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DIGITAL MARKETING STRATEGY - Coggle Diagram
DIGITAL MARKETING STRATEGY
Internal influences
External influences
Importance of integrated digital marketing strategy
Annual business plan
Annual marketing plan
Annual communications plan
Always-on digital marketing activity
Digital marketing plan
Campaign 1
E-campaign component
Campaign 2
E-campaign component
Failures and solutions of digital marketing plan
Potential failure or problem
Underestimated customer demand for online services
Intense competition from existing and new market entrants
Duplication of resources
Insufficient resources and capabilities
Lack of control
Relevant customer data not collected or utilize
Lack of senior management support
Potential Solution
Research team, set objectives & allocate sufficient resources
Analyze the market
improve internal communications
Availability of budget and specific specialist digital skills
Research to ensure best possible knowledge of target customers
Measure and analyze regularly to take corrective action
ensure a support for a long term digital transformation
The structure of digital marketing strategy
Actions
Tactics
Strategy
Situation analysis
Initial
Managed
Defined
Quantified
Optimized
Control
Objectives
Competiter analysis
Intermediary analysis
Assessing abilities and threats
Using SWOT analysis
Setting goals and objectives
The online revenue contribution
Setting smart objectives
Framework for objective setting
Strategy formulation and implementation
market development strategies
Diversification strategies
market penetration strategies
Product development strategies
Key decisions
market and product strategies
Business and revenue model strategies
Target marketing strategy
Positioning and differentiation
customer engagement in social media strategy
Influences on customers of multi channel decision making
Channel dimensions affecting channel choice
Purpose for using the channel
Type of channel
Type of communications channel facilities
Nature and flexibility of the interface
Level of convenience the channel offers
switching costs
Organizations flexibility
Marketing strategy considerations for channel selection
marketing and communication goals
Level of control required
Access to segment
Customer influences on channel choice
Knowledge
Experience
Preference
Actions
Online lifecycle management Grid
online value proposition strategy
Online targeted reach strategy
Offline targeted reach strategy
Online sales efficiency strategy
Offline ales impact strategy