Digital Marketing Strategy

Back to Basics: What is Strategy and Why Is It Important?

What is strategy?

• Business strategy vs. strategy through a marketing lens
• Strategy. Not strategies.
• Opportunity -> Strategy -> Action
• Goals -> Strategy -> Objectives -> KPIs

How a good strategy helps

• Clarity of direction
• Understanding results
• Aligning tactics
• The importance of understanding business
• Balancing strategy with flexibility
• Now’s not the time to be rigid
• How to build “anti-fragile” strategies
• People -> Process -> Tools

Building A Digital Strategy

Mindset and approach

• Customer journeys
• Lean and agile
• UX vs. graphic design
• Promotion vs. publishing
• Dedication to data
• Human Intelligence

Marketing best practices matter all the more in digital

• Brand, value, positioning, differentiation

Stakes in the ground: What are you trying to achieve?

• Brand awareness
• Engagement
• Lead generation
• Sales
• Customer retention/loyalty
• Upselling

Funnels

Metrics and analytics part one

Building Relationships Across Tactics

Key tactical areas and how they interact

• CRMs and automation
• Search Engine Optimization (SEO)
  • Onsite/offsite/technical
• Paid search
• CPC and paid social
• Email
  • List curation
• Webinars
• Content
• Social media marketing
• Video
• Website
• Landing pages
• Infographic design
• Marketing automation
• Lead gen
• Traditional media relations

Prioritizing and budgeting

Metrics and analytics part two