This document discusses the process of developing a digital marketing strategy through analyzing strengths, weaknesses, opportunities, and threats (SWOT analysis); evaluating earned, owned, and paid media; creating customer personas; developing a unique selling proposition and positioning; and setting SMART goals. It emphasizes analyzing the internal and external environment, communication channels, target audiences, and how to clearly communicate a company's value through its marketing strategy and goals. Key concepts covered include SWOT analysis, earned/owned/paid media, customer personas, unique selling propositions, positioning, and SMART goals.

1. ANALYSING DIGITAL
MARKETING STRATEGY

2. 2
Module M6 Building social media promotional strategies
Competence
unit
U6.2 Creating a digital
marketing plan
Learning
outcome
Development process of
digital marketing strategy
Type of
resource
PowerPoint Presentation
(PPT)
Type of
learning
Self-direct learning
Resource title
Analysing digital marketing
strategy development
Learning
hours
2h
Contents
- Process of creating strategy by using SWOT analysis
- Developing audition though analysis of Earned, Owned and Paid
media
- Creating customer personas
- Developing “Unique selling proposition” and achieving positioning

3. Creating Your Strategy
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4. “ “Hope is not a
strategy. Luck is not
a factor. Fear is not
an option.”
― James Cameron
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5. WHAT STRATEGY IS?
Word “strategy” refers to the
long-term goals and plans, so
first of all it is important to
audit your current
organizational internal and
external environment and its
marketing tools, strategies.
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6. SWOT ANALYSIS
SWOT analysis will help you to carry out an internal and external
analysis in order to find your organizations strengths and
weaknesses, opportunities and threats.
This analysis will help you in a longer perspective, as you will be
raising goals for your organization.
Source: Shewan, D. (2018). How to Do a SWOT Analysis for Your Small Business
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7. SWOT: HISTORY
The SWOT technique was founded in the
1960s by the scholars of the Harvard
Business School.
The main idea is to deeply analyze the
competences of the company (its internal
strengths and weaknesses) as well as the
environment that company works in
(external opportunities and threats), in
order to formulate and implement certain
activities that would help to achieve
company’s objectives.
Source: Ghemawat, P. (2002). Competition and Business Strategy in
Historical Perspective
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8. SWOT ANALYSIS: MAIN COMPONENTS
Source: Shewan, D. (2018). How to Do a SWOT Analysis for Your Small Business
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9. Communication
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10. “
“Communication always changes
society, and society was always
organized around communication
channels. Two hundred years ago
it was mostly rivers. It was sea-
lanes and mountain passes. The
Internet is another form of
communication and commerce.
And society organizes around the
channels.”
- Vinod Khosla 10
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11. COMMUNICATION CHANNELS
Important: identify and evaluate
communication channels, in order to
see which communication channels are
working and which are not.
Earned, Owned and Paid media
concept will help you analyze your
current digital marketing actions in
more detail and will be more focused to
the digital side of your business.
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12. PAID, OWNED, EARNED MEDIA
▪ Earned media – media, for which you did not pay but put other
promotional or advertising efforts. Ask your self what kind of
achievements make you feel proud when you think about your
appearance in the free media channels?
▪ Owned media is owned by your company and includes website,
social media pages and profiles, blogs, images, videos etc.
Evaluate your efforts by the results and overall appearance. Make
sure to find out the details that needs improvement.
▪ Paid media is all the media appearances that you paid for.
Evaluate which exposure worked out the most, brought the
largest return and which investment did not pay off.
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13. AUDITION:
1. Create a spreadsheet with 3 main parts: Earned, Owned and Paid media.
2. Evaluate them by giving a scores.
Source: Milaitis, M. (2018). What is a Digital Marketing Strategy?
Find out which are the weakest and the strongest points. Draw the
conclusions about the channels to keep using and maybe improving or
crossing out the ones that were not effective.
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14. Customer Personas:
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15. CUSTOMER ANALYSIS
One of the most important part of the
digital marketing strategy is analyzing
and defining your target audience.
The convenient way to do that is to
create several customer personas
which overview the specific individuals
you are marketing to. This will help to
easily create the exact message and
the style of for the right customer.
<= picture source: Standberry, S. (2018). 4 Key Steps to Building a Sharp
Digital Marketing Plan 15
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16. DEEPER ANALYSIS OF THE CUSTOMER PERSONA:
Source: Standberry, S. (2018). 4 Key Steps to Building a Sharp Digital Marketing Plan
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17. Positioning:
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18. CUSTOMER PERSONA
To have a proper positioning of your company
means being very straightforward and clear. It
is about your value proposition and what it
entails. Positioning is clearly stating why the
consumer should choose you and not the
competitor. To achieve this, you will also need
to know the actions of your competitors well.
Source: Penalver, P. (2019). A Step-By-StepGuide to Structuring a Digital Marketing
Plan
To have the right positioning means having a
clear Unique value proposition which is the
main benefit your company offers, and the way
of meeting customers needs which is different
from your competitors. 18
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19. MARKETING GOALS:
You need to know how you’re going to communicate your unique value
proposition and how to do so appropriately in the channels where your
audience is present (social media, blogs, email marketing, and more).
As you have analyzed your general organizations situation, next thing you want
to do is to identify your marketing goals which should not contradict your
overall business goals and align with them instead.
Different goals will take different techniques to reach them and to measure
the results. The best way to formulate goals is to use the S.M.A.R.T.
technique: Specific, Measurable, Actionable, Relevant, Time-bound.
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20. MARKETING GOALS:
Source: HubSpot
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21. WHAT’S NEXT?
In the next topic you will find out
how to create a precise digital
marketing plan with the most
important details in it, which will
help you achieve your business
goals.
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22. LET’S REVIEW SOME CONCEPTS
SWOT analysis
Earned media Owned media Paid media
Customer persona
Unique selling proposition
Positioning
S.M.A.R.T. Goal setting
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23. This project has been funded with support from the European Commission.
This publication reflec ts the vi ews onl y of the aut hor , and the Commission cannot
be held responsible for any use which may be made of the information contained therein.
Project Number: 2018-1-UK01-KA202-047909
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