A digital marketing strategy is a strategic plan which forms part of your overall business strategy. It identifies your online marketing objectives which stem from your business goals, and assesses their feasibility based on a rich understanding of your business, and the external environment it operates is.
Your digital strategy will identify the tactics, actions, and budgets that need to be put in place to enable your business to achieve its goals. The strategy is not primarily about IT or technology, but first and foremost about understanding your business, your customers and how online channels and technology can be utilised to best effect to enable you to communicate with customers and engage with them. This helps you to provide products, services and solutions which meet their needs, and exceed their expectations.
When developing a digital strategy, some companies make the mistake of assigning responsibility to IT personnel, rather than marketing professionals. Another common mistake is to jump straight into tactics without going through the research, analysis and strategy development stages. In this scenario, the end results may show some performance improvements, but will often be less effective than they could have been if an in-depth digital strategy had been developed.
The development of your digital strategy requires considerable input from you, the client as well as from your consultant as you know and understand the specifics of your business better than most people. Access to all of your current digital channels and analytics data will be required.
Course outline:
- Introduction to marketing strategy development and models to aid decision making
- How to conduct a digital audit to assess marketing performance and set benchmarks for improvement
- How to set a SMART Marketing objectives for your digital marketing strategy
- Developing your digital marketing strategy
- Key tactics for inclusion in your digital marketing mix (e.g Social media, search engine marketing and content marketing)
- How to develop practical marketing action plans to support objectives
- How to measure digital marketing performace using tools such a Google Analytics
Trainer details:
Denise Hamill - Digital Den
