Marketing plans and strategy jn2702

Recap

▪ Twitter campaigns ▪ How media organisations utilise

data ▪ How media organisations utilise

real-time opportunities ▪ Social media analytics ▪ Targeted digital advertising ▪ The rise of sentiment analysis ▪ Introducing big data ▪ Introducing content marketing ▪ Introducing SEO ▪ Chunking content ▪ ‘a social media object’

2

today

▪ Begin to consider a marketing strategy in practice !

▪ Map out a strategy’s various elements !

▪ Think about frameworks !

▪ Move this work into assignment 2 3

4

What have we covered so far?

▪ General media markets ▪ Advertising ▪ A raft of media and

marketing theory ▪ Readership and

demographic split ▪ Ps (4, 7) and ABCDEs ▪ Web 2.0 ▪ Digital opportunities and

platforms ▪ Digital tracking ▪ Social media ▪ Digital Product development

the assignment

Produce a marketing plan for a media organisation of your choice; analysing a range of tools and approaches to produce an effective social marketing campaign that can be placed alongside traditional marketing strategies.

5

Marketing Strategy: key elements

▪ Situation Analysis ▪ Product ▪ Objectives ▪ Strategies ▪ Tactics and

implementation

6

structure

7

Executive summary

situation analysis/background

the users

the product

the strategy

the tactics

implementation

Executive summary▪ Effectively convey your

organisation, your plan and its purpose. !

▪ Ultimately, this is the pitch and the essential detail behind your work

8

situation analysis

▪ Methodologies: 5Cs, SWOT or Porters Five Forces !

▪ Some general questions: ▪ What other products exist in this sector? !▪ What is performing well? !▪ Where are the product diffusion and

growth trends? !▪ Positioning within the sector !▪ The future of the sector and how your

‘product’ will fare with various market forces and external trends

!▪ Future industry trends: a brief overview

9

The organisation and product

▪ Background your media client ▪ What does it do, and

what is it good at? !

▪ Understand its ‘assets’ !

▪ What benchmarks can your offer to monitor progress around a new product? !

▪ How does it drive revenue or value?

10

key questions for your client…

11

swot

12

Your users

▪ who are your readers/listeners/watchers? !

▪ what do they want? !

▪ when will they want it? !

▪ consider a buyer persona to help direct your thoughts

13

key questions for your users

14

Objectives

▪ what are the key targets for your strategy?

▪ they could be ▪ sales ▪ subscribers ▪ Advertising increases ▪ reach ▪ new products ▪ and other things too…15

16

key questions for you

16

Strategies

▪ Know you know your objectives, what are your strategies to get you there? !

▪ Think about Ps and ABCDEs as they can provide a useful framework !

▪ A strategy is a broad approach underpinned by your product, users and other contributing factors: for example, a strategy may be to harness social media to increase online radio stream listeners

17

18

key questions for you

18

Tactics!

▪ These are the specific measures you will take to achieve your overall strategies !

▪ This is where a social media marketing approach takes effect !

▪ tactics example: pushing key radio programmes at certain times, in a chatty and accessible manner, to maximise listeners over a 24-hour period

19

Implementation ▪ Include a variety of detail, if relevant, of how you’re going to implement the plan you’ve constructed

20

21

key questions for you

21

flicr credits!

22

Gideon - Chess !Adrian Berg - today is the day !Serious Cat - death star 11 !brickdisplaycase.com - businessman 8833 Legominifigures !NASA Goddard Space Flight Center - Sample Analysis at Mars (SAM) Media Day !Cascadian Farm - Reading Product Labels !elycefeliz - Questions !Ross - Businessmen !Kev - Finish line !elycefeliz - General Montgomery Meigs !Marco Oliani - Tactics !