a framework for choice

A Framework for Choice

5G3190 DMCMDavid Edmundson-Bird


• So what’s the problem?– You have to produce a digital marketing strategy poster– You have to produce a positioning approach document– You have to discuss the role of the digital marketing mix in

your digital marketing programme– You have to produce a digital marketing programme


• So what do you need to learn?– What the framework for choice in digital

marketing and electronic relationship management is

– What the role of the 2Is is across the all of the different digital marketing levers

– How the digital marketing levers are used to create and manage electronic customer relationships

– How the framework for choice is designed

WHAT IS THE ROLE OF THE 2 “I”S ACROSS THE ALL OF THE DIFFERENT DIGITAL MARKETING LEVERS?

What is the Framework for Choice in DMERM?

The Digital Marketing Matrix

DIGITALPRODUCT

DIGITALPRICING

DIGITALCOMMUNICATION

SOCIALNETWORK

DIGITALCHANNEL

AWARENESS EXPLORATION COMMITMENT DISSOLUTION

Electronic customer relationship stages

wh

ere

the

leve

rag

e is

ap

pli

ed

DIGITAL BRANDING

The Role of the 2is and the Framework

It becomes more possible to create and manage electronic customer relationships

RESULT

IndividualisationIndividualisation InteractivityInteractivity

HOW ARE THE DIGITAL MARKETING LEVERS USED TO CREATE AND MANAGE ELECTRONIC CUSTOMER RELATIONSHIPS?

Moving through the Electronic Relationship Stages

AwarenessExploration/Expansion

Commitment Dissolution

Profitable yetuncommitted

It’s possible to advance throughthe stages in different ways

What kind of organisation faces this possibility?

The Framework for Choice

DIGITALPRODUCT

DIGITALPRICING

DIGITALCOMMUNICATION

SOCIALNETWORK

DIGITALCHANNEL

AWARENESS EXPLORATION COMMITMENT DISSOLUTION

Have a look at the sheet

The Digital Marketing Matrix

How is the Framework for Choice designed?

Problems in Multiple Target Segmenting

Targeting one segment can lead to the alienation of other segments.Organisations marketing to multiple segments face this problem all the time

Digital Marketing Lever Selection

Digital MarketingLever

Digital MarketingLever

PositioningPositioning

TargetingTargetingMarketSegment

MarketSegment

CurrentRelationship

Phase

CurrentRelationship

PhaseObjectiveObjective

Segmenting, targeting and positioning provide a framework that helpsyou identify the “best” mix of digital marketing levers, but there is nevera “right” answer

This is good, because it means you can’t be wrong in your assignment.But you can be wrong in the outside world

Framework Design Principles

To which digitalmarketing levers

do your customersrespond best?

To which digitalmarketing levers are

your competitorsleast like torespond?

Which digitalmarketing levers

work besttogether?

Which digitalmarketing levers

are consistent withyour business &

marketingstrategies?

Choose the leverson consumer behaviour.Choose levers that willcause change. Measure the impact ofeach lever.Get rid of barriers thatget in the way ofsuccess

Work out how yourcompetitors will reactBuild on yourorganisation'scompetences

Look at how interactionmay work across theleversTry and integrateacross levers.

Remember that thelevers create yourpositionTry to focus on creatingsuperior customervalue

Integration of Marketing Levers

Integrated Marketing Levers

Integrated Marketing Levers

OfflineMarketing Levers

OfflineMarketing Levers

Targeted SegmentsTargeted Segments DigitalMarketing Levers

DigitalMarketing Levers

PositioningPositioning

What We’ve Covered Today

• What the framework for choice in digital marketing and electronic relationship management is

• What the role of the 2Is is across the all of the different digital marketing levers

• How the digital marketing levers are used to create and manage electronic customer relationships

• How the framework for choice is designed

a framework for choice

Business