DIGITAL STRATEGY OUTLINE

O U T B O U N D I N B O U N D

Strangers Visitors Leads Customers Promoters

Content mkt. Webinar SEO/ Paid Search Email mkt./ (S)CRM

Display & Video eBook/ CTAs Landing pages/ Forms Smart Contents
Social Publishing Social Media mkt. (S)CRM Social Mornitoring
DIGITAL STRATEGY STRUCTURE

1 Objectives

2 Content Strategy

3 Channel Strategy

4 Media Strategy

5 Tactics
 DIGITAL STRATEGY STRUCTURE (BLUEPRINT)
1 OBJECTIVES 2 CONTENT 3 CHANNEL 4 MEDIA 5 TACTICS
▪ Key objective(s)? ▪ Key message? ▪ Personal or non ▪ How much to ▪ How to do and by
Which target How to convey? personal channel? budget for investing? which way?
group?

1. Brand awareness From Mkt Objective(s) From content strategy From channel strategy From 1 to 4

2. Increase sales ▪ What is target-related ▪ Which platform will be ▪ How budget is ▪ Have you had a detail
message? used to put those allocated to convey execution plan: Who do
3. Increase market share ▪ Is the content direction content on (Social your content to each it? When to do it? Where
in line with the brand media, website, blog, channel? to do it? And How to do
4. Website optimization forum, dedicated it?
positioning strategy? ▪ Is your budget
platforms…)? allocated optimally? ▪ For example:
5. SEO ▪ What is the brand
story? ▪ Is it the right place ▪ Has the obstacles and ✓ Strategic goal is to use social
6. Promote brand where your target media to increase brand
▪ What will the content risks forecast been
audience in? taken into account? awareness,
7. Public relations format to use include?
▪ Is this the right time to ✓ The tactic is how do you interact
8. Other (specify) approach them? with the customers up there to
achieve that goal?

From this overall strategic marketing blueprint: What do you see as YOUR DIFFERENCE FROM COMPETITIONS?

Source: Digital Marketing Institute