In a guest lecture at the Stuttgart Media University, I was asked to share a few thoughts in strategy in the context of digital marketing. I provided some insights into what strategy actually is and how it can be defined. I then shared different funnel models in order to reflect how much or little standardization the strategy process has seen among practitioners. We critically evaluated the strategy framework provided by the textbook used in class. Finally, the students were given a task along some practical tipps.

1. Online-Strategie &
Konzeption
Grundlagen und Übung
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 1

2. Falk in sieben Logos.
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 2
falkebert.de

3. A B
Strategie dient der Zielerreichung.

4. A B
Strategie überwindet Hinternisse.

5. 1
2
3
Strategie ist abgeleitet.

6. Strategie ist auf hoher Ebene.

7. Strategie ist langfristig.

8. Strategie entsteht oft emergent.

9. Der Kern der Strategie nach Rumelt.
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 9
1. Diagnosis
2. Guiding Policy
3. Coherent Set
of Actions

10. Vorschlag für eine Arbeitsdefinition.
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 10
A plan of high-level decisions and corresponding actions
to overcome challenges and achieve a long-term goal.

11. Vorschlag für eine Arbeitsdefinition.
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 11
A plan of high-level decisions and corresponding actions
to overcome challenges and achieve a long-term goal.

12. Können wir bitte konkreter werden?
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 12
Coming up:
Wie sieht das in der Praxis aus?
Wie sehr sind solche Prozesse standardisiert?
Wie kann ich sicher stellen nichts zu vergessen?
Was ist das Problem an der Sache?

13. Wie sieht das in der Praxis aus?
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 13

14. Wie sieht das in der Praxis aus?
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 14
1. Zuhören!

15. Wie sieht das in der Praxis aus?
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 15
2. Daten und Wissen sammeln.

16. Wie sieht das in der Praxis aus?
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 16
3. Dinge auf Whiteboards schreiben.

17. Wie sieht das in der Praxis aus?
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 17

18. Wie sieht das in der Praxis aus?
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 18

19. Wie sieht das in der Praxis aus?
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 19

20. Wie sieht das in der Praxis aus?
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 20
5. Powerpointen.

21. Wie sieht das in der Praxis aus?
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 21
6. Vermitteln.

22. Wie sehr sind solche Prozesse standardisiert?
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 22

23. Beispiele für Funnel-Modelle (1/8)
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 23
REACH
• build awareness
on other sites and
in offline media
and drive to web
presences
• KPI: Uniques,
Audience Share,
Revenue per Visit,
…
ACT
• engage audience
with brand on its
website or other
online presences
• Bounce Rate,
Pages per visit,
Lead conversion, …
CONVERT
• achieve conversion
to marketing goals
such as fans, leads,
sales on web
presences and
online
• KPI: Conversion
rates, Sales,
Revenue, …
ENGAGE
• build customer
and fan
relationships
through time to
achieve retention
goals
• KPI: Active Hurdle
Rate, Fan
Engagement,
Repeat
Conversion, …

24. Beispiele für Funnel-Modelle (2/8)
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 24
REACH ACT CONVERT ENGAGE

25. Beispiele für Funnel-Modelle (3/8)
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 25
Awareness Consideration Preference Loyalty Advocacy

26. Beispiele für Funnel-Modelle (4/8)
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 26
Awareness Consideration Intent Decide

27. Beispiele für Funnel-Modelle (5/8)
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 27
Awareness Familiarity Cosideration Preference First Choice

28. Beispiele für Funnel-Modelle (6/8)
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 28
Orientation Planning
Consideration &
Evaluation
Implementation

29. Beispiele für Funnel-Modelle (7/8)
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 29
Awareness Consideration Conversion

30. Beispiele für Funnel-Modelle (8/8)
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 30

31. Eine ganzheitliche Betrachtung „nach Lehrbuch“.
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 31
Situation Analysis: Where are we now?
• Goal Performance (5S9
• Customer Insight
• E marketplace SWOT
• Brand Perception
• Internal Capabilities
Objectives: Where do we want to be?
• 5S:
• Sell (Customer Acquisition and
Retention Rates)
• Serve (Customer Satisfaction
Targets)
• Sizzle (Site Stickiness, Visit
Duration)
• Speak (Trialogue, Number of
Engaged Customers)
• Save (Quantified Efficiency Gains)
Strategy: How do we get there?
• Segmentation, Targeting and Positioning
• OVP (Online Value Proposition)
• Sequence (Credibility Before Visibility)
• Integration (Consistent OVP)
• Tools (Web Functionality, e-Mail, IPTV,
etc.)
Tactics: How exactly do we get there?
• E-marketing mix, including:
• communications mix
• social networking
• what happens when?
• Details of Contact Strategy
• E-campaign Initiative Schedule
Actions: The Details of Tactics, Who Does What and
When?
• Responsibilities and Structures
• Internal Resources and Skills
• External Agencies
Control: How Do We Monitor Performance?
• 5S + Web Analytics KPIs
• Usability Testing / Mystery Shopper
• Customer Satisfaction Surveys
• Site Visitor Profiling
• Frequency of Reporting
• Process of Reporting and Actions

32. Wird das „was“ dabei genug in den Vordergrund gestellt?
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 32
Situation Analysis: Where are we now?
• Goal Performance
• Customer Insight
• E marketplace SWOT
• Brand Perception
• Internal Capabilities
Objectives: Where do we want to be?
• 5S:
• Sell (Customer Acquisition and
Retention Rates)
• Serve (Customer Satisfaction
Targets)
• Sizzle (Site Stickiness, Visit
Duration)
• Speak (Trialogue, Number of
Engaged Customers)
• Save (Quantified Efficiency Gains)
Strategy: How do we get there?
• Segmentation, Targeting and Positioning
• OVP (Online Value Proposition)
• Sequence (Credibility Before Visibility)
• Integration (Consistent OVP)
• Tools (Web Functionality, e-Mail, IPTV,
etc.)
Tactics: How exactly do we get there?
• E-marketing mix, including:
• communications mix
• social networking
• what happens when?
• Details of Contact Strategy
• E-campaign Initiative Schedule
Actions: The Details of Tactics, Who Does What and
When?
• Responsibilities and Structures
• Internal Resources and Skills
• External Agencies
Control: How Do We Monitor Performance?
• 5S + Web Analytics KPIs
• Usability Testing / Mystery Shopper
• Customer Satisfaction Surveys
• Site Visitor Profiling
• Frequency of Reporting
• Process of Reporting and Actions

33. Werden Herausforderungen genug gewürdigt?
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 33
Situation Analysis: Where are we now?
• Goal Performance
• Customer Insight
• E marketplace SWOT
• Brand Perception
• Internal Capabilities
Objectives: Where do we want to be?
• 5S:
• Sell (Customer Acquisition and
Retention Rates)
• Serve (Customer Satisfaction
Targets)
• Sizzle (Site Stickiness, Visit
Duration)
• Speak (Trialogue, Number of
Engaged Customers)
• Save (Quantified Efficiency Gains)
Strategy: How do we get there?
• Segmentation, Targeting and Positioning
• OVP (Online Value Proposition)
• Sequence (Credibility Before Visibility)
• Integration (Consistent OVP)
• Tools (Web Functionality, e-Mail, IPTV,
etc.)
Tactics: How exactly do we get there?
• E-marketing mix, including:
• communications mix
• social networking
• what happens when?
• Details of Contact Strategy
• E-campaign Initiative Schedule
Actions: The Details of Tactics, Who Does What and
When?
• Responsibilities and Structures
• Internal Resources and Skills
• External Agencies
Control: How Do We Monitor Performance?
• 5S + Web Analytics KPIs
• Usability Testing / Mystery Shopper
• Customer Satisfaction Surveys
• Site Visitor Profiling
• Frequency of Reporting
• Process of Reporting and Actions

34. Abschließend: Hütet euch vor „Template-Strategy“!

35. Vielen Dank.