Building a Digital Strategy Template, is on the wish list of almost each and every individual in the digital advertising business, every tech entrepreneur, existing startups or marketing communication teams in corporates.
But can we really create a generic strategy template? Lets find out.
People in the traditional advertising would definitely know about the role of a “strategic planner“. They are the genius brains (inside every advertising agency) who create the “brand story”, who add their midas touch by wearing a strategic hat and making sure that each and every part of the brand messaging goes through a quality prism.
The problem is, there was no such concept of a “Digital Strategy Planner” for a very long time. Fundamentally, planning & strategy in the online space was restricted to “Media Planning”. The ad agencies & the marketing team never really thought about “digital strategy” from an integrated customer outreach standpoint. It was more of a “media oriented approach” where the only objective was to optimize cost per user acquisition.
Unfortunately, social media ended this madness but added some new madness of its own. With Facebook & Twitter taking over the digital world like a storm, conventional media publishing models got massively disrupted. Audience started discovering new content on the social platforms and as a result, a lot of small publishers had to shut down their operations as bulk of the marketing spends started to move into social platforms because client’s objective shifted from just acquisition to engagement.
As a digital marketing consultant, I’ve heard this from so many aspired entrepreneurs in different startups meets, there is no single approach using which they can prepare their digital strategy to promote their SAAS product or to increase their app downloads or prepare a basic customer acquisition plan while they are bootstrapping it.
A lot of startup marketing teams see “Digital Strategy” in silos and not as an integrated marketing approach which is critical to build a consistent communication & brand experience across all audience touch points.
Who can use this document?
- Early stage – Mid Stage startups
- B2B Marketing Teams
- Digital Ad Agencies
- Digital Marketing Managers
- App Developers
In this presentation, I’ve tried to cover very practical approach on how to break down your digital strategy process into stages that cuts across identifying & segmenting your target audience, choosing the right digital marketing channels and creating the marketing metrics to track your performance.