Category: 4.Digital Marketing Assessment Phase

Post setting up the high-level digital objectives, a firm in one of the digital presence states, also needs to create in a parallel a sound ‘digital objectives review plan’ and adhere by it on a regular basis to measure progress. A typical marketing objectives review consists of activities that involve monitoring, evaluating, and controlling marketing activities continuously.…

The intention for developing the DPA Matrix in the last section is for firms to identify their digital presence, strengths, and weaknesses towards developing high-level Digital Marketing Objectives. Typically, these objectives, set on a yearly basis, during the yearly marketing plan creation are followed, reviewed, and revised even at a weekly level to ensure that…

With an understanding of the external and internal analysis components and their impact on the overall market and growth assessment, let us see how to conduct a digital presence analysis and define key digital marketing objectives through the Objectives Planning exercise. Digital Presence Analysis The external and internal analysis conducted in the last first two parts of this…

The development of core competencies falls in perfect order as the fourth element of internal analysis where present offerings have been developed, marketing mix defined, and internal resources analyzed for competitiveness. The outcome from the third component of internal analysis typically yields in identification of key capabilities of a firm from its resource set. But…

With an understanding of offerings and market mix elements, we would look at the third key element of internal analysis—Resource Mapping. A resource is defined as a source or supply from which benefit is derived or produced. Resources for any organization could be classified as follows (including tangible and intangible elements): In marketing, as in the case…

With the application of D-SWOT for the offerings mix analysis, the next step in the internal analysis involves a marketing mix analysis specifically for digital platforms. A typical marketing mix analysis looks at the four classic Ps of Product, Price, Place, and Promotion along with an STP (Segmenting, Targeting, and Positioning) analysis. With the growth…

The outcome of external assessment as elaborated in the previous section is for any digital marketer to gather market research data relating to how the four key external environment factors—macro, micro, industry, and competition, impact initial assessment. As we move forward to understand internal assessment elements, we should keep in mind that any assessment related…

In this section, we will look at the second element of External Analysis. This includes analyzing two key components: Application of Market Research To begin understanding how we analyze these two elements—industry and competition—we need to go through a few basics of the vast field of study called market research, which is defined as an…

The terms macro and micro environments are classic marketing environment terminologies used to bunch and analyze key factors that impact a firm’s ability to build and maintain a profitable business and relationship with customers. A macro environment, by definition, includes variables and factors outside the business which have a positive or negative influence on the…

With a basic understanding of key assessment phase elements in the last section, let us understand the first element of the external analysis which is the macro-micro environment analysis. The next section focuses on the second element named as market situation analysis. To begin, we first need to gain a broader understanding of all the…