Mastering Digital Marketing Strategy Guide Tool Marketing Advantage
Mastering Digital Marketing Strategy Guide Tool Marketing Advantage
Mastering
Digital
Marketing
Strategy
A template for defining a digital
marketing campaign or ongoing
activity, with expert advice from
Steve Hallam, Partner, Deloitte
Digital.
Published by Marketing. Publisher
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3 GUIDE + TOOL: DIGITAL MARKETING STRATEGY
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4 GUIDE + TOOL: DIGITAL MARKETING STRATEGY
Q: How does a marketer ensure that a digital Q: What are some of the most common
strategy remains in line with the wider mistakes you see in digital briefing from
umbrella of marketing objectives in the clients?
company?
SH: First, you should give consideration to the different
SH: When completing this template, you may notice that types of media as part of your campaign – bought, owned
information is asked for in a logical order, where each and earned. If you focus exclusively on bought media, then
section provides information that links to the next section. you’re likely missing the impact that your own site/s can
For example, if we’ve set up strategies that will allow have and how you might earn media mentions from others.
us to hit our objectives, and we’ve set up tactics to allow Earned media is quite often the most difficult to achieve
us to hit our strategies, then all we really need to focus on but often resonates the most with customers
is doing all the tactics and putting together a plan, and by Second, you should baseline your current position
default we should hit our objectives. so you have an understanding and measurement of your
The heart of any good strategy is the linkage between current marketing performance prior to commencing a
objectives, strategies and tactics. campaign. This will also mean that any uplift that can’t be
Bear in mind that there has to be consistency across directly attributed to the campaign can also be recognized.
your various digital channels, and that your objectives and Third, the Campaign Measurement (Test and Learn)
strategies should align with your overall marketing plan. section is really important. A lot of people tend to set and
then forget. Markets crash and unexpected things happen.
Q: Who should be involved in the completing Strict campaign monitoring means you remain agile and
of this template? can redirect investments if performance isn’t measuring
up. It’s also incredibly important to build up a database
SH: Depending on the size of your organisation, in the of previous campaigns, with analysis on what has worked
ideal situation, a digital campaign manager should be in and what hasn’t. This way, not only do you prevent past
charge of this, with input and/or review from the overall mistakes from happening, you can also incrementally
marketing team. There could also be involvement from improve on your previous learnings. It will also assist you
the content and engagement team/s, if they exist in your with insights on customer journeys and this will in turn
organisation. Otherwise, this is where your agency will help you and your agency plan out what an ‘ideal’ customer
come in. journey might look like, and where & how to engage with
You may also want to involve your CMO and/or the the customer.
C-suite as well. I would sit down with them to set and/or Finally, another major mistake I think some
review the objectives, and have them help you align your organisations make is that they think of marketing
digital marketing objectives with the overall business & campaigns as a project rather than an ongoing business
marketing objectives. activity. Of course, certain times of the year, say Christmas,
you do specific campaigns, but even then, it needs to be
continual and speak back to your overall marketing plan.
A digital campaign should not be just once-off project – it
has to talk to the past and the future.
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5 GUIDE + TOOL: DIGITAL MARKETING STRATEGY
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6 GUIDE + TOOL: DIGITAL MARKETING STRATEGY
1.2 Goals
What do you hope to achieve from this campaign? Provide detailed goals if possible, for instance:
• Reach (number of prospects reached on third party sites).
• Incremental unique visitors or visits to site.
• Incremental social engagement (target number of ‘Likes’ on Facebook, Twitter followers or email signups).
• Marketing outcomes and conversion rates.
• Campaign response – leads or sales percentage.
• Email sign-up percentage.
• Where to buy and where to be seen.
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7 GUIDE + TOOL: DIGITAL MARKETING STRATEGY
1.4 Measurement
1.5 Budget
Be upfront about how much money has been budgeted for this campaign.
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8 GUIDE + TOOL: DIGITAL MARKETING STRATEGY
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9 GUIDE + TOOL: DIGITAL MARKETING STRATEGY
2.3 Competitors
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10 GUIDE + TOOL: DIGITAL MARKETING STRATEGY
2.4 Intermediaries
Different types of digital channels that you could use to increase audience reach:
• Horizontal portals and mainstream media.
• Niche or vertical industry sector media sites.
• Niche social networks.
• Aggregators and super affiliates.
• Small affiliates and blogs.
• Which media sites or portals do your customers typically use, how web savvy are they?
• What is the process by which they select products (search key phrase sequence)?
• Who do they trust? Why?
• How does a brand gain their respect and attention?
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11 GUIDE + TOOL: DIGITAL MARKETING STRATEGY
How will you address the audience with the offer, message and positioning that you have created? Use any research/
insight from section two. Think about:
• Is your audience online? Is digital the lead or support to traditional offline broadcast media?
• Are there times of the day when your audience is most likely to be receptive? Timing is everything.
• Are you looking to interrupt with advertising or build relationships?
• How can you add value so that the audience is motivated (directly or indirectly) to spread your message for you?
• Do you want to create excitement with prizes and give-aways or maybe you need to incentivise transactions?
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12 GUIDE + TOOL: DIGITAL MARKETING STRATEGY
• How will you use each of the three types of digital media?
• Owned: what do you already own and how can you use that to your full advantage?
• Earned: blogs, social media, partner sites – how to engage and generate interest?
• Bought: where will you advertise for best impact?
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13 GUIDE + TOOL: DIGITAL MARKETING STRATEGY
Part 4: Tactics
4.1 Campaign concept
The hook, theme or main message you want the audience to recall and act upon.
• Outline the benefits to the customer and the corresponding features that deliver these benefits.
• How does the value proposition differ per channel and which channel is preferable and why?
• Why would someone take up an offer and what would make them not?
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14 GUIDE + TOOL: DIGITAL MARKETING STRATEGY
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15 GUIDE + TOOL: DIGITAL MARKETING STRATEGY
4.6 Credibility
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16 GUIDE + TOOL: DIGITAL MARKETING STRATEGY
Not all prospects will be familiar with your brand. What are the brand values or the brand essence that you want to
communicate? For example: price, convenience or quality based.
How do you want to sound? For example: straightforward, friend or adviser. Serious. Energetic. Dynamic.
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17 GUIDE + TOOL: DIGITAL MARKETING STRATEGY
4.9 Creative
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18 GUIDE + TOOL: DIGITAL MARKETING STRATEGY
Online potential media sources. Specify sequence and their approximate budget split:
• Paid search ads.
• Display ads.
• Search engine optimisation.
• Third-party enewsletter ads.
• Website downloads.
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19 GUIDE + TOOL: DIGITAL MARKETING STRATEGY
• Co-branded campaigns.
• House lists.
• Communications on website.
• Additional content.
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21 GUIDE + TOOL: DIGITAL MARKETING STRATEGY
6.2 Integration
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22 GUIDE + TOOL: DIGITAL MARKETING STRATEGY
6.4 Progress
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