Nike Digital Marketing Plan

«Tactics» in a digital marketing plan

Session 10/10

Sebastiano Mereu, 2020/2021, BHMS Lucerne

«CBM211: Marketing and Branding in a Digital Society»

IMPORTANT INFORMATION: You can ask me questions related to your CW2 assignment until 7 days prior to its submission, end of class. I will not answer any questions afterwards.

What we cover today: ‣ Creating tactical digital media content to show how previously discussed strategies

are implemented in a digital marketing plan. Learning outcomes: ‣ Students know how to implement the elements of strategy for tactics and actions. Literature: ‣ Chaffey and Bosomworth. (2013). Digital marketing strategy template. ‣ Chaffey and Smith. (2017). Digital marketing excellence. ‣ Batra and Keller. (2016). Integrating Marketing Communications. ‣ Pine and Gilmore. (1998). Welcome To The Experience Economy. ‣ Schmitt. (1999). Experiential Marketing. ‣ …and all literature previously discussed in class.

Step 4: Tactics How are we going to implement the strategy?

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How to approach itTactics

👉 Conceptualise marketing and communications tactics to be applied within the previously set brand experience strategies. All defined objectives shall be attributed to a dedicated tactic as well as the applied strategy.

Synthesise targeting and segmentation from «Situation analysis» with set «Objectives» to offer foundation for Brand Experience strategy; explain the application of the Brand Experience model .

Set and discuss communication outcomes and objectives and link them to appropriate marketing and communications platforms as suggested by Batra and Keller (2016).

1. SWOT analysis of our brand’s digital marketing 2. Discuss target audience

Definition of «tactics»

A tactic is “a specific action intended to get a particular result”.

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ADVERTISING

SOCIAL MEDIA

PUBLIC RELATIONS

SALES PROMOTION

WEBSITE AND ONLINE SEARCH

MOBILE MARKETING

DIRECT MARKETING

PERSONAL SELLING

BRAND

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Tactics and actions include (but are not limited to)

Objectives Chosen platform (+++) Argument/data Sources Realm/SEM Argument/data Sources/references Tactics Create awareness and salience

Social media There is “positive effect of [Facebook] fanpage engagement on consumers’ brand awareness, word of mouth (WOM) activities, and purchase intention.”

Hutter et al. (2013) ESC/Relate "Relatable content for working-class users", "relationships"

Kietzmann et al. (2011), Edwards (2015) fill out

Convey detailed information

Website Creating a well-organised and easy to navigate virtual experience that offers visually appealing and value- adding content underlining the purpose of the site

Palmer (2002), Garett et al. (2016)

EDU/Think "Delivery of value-adding information decreases potential customer's discomfort", "seek to facilitate flow of information"

McCarville and Stinson in Pritchard and Stinson (2014)

Webshop offers different visuals detailing jerseys from various angles; copy describes meaning of jerseys (cf. Palmer, 2002). Page is organized in 3 main sections: visuals, copy, product attributes (cf. Garett et al., 2016). Visual hierarchy provided by highlighting the call-to-action button (Laja, 2018).

Create brand imagery and personality fill out fill out fill out fill out fill out fill out fill out

Build trust fill out fill out fill out fill out fill out fill out fill out Elicit emotions fill out fill out fill out fill out fill out fill out fill out Inspire action Direct marketing, i.e.

«email marketing» "most used form of direct marketing", "logic call-to-action elements to achieve the stated conversion"

Hudak et al. (2017), Ryan (2016)

ESC/Act Contains a sales pitch followed by a ‘call to action’; "Effects of link placements in email newsletters on click-through rate"

Ryan (2016); Kumar and Salo (2016)

fill out

Instill loyalty fill out fill out fill out fill out fill out fill out fill out Connect people fill out fill out fill out fill out fill out fill out fill out

Example // How to best proceed gathering information:

add «Tactics» sectionfor «Objectives» section for «Strategy» section

Example 1

Possible objective here: Convey detailed information through its website.

If, in your opinion, this information is not good enough, adapt it and discuss the adaptation in your paper.

Example 1 // How to write up tactics

84 words

Example 2

Possible objective here: Connect people through social media.

Original text, not suitable for this example

gap Post a picture of you and a friend or your partner wearing gap clothes and use the hashtag #NewGapCollection 👥 Here @tamiblue with @jimgreen.

Example 2

Possible objective here: Connect people through social media.

Adapted copy for the digital marketing plan

Example 3

Possible objective here: ___________ through ______.

Check our online shop today👉 20% off everything! Brand ABC

Which platform are we talking about here?

Example 3

Possible objective here: ___________ through mobile.

Check our online shop today👉 20% off everything! Brand ABC

Which objective are we trying to achieve?

Example 3

Possible objective here: Inspire action through mobile.

Check our online shop today👉 20% off everything! Brand ABC

Within which realm are we operating?

Example 3

Possible objective here: Inspire action through mobile.

Check our online shop today👉 20% off everything! Brand ABC

Example 4

Possible objective here: Build trust through personal selling on a live video platform like Skype, Facetime or similar.

Which objective are we trying to achieve?

Example 4

Possible objective here: Build trust through personal selling on a live video platform like Skype, Facetime or similar. Which platform

are we talking about here?

Example 4

Possible objective here: Build trust through personal selling on a live video platform like Skype, Facetime or similar.

Within which realm are we operating?

Example 4

Possible objective here: Build trust through personal selling on a live video platform like Skype, Facetime or similar.

Example 5

Possible objective here: Elicit emotions through behind- the-scenes footage from events conveyed via live video.

Which platform are we talking about here?

Example 5

Possible objective here: Elicit emotions through behind- the-scenes footage from events conveyed via live video.

Which objective are we trying to achieve?

Example 5

Possible objective here: Elicit emotions through behind- the-scenes footage from events conveyed via live video.

Within which realm are we operating?

Example 5

Possible objective here: Elicit emotions through behind- the-scenes footage from events conveyed via live video.

Objectives Chosen platform (+++) Argument/data Sources Realm/SEM Argument/data Sources/references Tactics Create awareness and salience

Social media There is “positive effect of [Facebook] fanpage engagement on consumers’ brand awareness, word of mouth (WOM) activities, and purchase intention.”

Hutter et al. (2013) ESC/Relate "Relatable content for working-class users", "relationships"

Kietzmann et al. (2011), Edwards (2015) fill out

Convey detailed information

Website Creating a well-organised and easy to navigate virtual experience that offers visually appealing and value- adding content underlining the purpose of the site

Palmer (2002), Garett et al. (2016)

EDU/Think "Delivery of value-adding information decreases potential customer's discomfort", "seek to facilitate flow of information"

McCarville and Stinson in Pritchard and Stinson (2014)

Webshop offers different visuals detailing jerseys from various angles; copy describes meaning of jerseys (cf. Palmer, 2002). Page is organized in 3 main sections: visuals, copy, product attributes (cf. Garett et al., 2016). Visual hierarchy provided by highlighting the call-to-action button (Laja, 2018).

Create brand imagery and personality fill out fill out fill out fill out fill out fill out fill out

Build trust fill out fill out fill out fill out fill out fill out fill out Elicit emotions fill out fill out fill out fill out fill out fill out fill out Inspire action Direct marketing, i.e.

«email marketing» "most used form of direct marketing", "logic call-to-action elements to achieve the stated conversion"

Hudak et al. (2017), Ryan (2016)

ESC/Act Contains a sales pitch followed by a ‘call to action’; "Effects of link placements in email newsletters on click-through rate"

Ryan (2016); Kumar and Salo (2016)

fill out

Instill loyalty fill out fill out fill out fill out fill out fill out fill out Connect people fill out fill out fill out fill out fill out fill out fill out

Example // How to best proceed gathering information:

add «Tactics» sectionfor «Objectives» section for «Strategy» section

Individual exercise «Tactics» (to follow on previous exercises) ‣ Take the same brand as for «Strategy». ‣ Conceptualise marketing and communications tactics to be applied within the

previously set brand experience strategies. All defined objectives shall be attributed to a dedicated tactic as well as the applied strategy. —> For this exercise, Continue the previously used table as shown in the previous slide. Add a column and briefly describe the tactics you recommend to apply to reach all set objectives. ‣ Upload the table on Moodle today by [time]. Be ready to present your findings

in class.