It’s not about more digital; It’s about smarter digital

Digital Communication AuditStrategy | Execution | Value

Purchase journey analysisSimple and generic 6 phase model

Non-Interest Casual Interest Intensive Research Approval/ endorsementFinal deal & purchase Customer service & repeat order

Digital marketing should be…..• Working at each step in the purchase journey• Working for the primary purchaser, the influencer and other stakeholder• Working in partnership, integrated with all other marketing

Digital Communication AuditStrategy | Execution | Value

AuditExternal digital

communications

AuditExternal digital

communications

Digital Strategy Assessment Approach

Corporate /Unit/Products Strategy

Are we in growth, profit-taking, or defensive mode? Do we occupy a premium or low cost go-to-market position?

Marketing Strategy

How much are we spending on marketing, who are we selling to, and how are we prioritizing target audience? What is the role of acquisitions versus awareness building?

Offline Marketing Digital Marketing

What is the effective balance of offline versus online marketing to achieve our goals? How much do we need to allocate to digital to be competitive?

Advertising, PR, Events Etc Digital Infrastructure Digital Promotion

Are we integrating offline and digital programs when appropriate? Hoe are we measuring performance vis-avis the competition and best practices? What is our optimization strategy?

Integrated Programs Research User Experience Website Website Website

Digital Asset Audit

Digital Platform/Website

Offline Tactics

Analytics

Infrastructure

Promotion

Community

Interactive TacticsWhat digital marketing and infrastructure tools, tactics and technique is the organization deploying to meet its strategic goal? Is the digital marketing ecosystem working in a cohesive manner to optimize ROI?

Offline TacticsTV, Radio, Print, Direct Marketing, Analyst Relations, Public Relations

Measurement and MetricsAnalysis software and systems, User testing, Closed loop management Tools

Nuts and BoltsWebsite, Microsite, Landing page, Blog, Social media, Multimedia Assets

Traffic GenerationSearch marketing, Social media, Email marketing, Online Advertising, thought leadership, PR

Online conversationSocial networking, message board, Web based conversations enablers.

Interactive Tactics

Digital Marketing Mix Planning Component

Corporate Strategy

Corporate Strategy

Marketing Strategy

What are the company or business unit revenues ? What percentage of revenue have been allocated to marketing ? Is this in line with industry average? Will the organization be operating in a position of strength and weaknesses ?

Digital Marketing

Digital OperationsOffline Marketing

What is the effective balance of offline Vs online marketing to achieve our goals? How much do we need to allocate to digital to be competitive? Where will the organization realize the optimal ROI?

Infrastructure, staff, Vendor, software,

Hosting

Search MarketingPaid listing/Organics

Outbound MarketingDisplay ads, public

relations, Webinars, Social media

Relationship MarketingCommunity, email,

Online events

OptimizationAnalytics, Measurement

and refinement

How is the organization distributing its digital marketing budget among the different categories? What is insourcing Vs outsourcing philosophy?

Prakash RanjanDigital Marketing Consultant

prakashranjansingh@gmail.comblog.prakashranjansingh.comwww.e-marketingstories.com