This document outlines seven critical keys to developing an effective digital marketing strategy: 1) Define business objectives and goals, 2) Describe your brand's key components, 3) Establish key performance indicators to track metrics, 4) Tell a compelling story that satisfies customer needs, 5) Develop a plan to acquire and engage users through relevant digital channels, 6) Define processes to activate and retain customers, and 7) Use data-driven decisions to segment, target, and track customer behavior across channels. The overall strategy should focus on understanding customers and reaching them through the most effective digital mediums.

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Digital marketing is a field that's constantly
evolving.
At it’s fundamental core successful digital
strategy is about understanding and
articulating 3 things:
• why does my business exist?
• why do my customers care?
• what is the best digital channel to reach
them in a relevant, relatable way?
Here are 7 critical keys to consider when
developing a digital marketing strategy:
Digital Marketing Strategy Canvas
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2. 7 Critical Keys to Digital Marketing Strategy
Define business objectives.
Understand the business model and clearly articulate
the value proposition. In order to effectively allocate
budget across the number of digital channels, you
need to define clear goals then draft an end-to-end
marketing plan.
Describe your brand.
Clarify your brand components e.g. brand story,
promise, personality, values, tone, character,
etc so there’s a clarion call in all creative briefs
to ensure consistency across mediums.
Establish key
performance indicators.
Determine metrics to track and analyze the performance of a
campaign. Describe how to draw customer insight from different
sources of web traffic and set up your marketing analytics using
tools like Google Analytics to track your goals including
performance, normalcy, comparison and optimization
Tell a story.
Humans are hardwired to remember
stories so think of how you can use storytelling in
your pitch. Craft your story to satisfy the needs of
each specific target audience.
Develop a plan for
acquiring & engaging users.
Define how to effectively target an audience based on their
behavior/ interests/ affinity groups using the most relevant digital
channels for them and track the performance of each.
Define the activation and
retention processes.
Monitor the respective metrics to understand
how to improve conversion and apply growth
hacking techniques that spur viral reach.
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Use data driven decisions.
Use marketing analytics tools to segment, target
and track customer behavior across multi-step
conversions then build a basic attribution model.
@wandia_info www.wandia.info

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Sample Digital Mediums
Website
Direct response, landing pages,
display advertising, etc
Search marketing, search engine
optimization and local search
Email marketing
Social media, blogs, influencer
marketing, Facebook/ LinkedIn/
Twitter/ Youtube advertising, etc
Mobile: Apps, SMS, SDK, API

4. Ultimately as you map your digital strategy think net
presence not website, always design customer centered
content and use data driven decisions to launch, learn,
refine and re-launch a robust digital marketing
campaign.
@wandia_info www.wandia.info