Digital marketing planning is not different to any other marketing planning. it increasing strange to have separate plans for ‘digital’ and ‘offline’ since that’s not how customers perceive business. We have separate plans for “digital” only based on the way teams and reporting is structured and to make the business case for transformation to digital business.
We Start with the customer. Build Our plans around customer insights and needs. Keep flexible. Situations and plans change, especially online, so we ensure that plans are usable by a clear vision for the year and keeping detail to a shorter term 90-day focus. Following are few steps we follow during digital marketing strategy.
1.We Create a Digital Marketing Strategy
Review marketplace and set objectives
There are 5 key activities to define digital opportunity through marketplace analysis: –
1. We set objectives and review performance using summary dashboards and KPIs
2. Customer insight summarized in customer personas and customer journey maps
3. Benchmark competitors
4. Review influencer outreach, co-marketing and intermediaries 5. Audit brand strength with the marketplace
2.Create digital strategy
Review how digital proposition and communicate it using digital targeting techniques:-
1. Select target market segments and personas.
2.Define digital targeting approaches
3.Define your online value proposition (OVP) including review of business and revenue model, brand positioning and integration with traditional channels
4.Review marketing mix for options to vary the 4Ps of Product, Price, Promotion and Place.
3. Implement and manage digital marketing communications
Optimize digital communications across all key customer touchpoints:
Reach: Build the audience by integrating paid marketing, social media, like Facebook LinkedIn, Twitter etc.
Act: Using content marketing to prompt brand interaction and leads conversion.
Convert: Conversion rate optimization to boost online and offline sales.
Engage: Develop customer loyalty and repeat sales.
4.Grow your audience online
Define your online audience potential.
Set quality targets for building traffic, awareness and social media followers
5.Select the best communications options
Your online customer acquisition strategy should:
1. Define key brand messages to grow audience awareness, familiarity and purchase intent
2. Select relevant targeting approaches
3. Develop content marketing approach
4. Define channel integration
5. Priorities where you will spend, summarized using a media plan and budge
6.Implement and manage digital marketing communications
Optimize your digital communications across all key customer touchpoints:
1.Reach: Build your audience by integrating paid, owned and earned media.
2.Act: Using content marketing and persuasion to prompt brand interaction and leads.
3.Convert: Use conversion rate optimization to boost online and offline sales.
4.Engage: Develop customer loyalty and repeat sales