Strengths and Weaknesses of the Digital Planning Process
Digital Marketing Planning - Task Three
To: Jane Smith, Marketing Director, Airmiles
From: Keiran Smith, Marketing Manager, Planning Solutions
Subject: Strengths and weaknesses of the digital planning process
Date: 23/11/10
Executive Summary
In today’s competitive landscape, Airmiles understands the value of customer service and how it impacts acquisition and retention activities. The digital planning process is key in their delivery of an enhanced online customer service provision. However the process is not without it’s weakness and there are a number of barriers to success which can be overcome with the right approach.
Contents
1. Introduction 2. Strengths and weaknesses of the digital planning process 3. Marketing implications of the audit for Airmiles 4. Potential barriers to the implementation of the plan and how these can be overcome 5. Conclusion
1. Introduction
Airmiles is a loyalty programme which rewards members with miles for spend with a range of partners. They understand the importance of customer service and plan to launch an improved online service to members shortly.
2. Strengths and Weaknesses of the digital planning process
The digital marketing plan has been outlined using the SOSTAC framework focusing on improving the customer services provision. However there are both advantages and disadvantages in process which the company needs to be aware of, in order to deliver a successful campaign.
Strengths:
The process has a number of strengths, outlined as follows:
• Provides a clear framework for achieving objectives relating to digital marketing
It provides a valuable framework for achieving digital marketing objectives based on specific business goals. It ensures Airmiles takes a strategic approach with consideration to the digital marketing mix, control and measurement tools necessary to reach objectives. It reduces risk by providing clear steps to
To: Jane Smith, Marketing Director, Airmiles
From: Keiran Smith, Marketing Manager, Planning Solutions
Subject: Strengths and weaknesses of the digital planning process
Date: 23/11/10
Executive Summary
In today’s competitive landscape, Airmiles understands the value of customer service and how it impacts acquisition and retention activities. The digital planning process is key in their delivery of an enhanced online customer service provision. However the process is not without it’s weakness and there are a number of barriers to success which can be overcome with the right approach.
Contents
1. Introduction 2. Strengths and weaknesses of the digital planning process 3. Marketing implications of the audit for Airmiles 4. Potential barriers to the implementation of the plan and how these can be overcome 5. Conclusion
1. Introduction
Airmiles is a loyalty programme which rewards members with miles for spend with a range of partners. They understand the importance of customer service and plan to launch an improved online service to members shortly.
2. Strengths and Weaknesses of the digital planning process
The digital marketing plan has been outlined using the SOSTAC framework focusing on improving the customer services provision. However there are both advantages and disadvantages in process which the company needs to be aware of, in order to deliver a successful campaign.
Strengths:
The process has a number of strengths, outlined as follows:
• Provides a clear framework for achieving objectives relating to digital marketing
It provides a valuable framework for achieving digital marketing objectives based on specific business goals. It ensures Airmiles takes a strategic approach with consideration to the digital marketing mix, control and measurement tools necessary to reach objectives. It reduces risk by providing clear steps to
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