Table Of Content

DIGITAL MARKETING STRATEGY GUIDE Your companion to creating or updating your online channel strategy Authors: Dr Dave Chaffey and Danyl Bosomworth Digital Marketing Strategy Seven Steps to Success Guide Contents 04 Introduction Convincing others you need a strategy 096WHS'H¿QH\RXUDSSURDFKWRGLJLWDOVWUDWHJ\ 19 Step 2 Understand your ecosystems 6WHS'H¿QH\RXUIXWXUH 40 Step 4 Strategy: Targeting 47 Step 5 Strategy: Proposition 56 Step 6 Strategy: Getting New Customers 72 Step 7 Strategy: Keeping customers engaged and loyal 7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Managing digital Understanding 'H¿QH\RXU Targeting Proposition Getting new Keeping customers strategy your ecosystem future customers loyal About our 7 Steps digital marketing guides How will the guides help me? :H¶YHFUHDWHGRXU6WHS*XLGHVIRU([SHUWPHPEHUVWREH\RXUFRQVWDQWFRPSDQLRQDV\RX OHDUQUHYLHZDQGLPSURYH\RXUDSSURDFKWRGLJLWDOPDUNHWLQJ:HNQRZ\RX¶UHEXV\DQGXQGHU pressure to get results, so they’re written to help you do just that. They take you through the ques- WLRQV\RXVKRXOGEHDVNLQJWRLPSURYHSHUIRUPDQFHDQGVXJJHVWLQJWKHULJKWDSSURDFKHVIRU\RX 2XU(ERRNVDUHDOOFUHDWHGWRKHOS\RX ; Improve results$IRFXVRQJHWWLQJWKHEHVWUHVXOWVIURP\RXUGLJLWDOPDUNHWLQJ ; Review your current approach$XQLTXHZRUNERRNIRUPDWKHOSVLGHQWLI\SULRULWLHV ; Apply analytics,QHJUDWHGDGYLFHRQXVLQJ*RRJOH$QDO\WLFVWRLPSURYHSHUIRUPDQFH ; Learn best practice. Strategy recommendations and practical tips highlighted throughout. Who are the guides written for? 2XU(ERRNVDUHGHVLJQHGWRKHOS\RXDQG\RXUWHDPLI\RXDUHDFWLYHO\PDQDJLQJGLJLWDOPDUNHW LQJ7KH\DUHDOVRSDFNHGIXOORISUDFWLFDODGYLFHLI\RX¶UHZRUNLQJKDQGVRQRQDFRPSDQ\ZHEVLWH or campaigns like search, email or social media marketing. This is how our guides are designed to KHOSGLIIHUHQWW\SHVRISHRSOHPDSSODQDQGPDQDJHWKHLUGLJLWDOPDUNHWLQJ ; Company owners and marketing managers:HKHOS\RXFUHDWHRUUH¿QHSODQVVR\RX can invest in the approaches that matter. We help you set goals and put in place a system to PHDVXUHDQGLPSURYHVLQFHDOORXUJXLGHVFRYHUKRZWRJHWPRUHIURP*RRJOH$QDO\WLFV ; Digital marketing and Ecommerce managers:HKHOS\RXGULYHHI¿FLHQFLHVIURPHDFKRI WKHNH\GLJLWDOPDUNHWLQJFKDQQHOVSOXV\RXUZHEDQGVRFLDOSUHVHQFHVWKURXJKUHYLHZLQJ\RXU DSSURDFKXVLQJXVLQJRXUFRPSUHKHQVLYHZRUNERRNWHPSODWHV ; Digital marketing specialists:KHWKHU\RXZRUNRQVRFLDOPHGLDPDUNHWLQJ6(233& HPDLOPDUNHWLQJRUFRQYHUVLRQUDWHRSWLPLVDWLRQIRUWKHZHEVLWHZHKDYHDJXLGHWRTXLFNO\KHOS you review and improve your approach. ; Consultants and agencies. Many consultants and agencies use our guides to check and UH¿QHWKHLUDSSURDFKDQGUHFRPPHQGDWLRQVWRFOLHQWVRQGLJLWDOPDUNHWLQJ7KH\¶UHDOVRXVHG WRKHOSHGXFDWHWHDPPHPEHUVRQWKHODWHVWGLJLWDOPDUNHWLQJEHVWSUDFWLFHDQGWHFKQLTXHV Guide features $OORXUJXLGHVLQFOXGHWKHVHIHDWXUHVWRKHOS\RXLPSURYH ; &KHFNOLVWVRITXHVWLRQVWRDVNWRUHYLHZ\RXUPDUNHWLQJDSSURDFK ; *XLGDQFHRQXVLQJ*RRJOH$QDO\WLFVWRLPSURYHSHUIRUPDQFH ; Colour-coded GH¿QLWLRQV, key strategy recommendations and EHVWSUDFWLFHWLSV ; 'LDJUDPVJLYLQJIUDPHZRUNVWRGHYHORS\RXUVWUDWHJ\ ; /RWVRIH[DPSOHVRIEHVWSUDFWLFHWKURXJKPLQLFDVHVWXGLHVDQGVFUHHQFDSWXUHV Tell us what you think 'DYH&KDIIH\DQGWHDPKDYHGHYHORSHGWKHVHJXLGHVEDVHGRQZRUNLQJZLWKPDQ\W\SHVRI FRPSDQLHVDQGLQWUDLQLQJ%XWLPSURYHPHQWVDUHDOZD\VSRVVLEOHVRZH¶GEHJUDWHIXOLI\RXFRXOG email: Introduction Convincing others you need a strategy &UHDWLQJDGLJLWDOPDUNHWLQJVWUDWHJ\DQGSODQLVQRGLIIHUHQWIURPFUHDWLQJDQ\RWKHU PDUNHWLQJSODQLQIDFWLW¶VLQFUHDVLQJO\VWUDQJHWRKDYHVHSDUDWHSODQVIRUµGLJLWDO¶DQGµRIÀLQH¶ VLQFHWKDW¶VQRWKRZ\RXUFXVWRPHUVSHUFHLYH\RXUEXVLQHVV +RZHYHUZH¶UHRIWHQUHTXLUHGWRVHSDUDWHSODQVIRU³GLJLWDO´RQO\EDVHGRQWKHZD\WHDPV DQGUHSRUWLQJDUHPDQDJHGDQGWRKHOSWKHWUDQVLWLRQWRGLJLWDO±EHIRUHLWEHFRPHV³EXVLQHVV DVXVXDO´$FRPPRQIRUPDWKHOSVDOLJQ\RXUSODQWRRWKHUPDUNHWLQJSODQV 7RVWDUWZHKDYHWRIDFHWKHUHDOLW\WKDWPDQ\RUJDQLVDWLRQVGRQ¶WKDYHDGLJLWDOPDUNHWLQJ strategy at all. 0DQ\RUJDQLVDWLRQVDUHGRLQJGLJLWDOPDUNHWLQJEXWIHZKDYHDVWUDWHJ\7KDW¶V ZKDWRQHRIRXUUHDGHUVXUYH\VVKRZHG 7KLVVXJJHVWVWRXVWKDW\RXRU\RXUFROOHDJXHVPD\QRWXQGHUVWDQGWKHQHHGIRUDGLJLWDO VWUDWHJ\:K\QRW³Just Do It´DVWKH\XVHGWRVD\LQWKH1LNHDGVDQGNHHS\RXUÀH[LELOLW\" Well, we’ve seen many companies, large and small who get this wrong. Rather than strategy, WKH\VLPSO\XVHDVHULHVRIWDFWLFVOLNHVHDUFKVRFLDORUHPDLOPDUNHWLQJEXWZLWKRXWD coherent plan. $ODFNRIVWUXFWXUHGSODQQLQJIRUGLJLWDOPDUNHWLQJLVHYLGHQWLQUHODWLYHO\XQVRSKLVWLFDWHG DGRSWHUVRIGLJLWDOFKDQQHOV)RUHDUO\(FRPPHUFHDGRSWHUVLWLVEHVWWRFUHDWHDVHSDUDWH (PDUNHWLQJSODQWRSURYLGHIRFXVDQGDLGWUDQVIRUPDWLRQEXWIRUPRUHPDWXUHRUJDQLVDWLRQV GLJLWDOPDUNHWLQJDFWLYLWLHVVKRXOGEHLQWHJUDWHGLQWRDQQXDOSODQQLQJ Strategy Recommendation 1 &UHDWHDVSHFL¿FGLJLWDOPDUNHWLQJSODQ &UHDWHDGHWDLOHGGLJLWDOPDUNHWLQJSODQGH¿QLQJWKHGLJLWDOFKDQQHOVWUDWHJ\IRUHDFKPDMRU PDUNHWSURSRVLWLRQWRSURYLGHIRFXVDQGGLUHFWLRQIRUWKHIXWXUH (TXDOO\LW¶VLPSRUWDQWWKDWFUHDWLQJDVHSDUDWHGLJLWDOSODQRUVHSDUDWHUHVRXUFHWRIRFXVRQ GLJLWDOPDUNHWLQJGRHVQ¶WFUHDWHDVLOR6RZHVHHDGLJLWDOSODQDVDVKRUWWHUPWRROWRGH¿QH \RXUGLJLWDOIXWXUHDQGKHOSWUDQVIRUP\RXUEXVLQHVVXQWLOLWEHFRPHVSDUWRISODQQLQJIRU EXVLQHVVDVXVXDO Strategy Recommendation 2 (QVXUH\RXUSODQLVLQWHJUDWHG Although you need a separate digital plan to help you create a strategy it’s important to NHHSLWZHOOLQWHJUDWHG7KDWPHDQVVXSSRUWLQJFRPPRQEXVLQHVVJRDOVDQGFRQVLVWHQW ZLWKEUDQGDQGFRPPXQLFDWLRQVWUDWHJ\ 7 Steps to Digital Marketing Strategy 4 © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Managing digital Understanding 'H¿QH\RXU Targeting Proposition Getting new Keeping customers strategy your ecosystem future customers loyal 1RWFRQYLQFHGRIWKHQHHGIRUDVHSDUDWHGLJLWDOSODQRUQHHGWRFRQYLQFH\RXUFROOHDJXHV" 7U\RXWWKHVHDUJXPHQWV:HKDYHRIWHQVHHQWKHVHW\SLFDOSUREOHPVLQRUJDQLVDWLRQV ZKHUHGHWDLOHGSODQVIRUGLJLWDOPDUNHWLQJKDYHQRWEHHQFUHDWHGRUPDQDJLQJWKHSODQVGR QRWKDYHFOHDUO\GH¿QHGRZQHUVKLS 7KHVHDUHULVNVWKDWFDQEHPDQDJHGWKURXJKKDYLQJDVWUDWHJ\GH¿QHGLQDGLJLWDOFKDQQHO plan: Our top 10 reasons why you DO need a digital strategy 7\SLFDOSUREOHPVZKHQFRPSDQLHVGRQ¶WKDYHDFOHDUO\GH¿QHGGLJLWDOPDUNHWLQJVWUDWHJ\ : 1. You’re directionless. :H¿QGWKDWFRPSDQLHVZLWKRXWDGLJLWDOVWUDWHJ\DQGPDQ\ WKDWGRGRQ¶WKDYHFOHDUVWUDWHJLFJRDOVIRUZKDWWKH\ZDQWWRDFKLHYHRQOLQHLQWHUPVRI JDLQLQJQHZFXVWRPHUVRUEXLOGLQJGHHSHUUHODWLRQVKLSVZLWKH[LVWLQJRQHV$QGLI\RX don’t have goals you likely don’t put enough resources to reach the goals and you don’t evaluate through analytics whether you’re achieving those goals. : 2. You won’t know your online market share. &XVWRPHUGHPDQGIRURQOLQHVHUYLFHV PD\EHXQGHUHVWLPDWHGLI\RXKDYHQ¶WUHVHDUFKHGWKLV3HUKDSVPRUHLPSRUWDQWO\\RX ZRQ¶WXQGHUVWDQG\RXURQOLQHPDUNHWSODFH±WKHG\QDPLFVZLOOEHGLIIHUHQWWRWUDGLWLRQDO FKDQQHOVZLWKGLIIHUHQWW\SHVRIFXVWRPHUSUR¿OHDQGEHKDYLRXUFRPSHWLWRUVSURSRVLWLRQV DQGRSWLRQVIRULQYHVWLQJLQPDUNHWLQJFRPPXQLFDWLRQVWRWDUJHWRQOLQHDXGLHQFHV : 3. Existing and start-up competitors will gain market share,I\RX¶UHQRWGHYRWLQJ enough resources to digital marketing or you’re using an ad-hoc approach with no clearly GH¿QHGVWUDWHJLHVWKHQ\RXUFRPSHWLWRUVZLOOHDW\RXUGLJLWDOOXQFK : 4. You don’t have a powerful online value proposition$FOHDUO\GH¿QHGRQOLQH FXVWRPHUYDOXHSURSRVLWLRQZLOOKHOS\RXGLIIHUHQWLDWH\RXURQOLQHVHUYLFHHQFRXUDJLQJ H[LVWLQJDQGQHZFXVWRPHUVWRHQJDJHLQLWLDOO\DQGVWD\OR\DO : 5. You don’t know your online customers well enough. ,W¶VRIWHQVDLGWKDWGLJLWDOLVWKH ³PRVWPHDVXUDEOHPHGLXPHYHU´%XW*RRJOH$QDO\WLFVDQGVLPLODUWRROVZLOORQO\WHOO\RX YROXPHVQRWVHQWLPHQW<RXQHHGWRXVHRWKHUIRUPVRIIHHGEDFNWRLGHQWLI\\RXUZHDN points and then address them. : 6. You’re not integrated. ,W¶VDOOWRRFRPPRQIRUGLJLWDODFWLYLWLHVWREHFRPSOHWHGLQ silos, whether that’s a specialist digital marketer, sitting in IT or a separate digital agency. ,W¶VHDVLHUWKDWZD\WRSDFNDJHGLJLWDOPDUNHWLQJLQWRDFRQYHQLHQWFKXQN%XWRIFRXUVH LW¶VOHVVHIIHFWLYH(YHU\RQHDJUHHVWKDWGLJLWDOPHGLDZRUNEHVWZKHQLQWHJUDWHGZLWK traditional media and response channels. : 7. Digital doesn’t have enough people/budget given its importance. ,QVXI¿FLHQW UHVRXUFHZLOOEHGHYRWHGWRERWKSODQQLQJDQGH[HFXWLQJHPDUNHWLQJDQGWKHUHLVOLNHO\WR EHDODFNRIVSHFL¿FVSHFLDOLVWHPDUNHWLQJVNLOOVZKLFKZLOOPDNHLWGLI¿FXOWWRUHVSRQGWR FRPSHWLWLYHWKUHDWVHIIHFWLYHO\ : 8. You’re wasting money and time through duplication. (YHQLI\RXGRKDYHVXI¿FLHQW UHVRXUFHLWPD\EHZDVWHG7KLVLVSDUWLFXODUO\WKHFDVHLQODUJHUFRPSDQLHVZKHUH\RX VHHGLIIHUHQWSDUWVRIWKHPDUNHWLQJRUJDQLVDWLRQSXUFKDVLQJGLIIHUHQWWRROVRUXVLQJ GLIIHUHQWDJHQFLHVIRUSHUIRUPLQJVLPLODURQOLQHPDUNHWLQJWDVNV : 9. You’re not agile enough to catchup or stay ahead. ,I\RXORRNDWWKHWRSRQOLQH EUDQGVOLNH$PD]RQ'HOO*RRJOH7HVFR=DSSRVWKH\¶UHDOOG\QDPLF±WULDOLQJQHZ approaches to gain or keep their online audiences. : 10 You’re not optimising(YHU\FRPSDQ\ZLWKDZHEVLWHZLOOKDYHDQDO\WLFVEXWPDQ\ senior managers don’t ensure that their teams make or have the time to review and act 7 Steps to Digital Marketing Strategy 5 © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Managing digital Understanding 'H¿QH\RXU Targeting Proposition Getting new Keeping customers strategy your ecosystem future customers loyal RQWKHP2QFHDVWUDWHJ\HQDEOHV\RXWRJHWWKHEDVLFVULJKWWKHQ\RXFDQSURJUHVVWR FRQWLQXRXVLPSURYHPHQWRIWKHNH\DVSHFWVOLNHVHDUFKPDUNHWLQJVLWHXVHUH[SHULHQFH email and social media marketing. What is a digital marketing strategy? 7KHWHUP³GLJLWDOPDUNHWLQJVWUDWHJ\´LVRIWHQXVHGORRVHO\ZKHQWDONLQJDERXWIXWXUHSODQV EXWZKDWH[DFWO\LVLWDQGZKDWVKRXOGEHLW¶VVFRSH"<RXPD\NQRZEXWRWKHUVZRQ¶WVRLW¶V ZRUWKEULHÀ\VFRSLQJLWRXWVR\RXUYLVLRQLVFOHDU Strategy Recommendation 3 'H¿QHWKHVFRSHDQGODEHOOLQJRIGLJLWDOVWUDWHJ\ 'H¿QHZKLFKFXVWRPHUWRXFKSRLQWVDQGFKDQQHOVZKLFKQHHGPDQDJLQJDVSDUWRIDGLJLWDO VWUDWHJ\VRWKHVFRSHRIGLJLWDOPDUNHWLQJLVFOHDU'HSHQGLQJRQ\RXUW\SHRIRUJDQLVDWLRQ DQGWHUPLQRORJ\\RXPD\ODEHOWKHVWUDWHJ\GLIIHUHQWO\IRUH[DPSOH ; Digital marketing strategy ±,QWHJUDWLRQRIZHEVLWHPRELOHPDUNHWLQJDQGGLJLWDO FRPPXQLFDWLRQVFKDQQHOVIRUFXVWRPHUDFTXLVLWLRQDQGUHWHQWLRQ ; Ecommerce strategy±8VHGIRUWUDQVDFWLRQDOEXVLQHVVHVIRFXVHGRQLQFUHDVLQJ online sales ; Ebusiness strategy±$OVRW\SLFDOIRUWUDQVDFWLRQDOEXVLQHVVHVEXWSODFHVHPSKDVLV on improving internal processes and integrating with channel partners ; Multichannel marketing strategy±$EURDGHUVWUDWHJ\W\SLFDOIRUUHWDLOFRPSDQLHV LQWHJUDWLQJZHEDQGPRELOHVLWHVDOHVZLWKGLVWULEXWLRQWKURXJKSK\VLFDOVWRUHVRU catalogue phone sales. 6RIDUVRJRRGEXWWKHYLVLRQRIGLJLWDOVWUDWHJ\VKRXOGQ¶WEHOLPLWHGE\LW¶VVLPLODULW\WRRWKHU VWUDWHJLHV7KHUHLVDULVNWKDWWKH,QWHUQHWDQGGLJLWDOPHGLDDUHWUHDWHGDVµjust another channel to market¶ZLWKRXWUHYLHZRIWKHRSSRUWXQLWLHVWRRIIHULPSURYHGGLIIHUHQWLDWHGRQOLQH services and content. :KDWLVLW" Digital marketing strategy 9LHZWKHGLJLWDOVWUDWHJ\DVDFKDQQHOVWUDWHJ\IRU\RXUEUDQGZKLFKUHTXLUHVVSHFL¿F FKDQQHOWDUJHWLQJFKDQQHOSURSRVLWLRQVDQGFKDQQHOSDUWQHUVEDVHGRQFXVWRPHU SUHIHUHQFHV,QWHJUDWLRQEHWZHHQFKDQQHOVUHPDLQVLPSRUWDQW 7KLVLVKRZZHVHHGLJLWDOVWUDWHJ\VKRXOGEHWDFNOHGVLQFHLW¶V a channel strategy. This means that you should: ; Understand the channel. <RXUVWUDWHJ\VKRXOGEHLQIRUPHGE\FXVWRPHURQOLQH EHKDYLRXUDQGSUHIHUHQFHV,QSDUWLFXODUXQGHUVWDQGZKLFKLQWHUPHGLDU\VLWHVLQÀXHQFH SXUFKDVHDQGKRZ\RXUFXVWRPHUVVZLWFKEHWZHHQWKHFKDQQHOV ; Set objectives for future channel contribution7KLVLQFOXGHVVSHFL¿FPRQWKO\WDUJHWV IRUERWKGLUHFWRQOLQHVDOHVDQGLQGLUHFWRIÀLQHVDOHV ; Identify and prioritise target audiences. As with traditional marketing, targeting the right DXGLHQFHVLVNH\'LJLWDOPHGLDHQDEOH\RXWRPLFURWDUJHW ; Encourage usage of the channel<RXVWLOOQHHGWRFRPPXQLFDWHWKHEHQH¿WVRIXVLQJ WKLVFKDQQHOWRHQFRXUDJHVZLWFKLQJDQGHQKDQFH\RXUEUDQG ; Create propositions to emphasise the differences7KLVLQFOXGHVGLIIHUHQFHVEHWZHHQ online channels and other channels. ; Support integration between channels. Although you want to emphasise the 7 Steps to Digital Marketing Strategy 6 © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Managing digital Understanding 'H¿QH\RXU Targeting Proposition Getting new Keeping customers strategy your ecosystem future customers loyal GLIIHUHQFHVWKDWGRHVQ¶WPHDQWKHFKDQQHOVKRXOGQ¶WEHLQWHJUDWHG&XVWRPHUMRXUQH\V VKRXOGEHVHDPOHVVO\LQWHJUDWHG ; Review how competitors use the channel. Understand their targeting and propositions, ZKHUHGRWKH\H[FHO" ; Develop channel partners)LQGWKHNH\SOD\HUVDQGLQÀXHQFHUVLQWKHYDOXHFKDLQRU HFRV\VWHPDQGIRUPVWUDWHJLFSDUWQHUVKLSV Best Practice Tip 1 8VHVLPLODUVWUDWHJLHVIRULQGLYLGXDOGLJLWDOSODWIRUPVDQGWRROV :KHWKHULW¶VDPRELOHZHEVLWHDPRELOHDSSDVRFLDOPHGLDSODWIRUPRUDQHPDLO QHZVOHWWHUWKHHVVHQFHRIGH¿QLQJDXGLHQFHVHJPHQWDWLRQWDUJHWLQJGLIIHUHQWLDWLRQDQG proposition apply. What should go into a digital strategy? <RXFDQVHHWKDWDGLJLWDOVWUDWHJ\KDVPDQ\VLPLODULWLHVWRWKHPDLQSDUWVRIWUDGLWLRQDO PDUNHWLQJVWUDWHJLHVEXWLW¶VIRFXVHGRQPDQDJLQJWKHVSHFL¿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¶VRQHRWKHUSRLQWZHWKLQNLW¶V LPSRUWDQWWRHPSKDVLVHDQGWKDW¶VIRFXV<RXFDQ¶WDQGVKRXOGQ¶WWU\WRGRHYHU\WKLQJDQG WU\WREHDOOWKLQJVWRDOOSHRSOH,W¶VLPSRUWDQWWRGHFLGHZKLFKVWUDWHJLHV127WRSXUVXHDQG ZKLFKIXQFWLRQDOLW\LVQRWVXLWDEOHWRLPSOHPHQW Strategy Recommendation 4 *LYH\RXUVWUDWHJ\IRFXV <RXZRQ¶WEHDEOHWRGRHYHU\WKLQJVR\RXUVWUDWHJ\VKRXOGIRFXVRQZKDWZLOOPDNHWKH ELJJHVWGLIIHUHQFH)RFXV 7 Steps to Digital Marketing Strategy 7 © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Managing digital Understanding 'H¿QH\RXU Targeting Proposition Getting new Keeping customers strategy your ecosystem future customers loyal Using this digital marketing strategy guide with other resources 7KLV6WHSV(ERRNLQWHJUDWHVZLWKRWKHU6PDUW,QVLJKWVUHVRXUFHVGHYHORSHGIRU([SHUW PHPEHUV7RVLJQSRVWWKHUHOHYDQWUHVRXUFHVORRNRXWIRUWKLVRecommended Resource IHDWXUHVLQWKLVGRFXPHQWZKLFKOLQNWKURXJKWRWKHUHOHYDQWSDJHIRUGRZQORDG 5HFRPPHQGHGUHVRXUFH" Digital marketing strategy toolkit template Use the Digital marketing toolkitWHPSODWHVWRSUHSDUHDFXVWRPLVHGSODQIRU\RXUEXVLQHVV RU\RXUFOLHQWV7KHWRRONLWFRQWDLQVXQEUDQGHG:RUG([FHODQG3RZHUSRLQWWHPSODWHVIRU \RXWRDPHQGWRKHOSIRUPDSODQIRU\RXUEXVLQHVVRU\RXUFOLHQWV¶EXVLQHVVHV 7 Steps to Digital Marketing Strategy 8 © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Managing digital Understanding 'H¿QH\RXU Targeting Proposition Getting new Keeping customers strategy your ecosystem future customers loyal Step 1 'H¿QH\RXUDSSURDFKWRPDQDJLQJGLJLWDOVWUDWHJ\ Q. $SSURDFKWRPDQDJLQJGLJLWDOVWUDWHJ\SURFHVVGH¿QHG" .QRZLQJZKHUHWRVWDUWLVRIWHQWKHKDUGHVWWKLQJZKHQZULWLQJDGLJLWDOPDUNHWLQJSODQ6R 1 RQFH\RXKDYHDVWUXFWXUHIUDPHZRUNWRIROORZLQDWDEOHRIFRQWHQWVLW¶VWKHQDOPRVWD PDWWHURI¿OOLQJLQWKHJDSV &UHDWLQJDVWUDWHJ\WKDWZRUNVQHHGVDQHIIHFWLYHRYHUDOOIUDPHZRUNDQGSURFHVVWRFUHDWH WKHVWUDWHJ\6R\RXU¿UVWVWHSLVVWUDLJKWIRUZDUG±WKLQNLQJDERXWKRZ\RXPDQDJHDQG create your strategy. $ZRUNDEOHVWUDWHJ\ ; ,VEDVHGRQZKDW¶VKDSSHQLQJLQDFRPSDQ\¶VPDUNHWSODFHLHLW¶VFXVWRPHUFHQWUHGDQG UHYLHZVWKHLPSRUWDQFHRISRWHQWLDOSDUWQHUVLQÀXHQFHUVDQGFRPSHWLWRUV ; +DVFOHDUREMHFWLYHVWRDFKLHYHDYLVLRQIRUWKHIXWXUHSDUWLFXODUO\LPSRUWDQWIRU digital marketing ; *LYHVFOHDUVWUDWHJLFGLUHFWLRQWRDFKLHYHWKHREMHFWLYHV ; +DVDPHWKRGRIWUDFNLQJDQGUHYLHZWRNHHSWKHVWUDWHJ\RQWUDFNZKHQ\RX¶UH implementing it. ,QDOOPDUNHWLQJVWUDWHJLHVLW¶VLPSRUWDQWWRIRFXVRQEXLOGLQJDSODQDURXQGWKHFXVWRPHU QRW\RXUSURGXFWVDQGWDFWLFV%XWWKLVLVSDUWLFXODUO\WUXHRQOLQHVLQFHGLJLWDOPDUNHWLQJRIWHQ LQYROYHVWDNLQJDGYDQWDJHRIQHZGLJLWDOWHFKQRORJLHVDQGSODWIRUPVDFFRUGLQJWRKRZSHRSOH interact with them. Strategy Recommendation 5 (QVXUH\RXUVWUDWHJ\LVFXVWRPHUFHQWULF 3XWFXVWRPHUV¶FXUUHQWXVHRIWHFKQRORJ\DQGKRZWKH\ZLOOLQWHUDFWZLWK\RXUEUDQGDWWKH KHDUWRI\RXUVWUDWHJ\ 7RPDNHVXUH\RXUGLJLWDOVWUDWHJ\KDVWKHVHHVVHQWLDOIHDWXUHVZHUHFRPPHQGWKH SOSTAC™VWUXFWXUHGHYHORSHGE\356PLWK'DYH&KDIIH\¶VFRDXWKRURI(PDUNHWLQJ ([FHOOHQFH7KLVLVDJUHDWIUDPHZRUNIRUEXVLQHVVPDUNHWLQJRUGLJLWDOPDUNHWLQJSODQVVLQFH LW¶VVLPSOHDQGORJLFDOVRLW¶VHDV\WRUHPHPEHUDQGWRH[SODLQWRFROOHDJXHVRUDJHQFLHV Using SOSTAC® to create and manage a strategy Q. 'RZHKDYHWKHULJKWVWUDWHJ\SURFHVVIUDPHZRUNLQSODFHHJ6267$&GH¿QHG" SOSTAC®LVDVWUDWHJLFSODQQLQJSURFHVVIUDPHZRUNWKDWJLYHV\RXDFOHDUVWUXFWXUHWRZRUN through to create and manage your plan. :KDWLVLW" SOSTAC® SOSTAC®LVDSODQQLQJSURFHVVIUDPHZRUNWRKHOSVWUXFWXUHDQGPDQDJHLPSOHPHQWDWLRQRI SODQV,WVWDQGVIRU6LWXDWLRQ2EMHFWLYHVDQG6WUDWHJ\7DFWLFV$FWLRQDQG&RQWURORULJLQDOO\ GHYHORSHGE\356PLWKIRUPDUNHWLQJFRPPXQLFDWLRQVSODQQLQJ,QEmarketing Excellence 'DYH&KDIIH\DQG3DXO6PLWKKDYHDGDSWHGWKH6267$&®IUDPHZRUNWRDSSO\LWWRGLJLWDO PDUNHWLQJDVVKRZQLQWKHGLDJUDPRQWKHQH[WSDJH 1RWHWKDWHDFKVWDJHLVQRWGLVFUHWHUDWKHUWKHUHLVRYHUODSGXULQJHDFKVWDJHRISODQQLQJ± 7 Steps to Digital Marketing Strategy 9 © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Managing digital Understanding 'H¿QH\RXU Targeting Proposition Getting new Keeping customers strategy your ecosystem future customers loyal SUHYLRXVVWDJHVPXVWEHUHYLVLWHGDQGUH¿QHGDVLQGLFDWHGE\WKHUHYHUVHDUURZV Strategy Recommendation 6 &UHDWH\RXUVWUDWHJ\XVLQJDSODQQLQJSURFHVVIUDPHZRUN OLNH6267$&FRPELQHGZLWK5$&( 8VHWKHVWDJHVLQWKHSODQQLQJIUDPHZRUNWRKHOSFUHDWHWKHGLIIHUHQWSDUWVRI\RXUSODQ <RXVKRXOGDOVRDVVHVVDQGLPSURYHWKHFDSDELOLWLHVRI\RXURUJDQLVDWLRQLQHDFKDVSHFW RIFUHDWLQJDQGLPSOHPHQWLQJWKHSODQ:HUHFRPPHQGUHYLHZLQJKRZ\RXFDQJHQHUDWH 1 YDOXHDWHDFKFXVWRPHUVWDJHRIFXVWRPHULQWHUDFWLRQIURP5$&(5HDFK$FW&RQYHUW (QJDJHDVZHZLOOH[SODLQVKRUWO\ ® &RQWUROLVDNH\SDUWRI6267$& VLQFHLWOLQNVWRWKHREMHFWLYHVHWWLQJZKHUH\RXFUHDWHD EXGJHWPRGHODQG\RXXVHLWWRFKHFNWKDW\RXUVWUDWHJ\DQGWDFWLFVDUHRQWUDFN ® Best Practice Tip 2 ,WHUDWHWKURXJKWKHVWDJHVRI6267$& WRUH¿QH\RXUVWUDWHJ\ <RXGRQ¶WKDYHWRZRUNWKURXJKWKHPRGHOLQDOLQHDUVHQVH,IDQ\WKLQJZRUNLQJWKURXJK WKHSURFHVVPLJKWUHTXLUH\RXWRPDNHUH¿QHPHQWVWRHDUOLHUSRVLWLRQLQRUGHUWRFUHDWHD VWUDWHJ\WKDWZRUNVIRU\RX ® 7KHHOHPHQWVRI6267$& planning to help develop digital marketing strategy are: ; 1. Situation Analysis means ‘where are we now?’ Planning activities involved as this VWDJHLQFOXGHSHUIRUPLQJDGLJLWDOFKDQQHOVSHFL¿F6:27DQDO\VLVUHYLHZLQJWKHGLIIHUHQW DVSHFWVRIWKHPLFURHQYLURQPHQWLQFOXGLQJFXVWRPHUVFRPSHWLWRUVDQGLQWHUPHGLDULHV IRUPLQJWKHRQOLQHPDUNHWSODFH:HFRYHUVLWXDWLRQDQDO\VLVLQ6WHS ; 2. Objectives means ‘where do we want to be?’7KLVFDQLQFOXGHDYLVLRQIRUGLJLWDO FKDQQHOVDQGDOVRVSHFL¿FQXPHULFDOREMHFWLYHVIRUWKHGLJLWDOFKDQQHOVVXFKDV SURMHFWLRQVRIVDOHVYROXPHVDQGFRVWVDYLQJV7KH6VDUHXVHGKHUHDVDVLPSOH PQHPRQLFIRUWKHUDQJHRIREMHFWLYHVWKDWVKRXOGEHFRQVLGHUHG:HFRYHUREMHFWLYH setting in Step 3. ; 3. Strategy means ‘how do we get there?’ 6WUDWHJ\VXPPDUL]HVKRZWRDFKLHYH WKHREMHFWLYHVIRUWKHGLIIHUHQWGHFLVLRQSRLQWVH[SODLQHGLQWKLVFKDSWHULQFOXGLQJ segmentation, targeting, proposition development. We cover strategy and tactics in steps 4 to 7. ; 4. 7DFWLFVGH¿QHVWKHXVDJHRIWDFWLFDOGLJLWDOFRPPXQLFDWLRQVWRROV. This includes VSHFL¿FGHWDLOVRIWKHPDUNHWLQJPL[(&50DQGGLJLWDOFRPPXQLFDWLRQV ; 5. Actions refers to action plans, change management and project management skills:HUHIHUWRWKHLVVXHVRIPRGL¿FDWLRQVWRRUJDQL]DWLRQDOUROHVDQGVWUXFWXUHVODWHU in this guide. ; 6. Control looks at keeping plans on track against target7KHXVHRI0DQDJHPHQW ,QIRUPDWLRQLQFOXGLQJZHEDQDO\WLFVWRDVVHVVZKHWKHUVWUDWHJLFDQGWDFWLFDOREMHFWLYHVDUH DFKLHYHGDQGKRZLPSURYHPHQWVFDQEHPDGHWRHQKDQFHUHVXOWVIXUWKHU7KLVLVFORVHO\ UHODWHGWRJRDOVHWWLQJDVGHVFULEHG ,Q6HFWLRQZHSURYLGHPRUHGHWDLOVRQHDFKVWDJHRIVWUDWHJ\GHYHORSPHQWDQGJLYH H[DPSOHVRIWKHGLDJQRVWLFWRROVWKDWFDQEHXVHGWRGH¿QHVWUDWHJ\ 2QWKHQH[WSDJHRXULQIRJUDSKLFE\'DYH&KDIIH\DQG356PLWKVKRZVKRZWRDSSO\ ® SOSTAC WR(PDUNHWLQJ 7 Steps to Digital Marketing Strategy 10 © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Managing digital Understanding 'H¿QH\RXU Targeting Proposition Getting new Keeping customers strategy your ecosystem future customers loyal