This article is based on the video tutorial published in our YouTube channel Digital Marketing Strategy.
The objective is to understand how to execute digital marketing strategy using SOSTAC framework. SOSTAC Framework is a strategic model which support with marketing planning that enable businesses to achieve the business objectives and goals.
In this short video, it briefly explains the main objective of digital marketing strategies and applying the SOSTAC framework to execute a campaign which cover the following:
· Situation Analysis
· Objectives
· Strategy
· Tactics
· Actions
· Control
1.In Situation Analysis, we are going to look at analyzing your current situation – Where exactly you are now. First, state your 5S Goal Performance – How you sell? How you serve? How your brand sizzle? How your brand speaks? How you save?
Then analyze your brand perception – What people are saying about you?
Next, you move to analyze the marketplace with SWOT analysis – Identify your strength, weakness, opportunity and threats.
Then, analyze your competitors – Identify their advantages and disadvantages.
Finally, analyze your customer insights – Who they are? What’s their behavior?
2.Next, we look at another stage of the process -Objectives.
First, we need to specify the key objectives of the Digital Marketing Campaign:
What we want to achieve?
· Business and Brand Awareness – What we do?
· Engagement – Actions and how we do?
· Conversion – convert to customers.
Perform 5S Goal Performance, this time ask yourself where you want to be?
Refer to your Situation Analysis and specify a goal on where you want to be by the end of the campaign on the following:
· Sell
· Serve
· Sizzle
· Speak
· Save
3.Then we move on to Strategy.
· First, analyse your Online value proposition – OVP. This is closely associate with your brand positioning which answer the questions like: who we are, what we offer, which market do we serve, what makes us different etc.
· Next, identify what kind of campaign are you looking at and ways on how to enhance the offerings like by doing market research, collaborations and partnerships or even affiliate marketing.
· Then, identify your target segments and the strategic approach to each segment.
· Lastly, look at how your system and process are integrated – To ensure integration of CRM, database and the e-commerce site to eliminate silos.
4.We will then now look at our Tactics – the actions you take to execute your strategy.
· First, list your set of marketing tools used to pursue the marketing objectives in the target market, the 7Ps – product, price, process, promotion, place, physical evidence and people.
· Then, list the digital campaigns that you are rolling out. In this case, we did campaigns on our website and social media platform.
5.Next, we move on to Actions.
· First, specify the roles and responsibilities of each team member and set the structures to ensure the campaign/project are execute efficiently.
· Ensure the processes and systems are in place and set the work flow that are integrated.
6.Lastly, we look at how we control our campaign.
Ask yourself how to monitor the performance?
· In this case, we use Google Analytics plug-in in the website and Google Analytics mobile application to control and monitor our performance.
· We also did a customized dashboard using Business Intelligence tool – Tableau, to visualize the visitors and site performance. This will help us to identify and answer business related questions.
Next, analyse the Post-Campaign outcome.
· First, measure and analyse by Goal Conversion rate from our campaign source.
· Next, measure by traffic generation – analyse the % of new sessions, average session duration, pages per session and bounce rate.
· Then analyse and measure the engagement and dialogue in our website poll – this will help to improve our service standard and enhance our online offerings.
· Lastly, measure and cross analyse sales process – analyse Bestsellers vs promotions and acquisition – new registered customers.
The benefits for business from these digital marketing strategy and framework are:
Encourage engagement
Be ahead of competitors