Focus Five #18: The One with Digital Strategy & Planning
Focus Five is all about sharing. We love sharing. This week, we’re all about digital marketing strategy and planning! Here are five models we use that have helped us and our clients immensely.
Grab a cuppa, take five, and enjoy.
The ‘See, Think, Do, Care’ model
Avinash Kaushik
We’ve put this first as it’s probably our favourite and the model we use the most.
The See, Think, Do, Care model was developed by Avinash Kaushik (Digital Marketing Evangelist at Google).
It provides a framework to support thinking and planning for the customer journey, from lack of awareness about a brand to being a loyal fan.
We use it A LOT!
The SOSTAC® marketing planning model
PR Smith & Dave Chaffey
The SOSTAC model was created by PR Smith and Dave Chaffey and is covered in-depth in their book “Digital Marketing Excellence”.
It provides an excellent framework for planning an overarching digital strategy focusing on Situation, Objectives, Strategy, Tactics, Actions and Controls.
We use this one a lot too!
The AIDA Model
E. St. Elmo Lewis (1898), by way of HubSpot
An oldy but a goody! The AIDA model has been in use since 1898 and stands for Attention, Interest, Desire and Action as the steps a customer goes through in the process of purchasing. It’s been around for a long time for a reason… it’s still relevant!
The McKinsey Loop
McKinsey
We’ve heard the folks over at McKinsey are pretty smart and so we should listen to them. The McKinsey Loop proves this by arguing that the consumer journey isn’t linear but goes through a circular journey with four phases: initial consideration; active evaluation, (or the process of researching potential purchases); closure, (when consumers buy brands); and postpurchase when consumers experience them. Check it out!
THE 1-PAGE MARKETING PLAN
Allan Dib
The ‘1-Page Marketing Plan’ is a book (with a supporting pdf), that helps you put together your marketing strategy on, yep, you’ve guessed it, one page! It’s a very good book that promotes clear, concise thinking with plenty of supporting ideas, case studies, and background info. Well worth a read.
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