Digital Strategy

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