This document outlines a checklist for developing a comprehensive digital marketing campaign. It includes questions around understanding the client's business, branding, customers, crafting messaging, publicity strategies, website development, search engine optimization, social media usage, videos, events, budgets, and metrics. The goal is to provide clients a holistic plan integrating multiple online and offline channels to achieve marketing objectives.

1. Doc Smith’s
Questions for Answers
A Digital Marketing Campaign checklist.

2. About your company
 Who the hell are you guys?
 What are your skills?
 Why in blazes would anybody want to hire you?
 What’s your claim to fame? Or not?
 Is there a company philosophy?
 What are your intentions and method of approach for
the client’s problem?

3. Your understanding of
the client’s business
 Can you fill up this chart accurately?

4. Address the client’s brand and
product
 What are customers’ impression of the
company brand and the product(s)
brand?
 What kind of image does the product
have?
 What are the unique product attributes?
 How can these be exploited in
marketing?

5. Who are your client’s
customers?
 Are they loyal?
 What demographic do they belong to?
 Can they be classified according to psychological profiles?
 Are there other consumer groups that should be targeted?

6. Crafting the message
 Come up with the statement for the marketing
campaign in one sentence?
 Explain this to a total idiot and see if he or she
understands.
 Come up with a slogan for the product / service you
are going to market.
 Can you defend or even answer why this slogan is apt
for the product?

7. Pump up the hype
 So what are the product points that can be
made into news stories? Breakthroughs,
unique features, etc.
 Can you spin at least eight story ideas
based on the product?
 What feature do you think is the most
important and should be exploited the most
for publicity?

8. Show your client the
grand plan and the tools
 This can be an overview of all the digital
marketing tools involved.
 List the tools on one side and the respective
purpose on the other.
 Don’t forget to show how it can dovetail with
traditional media and plain old launch events.

9. The Web site
 Explain why the product deserves a
micro site.
 What are your recommendations for
the content?
 How are you going to build and
maintain the site?
 Show the mockup you’ve lovingly
slaved over. Explain the rationale for
the look and feel.
 What other interactive features will
you be proposing??

10. Search Engine Optimisation
 What do you think should be the keywords
and why?
 What should the meta tags and description
be?
 What sort of click bait can be built around
the keyword to take people to the site?
 What sort of content will be based on the
click bait?
 Where will you get the inbound links from?

11. Those bloody bloggers
 Who will you get to blog for you?
 Why them?
 How are you going to get them to blog for you?

12. What about an app?
 App development can be quite
lucrative and so business people
would love to tell others that they
have an app going. However, the
app has to be useful for the product
owners and not just a digital version
of the brochure.
 Talk you client through the intentions
and functions of the app.
 Did you find out the cost of
producing the app?

13. Facebook
 1.44 billion monthly active users
 1.25 billion mobile users
 936 million daily active users
 798 million mobile daily active users
 Explain your choice for the advertising
perimeters on Facebook.
 How do you use Facebook for marketing>

14. Instagram
 What sort of pictures can you feature?
 How can you use Instagram for promotions?

15. Don’t forget Twitter
 Still good for short messages and shout outs.

16. Images
 What sort of pictures can be sent out?
 What sort of pictures or videos would be good to
receive from consumers?

17. Videos
 What about channels like Youtube and / or Vimeo?
 What sort of videos would you recommend be
created?
 How can this help the marketing efforts?
 Can you give some ideas of concepts?

18. Get the end users involved
 How can you make user generated content happen?

19. Don’t forget traditional media
 You can recommend things like radio, TV and
newspaper advertising to your client but it’s best to
how to integrate this with the rest of the campaign.
 What are your reasons for choosing these platforms
for dinosaurs though?

20. The big event
 What’s it going to be?
 How will the social media tools drive users?

21. Put it all together
 Using a Gantt chart would help.

22. How much?
 Probably the most difficult slide to show
clients.
 What’s all this going to cost?
 Actual costs can be gotten off the
media owner’s websites.

23. Restate the big idea
 How will all this effort and money benefit the client?
 What’s needed to make this work?
 Decide on action items.