Chapter 07:
Channel and Planing
TABLE OF CONTENT
• Digital Strategy Fundamentals
• Overarching Strategy
• Digital Resources
• Budgeting
• ROI
• Identifying Channels for your campaign
• A media plan.
• Communicating your Results
Learning Objectives
• To understand the core components of a digital marketing
strategy and the benefits of using a strategic approach when
developing digital campaigns.
• To develop clear and actionable objectives for a digital
marketing plan.
• To understanding the core components and considerations of
setting a digital marketing budget.
• To understand ROI
• Understand a selection of channels and its own strengths and
weaknesses.
• Learn how to make a media plan.
Strategy Fundamentals
What is digital strategy?
✓ Digital strategies govern how digital is used to achieve commercial
goals.
✓ A key foundation of digital strategy is that it is primarily about
understanding your audience, their behaviors, and how you might
craft new behavior that involves your brand, product, or services
online.
✓ Strategy relates to your long-term digital objectives and operates
across all of the digital channels your customer utilizes.
=> In short, digital strategies operate across all digital channels used by
your organization or client.
Digital strategy development
Digital strategy development
Objectives
Digital strategy development
Channel strategy
What's possible with the channel
What formats you're going to use
How you're going to use the features of that
channel
How it's going to be used most effectively
How you're going to target the audience engaging with it
Digital strategy development
Content strategy
✓ The content strategy is what you're going to put in those
channels, so this strategy is informed by your overarching
digital strategy.
✓ The content can be what you put on your site, what you
put on your social media, how you tweet.
✓ Content can be a top five things that you should do on an
article on your site or the content can also be the image
on the header of your site.
Digital strategy development
Media strategy
How you're utilizing your paid activity
How are you reaching people with ads?
How you're going to use the features of that
channel
How it's going to be used most effectively
How you're going to target the audience engaging with it
Digital strategy development
Tactics
✓ Tactics are the individual executions that are a part of
making up your strategy.
✓ Example: If said to you that our strategy is to increase our
brand awareness via Twitter, the tactic here is to tweet
whereas the strategy is to use Twitter to communicate
more positively with your customers.
Overarching Strategy
What is overatching strategy?
✓ It is your strategy in one sentence, or a number of key phrases
that quickly summarize your digital strategy. It involves a
simple statement of what you will do and what your objectives
are.
✓ The overarching strategy should be a simple and clear
sentence that anyone could understand, even if they are
unaware of the full plan.
✓ Your overarching strategy should be based on a core insight.
Digital marketing and digital media
Digital marketing Digital media
Digital marketing is the practice Digital media is part of digital
of utilizing digital tools for the marketing. It is the medium
purposes of marketing through which the marketing
activity is delivered
Digital marketing consists of all Digital media refers to the
online activities, creative channels used to distribute the
formats, and messaging that messaging to the audience – for
aims to engage with consumers example, Google, Facebook,
online, using both free and paid Twitter, and email.
channels.
Digital Resources
Digital
Resources
Time Money People
Budgeting
Media cost
Additional cost
Creative
(staffs, training,
Production
process,...)
Digital tools Agency fees
Budgeting
Budgeting
Budgeting
Budgeting
Budgeting – Key considerations
ROI
ROI
Sale Lead
Someone buying a product Leads in this context can be
through a digital channel, or defined as capturing valuable
as a result of digital activity. data from customers who
express an interest in your
product or service.
Sales will have an explicit This data is best captured
revenue value through lead forms on landing
pages on your site.
ROI
Identifying Channels
Channels
Social Display PPC Email Content
A media plan
Communicating your Results
Summary
• Digital Strategy is primarily about understanding your audience, their
behaviors, and how you might craft new behavior that involves your
brand.
• An overarching strategy is the highest guide to your activity and involves
a simple statement of what you will do and what your objectives are.
• Digital Marketing consists of all online activities, creative formats, and
messaging that aim to engage with consumers online.
• Digital Media refers to the channels used to distribute the messaging to
the audience.
• Typically a digital marketing strategy will require three core elements:
time, money, and people.
• Budgets for digital are made up of the following key areas: People,
Technology, Training, and Process.
• Return on investment (ROI) is the cost of your digital activities versus the
return they generate.
Summary
• Choose a selection of channels based on how they can deliver on your
objectives.
• Each channel has its own strengths and weaknesses, benefits and costs,
and should be scrutinized carefully to understand how it will improve your
campaign strategy.
• A media plan is a blueprint for how paid advertising is implemented over a
specific period of time.
• Your media plan serves as a guide plan to how you will spend your ad
budget, but it also serves as a way to track spends.
• Campaign action plans are similar to media plans, but they cover all
aspects of the campaign.
• For larger campaigns with an offline element, you can look to integrate
digital media to amplify and enhance performance across other channels.
Thank you