My reflective summary
During my experience of digital marketing learnt a range of new topics and also added more knowledge to other topics I had some ideas on. One topic that stood out in particular was learning SOSTAC a framework which was developed by Chaffey and Smith. I found this to be a very useful framework which will benefit me when performing digital marketing tasks in the future. SOSTAC sets out the clear objectives and shows the plan on how to achieve them in a strategic way.
There are six main steps when using the framework all of which set out the most likely way to achieve the beginning objectives. These are situational analysis, objectives, strategy, tactics, action and control (Chaffey, 2022). In each weeks lecture I learn more in depth about each of these components that make up this model. I learn what websites to use to find the best data such as http://similarweb.com
This screenshot is from a lecture slide showing the capabilities of similar web and how it can be used for our digital marketing plan assignment (similarweb, 2023).
Another component that i have learnt from was the looking at the consumer behaviour, segmentation, targeting and the 4 Ps. This learning helped expand the knowledge I already had in these areas. As I found the examples and links to different companies broaden my understanding. One example we looked at in the seminars was a company called http://wordery.com
Mapping out a buyers journey on wordery and suggesting its strengths and weaknesses and recommendations which could be made to the site to help with customer satisfaction. Also comparing its features to Amazon and how it compares to Amazon during the seminar as a group discussion.
After reading Dave Chaffey article which was suggested in the seminar he suggests how important online value proposition for a business to attract their target market and keep brand loyalty to the business (Chaffey, 2020).
My interpretations of what I have learnt the past semester is that a business must use there online value presence.
That a company must value their OVP and channel it through online and offline presence in order to attract there target market and keep brand loyalty. Therefore the importance of companies having phone lines and emails whilst also having video tutorials and 24/7 live chats are vital for a business to keep customers happy at all hours (Zara, 2023).
Another interpretation I have made was when learning about the SOSTAC framework and how this model can be used to evaluate a digital marketing plan for any company. It has a detailed structure which allows someone following the model to go through it step by step to reach the objectives set at the start. SOSTAC lets you analyse the competitive market whilst also showing aspects of a companies website.
The concepts I have learnt in digital marketing will help me in a number of ways firstly with evaluating an article as I have learnt how to analyse and structure a literature review. It has helped me build on my Harvard referencing throughout the model which is key to all assignments and has enabled me to use new websites which I can use in the future when needing to find information about a companies online presence.
I intend to develop my knowledge of topics I have learnt within this module and use them in the future when they are needed. They have made me realise how digital marketing is key to every businesses success and without a good digital marketing plan this can be detrimental for a companies survival. That is why using frameworks such as the SOSTAC helps companies to layout a step by step detailed plan and analysis.
This module will be useful in a future career of marketing. It will show the employer I have a range of skills that have been based of this module that can be added to my CV. Skills such as the ability to performing a digital marketing audit and have the ability to look at customer engagement online, social media.
From this module I can now perform a digital marketing plan and a strategy on how a firm can accomplish its objectives both short and long term. With my new found knowledge of SOSTAC and putting it into action this proves to employers I have the potential to provide a detailed plan of a digital marketing strategy. I can now evaluate metrics within a business and have a better understanding of google analytics. Digital marketing has provided me with the knowledge to conduct literature reviews, design infographics and how to blog about experiences I’ve had and what I’ve learnt from these experiences and how to make it appeal to others.
references:
Chaffey, D. (2020). Online Value Proposition (OVP) definition – What is? – Digital marketing Glossary. Dr Dave Chaffey : Digital Insights. https://www.davechaffey.com/digital-marketing-glossary/online-value-proposition-ovp/
Chaffey, D. (2022, October 11). SOSTAC® marketing plan model definition – What is? – Digital marketing Glossary. Dr Dave Chaffey : Digital Insights. https://www.davechaffey.com/digital-marketing-glossary/sostac-marketing-plan-model/
similarweb. (2023). website traffic. check and analyse. https://www.similarweb.com/
wordery. (2023). Wordery online bookshop. https://wordery.com/?gclid=Cj0KCQiA_P6dBhD1ARIsAAGI7HD4-_0QhEx1aybZB4DiUVGEU047rEn6gbnRG8I2W15aNPWjVMOL2NUaAg4wEALw_wcB
Zara. (2023). Zara. Zara united kingdom. https://www.zara.com/uk/