This module uses the PROPEL planning model to teach you, in a step-by-step fashion, how to design complex, long-term digital marketing strategies that service both marketing and commercial objectives. Upon completion of this module you will be able to:
1. Identify the core components of a digital marketing strategy and the benefits of using a model to develop successful digital campaigns by:
- Distinguishing between the core elements of a digital marketing strategy
- Recognizing the role of the stages in the PROPEL model for developing an effective digital marketing strategy
2. Establish the foundations of a digital marketing strategy by identifying requirements, budgets and ownership by:
- Identifying the key tasks and activities associated with the Plan phase during the development of a digital marketing strategy
- Differentiating between common business objectives driving a strategy in order to set realistic expectations for a digital marketing campaign
- Identifying the primary metrics used to measure the success and ROI of digital activities
- Identifying the factors to analyze during a digital audit of an organization’s digital marketing activities
- Using a resource map to identify gaps in the resourcing required to develop a digital marketing strategy
- Recognizing the factors to consider and best practices when developing an effective budget plan for a digital marketing strategy
- Choosing a team structure best suited to facilitate the deployment of a digital marketing strategy
3. Use owned, accessed, desk, audience, competitor and social listening research to create a how-to guide for all digital marketing activities by:
- Identifying the key tasks and activities associated with the Research phase during the development of a digital marketing strategy
- Recognizing the value of a research map when developing a digital marketing strategy
- Differentiating between strong research and potentially false reports
- Distinguishing between owned, accessed and desk research
- Distinguishing between the insights and benefits gained from undertaking audience and competitor research
- Using best practice to implement a social listening study
- Identifying the appropriate structure for a brief that will act as a series of instructions for the execution of a digital marketing strategy
4. Set objectives to establish clear and measurable KPIs by:
- Identifying the key activities associated with the Objective phase during the development of a digital marketing strategy
- Recognizing the characteristics associated with the three levels of success in an organization
- Using success outcomes to establish the KPIs best suited to a specific digital marketing campaign
- Recognizing the benefit of regular performance reviews to maintain standards and identify improvements
- Identifying the key components in a timeline and phasing plan
5. Prepare a strategic plan that incorporates overarching content, search and creative strategies by:
- Identifying the key tasks and activities associated with the Prepare phase during the development of a digital marketing strategy
- Recognizing the characteristics of an overarching strategy
- Identifying the key factors influencing a Search Marketing and Display Advertising strategy
- Recognizing the key elements required to develop an effective content strategy
- Recommending an appropriate creative strategy for a given scenario
- Choosing the most appropriate assets and formats to maximize creative across social media platforms
- Identifying the core components of a connection strategy
- Identifying the key components of a strategic plan
6. Develop a media plan and execute your digital marketing strategy by:
- Identifying the key tasks and activities associated with the Execute phase during the development of a digital marketing strategy
- Identifying the key elements in a launch plan to effectively manage digital channels
- Recognizing how to build a media plan to monitor ad budgets and track expenditure
- Recognizing the success indicators that can be identified as a result of monitoring performance
- Mapping digital media tactics to wider media activities
7. Consistently improve performance and gain insight through performance data analysis and team work by:
- Identifying the key tasks and activities associated with the Learn phase during the development of a digital marketing strategy
- Identifying the key areas of digital that should be observed to assess long-term performance and strategic decision-making
- Recognizing how to incorporate baked-in measurement into digital marketing activities before going live
- Identifying the actions that should be implemented to keep up-to-date with digital marketing trends
- Identifying the key elements required to maintain a long-term strategy Recognizing best practice for creating a sustainable learning model to generate improved insight and enhance performance