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You’ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing. You may have noticed we're fans of using practical models as tools to support marketing strategy development? I think most would agree that models are useful "Mind Tools" to structure thinking and communicate a strategy, but there's a problem.
In our free, illustrated guide to 15 classic planning models diagrams we explain what they are and give examples of why and how to apply them in business. In the Essential Models guide we have selected what we see as the classic,most popular models that have stood the test of time and we think are still relevant in today’s era of omnichannel marketing. Please select which you find most useful of the 15 models covered in our guide - you can select more than one or suggest others. Some marketing models are digital focused while others apply equally to digital and traditional forms of communication. This new guide, published in 2016 lists 10 models that can be used by marketing professionals and students for digital audits, planning and strategy.
Since I'm a digital marketer, I have my own views on the relevance of these, indeed in my books I have often included them. So before we wrote the guide I thought it would be nice to share an overview of the relevant models here for anyone passing this way who isn't familiar with them. The 7P's of the Marketing mix model are Product, Price, Place, Promotion, People, Process and Physical evidence - these elements of the marketing mix form the core tactical components of a marketing plan. I think it's right this is at the start of the list since it's still widely used and I think is a simple way to think through how a company markets its products.
Unique Selling Proposition is the concept that brands should make it clear to potential buyers why they are different and better than the competition. This is a simple concept and an essential message to communicate online since the core brand message often isn't clear. This well known, essential MBA model categorises products offered by a business in a portfolio based on their performance rating them as Stars, Cash Cows, Dogs and Question Marks as below.
I find this isn't so applicable in the online marketing world for small and medium businesses - it's more of a Big Business corporate strategy model.
This model allows marketers to visualise a brand’s relative position to competitors in the market place by plotting consumer perceptions of the brand and competitor brands against the attributes that drive purchase. The creation of an engaging online brand is so important to success in digital marketing, it's a pity there aren't more effective branding models. Customer Lifetime Value is the concept used to assess what a customer is worth, based on the present value of future revenue attributed to a customer’s relationship with a product. A different class of models to others, this is more of calculation model - covered in Chapter 6 of my Internet Marketing Book.
The Ansoff’s model is a matrix that can be used to identify alternative growth strategies by looking at present and potential products in current and future markets.
Ansoff's model dates back to the 1960s, but I still cover it in the books to show how companies should "think out of the box" with new opportunities for their digital strategies by considering new opportunities for market and product development rather than simply market penetration which misses the opportunities of digital marketing for me.
This model shows the steps a person takes before becoming loyal to a brand as they move through the stages of prospect, customer, client, supporter and advocate. Loyalty models are useful as a way of thinking through the opportunities to generate lifetime value. As an extension of the traditional PEST model, this analysis framework is used to assess the impact of macro-environmental factors on a product or brand - political, economical, social, technological, legal and economic. However, PESTLE is still widely taught and Annmarie Hanlon is a fan so to explain it's value to me and others she has this in-depth post on how to use the PEST or PESTLE model. The Five forces in Porter's model are Rivalry, Supplier power, Threat of substitutes, Buyer power and Barriers to entry and are used to analyse the industry context in which the organisation operates. Yes this one features in my books and I reference a classic 2001 paper by Porter on applying the Five Forces to the Internet.
This diffusion innovation model plots the natural path of a product as it moves through the stages of Introduction, Growth, Maturity, Saturation and Decline. This three stage STP process involves analysing which distinct customer groups exist and which segment the product best suits before implementing the communications strategy tailored for the chosen target group. As a model which is focused on delivering relevant products, services and communications to the customer and so generating value for an organisation, this is essential for every marketer to understand and apply in practice.
This acronym stands for Situation, Objectives, Strategy, Tactics, Actions, Control and is a framework used when creating marketing plans. I'm a big fan of using PR Smith's SOSTAC® model as a way of planning and implementing strategies. Finally, I wanted to thank the Chartered Institute of Marketing who prompted the idea for this post when they were celebrating their centenary and they ran voting around different models. I tell the students to use the 7Ps (or 8 with Principles (ethics etc)) to review the competitors and use the Ps plus capabilities and resources for the internal review. Completely agree about TOWs too – we always recommend that rather than a backwards looking SWOT.
The concept I write about is taken from Bob Lauterborn, professor of advertising at the University of North Carolina. I agree to Shutterstock's Website Terms, Privacy Policy, Licensing Terms and to receive emails that I can opt out of at any time. Vector set of flat and colorful concepts on business and finance, electronic commerce, marketing, office, branding, cloud services and SEO theme . All plans come as a Standard license, and can be upgraded to an Enhanced license at any time.
Our market share for rapid e-learning development tools is nearly double that of the next closest competitor and five times or more greater than a number of publicly-held companies.
In addition to this exciting news about our market share, our tools have again earned top honors in the same Guild Authoring and Development Tools report. Ranked #1 in PowerPoint to Flash conversion, auto-creation of simple navigation, audio recording and editing, and the ability to create simple basic practice and assessment exercises. Last year we were awarded platinum and gold awards from the eLearning Guild based on responses to its Immersive Learning Simulations survey.
All that and this information-packed, 295-page report also contains the transcript of an interview between Steve Wexler, Director of Guild Research, and our president & CEO, Adam Schwartz. But more exciting is the fact that the former Captivate engineering team is now at Articulate. Guild members can read the rest of the interview and more in the 360 Report on e-Learning Authoring and Development Tools.
Peg John: Just another reason why I like the Articulate products and the folks that create and support them. Create compelling e-learning courses with stunningly simple, remarkably powerful software from Articulate.

A profile of your competitors gives helpful insight into their products, pricing and activities. We have utilized Thrive Market Intelligence to help us gather specific market and customer information for a new product development program. For companies with a newly-developed competitive intelligence initiative, structured coaching is an effective way to advise and teach both practitioner and executives.
Companies with new and evolving competitive intelligence initiatives realize value in custom education programs for their organization. Competitive Intelligence gives helpful insight into their products, pricing and activities. It starts with an in-depth analysis of competitive forces to fully understand your competitive environment. Mobile office work, stock exchange market trading, statistics accounting, development and banking business concept: modern laptop or notebook computer PC with stock market application software, growth bar chart, pie diagram, ballpoint pen and touchscreen smartphone on financial report documents isolated on white background. At the ground breaking event, City of Indianapolis Mayor Greg Ballard and City-County Councilman Vop Osili will speak about the project. The development consists of 292 luxury one, two and three-bedroom apartment residences that will feature floor-to-ceiling glass, solar shades, quartz countertops in kitchens and baths, gourmet kitchens with energy efficient appliances that include side-by-side refrigerators and recessed balconies. Residential amenities include a Sky Terrace at the top level with gorgeous panoramic views of Downtown Indianapolis. Additionally, residents will enjoy a 24-hour, state-of-the-art fitness center, resident lounge and clubroom with billiards, wine storage, business center, Wi-Fi throughout common areas, electric car charging stations, controlled building access, garage parking, secured bike storage and bike repair shop. The project, at 648,561 square feet, will have an additional 2,000 square feet of retail space and a 600-space parking garage.
I just spent a few weeks in Japan and China on a book tour for the Japanese and Chinese versions of the Startup Owners Manual.  In these series of 5 posts, I thought I’d share what I learned in China. The previous post, part 4, was about Beijing’s entrepreneurial ecosystem these are my final observations. For the last 10 years China essentially closed its search, media and social network software market to foreign companies with the result that Google, Facebook, Twitter, YouTube, Dropbox, and 30,000 other websites were not accessible from China.
The Chinese Social Media Landscape diagram below from Resonance does a great job of illustrating the players in the Chinese market.
The down side is that with so much venture and angel capital available, investors have been willing to fund the 10th Groupon clone.  For the last few years, there really hasn’t been a demand to innovate on top of the ecosystem that’s been built. Not only is the Chinese ecosystem completely different but also the consumer demographics and user expectations are equally unique. It was interesting to learn about China’s digital divide – the gap between East China and Midwest China, and between urban and rural areas. Internet penetration in Beijing is  greater than 70% while it’s less than 25% in Yunnan, Jiangxi, Guizhou and other provinces.
My guess is the current wave of “copy to China” will burn itself out in the next few years as the smart money starts to move to “innovate in China” (i.e.
Entrepreneurs in Beijing were knowledgeable about Silicon Valley, entrepreneurship and the state of software and tools available for two reasons.  First, there are continuous stream of “sea turtles”—Chinese who have studied or worked abroad—returning home. Second, most websites that a non-Chinese would use are blocked including Facebook, Twitter, Youtube, Google Docs, Scribd, Blogspot, Dropbox, New York Times, etc. Right next door to Zhongguancun are China’s top two universities, Peking University and Tsinghua University. While I didn’t get much time with the academic community, in talking to students, education seems to still be one of China’s bottlenecks – rote lectures, passive learning, follow the process, exam-based performance, etc.  And while startups and entrepreneurship courses are now being added to the curriculum, “How to write a business plan” seems to be the state of the art.
Though they’re familiar with technology in the valley, I picked up some important cultural difference from students and startup engineers I talked to. I heard from a few investors that as the startup ecosystem is relatively new, there’s a battle for experienced engineering talent and lack of experienced C-level execs. Because salaries are cheap, startups seem to try to solve every problem by throwing bodies at it. Startup teams feel like they are 2-5x the size of American teams.
I was surprised that startup teams ask what seems like the kind of questions Americans learn at their first jobs.
Team: ”We keep spending money trying to get people to our web site but they don’t come back. On the plane ride home I started to think about the similarities and differences between the innovation ecosystems of Silicon Valley and the TMT segment I saw in Beijing. The second difference in ecosystems – the lack of freedom to dissent – goes deeper to the difference between the two systems.
The bet the government is making is that if they can keep the economy cooking and distract the masses with ever increasing consumer goods and foreign adventures, maybe it can survive.
I wonder how many of these people each month get thrown into the local jail for getting caught using a vpn service?
Yes, China is envy of the World, but there is Vietnam, because they need same thing, job at any price. More than 350 UC Berkeley scholars share their perspectives on local, national and global issues. We believe a clear, simple model gives us a framework to assess how we're doing things now compared to our competitors and plan growth strategies for the future.
Over the years,  many models have been developed and some are academic rather than of practical application in the "real world". But which are the most useful - do take our poll to share which you think are of the most practical use and are valuable in understanding opportunities to grow a business. In fact, most are included in my Digital Marketing: Strategy, Implementation and Practice book.
CLV is mainly important online for transactional sites and certainly investment decisions like allowable cost per acquisition (CPA) must be taken with future customer purchases and attrition rates considered. The four growth strategies are market penetration, market development, product development and diversification.
I find students tend to review these in-depth at the expense of creating innovative strategies.
But, I personally think it has limited practical value - yes we know customers have more bargaining power online. It features in all my books and I know Paul Smith, who created it well - he's my co-author on Emarketing Excellence. I am currently writing a MSc Strategic Digital Marketing paper analysing a company’s current strategic digital marketing practice and management. COM (Competitors, Other (indirect) competitors and Market) is the micro environment – needs constant review as it changes quickly. CIM senior examiners on Diploma in Digital Marketing, failure of students to use this digital marketing model versus old tried and tested models like PESTLE, Ansoff and even SOSTAC!!, but doesn’t get mentioned here, and seems to be a lack of scholarly articles on it? It’s so frustrating especially as the course text (Digital Marketing Chaffey, Ellis-Chadwick) has no mention of it either. BCG and Porters are higher-level tools and probably most appropriate in larger organisations.

I learnt this model from the IDM digital diploma, but although I now know it has been used i direct marketing for decades, it wasn’t around when I did my MBA, not is it a concept that is understood by many business professionals. Everyone who signs up gets full access to our entire library, including our curated collections. Our Standard license allows you to use images for anything, except large print runs over 500,000+ or for merchandising.
Once you have downloaded your image, you have life-long rights to use it under the terms of the license purchased. The report also revealed that Articulate enjoys a significantly higher ease-of-use rating than the next highest-rated products. The Guild decided not to give awards for the research this year, but had they done so, we’d have even more medals for our trophy case. So, the team that innovated RoboDemo and Captivate, all the way up through Captivate 2, is no longer at Adobe and is now at Articulate. Beyond in-depth training for CI practitioners, it's necessary to train all participants in the CI initiative. The development, at nearly 300 feet tall, will feature a 40,000 square foot Whole Foods Market®. A 5th level amenity deck will offer a resort-style heated saltwater pool with sundeck and cabanas, aqua lounge, elevated bark park with pet grooming area, Sport Court and Great Lawn, an outdoor kitchen, fireside lounge and grilling areas with a view of Monument Circle. This left  an open playing field for Chinese software startups as they “copy to China” existing U.S. The large players like Alibaba, Baidu and Tencent historically would be more likely to simply copy a startup’s features than to hire their talent. China’s education system needs to give more attention to fostering students’ innovative thinking, creativity and entrepreneurship.
Even though they’re next to Zhongguancun, the hottest place for startups in China, there seems to be a lower appetite for risk, a lack of interest in equity (instead optimizing for a high salary) and very little loyalty to any one company. The lack of a previous generation of successful startup CEOs means the current pool of mentors to coach this generation is almost non-existent. I’ve talked to entrepreneurs who view the investors as a “boss.”  A good number of startups in Beijing seem driven by the VCs – and not the founders. They are the signs of a leadership frightened not by external enemies but by their own people.
How long will it take before even more folks get turned on to what the west has to offer over the net?
They're also great for communicating the purpose and reason behind a strategy you are pursuing. Because of this, we've just produced a new guide free for all members on digital marketing models specifically.
But it suffers from a push mentality completely out-of-keeping with modern digital marketing approaches of listening to and engaging customers in participation through social median marketing. For example, to do a thorough SWOT analysis one has to do a PESTLE (taught to me as STEEPLE+E) and Porters five forces to fully analyze both macro and micro environment. But I also think SWOT can only identify so much and we need other tools to expand the results. If at any time you're unsatisfied with your experience with us, you can cancel your subscription. An official ceremony will be held on Wednesday, February 18, 2014 at 9:00AM at the corner of Market and Alabama Streets in downtown Indianapolis.
However, there’s a growing belief that the “design preferences” of Chinese consumers are just bad design. The large companies strategy seems to be to cover every possible market niche by copying successful models from others.
When the Chinese government censors (run by their propaganda department) shutdown access to yet another U.S. This might also be a hangover from the command and control system of a state-driven planned economy.
Iterations and pivots are a tough concept if you’ve never been taught to think for yourself. What do we have to do to be creative?”  ”You Americans just seem to know how to do things even if you’ve never done them – can you show us how to do that?”  This seems to be an artifact of the Chinese rote educational system and its current system of government. The Beijing software ecosystem I saw has spent the last decade in a protected market copying successful U.S. Because they started to realize there is better life, there is rich people and most of people want to get that point, and that starts from raising wages.
A few years ago now, I was talking to marketing consultant and trainer, Annmarie Hanlon about the power and challenge of using planning models and we decided it would be good to collaborate to create a free guide where we picked and explained the most useful, practical models for students and professionals alike to share. It gives details on the 10 key digital marketing models, so you get the most relevant marketing models for your business. I also think it under-represents the power of intermediaries like comparison sites and publishers in the online world.
Threats can kill your business and opportunities are the future but if your mind set is internal you look outside with blinkers on. Many of our customers use Captivate as a way of creating software simulations that they then insert into our tools, and we actually optimized our tools to support Captivate. They’re used to using the web and increasingly the mobile web for everything, commerce, communication, games, etc. But the differences are worth noting – it’s a young ecosystem, so startup management tools are nearly non-existent. The one caveat about online commerce is that while Chinese users will buy physical goods online (Taobao is huge), they seem to hate to pay for music or software, and the model for games seems to be moving to free play with in-app-purchases for accessories and powers. But there’s a difference in the culture of failure and risk taking –  the current cultural pressure is to “work for a big company or the government.” Outward facing Universities are just starting to appear, and while there’s a free flow of information inside China, it suffers from the constraints of the Great Firewall. Perhaps products like WeChat, designed for an international market, might be the beginning of real innovation.
Overall, people may have different preferences, but most useful is kind of pointless since they are inter-connected. An interesting consequence of the rigid censoring and control of mainstream media is that blogging – reading and writing – is much higher than U.S.
Beijing has awful weather and pollution, it’s a temporary place to get rich and then leave.

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