Marketing Strategy & Tactics in a Digital World
Name: Marketing Strategy
Components: 2 Seminar Presentations
Duration: 14 hours
Business professionals and owners are facing many challenges in incorporating and integrating their business development and marketing campaigns. They need to understand that marketing cannot be a standalone activity, and it takes a lot to plan activities and stitch online together with offline to create an effective strategy.
The consumer in this digital age expects companies to be creative and personalised with their messaging, to deliver through the channel that they want, at the exact moment they want it. So how can companies keep their strategy updated when their focus (potential client) is a moving target?
This course reflects the need for practicable responses to the most common challenges facing companies in grappling with digital challenges and opportunities.
During this course participants will learn how to boost their short term marketing results via proven techniques, and how to build long-term sustainable competitive advantage by developing a more strategic perspective that focuses on results.
They will also learn how to develop a better marketing plan by using PR Smith’s SOSTAC® model which stands for situation analysis, objectives, strategy, tactics, actions and controls.
Participants will learn:
- the major principle of marketing and the digital marketing ecosystem
- understand and be able to apply the marketing mix to their organization
- the marketing tools available to them for both offline and online campaigns
- how to create marketing plans using the SOSTAC® planning model tool
- how to avoid the classic mistakes in planning campaigns
- how to exploit new digital tactical tools, build an integrated strategy, develop your plan and measure results to ensure you continually boost your results
- how to plan and optimize their marketing plans
The candidates who will complete the program successfully will be awarded a ‘Certificate of Training’, stating that the Cyprus Human Resource development Authority approves the program.
Course introduction, ice breaker, course and participants objectives
Situation Analysis, Objectives & Strategy
Introduction Digital Marketing Trends & SOSTAC® Marketing Plan
Situation Analysis (where are we now): Customers, Competition, Trends & Influencers; Who are your customers? Why do visitors visit and come back? What satisfies them? How do they buy? How do they process information?
Objectives (where do we want to go): C level, marketing and operational objectives from mission to vision to the KPI Pyramid; plus inspirational objectives including ‘sizzle’ objectives
Strategy: (how do we get there): why strategy is critical; types of strategy; key components of strategy; strategic options, testing your strategy.
Creating your strategy – group practical exercise
Tactics, Action & Control
Tactics (the details of strategy): advantages & disadvantages of major tactical tools/channels – SEO, SEM, PPC, PR and Viral Marketing, Social Media, Opt-in eMail, Affiliate Marketing, Link Building, web rings, widgets and apps; content marketing; marketing automation.
Mapping the channels and tools based on your needs – group exercise
Action (details of tactics): checklists, processes incl: 20 ways to build credibility before raising visibility; 10 ways to boost conversions; 5 ways to convert customers into lifetime customers; content marketing in action
Case study, discussion and group exercise
Control (are we getting there): metrics and measurement , from ROI to KPIs what needs to be measured by whom, when and what happens when blips are observed,
Creating a plan with KPIs – group exercise
How to avoid common mistakes
Creative Thinking Exercises