Digital Marketing Strategy Quick Tips: Foundations and Alignment
Digital marketing extends beyond online channels, encompassing mobile, virtual reality, and interactive experiences. To succeed, digital marketers must grasp the 4 Ps of marketing, business models like Porter's Five Forces, and customer segmentation techniques. Aligning your digital strategy with your business model and overcoming barriers like technology challenges and regulations are crucial for success. Effective planning involving vision-based and real-time approaches, along with SMART objectives, is essential for achieving integrated results.
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Presentation Transcript
Digital Marketing Strategy Quick tips: The Foundations Simon Kingsnorth Author of Digital Marketing Strategy: An integrated approach to digital marketing
What is Digital Marketing It s broader than online. Digital includes mobile and even digital experiences such as virtual reality and interactive screens The 4 Ps of marketing should be understood by digital marketers too Business models such as Porter s Five Forces and Brand Positioning Mapping are essential knowledge to a strategist Understanding segmentation and personas enables customer centric thinking. Customer Lifetime Value models also help
Aligning with your strategy Understand which elements of a digital strategy can apply specifically to your model Global challenges such as culture, payments and language create opportunities if you handle them well Do not rely purely on your data. Research and Insight are equally important Align your KPIs with the wider business so you can all work together to deliver an integrated result
Barriers and considerations Technology can be difficult to work with and expensive. Being a first mover is a risk but rewards can be substantial Upskilling can be far more effective than recruiting but working with external parties can keep your finger on the pulse Aligning your strategy with your business culture and priorities ensures minimal resistance to buy-in and delivery Regulation can cause roadblocks or bumps. Knowledge is power. Work with your regulators, not against them
Planning Vision-based planning creates clear structure but can take time Real-time planning is fast but can be difficult to control Create SMART objectives Use established budget and forecasting models (see other materials)
