Digital Marketing Canvas Ebook

Digital Marketing Canvas
The simplest and the easiest tool to build, analyze and test your digital marketing campaign strategy.
BMC DMC Version: 0.94

Syllabus
--------------------------------------------------------------------- Digital Marketing Canvas
1) Introduction
2) Digital Marketing Canvas
3) Digital Marketing for Startup (Under construction)
4) Case Studies (Under construction)
2
https://digitalmarketingcanvas.biz
Chapter 1
---------------------------------------------------------------------
Introduction
3
---------------------------------------------------------------------
One of the important steps in

running a digital marketing
campaign is obtaining information
campaign about the business that you want
to market. Of course, that is a
crucial step; but you need to do
more.
4
---------------------------------------------------------------------
After obtaining a good understanding of

the business and the market, it is very
important that you also learn about the
business model of the business that you
want to market.
5
---------------------------------------------------------------------
These are some important questions to consider when you are

looking at a business model :
• What is the value generated by this business?

• Who is going to pay for and use the value that is generated by the business?
• How does this value reach the customers?
• What is the relationship between the business and the customers?
• What are some key activities and resources?
• Is anyone helping the business to generate value?
• Is this business profitable?
6
---------------------------------------------------------------------
Even a fabulous business model can not be sufficient on its own.

No business model can succeed without having a marketing strategy.
The story that we want to share is

about one component of a business’s
marketing strategy:
Digital Marketing Strategy.
7
---------------------------------------------------------------------
But wait... What is digital marketing?
Digital marketing is an umbrella term for the

marketing of products or services using digital
technologies, mainly on the Internet, but also
including mobile phones, display advertising, and
any other digital medium.
8
---------------------------------------------------------------------
Definitions are good,

but not enough!!!
Regardless of how digital

marketing is defined, we need
practical tools and strategies to
design, analyze and execute
digital marketing campaigns in
the real world.
9
---------------------------------------------------------------------
Can teams interact based on

definitions?
When it comes to teamwork in
the real world, team members
can not interact based solely on
definitions
10
---------------------------------------------------------------------
We need a tool
Definitions can not be used as

a shared language for analyzing
digital marketing campaigns.
That`s why we need a tool that

can visualize ideas in a sample
way to allow team members to
communicate with each other,
with customers and with the
stakeholders.
This tool should be based on

the business model and the
marketing strategy of the
business.
11
---------------------------------------------------------------------
This is the story that we want to share with
you:
a simple, effective and
understandable tool to use in
Digital Marketing digital marketing. We have
Canvas named this tool the Digital
Marketing Canvas ( DMC)
12
---------------------------------------------------------------------
13
---------------------------------------------------------------------
These are the main reasons

why DMC can be useful: 1) Perfect match for the business model
2) Compatibility
3) Simplicity
4) Beginner and Advance
5) No more paper – No more Blah Blah
6) Agile
7) Time-efficient
8) No one is guilty
9) Story
14
---------------------------------------------------------------------
1) A perfect match for the business model canvas
A digital marketing campaign

cannot be designed without having
a clear understanding of the
business model.
BMC DMC
15
---------------------------------------------------------------------
2) Compatibility
DMC is highly compatible with

BMC and works as a great
addition to it.
BMC DMC
16
---------------------------------------------------------------------
2) Compatibility
In designing the DMC, we have

done our best to make sure that
it can be used in combination
with the BMC.
BMC
DMC
17
---------------------------------------------------------------------
3) Simplicity
One of the biggest advantages of DMC is

its simplicity. DMC is simple to learn
and simple to use.
The canvas has only eight blocks, which
only contain the most important parts
of digital marketing campaign.
We have done our best to not
complicate the canvas by adding
unnecessary details and blocks.
18
You don`t need to know
Digital Marketing Canvas everything about digital
---------------------------------------------------------------------
marketing before you
start.
4) Beginner and If you are a beginner, this tool can be a
great start for you to learn about the
Advance different aspects of a digital marketing
campaign.
If you are an expert in this field, this

tool can help you to organize and
visualize your ideas on one piece of
paper and to communicate your ideas
to others more easily.
19
---------------------------------------------------------------------
5) No more paper
You sometimes have to

carry many pages of paper
to explain your ideas in a
very short amount of time.
20
---------------------------------------------------------------------
5) No more Blah Blah
Explaining your ideas to your customers,

stakeholders and employers can be sometimes
painful.
21
---------------------------------------------------------------------
6) Agile Can you imagine designing a whole digital marketing

campaign strategy with only 8 blocks?
We have made this process easier for you. DMC

allows you to present your ideas very quickly and
easily.
22
---------------------------------------------------------------------
7) Time-efficient
DMC allows you to design your strategy in a

time-efficient manner.
23
---------------------------------------------------------------------
8) Who is guilty
When a campaign
fails, it is easy for
the team members
to fall into the trap
of finding a person
who is at fault.
With DMC, team
members never fail,
the designs fail.
DMC allows team
members to look at
their digital marketing
strategy together and
reflect on their
mistakes while making
plans for the future.
24
---------------------------------------------------------------------
9) Story
The blocks in the DMC are not isolated. They

connect nicely to provide you and others with a story of
your digital marketing strategy.
25
Chapter 2
---------------------------------------------------------------------
26
Value proposition
---------------------------------------------------------------------
What is the value that you believe

your customer will receive by
Remember that this might be
using your product or service.
different from the value that
your customers desire to receive.
This value drives from your
business model and your
marketing research.
27
As we explained in the previous chapter, the value in
Value proposition
--------------------------------------------------------------------- the digital marketing canvas can be the same as the
value in the business model canvas.
Value Value
from from
BMC DMC
BMC It can also be the overall

message conveyed by the
business model.
28
Value proposition
---------------------------------------------------------------------
Furthermore, each single block of the business model can become a value in the digital
marketing canvas.
29
Value proposition
---------------------------------------------------------------------
Each Single Block
30
Value proposition
---------------------------------------------------------------------
For example, GoDaddy is a web hosting company with

millions of customers. The “customer relationship” block
of their business model canvas includes 24 hour customer
service support. GoDaddy has used this 24 hour customer
support in its marketing campaign.
This means that a specific block of the business model,
the customer relationship, has become a value used in
their digital marketing campaign.
Customer Relationship
31
Channel
---------------------------------------------------------------------
Where is the best place in the digital world to reach your audience?
Remember that your channel can go beyond Internet.
32
Channel
---------------------------------------------------------------------
We live in a digital world. These two pictures, taken at the same place at two different times,
clearly show the speed at which the world is changing. As more and more people use digital
media, marketers need to focus
more on digital channels.
33
Channel
---------------------------------------------------------------------
Every day, different social networks come into existence and die. By a simple look at the social
media landscape or digital marketing landscape, you will notice the enormity of the digital
world.
Now the important questions are:

where can your target audience be
reached in this digital world or which
digital media is better able to present
your value?
34
Channel
---------------------------------------------------------------------
Knowing your target audience can help you to

choose the right channel for marketing. On
the other hand, lack of knowledge about your
target audience can lead to choosing
improper channels or one-way
communication ( rather than a dialogue) with
target audience.
Remember that in digital marketing,

communication is not one-way and people are
interested to participate in the marketing process.
35
Target Audience
---------------------------------------------------------------------
Who would you like to receive your marketing message and learn about the value that your
business is promoting.
These people should not necessarily be your

customers. This is one of the important
distinctions between the DMC and the BMC.
The target audience in the digital marketing
can be influencers who have direct or indirect
influence on your customers. For example, in
marketing toys, the target audience might be
children who can hopefully influence their
parents (customers) to buy the products.
36
Target Audience
---------------------------------------------------------------------
In digital marketing, the target audience For example, McDonald constantly tries to target
can even be individuals who are against individuals who are against fast food for health reasons.
your products. The digital marketing In these campaigns, McDonald tries to decrease the
campaign`s goal in this case would be to negative beliefs about its brand by sending the message
reduce their opposition. that many of its products are healthy.
Finally, the target audience can be your competitor`s customers. By targeting these customers,
you might plan to convince them to switch to your products.
37
Target Audience
---------------------------------------------------------------------
There are many tools which can help you understand your target audience. Two of these
important tools are empathy map and target persona. To demonstrate the relationship
between the target audience and target persona, we must zoom in the target audience block of
the canvas.
Empathy Map Target Persona
38
Target Audience
---------------------------------------------------------------------
The following pictures demonstrate the relationship between the target audience, empathy
map and target persona. To obtain a better understanding of these tools and target audience,
you can have a closer look at the target audience block.
39
Customer Journey
---------------------------------------------------------------------
Customer Journey
Having a plan while going on a journey is usually helpful. Without having a plan, one might be
surprised by different pleasant or unpleasant events.
One of the definitions of customer
journey is the journey your audience
take starting with awareness of your
products and services and ending with
taking an action. It should be
remembered, however, that customer
journey should not necessarily be viewed
as a simple and a linear process.
Audience can move back and forth
between different phases of this journey.
To help you understand the customer
journey better, we will describe the
different phases within the customer
journey:
40
Customer Journey
---------------------------------------------------------------------
1) Awareness: This describes the phase during which your audience gains awareness of you,
your products and/or the services you offer. In other words, your audience becomes aware of
your existence in this phase.
41
Customer Journey
---------------------------------------------------------------------
2) Interest: In this phase, your audience show interest to learn about your products and
services.
Now that your audience have become aware of your existence and have shown interest, it is
time for digital marketers to inform them about your products and services.
42
Customer Journey
---------------------------------------------------------------------
3) Desire: In this phase, your
audience wants to have the product
or the service you offer. In other
words, after becoming aware and
showing interest, your audience now
desires to have what you offer. The
digital marketers can motivate the
audience to pass this phase and enter
the action phase by different
strategies such as promotions, sales
or price comparison.
43
Customer Journey
---------------------------------------------------------------------
4) Action: During this stage, the audience is ready to take the action that you have hoped for.
This action can be buying a product, filling out a form or entering an email address for
subscription. The digital marketers must try to make the process of taking an action pleasant
and smooth for the audience. This can be achieved by clarifying the steps that the audience
needs to take and by providing directions.
BUY
44
Customer Journey
---------------------------------------------------------------------
5) Post-action: Taking an action by the audience is not always the ultimate goal in the digital
marketing. Digital marketers must always have a plan for the post-action phase. These plans
can include providing maintenance for the products, sending product updates, or following up
with customers to ensure satisfaction.
45
Objective
---------------------------------------------------------------------
Every digital marketing campaign must have an objective. Starting a digital marketing
campaign without having a clear objective/goal is like going on a trip without a destination. To
have direction and measure progress towards goals, a clear objective must be defined. One way
to come up with a clear objective is using the SMART acronym, which defines a clear objective
as Specific, Measurable, Achievable, Relevant and Time-Phased.
46
KPI
---------------------------------------------------------------------
KPI: Now that you have defined your marketing objective, you need a measuring unit to assess
whether you have reached your objectives or not. KPI, Key Performance Indicator, is the
measurement unit that is used to evaluate the progress towards the objective. KPI can be the
number of sales, the number of visits to a page or the number of email subscription. In other
words, KPI is defined in the context of the marketing objective.
# of website visitors Brand Awareness
47
Tactic
---------------------------------------------------------------------
One of the advantages of the Digital Marketing Canvas is that it is not merely a tool to design
strategy. The digital marketing canvas allows you to consider the execution phase as well. As
shown in the picture below, the top portion of the digital marketing canvas, the tactic portion,
is connected to the execution phase while the bottom portion is related to strategies.
Execution
Strategy
48
Tactic
---------------------------------------------------------------------
Digital marketers must write brief notes on sticky notes and place them on the tactic section.
These notes can act as bridges that connects strategies to execution.
For example, if you have a

detailed monthly content
marketing plan for September
called Plan B, you would not be
able to place the entire plan on
the canvas. Instead, you will
leave a sticky note on the tactics
section which might say “
execute plan B from September
1st to September 30th”.
49
Metrics
---------------------------------------------------------------------
Metrics are measurable units that can be used to tweak and increase the quality of KPIs. A
large majority of KPIs are platform-dependent. For instance, the metrics used on Facebook
might be entirely different from the metrics used on email marketing. Since KPIs are
platform-dependent, the measures taken to increase KPIs are different. For instance, if your
KPI is the number of visitors, reducing the bounce rate might help your KPI. However, if your
KPI is the number of items sold, reduction in the bounce rate may not improve your KPI.
These are some examples for metrics used in digital marketing campaigns:
CPC - cost per click

CPL - cost per lead
CR - conversion rate
50
Final words
---------------------------------------------------------------------
One of the most important tasks in running a campaign is developing a strategy.
In this book, we tried to provide a visual tool that can help you develop your digital marketing
strategy. You must remember that this is just a beginning and developing a strategy is not the
end of the journey. We are really excited to be on this journey with you and would love to hear
your feedback and opinions.
51
Under construction
---------------------------------------------------------------------
59
References
---------------------------------------------------------------------
Blank, S. (2013). The Four Steps to the Epiphany. K&S Ranch.
Blank, S., & Dorf, B. (2012). The Startup Owner’s Manual: The Step-By-Step Guide for Building a Great
Company. Pescadero, Calif: K&S Ranch Consulting.
Digital marketing. (2017, August 2). In Wikipedia. Retrieved from

https://en.wikipedia.org/w/index.php?title=Digital_marketing&oldid=793554892
Digital Marketing Nanodegree | Udacity. (n.d.). Retrieved August 23, 2017, from /course/digital-
marketing-nanodegree--nd018
FredCavazza.net. (n.d.). Retrieved August 23, 2017, from https://fredcavazza.net/
Moore, G. A. (2002). Crossing The Chasm: Marketing and Selling Disruptive Products to Mainstream
Customers (Revised edition). New York, NY: Harper Business.
Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation: A Handbook for Visionaries, Game
Changers, and Challengers (1 edition). Hoboken, NJ: Wiley.
Osterwalder, A., Pigneur, Y., Bernarda, G., Smith, A., & Papadakos, T. (2014). Value Proposition Design:
How to Create Products and Services Customers Want. Hoboken: Wiley.
Pijl, P. V. D., Lokitz, J., Solomon, L. K., Pluijm, E. van der, & Lieshout, M. van. (2016). Design a Better
Business: New Tools, Skills, and Mindset for Strategy and Innovation. Hoboken, N.J.: Wiley.
Richardson, A. (2010). Using customer journey maps to improve customer experience. Harvard Business
Review, 15(1). Retrieved from http://www.iimagineservicedesign.com/wp-
content/uploads/2015/07/Experience-Maps-Using-Customer-Journey-Maps-to-Improve-Customer-
Experience.pdf
Ries, E. (2011). The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create
Radically Successful Businesses (First Edition edition). New York: Crown Business.
Roam, D. (2011). Blah Blah Blah: What To Do When Words Don’t Work (1 edition). New York: Portfolio.
Taylor, A. (n.d.). There Was Something Different About The Vatican Crowd In 2005. Retrieved August 23,
2017, from http://www.businessinsider.com/vatican-square-2005-and-2013-2013-3
60
The simplest and the easiest tool to build, analyze and test your digital marketing campaign strategy.

Digital Marketing Canvas Ebook

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Digital Marketing Canvas Ebook

Uploaded by

Copyright:

Available Formats

Digital Marketing Canvas

BMC DMC Version: 0.94

4) Case Studies (Under construction)

One of the important steps in

After obtaining a good understanding of

These are some important questions to consider when you are

• What is the value generated by this business?

Even a fabulous business model can not be sufficient on its own.

The story that we want to share is

But wait... What is digital marketing?

Digital marketing is an umbrella term for the

Definitions are good,

Regardless of how digital

Can teams interact based on

Definitions can not be used as

That`s why we need a tool that

This tool should be based on

These are the main reasons

1) A perfect match for the business model canvas

A digital marketing campaign

DMC is highly compatible with

In designing the DMC, we have

One of the biggest advantages of DMC is

If you are an expert in this field, this

You sometimes have to

5) No more Blah Blah

Explaining your ideas to your customers,

6) Agile Can you imagine designing a whole digital marketing

We have made this process easier for you. DMC

DMC allows you to design your strategy in a

The blocks in the DMC are not isolated. They

Digital Marketing Canvas

What is the value that you believe

BMC It can also be the overall

For example, GoDaddy is a web hosting company with

Now the important questions are:

Knowing your target audience can help you to

Remember that in digital marketing,

These people should not necessarily be your

Empathy Map Target Persona

# of website visitors Brand Awareness

For example, if you have a

CPC - cost per click

Digital marketing. (2017, August 2). In Wikipedia. Retrieved from

FredCavazza.net. (n.d.). Retrieved August 23, 2017, from https://fredcavazza.net/

You might also like