OPPORTUNITY
Let’s review your marketplace and set objectives – by using these six key activities to define your digital opportunity through marketplace analysis:
- Review digital marketing capabilities
- Review performance using key performance indicators (KPI)
- Summarize your customer personas and customer journey maps
- Audit your brand and benchmark competitors
- Review influencer outreach, co-marketing and intermediaries
- Define objectives with conversion spreadsheet models to quantify opportunity
STRATEGY
Create digital strategy
Review how your digital proposition will be executed and communicate it using digital targeting techniques:
- Select target market segments and personas.
- Define digital targeting approaches
- Define your online value proposition (OVP) including review of business and revenue model, brand positioning and integration with traditional channels
- Review marketing mix for online options for the 4Ps – Product, Price, Promotion and Place
ACTION
Implement and manage digital marketing communications
Make smart budget investments and optimise your digital communications across all key customer touchpoints:
- Reach: Build your audience by integrating paid, owned and earned media
- Act: Using content marketing and persuasion to prompt brand interaction and leads
- Convert: Use conversion rate optimization to boost online and offline sales
- Engage: Develop customer loyalty and repeat