Today’s Agenda – 10 steps to review anddefine organisational digital marketing strategy
Step 1. Set SMART Goals
Use the REAN framework to set targets for allaspects of customer development
Step 2. Define strategy
Use the SOSTAC process to developa digital marketing strategy
Step 3. Review current performance
Create an Internet-specific SWOTusing market insights sources
Step 4. Define target markets
Prioritise markets and audiencesyou seek to influence
Step 5. Engaging OVP
Create a compelling OVPfor different visitor types
Step 6. Visibility and traffic
Customer acquisition strategy
throughprioritised digital media channels
Step 7. Digital channel integration
Facilitating multichannel customer journeys.
Step 8. Improve your site’sefficiency and effectiveness
Conversion and sales optimisation strategy
.Using persuasion, AB and MVT.
Step 9. Customer E-communications
Customer retention strategy using integratedEmail and social marketing campaigns.
Step 10. Channel governance
Finding the best resourcesand processes to get the job done