«Tactics»
in a digital marketing plan

Session 10/10

Sebastiano Mereu, 2020/2021, BHMS Lucerne

«CBM211: Marketing and Branding in a Digital Society»

IMPORTANT INFORMATION:
You can ask me questions related to your
CW2 assignment until 7 days prior to its
submission, end of class. I will not answer
any questions afterwards.

What we cover today:
‣ Creating tactical digital media content to show how previously discussed strategies

are implemented in a digital marketing plan.
Learning outcomes:
‣ Students know how to implement the elements of strategy for tactics and actions.
Literature:
‣ Chaffey and Bosomworth. (2013). Digital marketing strategy template.
‣ Chaffey and Smith. (2017). Digital marketing excellence.
‣ Batra and Keller. (2016). Integrating Marketing Communications.
‣ Pine and Gilmore. (1998). Welcome To The Experience Economy.
‣ Schmitt. (1999). Experiential Marketing.
‣ …and all literature previously discussed in class.

Step 4: Tactics
How are we going to implement the strategy?

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How to approach itTactics

👉
Conceptualise marketing and communications
tactics to be applied within the previously set
brand experience strategies. All defined
objectives shall be attributed to a dedicated
tactic as well as the applied strategy.

Synthesise targeting and segmentation from «Situation
analysis» with set «Objectives» to offer foundation for
Brand Experience strategy; explain the application of
the Brand Experience model .

Set and discuss communication outcomes and
objectives and link them to appropriate marketing and
communications platforms as suggested by Batra and
Keller (2016).

1. SWOT analysis of our brand’s digital marketing
2. Discuss target audience

Definition of «tactics»

A tactic is “a specific action
intended to get a particular
result”.

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https://dictionary.cambridge.org/dictionary/english/tactic

https://dictionary.cambridge.org/dictionary/english/tactic

ADVERTISING

SOCIAL MEDIA

PUBLIC
RELATIONS

SALES
PROMOTION

WEBSITE AND
ONLINE SEARCH

MOBILE
MARKETING

DIRECT
MARKETING

PERSONAL
SELLING

BRAND

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Tactics and actions
include (but are not limited to)

https://sportsbusinessresearch.blog/2020/04/11/the-integrated-marketing-communications-mix-in-the-digital-age-defining-the-promotional-channels-with-examples-of-paris-saint-germain/

https://sportsbusinessresearch.blog/2020/04/11/the-integrated-marketing-communications-mix-in-the-digital-age-defining-the-promotional-channels-with-examples-of-paris-saint-germain/

Objectives Chosen platform (+++) Argument/data Sources Realm/SEM Argument/data Sources/references Tactics
Create awareness and
salience

Social media There is “positive effect of
[Facebook] fanpage engagement on
consumers’ brand awareness, word
of mouth (WOM) activities, and
purchase intention.”

Hutter et al. (2013) ESC/Relate “Relatable content for working-class
users”, “relationships”

Kietzmann et al.
(2011), Edwards
(2015) fill out

Convey detailed
information

Website Creating a well-organised and easy
to navigate virtual experience that
offers visually appealing and value-
adding content underlining the
purpose of the site

Palmer (2002),
Garett et al. (2016)

EDU/Think “Delivery of value-adding
information decreases potential
customer’s discomfort”, “seek to
facilitate flow of information”

McCarville and
Stinson in Pritchard
and Stinson (2014)

Webshop offers different visuals detailing
jerseys from various angles; copy
describes meaning of jerseys (cf. Palmer,
2002). Page is organized in 3 main
sections: visuals, copy, product attributes
(cf. Garett et al., 2016). Visual hierarchy
provided by highlighting the call-to-action
button (Laja, 2018).

Create brand imagery
and personality fill out fill out fill out fill out fill out fill out fill out

Build trust fill out fill out fill out fill out fill out fill out fill out
Elicit emotions fill out fill out fill out fill out fill out fill out fill out
Inspire action Direct marketing, i.e.

«email marketing»
“most used form of direct
marketing”, “logic call-to-action
elements to achieve the stated
conversion”

Hudak et al. (2017),
Ryan (2016)

ESC/Act Contains a sales pitch followed by a
‘call to action’; “Effects of link
placements in email newsletters on
click-through rate”

Ryan (2016); Kumar
and Salo (2016)

fill out

Instill loyalty fill out fill out fill out fill out fill out fill out fill out
Connect people fill out fill out fill out fill out fill out fill out fill out

Example // How to best proceed gathering information:

add «Tactics» sectionfor «Objectives» section for «Strategy» section

Example 1

Possible objective here:
Convey detailed information
through its website.

If, in your opinion,
this information is
not good enough,
adapt it and
discuss the
adaptation in your
paper.

Example 1 // How to write up tactics

84 words

Example 2

Possible objective here:
Connect people through
social media.

Original text, not
suitable for this
example

gap Post a picture of you and a
friend or your partner wearing gap
clothes and use the hashtag
#NewGapCollection 👥 Here
@tamiblue with @jimgreen.

Example 2

Possible objective here:
Connect people through
social media.

Adapted copy for the
digital marketing plan

Example 3

Possible objective here:
___________ through
______.

Check our online shop today👉 20% off everything!
Brand ABC

Which platform
are we talking
about here?

Example 3

Possible objective here:
___________ through
mobile.

Check our online shop today👉 20% off everything!
Brand ABC

Which objective
are we trying to
achieve?

Example 3

Possible objective here:
Inspire action through
mobile.

Check our online shop today👉 20% off everything!
Brand ABC

Within which realm
are we operating?

Example 3

Possible objective here:
Inspire action through
mobile.

Check our online shop today👉 20% off everything!
Brand ABC

Example 4

Possible objective here:
Build trust through
personal selling on a live
video platform like Skype,
Facetime or similar.

Which objective are
we trying to achieve?

Example 4

Possible objective here:
Build trust through
personal selling on a live
video platform like Skype,
Facetime or similar. Which platform

are we talking
about here?

Example 4

Possible objective here:
Build trust through
personal selling on a live
video platform like Skype,
Facetime or similar.

Within which
realm are we
operating?

Example 4

Possible objective here:
Build trust through
personal selling on a live
video platform like Skype,
Facetime or similar.

Example 5

Possible objective here:
Elicit emotions through behind-
the-scenes footage from
events conveyed via live video.

Which platform are we
talking about here?

Example 5

Possible objective here:
Elicit emotions through behind-
the-scenes footage from
events conveyed via live video.

Which objective are
we trying to achieve?

Example 5

Possible objective here:
Elicit emotions through behind-
the-scenes footage from
events conveyed via live video.

Within which realm
are we operating?

Example 5

Possible objective here:
Elicit emotions through behind-
the-scenes footage from
events conveyed via live video.

Objectives Chosen platform (+++) Argument/data Sources Realm/SEM Argument/data Sources/references Tactics
Create awareness and
salience

Social media There is “positive effect of
[Facebook] fanpage engagement on
consumers’ brand awareness, word
of mouth (WOM) activities, and
purchase intention.”

Hutter et al. (2013) ESC/Relate “Relatable content for working-class
users”, “relationships”

Kietzmann et al.
(2011), Edwards
(2015) fill out

Convey detailed
information

Website Creating a well-organised and easy
to navigate virtual experience that
offers visually appealing and value-
adding content underlining the
purpose of the site

Palmer (2002),
Garett et al. (2016)

EDU/Think “Delivery of value-adding
information decreases potential
customer’s discomfort”, “seek to
facilitate flow of information”

McCarville and
Stinson in Pritchard
and Stinson (2014)

Webshop offers different visuals detailing
jerseys from various angles; copy
describes meaning of jerseys (cf. Palmer,
2002). Page is organized in 3 main
sections: visuals, copy, product attributes
(cf. Garett et al., 2016). Visual hierarchy
provided by highlighting the call-to-action
button (Laja, 2018).

Create brand imagery
and personality fill out fill out fill out fill out fill out fill out fill out

Build trust fill out fill out fill out fill out fill out fill out fill out
Elicit emotions fill out fill out fill out fill out fill out fill out fill out
Inspire action Direct marketing, i.e.

«email marketing»
“most used form of direct
marketing”, “logic call-to-action
elements to achieve the stated
conversion”

Hudak et al. (2017),
Ryan (2016)

ESC/Act Contains a sales pitch followed by a
‘call to action’; “Effects of link
placements in email newsletters on
click-through rate”

Ryan (2016); Kumar
and Salo (2016)

fill out

Instill loyalty fill out fill out fill out fill out fill out fill out fill out
Connect people fill out fill out fill out fill out fill out fill out fill out

Example // How to best proceed gathering information:

add «Tactics» sectionfor «Objectives» section for «Strategy» section

Individual exercise «Tactics» (to follow on previous exercises)
‣ Take the same brand as for «Strategy».
‣ Conceptualise marketing and communications tactics to be applied within the

previously set brand experience strategies. All defined objectives shall be
attributed to a dedicated tactic as well as the applied strategy.
—> For this exercise, Continue the previously used table as shown in the
previous slide. Add a column and briefly describe the tactics you recommend
to apply to reach all set objectives.
‣ Upload the table on Moodle today by [time]. Be ready to present your findings

in class.