data Sources.
2-Research Types.
3-Research Approaches.
4-Research Tools.
5-sampling plan.
6-Contact methods.
1-The Data Sources.
2-Research Types (Primary).
2-Research Types (Primary).
1-Quantitative Research is primarily descriptive research that seeks to ascertain
magnitudes such as the market size, market growth rate, or market potential. Its
methods emphasize objective measurements and the statistical, mathematical, or
numerical analysis of data.
Often, primary research quantitative data is captured through surveys and
questionnaires. Quantitative data collection methods typically rely on close-ended
questions to generate insights. The pool of research respondents must be sufficiently
large, with attention paid to ensure the necessary audience representation.
2-Qualitative Research is primarily exploratory research.

It provides insights into the problem or helps to develop ideas or hypotheses for
potential quantitative research.
There are many ways to conduct qualitative market research, such as focus groups,
online bulletin boards, and in-depth interviews.
3-Research Approaches/Quantitative.
Survey Research ︎ ︎
Survey Research involves gathering primary data by asking
people questions about their knowledge, attitudes, preference,
and buying behaviors.
Research Tool: Questionnaires.
! Questionnaire type: Close-ended questions measure how
many people think in a certain way.
Survey Research︎︎/ Close-ended questions
Experimental Research/ Causal

Research
Which tests hypotheses about
cause-and-effect relationships.
Which is the gathering of primary
data by selecting selective group
of subjects, giving them different
treatments, controlling related
factors, and checking for
differences in group responses.
Behavioral Data
Customers leave traces of their
purchasing behavior in store
scanning data, catalog
purchases, and customer
databases. Marketers can learn
much by analyzing these data.
Actual purchases reflect ︎ ︎ ︎ ︎ ︎ ︎ ︎ ︎ ︎ ︎ ︎ ︎ ︎ ︎
3-Research Approaches/Qualitative.
Survey Research ︎ ︎
Survey Research involves gathering primary data by asking
people questions about their knowledge, attitudes, preference,
and buying behaviors.
! Questionnaire type: Open-ended questions measure how
many people think in a certain way.
Survey Research︎︎/ Open-ended questions

Focus Group
Market research focus groups
are controlled interviews of a
target audience that are led by
facilitators.
Participants in a focus group are
selected based on a set of
predetermined criteria, such as
location, age, socioeconomic
status, race, and more.
6 to 10 people - Recorded
Observational Research
Observational research is a qualitative
research method where the target
respondent/subject is observed and
analyzed in their natural/real-world
setting.
Research Instruments:
• Shadowing is observing people in
their daily routine.
• Behavior mapping is photographing
people with in a space to monitor
their behavior.
5-Sampling plan.
After choosing the research approach and instruments, the

marketing researcher must design a sampling plan.
This calls for three decisions:
1-Sampling Unit: whom should we survey?
2-Sample Size: How many people should we survey?
3-Sampling procedure: How should we choose the
respondents?
5-Sampling plan.
After choosing the research approach and instruments, the

marketing researcher must design a sampling plan.
This calls for three decisions:
1-Sampling Unit: whom should we survey?
2-Sample Size: How many people should we survey?
3-Sampling procedure: How should we choose the
respondents?
3-Sampling procedure
Probability Sample
Non-Probability Sample
https://www.scribbr.com/methodology/sampling-methods/
6-Contact Methods.
In-Person Interviews
Getting information in person may be the most
personal approach and most effective way of gaining
trust and cooperation from the respondent. It is easier
to react to puzzled facial expressions, answer
questions, probe for clarification, or redirect
responses.
Face to face contact is particularly useful to detect

respondent discomfort when discussing sensitive
issues or attempts to respond in a socially desirable
way.
The in-person interview is usually more costly than
any other data collection method.
6-Contact Methods.
Telephone interviews
Less expensive than in-person interviews and may be
more or less expensive than mailings, depending on
the numbers involved.
Access to some people is easier by telephone.

Fewer interviewers are needed to conduct telephone
than in-person interviews; if interviewers call from the
same location, they can clarify questions with each
other, assuring greater standardization and reliability.
Rapport and trust are difficult to establish by
telephone.
6-Contact Methods.
Mailed Questionnaires
More people may be reached by paper
surveys than any other method, although up to
date mailing lists may be difficult to come by
and postage can be expensive.
Mailed questionnaires give people time to think
about their responses and to use resources at
home or at work when responding. There is, of
course, no chance to ask probing questions or
clarify information.
Through sleet, rain, or snow, the mail can be
delayed or lost. When a mailed questionnaire
does arrive, it may be discarded with the junk
mail; mailed questionnaires are less personal
than any other survey method.
6-Contact Methods.
Online Questionnaires
he use of online questionnaires is very
popular. Online questionnaires are the least
expensive way to reach the greatest number of
people – globally.
Online questionnaires may look easy to create,
but in fact are just as difficult as mailed
questionnaires to do well. Email invitations,
reminders, and the surveys themselves must
be designed to be “responsive” to whatever
type of device the respondent uses to take the
survey, adjusting text sizes and graphics so
that they are easily readable.
Once designed, online questionnaires can be
easily stored and used from year to year,
revising, as necessary.
6-Contact Methods.
SITUATION ANALYSIS
1-Our Business
SWOT Analysis
Buyer Persona
5S’s Performance & KPI’s
4.3-Market
Porter’s Five Forces
4.2-Competitors
Competitive Analysis
BUSINESS OBJECTIVES
VS.
MARKETING OBJECTIVE
MARKETING STRATEGY
1-STP (Segmentation - Targeting - Positioning)
2-Targeting
3-Positioning
2-Buyer’s Journey & Sales Funnels.
Buyer’s journey
Sales Funnel
TACTICS
1-Marketing Mix (7p’s).
3-Platforms.
2-Branding.
3-Campaign Planning.
ASK ME ANYTHING!

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Digital Marketing

Marketing strategy: A marketing strategy explains the goals

Marketing plan: A marketing plan explains how your

Marketing strategy: Break into the previously untapped 18 to 25 market

Marketing plan: Create a marketing campaign that focuses on reaching

2-Qualitative Research is primarily exploratory research.

Experimental Research/ Causal

Survey Research︎︎/ Open-ended questions

After choosing the research approach and instruments, the

After choosing the research approach and instruments, the

Face to face contact is particularly useful to detect

Access to some people is easier by telephone.

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