Strategy & Planning

Definition
• The process of integrating digital marketing
activities with a plan, buying for it, and
executing a successful digital marketing
campaign
Process
 Factors during start of planning
• Structure
• Budget
• Calendar
• Personnel
 Principles
• Initiate
• Iterate
• Integrate
 Digital Marketing Plan
• Situation analysis
• Information gathering
• Audience definition
• Business Objectives
• Digital tools
• Action plan
• Budget
• Measurement
• Iteration and management
Situation Analysis
 Use online Tools
• Google Search
• Keyword Planner Tool
• Google Analytics
• Google Trends
 Build a Customer Profile
• Age
• Gender
• Where they live
• Where they work
• Children
• Marital Status
• Hobbies
• Online activities
Audience Ranking
 Additional Considerations
• Hitting the sweet spot
• Multi-screening
Stage 3 - Activities
 Activities
• Set SMART Objectives
• Set Budget
• Identify the suitable channels
• Create relevant content
• Use appropriate tools/plugins and run
campaign
• Design Campaign Calendar
Campaign Calendar
 Keep the Wheel Spinning
• Search Optimization : GA and Adwords
Keyword Planner
• Search Marketing : Adwords and GA
• Mobile marketing : Mobile analytics
• Email marketing : ESP reporting and analytics
• Digital display : Publisher reporting and
analytics
Iterative Process