the a10 marketing framework - anicca digital€¦ · flexibility and practical use of the a10...
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April 2019
The A10
Marketing
Framework
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Different elements of creating a business and marketing plan
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What is strategy?
Where you
are now?
(Current
Situation)
Where you want
to go to?
(Objectives)
How you get there?
(Your Strategy)
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Business planning process
Business
ObjectivesCurrent
situation
Business
Strategy
Finance
Marketing
Operations
FiMO
Individual
Department
Plans
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Marketing
Objectives
Marketing
situation
Marketing Strategy
PromotionPhysical
EvidenceProcesses PeoplePlacePriceProduct
The Marketing Mix
(The 7 P’s)
Marketing
Planning
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Promotion
Paid
MediaOwned
Media
Earned
Media
Technical
Media
Offline / Traditional
Online / Digital
Above the line
(broadcast)
Below the line
(personalised)
Promotional Mix (POET)
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Promotional Mix (POET)
EEarned Media
TTechnical Media
✓ Voice search
✓ Chatbots
✓ Internet of Things
✓ AI and Machine Learning
✓ Paid search
✓ Paid display
✓ Paid social
✓ Marketplaces ads &
optimisation
✓ Ecommerce
(incl. Affiliates, CSE)
✓ Traditional and online PR
✓ Social media
✓ Community and
reputation management
✓ Influencer marketing
✓ Reviews and testimonials
PPaid Media
✓ Search engine
optimisation (SEO)
✓ Content marketing
✓ Social media
✓ Email and marketing
automation
OOwned Media
Sales Funnel
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Your brand website
Search SocialOthers (websites,
media sites)
NEW and POTENTIAL CUSTOMERS
1-5% CONVERSIONS (LEAD OR SALE)
Target
Audience
On-site
conversions
Digital
Channels
Main digital channels
PPaid
OOwned
EEarned
TTech
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How do you create a plan with so many different elements?
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Planning Frameworks
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SOSTAC® by PR Smith
Situation Analysis
Objectives Strategy Tactics Actions Control
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RACE
Reach
Act
Convert
Engage
By Smart Insights
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Introducing Anicca’s A10 Marketing Framework
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“The A10 Marketing Framework is a practical
10-step process that marketers can use
to analyse, plan, implement and manage their
marketing communications strategy”
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1: Analysis
2: Aims
3: Audience
4: Assets
5: Awareness
6: Acquisition
7: Actions
8: Attention/ Retention
9:Advocacy
10: Assessment
A10
Marketing
Framework
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Flexibility and practical use of the A10 Marketing Framework
Flexibility
• Can be used for online and offline marketing channels and works particularly well for integrated multi-channel and omni-channel campaigns
• The A10 Digital Marketing Framework can be used by companies of all sizes and types
• It will help your business to get the basics right, such as; website usability, trust signal, Analytics and brand consistency
• You can apply the same flexible framework even when digital marketing technology changes
Practical use
• Depending on the size and complexity of your business the A10 Digital Framework (including all the initial Analysis) can take between 5 and 10 days to complete
• This does require that your Analytics is set-up and reporting correctly and that the necessary diagnostic tools are in place to record data and the effectiveness of specific channels
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How does it fit into the planning process?
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Business ObjectivesCurrent situation
Business Strategy
Marketing ObjectivesMarketing situation
Marketing Strategy
PromotionPhysical
EvidenceProcesses PeoplePlacePriceProduct
Paid
MediaOwned
Media
Earned
Media
Technical
Media
Offline & Traditional
Online & Digital
Above the line (broadcast)
Below the line (personalised)
Business
Plan
Marketing
Plan
The Marketing Mix
Promotional Mix (POET)
1: Analysis
2: Aims
3: Audience
4: Assets
5: Awareness
6: Acquisition
7: Actions 8: Assessment
9: Attention/ Retention
10: Advocacy
A10 Marketing Framework
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1: Analysis
2: Aims
3: Audience
4: Assets
5: Awareness
6: Acquisition
7: Actions
8: Attention/ Retention
9:Advocacy
10: Assessment
Key elements
of the
A10
Marketing
Framework
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Use the A10 steps to audit your site and marketing activities –
by using our cheat sheet!
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Creating your personas (target audience)
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Lots of tools and tips
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Free site-graders and diagnostics
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How Can You Increase Sales?
Increase
traffic
Increase
EngagementIncrease
Conversion Rate
Increase Average
Order Value
Increase
Frequency
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Data and dashboards
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Source of data by website type
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Dashboard created in Data Studio
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Get your copy of the guide now!
https://anicca.co.uk/a10-marketing-framework/