Define Digital Marketing Communications
Using a digital plan to support digital transformation
If you want to develop an online marketing strategy, where do you start? Well, it doesn’t need to be a huge report, a strategy can best be summarised in two or three sides of A4 in a table linking strategies to SMART objectives and KPIs to make sure you’re on track. Yet despite this it seems that many organisations still don’t have a plan.
When I’m running a training course on digital strategy it’s always an interesting starting point to ask attendees “do you have a digital strategy – a defined plan covering digital you could point me to?” Of course, on a course, you would expect many attending not to have a specific digital strategy, but it still seems surprisingly commonplace.
Do you have a digital marketing strategy?
2014 update: Previously, in 2012 and 2013, we ran an informal poll to see how widely used formal digital strategies are. Results from the start of 2012 were quite shocking… with around two-thirds to three quarters not have a digital plan. It seems that many are doing digital marketing without a prioritised plan of activities to integrate online marketing…
So, the latest research suggests an improved approach to planning in this sample of marketers, with fewer than half without a digital strategy. Congratulations if you’re one of these companies!
A recommended approach for developing a digital strategy
But what if you’re one of the companies that doesn’t have a digital strategy yet? Well, I think the two simple alternatives for creating a plan may suggest a way forward:
- 1. No-specific digital channel plan.
- 2. Separate digital plan defining transformation needed and making case for investment.
- 3. Integrated digital plan part of marketing plan – digital becomes part of business as usual.
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