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Assessment Phase in The Digital Marketing

The document discusses digital marketing implementation strategies. It outlines 6 stages (DS1-DS6) of digital marketing implementation for companies. DS1 involves minimal digital presence, while DS6 involves being "digital-first". It also discusses analyzing companies on a "Digital Presence Analysis Matrix" based on their digital vs traditional presence and market leadership. Key resources for companies include inputs, economics, human capital, technology, intellectual property and partnerships. The VRIN model suggests resources should be valuable, rare, imperfectly imitable and non-substitutable for competitive advantage. Core competencies are relevant, difficult to imitate and broadly applicable. Examples given are Google's search accuracy and Apple's product innovation.

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yash parmar
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35 views

Assessment Phase in The Digital Marketing

The document discusses digital marketing implementation strategies. It outlines 6 stages (DS1-DS6) of digital marketing implementation for companies. DS1 involves minimal digital presence, while DS6 involves being "digital-first". It also discusses analyzing companies on a "Digital Presence Analysis Matrix" based on their digital vs traditional presence and market leadership. Key resources for companies include inputs, economics, human capital, technology, intellectual property and partnerships. The VRIN model suggests resources should be valuable, rare, imperfectly imitable and non-substitutable for competitive advantage. Core competencies are relevant, difficult to imitate and broadly applicable. Examples given are Google's search accuracy and Apple's product innovation.

Uploaded by

yash parmar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Assessment Phase in the Digital

Marketing
Internal Resource Mapping
• Input-driven resources : materials , energy , natural resources

• Economic resources : land , capital ,infrastructure

• Human resources : employees , contractors , third parties

• Technology resources :Information , communication, storage


systems

• Intellectual resources : brand capital , intellectual property ,


patents and trademarks

• Partner/intermediary resources : strong partners , tie-ups &


key intermediary
VRIN Framework
- Barney 1991
According to VRIN Model a firm should display 4
key attributes in the resources . Sustainable
competitive advantage

1. Valuable
2. Rare
3. Inimitable
4. Non-substitutable
Understanding Competitive Advantage
and Core competencies
3 Tests for Core Competencies of a firm :-

1. RELEVANCE
2. DIFFICULTY OF IMITATION
3. BREADTH OF APPLICATION
Google – Key core Competencies

• Search accuracy
• Design simplicity
• Querying speed
• Aesthetic Branding
• Guided Navigation Concept
• Free of Cost services
Key Core Competencies of APPLE
• Product Innovation
• User Experience
• Technology Competence
• Brand Marketing
• Premium Positioning
Key Digital Drivers ( need for Digital
Presence)

• Stakeholder –Driven needs


• Market – Driven needs
• Customer-driven needs
• Competitor – driven needs
Digital Presence Analysis ( DPA) Matrix

Market Leader
w.r.t Competition
Market Strategy

Digital Ladder Digital Leader

Digital Laggard Digital Leverage


Market Laggard /
New Launch
Traditional Only Presence Strong Digital
Presence
Extent of Digital Presence
Important Characteristics
• Digital Laggard :- Minimal Digital Presence
• Digital Ladder :- better shape than laggards
but still do not have substantial digital
presence .
• Digital Leverage :- strong digital presence but
lagging behind in terms of market share .
• Digital Leader :- Market Leaders and leveraged
digital to the best possible extent .
Digital Marketing Implementation
Stages

6S Digital Marketing Implementation Strategy


6S Digital Marketing Implementation
Stages
Stage DS1 – Digital Scoping
• Firms that are purely traditional and no
presence at all on any digital channels
• Either in a denial state or considering digital
for some time
• Mostly SMB ( Small Medium business)
Stage DS2 :- Digital Shadow
• Companies which have taken first steps
towards being digital
• Created limited presence on earned media (
social channels – facebook etc)
• Yet not realized the importance of developing
owned media presence online
Stage DS3 :- Digital Set-up
• Firms here have realized the importance of an
online set-up to their offline operations
• have developed their first websites ( owned
media presence) & other paid media channels
( SEM , Display adds etc)
• Stable Facebook page ( might not be highly
active)
Stage DS4:- Digital Stability
• Quadrants here have strong digital presence
• well functioning website , Blog , presence
across earned media channels ( audience
traction to website )
• Paid marketing techniques used on a regular
basis .
• Large & digitally launched firms
Stage DS5:- Digital Scale-Up
• Firms scaling up rapidly to leverage digital
across Strategic Business areas.
• Firms in this stage have started to venture in
new platforms – mobile , tablets etc
• Begin up-selling and cross selling across a
multi-channel environment
Stage DS6:- Digital Spectrum
• Firms that are Digital-first in nature
• Spectrum of advanced digital marketing :-
retargeting , content optimization , analytics –
driven customization etc
• Digital sales derives offline sales
CLASS ROOM ACTIVITY
• Pick a brand of your choice from the Indian Market .
Devise a complete Digital Marketing implementation
strategy for the brand utilizing the stages of the 6S
Framework .

• Pick up any SMB local firm around you ( a bakery ,


local garage , Kirana Store etc) to contemplate and
analyze the key digital drivers for the firm to be present
on digital platforms

• Search online for three to four firms from any one


sectors in India and based on your analysis decide
where they would lie on the Digital Presence Analysis (
DPA) Matrix

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