Digital Marketing Strategy

We conduct an analysis of a current situation for our client with regards to digital marketing

Digital Marketing Strategy Checklist

Current situation 

  • SWOT, PEST, 5 Forces, industry specifics, competitor analysis 
  • USP and product benefits 
  • Current target market 

Goals 

Current – where do we want to be? Metrics to measure. 

Marketing Strategy 

  • Targeting, Positioning and Branding. 
  • Define target market and customer personas. 
  • Define Online Value Proposition. 

Marketing Plan 

– Product – product development, market development, market penetration or diversification? 

– Price – feasibility of current price structure. 

– Promotion – define all Push, Pull and Profile strategies

  • Profile: PR / Creative – brand interaction 
  • Push: Acquisition 
  • SEM
  • SEO
  • Media: display, programmatic (paid media)
  • SMM
  • Content Marketing (owned and earned media)
  • Affiliates
  • Pull: Retention 
  • EMail

– People – in-house / agency personnel 

– Process – standards 

– Physical Evidence – in case of digital products or services 

– Budget 

– Measurement 

Current situation questionnaire

 

Market analysis

  • Who is buying your product or service?
  • How, why and where are they buying what you’re selling?
  • What value are you providing?
  • How do you predict your industry will develop?
  • How are you planning to market in the future?

Marketing activity analysis

  • What marketing channels are you currently using?
  • How much are you spending on marketing?
  • What is your ROI from each of your marketing strategies?
  • Do you think you are communicating your USPs effectively?
  • Do you think you get much engagement with your audience?
  • Are there any marketing activities that you’d like to test?
  • What is working well for you?
  • What isn’t working well?

Competitor analysis

  • How does your product or service compare to that of your rivals?
  • How do your customers perceive your brand in relation to your competitors?
  • Are your competitors more successful than you? If so, why?
  • What are the strengths of your rivals?
  • What about weaknesses?
  • Are there any specific gaps in the market you can exploit?
  • How loyal is your target audience?

Goal analysis

  • What are your short-term business goals?
  • What are your long-term business goals?
  • Are your business goals achievable given the state of your market?
  • Are they achievable given your positioning?
  • Are the achievable given the level of your competition?
  • Can your marketing hit more relevant targets (what are they)?

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