27 Questions
What are the core components of digital strategy development?
Objectives, channel strategy, content strategy, media strategy, and tactics
How are objectives categorized in digital strategy development?
Awareness, consideration, conversion, and retention
What tools can be used to identify awareness levels of a product or brand?
Google Keyword Planner and Google Trends
What does consideration involve in digital strategy development?
Driving recall of unique selling propositions or emotional selling propositions to encourage consumer decision-making
What does media strategy involve in digital strategy development?
Utilizing paid activity to reach the right people using available targeting and formats
What is the role of tactics in digital strategy development?
Individual executions that make up the strategy
What does channel strategy involve in digital strategy development?
Understanding how to utilize different digital platforms effectively and target the audience engaging with them
What is a key foundation of digital strategy?
Understanding audience behaviors
In the context of digital strategy, what is often mistaken for tactics?
Short-term specific goals
What do digital strategies primarily focus on?
Long-term digital objectives
What do true digital practitioners utilize to get results?
Content, paid advertising, customer connections
What is a key aspect of digital strategy plans?
Operating across all digital channels
What does strategy primarily involve in relation to the customer?
How the customer connects with the brand
What does digital marketing strategy delivery involve?
Understanding resources, setting timelines and budgets, analyzing past activity, and assigning ownership of activities and KPIs
What is the primary focus of digital strategy philosophies?
Digital as content, advertising, participation, or a balance of all three
What can add value to customer lives beyond advertising in digital marketing?
Engagement through social channels or email content
What does digital marketing consist of?
All online activities, creative formats, and messaging aimed at engaging consumers using both free and paid channels
What is crucial for efficient project development in digital marketing?
Bringing in the right people at the right time
What step should be taken when putting together a digital plan?
Assess project requirements and match them to the team's skillset
What is the purpose of a resource map in project planning?
To illustrate project requirements against current availability
Why is a resource map considered important for digital projects?
It can help build the case for securing more resources
What does under-investment in digital often lead to?
Rapid turn of success into failure
When considering outside help for digital projects, what is suggested as an option?
Consider an agency or freelancers to bridge the skills gap
What does a resource map allow you to do?
Illustrate project requirements against current availability.
What can a resource map help you secure?
'Buy-in' from managers and budget holders.
What is crucial when putting together a digital plan?
The right people in place to deliver on your plan and objectives.
What does under-investment in digital often suffer from?
Rapid turn of success into failure
Study Notes
Digital Marketing Strategy and Execution
- Strategy delivery involves understanding resources, setting timelines and budgets, analyzing past activity, and assigning ownership of activities and KPIs.
- Understanding digital marketing strategy involves establishing foundations, evaluating current strategy and resources, and confirming crucial requirements.
- Digital strategy philosophies include digital as content, advertising, participation, or a balance of all three.
- Engagement through social channels or email content can add value to customer lives beyond advertising, impacting brand equity positively.
- The overarching strategy should be a clear, simple sentence based on a core insight gathered from audience, channel, and product research.
- Digital marketing utilizes digital tools for marketing purposes, while digital media refers to the channels used to distribute the messaging.
- Digital marketing consists of all online activities, creative formats, and messaging aimed at engaging consumers using both free and paid channels.
- Digital media refers to channels like Google, Facebook, Twitter, and email used to distribute digital marketing messaging.
- Time and money are crucial factors in digital marketing, as it can be time-consuming, labor-intensive, and may require upskilling or hiring additional staff.
- Digital marketing was historically perceived as relatively free and cost-effective, but in reality, it requires more time, investment, and tools for effective measurement.
- People are the most underestimated resource in digital marketing, and bringing in the right people at the right time is crucial for efficient project development.
- Understanding available resources, setting timelines and budgets, and assigning ownership of activities and KPIs are essential for delivering on digital marketing objectives.
Test your knowledge of creating a digital marketing strategy by understanding available resources, setting timelines and budgets, looking at current and past activity, and assigning ownership of activities and KPIs to team members or stakeholders. Explore the three-pronged approach to understanding the outputs of a digital marketing strategy.
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