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More often than not, just like a business plan, a digital marketing strategy is nothing more than a paperweight. Having one of those digital marketing strategy paperweights is almost like having no strategy at all. Powering your digital marketing mixIn today’s fast-paced, online world, new ‘tools’ for business are being launched left, right and center. It’s imperative that you have a strategic, digital roadmap – a digital marketing strategy – which will identify the tools you should be using, to ensure that your time and dollars are invested smartly. Online Shop, Real-estate, Car Dealer, Blog, Social Network, Chat & Auction System Development.
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Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. About this documentWe’ve created this since we’ve been asked so many times for it when giving trainingcourses and consulting.It’s created by Dave Chaffey and Dan Bosomworth of Smart Insights. From the more popular ones like your Website, Facebook and Twitter, through to Blogs, YouTube, Vimeo and UserVoice. Digital marketing planning is no different to any other marketing plan, in fact it’s increasing- ly strange to have separate plans for ‘digital’ and ‘offline’ since that’s not how your cus- tomers perceive your business. Internet-specific SWOT summary Include a digital channel SWOT which summarises your online marketplace analysis find- ings AND links to strategy.


However, we’re often required to separate plans for “digi- tal” only based on the way teams and reports are structured and to help the transition to digital - before it becomes “business as usual”. Full of graphs and pie charts, statistics and figures – it’s nothing short of an inspirational read.
Setting a meaningful strategy The key elements of digital strategy involve revisiting and aligning the main thrust of your marketing strategy in an online context, make sure you draw from other plans, if there is- n ’ t one then use these headers. However it usually just sits there… on top of, or underneath, a whole lot of other papers. However, as we all know, when the business gets going the pressures of the “urgent” day-to-day tasks take over, they dig that business plan deeper and deeper into filing cabinet darkness.
Our customers Always start with the customer, their characteristics, behaviours, needs and wants. Creating the general structure Knowing where to start is often the hardest thing when writing a digital marketing plan. Once you have completed the KPIs, go back up to the big picture and define a long- term vision for how digital will help the organisation grow into the future, again aligned with organisational vision. Intermediaries and potential customersE.Wider macro environmentThese are the big picture strategic influences, 2. When creating the strategy make sure it is aligned with these goals, a table linking goals, substantiation (situation analysis) and strategies as given in Dave’ s books can help here. At Smart Insights we recommend the SOSTAC™ structure developed by PR Smith, Dave Chaffey’s co-author of Emar- keting Excellence. This is a great framework for busi- ness, marketing or digital marketing plans since its simple and logical, so its easy to remember and to ex- plain to colleagues or agen- cies.


Also con-sider what your data tells you in regard to your most profitable, and potentially profitablecustomers B. Each of the six areas help in separating out the key strate- gies, for example customer acquisition, conversion and retention. Our market•Market description - Focus on actionable needs and trends - are you meeting them, whatare they - this insight us useful for other teams and you should find out what other teamsknow, what exactly is growing in the market, is there evidence you can draw from C. Our competitors•Benchmark against competitors for your customer personas and scenarios against the cri-teria given in the strategy section, in particular their marketing mix. In a nutshell, it’ s about alignment and integration between the different sections of your plan.
In the other sections we have provided headings to help structure your strategy, with prompts to help your thinking in italics which you’ll also want to delete.
In particular, you may find this digital marketing benchmarking spreadsheet useful for benchmarking your current capabilities.
The spreadsheet supports Dave Chaffey ’ s report on Managing Digital Channels for Econsultancy which goes into more detail on different areas of strategy development and channel governance.



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