This document outlines the benefits of digital marketing and provides guidance on how to plan an effective digital marketing strategy. It discusses key concepts like the SOSTAC framework for developing digital marketing plans, the AIDA model for capturing attention and driving actions, and metrics like return on investment (ROI) and customer acquisition cost. The document also provides a template for a one-page digital marketing plan covering areas like pre-sales, sales, and after-sales support. Overall, the document provides a comprehensive overview of how to strategically plan and measure the success of a digital marketing campaign.

1. Benefits of Digital Marketing
John
Solomon Software
October 2020

2. Learning Objectives
• Benefits of Digital Marketing
• SOSTAC Framework
• AIDA Marketing Model
• Digital Infrastructure for Business
• One Page Marketing Plan
• Calculating ROI

3. What is Digital Marketing
Digital marketing is component of
marketing that utilize Internet
enabled devices to promote
brands, persons, products or
services.

4. Benefits of Digital Marketing
• Generate Leads
• Increase Sales and Conversion
• Promote Brand
• Global Reach
• Viral Nature
• Interactive Media
• Suitable for any budget
• Measurable

5. How to Plan for
Digital Marketing?

6. Results of Successful Business
• Profit
• Positive Cash Flow
• Growth

7. Marketing Campaign Requirement
• Have Positive Cash Flow
• Prepare Budget – Forecast Income & Expense
• Calculate Customer Acquisition Cost
• Calculate ROI
• Plan Activities

8. Select Method to Execute
✔ DIY Delegate ✔Outsource Automate

9. SOSTAC Your SWOT and
Current Position
Situation
Your Vision, Mission,
GoalsObjective
Long Term Plan for
Team based on SWOT
Strategy
Short Term Plan and
Steps for Individual
Tactics
Specific Actions
of Tactics
Action
Measure KPIs, Metrics
and get report to ControlControl

10. Marketing Plan (SOSTAC)
Situation
• Company Analysis
• SWOT Analysis
• Gap Analysis
• Market Analysis
• Customer Analysis
• Competitor Analysis
Objective
• Increase Market
Share
• Increase Sales
• Build Brand
• Customer Retention
Strategy
• Niche Selection
• Product
• Price
• Distribution Channels
• Promotion Channels

11. Tactics
• Campaigns
• Offers
• Packages
• Loyalty Program
• Referral Programs
Action
• Marketing Calendar
• CRM System
• Lead Nurturing
• Conversion
Optimization
• Engagement
• Customer Care
Control
• Measure Reach
• Measure ROI
• Measure Sales
• Measure Profit
• Calculate Customer
Acquisition Cost

12. Marketing Plan Outline
• Executive Summary
• Objective
• Situation Analysis
– Company Analysis
– SWOT Analysis
– Market share
– Customer Analysis
– Competitor Analysis
• Marketing Strategy
– Product
– Price
– Place
– Promotion
• Conclusion
S
O
S
T
A
C

13. One Page Digital Marketing Plan

14. Support Engagement Advocacy
Lead Capturing Lead Nurturing Conversion
Audience Message Channels
Pre-SalesSalesAfter-Sales

15. Pre-sales
Audience
• Demography
• Behavior
Message
• Vision
• Mission
• Core Values
• Quality
• Competency
• Brand
• Catalog
Channels
• Websites
• Blog
• Video Channels
• Mailing List
• Social media
• Webinar

16. Sales
Lead Capturing
• CRM
Lead Nurturing
• Email
• SMS
• WhatsApp
• Webinar
• Offers
Conversion
• Payment Gateways
• Swiping machine
• Vending Machine
• Payment Wallets

17. After-Sales
Support
• Feedback
• Review
• Phone Support
• Email Support
Engagement
• Social Media
• News Letter
• SMS Messages
• Video Channel
Advocacy
• Referral Program
• Loyalty Program
• Testimonials

18. Forecast

19. AIDA Marketing Model
The AIDA model was created
in 1898 by Elias St. Elmo Lewis
•Attention Capture attention. Use
powerful image or headline
•Interest Build curiosity. Indicate
you've got a solution.
•Decision: Take Decision
•Action: Call to Action. Command
exactly what to do next
Decision
Action
Interest
Attention

20. Income Forecasting
10 Leads
1 Conversion
1000 Views
10000 Reach

21. Expense Forecasting
• Search Engine Traffic
– SEO - Organic - DIY – Free
– Google Ads Rs 3 per click onwards
• Social Media
– Organic - DIY – Free
– Paid Ad – 1Lakh impressions Rs. 5000 onwards

22. Customer Acquisition Cost
• Example Rs. 10,000 expense for acquiring 50 customers
• Customer Acquisition Cost
– Expense Rs. 10000/10 Sales = Rs. 1000 for CAC

23. ROI

24. Marketing ROI
• [(Revenue – Investment)/Investment] x 100
• Example
– Revenue 1 Lakh, Investment 20K
– [(100000 – 20000)/20000] x 100
– = ( 80000/20000 ) x 100 = 400 % ROI

25. Summary
1. Marketing Plan is essential
2. Message should match Target Audience
3. Use Multiple channels to generate leads
4. Lead capturing and Nurturing systems are essential.
5. Payment should be automated and convenient.
6. AIDA Model can be used to forecast Income and Expense
7. DIY - Training and Consultancy is suggested to reduce cost.
8. Customer Acquisition Cost should be reduced.
9. ROI should be increased.

26. Feedback
Email: info@solomon.co.in
WhatsApp: 9600909696
Slides : slideshare.net/gs_john
Website: solomondomain.com