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A common practice when working in a digital agency is defining a marketing strategy based on specific goals, targets, budget and timeframe.  

This is one of the reasons why I wanted to make a chart which would easily demonstrate the process and metrics you can use for measuring performance and what channel works best for specific goals.

This is the first in a series of plans, but in short it is an overview of the strategy process.  

In future posts I plan to breakdown each section in further detail, allowing for a more in-depth understanding of digital marketing strategies.

I hope you will find this useful as an overview or a reminder of possible additions to define, track or include in future strategies. 

Defining digital marketing strategies

How to use the chart:

  1. Starting at the top of the chart you define your Goals, Purpose, Timeframe, Location Target, Customer Profile and/or Device, if required, which are suggested in the rainbow from one through to six.
  2. Once you have defined your overall goals and or targets you can then decide which specific channels they are most suited to.

    For example, if you require instant results SEO is not the most suitable channel, however paid search may be suitable.  Depending on your demographic and or product, social paid search or PPC may be suitable.

    You will be able to refer to the mid-section of the chart which corresponds to the Goals rainbow to see which channel may be more suitable for your targets and goals. 

  3. Once you have identified which channel you will be using, you will be able to refer to the metrics section to see the possible metrics you can measure channel performance on.
  4. Dependant on your demographic, location and goals you will be able to identify which platform or segments you can use to focus your efforts on.

I’m completely aware that this is not a comprehensive plan and I had to stop myself from adding and building upon the chart as I wanted to keep this initial one as top level as possible whilst still being useful.  

I will continue the series to break each section down further as I am fully aware that the commonly used channels related to specific Goals are not comprehensive e.g. the social goal could be traffic instead of reach etc.

I am sure there will be omissions and possible objections to some of the metrics, channels or even strategy types that I have included, but rest assured I fully intend to expand on these in the future series.  

I hope that you will find this infographic helpful as this is one of the most enjoyable parts of my job; I love drilling down and creating strategies and I hope this will give some inspiration into possible additions to future marketing campaigns.

If you would like to make any recommendations or feedback you can comment below or contact me on Twitter @HeleneHall.

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Published 25 April, 2014 by Helene Hall

Helene Hall is Digital Marketing Director at Gravytrain and a contributor to Econsultancy. You can connect on Twitter, LinkedIn or Google Plus

2 more posts from this author

Comments (12)

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Roberto Hortal

Good info!
I have a question. Where do you see Owned properties and eCommerce in this? In my view, there should be a Convert objective between Reach and Retain, and at least eCommerce, Self Service and Web Service. Or do you you see Digital Marketing as separate from Digital Propositions?
Thanks for the chart, I'll be using it!

over 2 years ago

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Fred Speckeen

Thank you for this model. I'm looking forward to your future posts.

over 2 years ago

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Jochen Altvater

Very useful graph showing the levels, process and maturities that are relevant for defining a coherent digital marketing strategy. I'm really looking forward to your upcoming posts, Helene!

over 2 years ago

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Helene Hall, Digital Marketing Director at Gravytrain

Hi Roberto, Yes I see owned properties as a very valuable asset and work well with the model, as they are shared across some of the channels above (or should be). There is definitely a strong tie between reaching the user and then retaining the relationship. Quality content, communication and strategy is essential to getting the best out of the initial traffic, retaining the relationship and increasing the lifetime value of a customer. Coordination between the channels is therefore the best way of getting the most ROI from your marketing budget.
Thanks for your comment and I'm glad your found it useful. I'll plan to highlight the owned, earned and paid within part 2!

over 2 years ago

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Helene Hall, Digital Marketing Director at Gravytrain

Thank you @Fred and @Jochen for your comments. I already feel the need to get working on part 2!

over 2 years ago

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Romero Cavalcanti

Thank you Helene Hall for sharing. Excellent infographic. Greetings from Brazil.

over 2 years ago

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Sam

Absolutely love this mapping. A few comments/questions:

I wonder if your first layer or maybe the second layer is missing a conversion/buy. Maybe retains covers it.

Blog subscription would better align with retention similar to email in my opinion.

I think there is a lot you could do with customer profile from a b2b perspective that's not represented here. I know you can't have it all :)

Do you think social should be broken up by paid and organic similar to search? Either way I think the n/a around segmentation changes with paid search targeting.

Thanks again!

Sam

over 2 years ago

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Helene Hall, Digital Marketing Director at Gravytrain

Hi Romero, Its my pleasure glad you liked it and thanks for the comment!

over 2 years ago

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Helene Hall, Digital Marketing Director at Gravytrain

Hi Sam,

Great point on the conversion / buy. We deal with a lot of different conversions / goals from straight forward sales and leads to "looser" conversions and goals such as growing the network of users to a majority male community to increase brand awareness and drive sales etc. I left it out, as that financial benefit/conversion element is normally the centre point where the strategy starts, for example "we want to gain 100 more sales per month, how do we do it?" How we go about it comes out from the above but you are right, the model above could very easily have an additional section illustrating that! Maybe I will include this element in series 2!

I know its even frustrating for me, I wanted to include a lot more detail in the plan but it then became complicated and difficult to interpret and understand, so hopefully there is a bit of a balance of the two here :-)

Paid social has been included under the paid search section PPC with twitter, facebook etc.

Thanks for your comment Sam, I'm looking forward to adding the conversion element into the next one!

Thanks

Helene

over 2 years ago

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karolos

this is an excellent sum up for digital strategy. Many of our thoughts in order. My recommendation would be in a extension of this each of this channel to be examined in terms of buying cycle. For example social media is very good for retention, after sales whereas ppc is very good for awareness.

about 2 years ago

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Helene Hall, Digital Marketing Director at Gravytrain

Hi Karolos,

That is absolutely right, as the different channels can become different touch points along a users buying cycle, with channels having dual roles.

Social media can be seen as initial brand awareness which may stimulate a desire and need, which could then be captured by PPC on the first instance and brought back to purchase on the second by SEO and then used for customer support by Social media and inspired for a new purchase through email marketing.

Personally I love the overall supporting nature of all the digital marketing channels.

Thanks

Helene

about 2 years ago

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Afroz Siddiqui, Sr. SEO Analyst at SocioSquare

Digital marketing is changing at a rapid pace today and therefore the top digital marketers always have a pulse of what is going on in the industry. Again with the addition of new channels such as SEO, social media, PPC and offline promotions, its become more than important to adopt a holistic approach to marketing and combine online and offline marketing.

over 1 year ago

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