Marketing Planning and Practice

Marketing Planning and Practice
UMKDQD-15-2

Week 6 Webinar
Presented by
Michelle Jackson/Mike Healey
w/c 15 March 2021

Plan for Today’s Webinar
This webinar will consider traditional versus digital marketing and how to help make the decision

Opportunity for any questions arising from the webinar or general questions around the module

Traditional versus Digital
Online and offline techniques often support one another
Effective firms often use both

What is going to solve my problem/issue (challenge) or strengthen my ability to exploit an opportunity?

Combining both can be a powerful combination.
3

Traditional vs Digital
Some techniques work better in some situations
Who are your audience?
Understanding that audience
You may have identified a target market in the objectives/ strategy section of your plan (not essential)
Which is the best technique?
Which reaches your intended audience?

Reaching Your Audience
to (and to Consumer!)
Because the decision-maker doesn’t use a particular technique (for example social media) don’t make the mistake saying it’s a not a good technique.
What about the influencers (the people that advise)?
They may use that technique
There may be paths that you didn’t initially assume would be the right ones because you were looking in a different place

Be careful about assuming you know your customer.

5

Audience Influences
There are a range of influences as buyers/consumers look for validation for choices
Doing the right kind of marketing will drive growth – the right techniques to build that engagement
Firms can get out of balance with the market environment if they don’t stay open to changes

6

Identify some influences on business and consumer choice
Write in the chat box

Online vs Offline Techniques

Consumers Online
What do we do online?

Percentage of internet users aged 16-64 who consume each kind of content via the internet each month
9

Understanding Web Traffic
How do we view the web?

10

The Customer Digital Journey
The Social Media Party

11

Paid Owned Earned
This is useful knowledge for year 3 module ‘Integrated Marketing Communications’

12

Final Thoughts
Remember – what are you trying to achieve (refer back to your objectives)?
What was your strategy? Are your plans in-keeping with that decision?
Brand marketing may = engagement, not selling
A useful website https://www.smartinsights.com/

Some additional information on the marketing mix (from the CIM) can be found in the Reading list section of the course

The Assessment
Reminder – all 7Ps should be considered.
If you decide that one or more of the 7Ps won’t need to change, then explain why and move on to those that do
If you don’t do this, the marker will assume you have not considered all of the marketing mix and this will impact your mark for this section.
Similarly, if you choose to exclude one or more of the 7Ps when you should have included it as part of this section – this will also affect you mark.

Next Week
We will consider the next section of the marketing plan – measuring the plan
By now you should have completed your insight, objectives and strategy section.

15

Any Questions?
You can stay with the webinar session if you have questions (audio is preferred but you can use the chat box too).
If not please feel free to leave the session. There will be opportunities to ask questions at the end of every webinar session.