Digital marketing strategy

Introduction

Strategy model

• How do you create a strategy?
• What areas does a digital marketing strategy cover?
• How to define digital marketing goals.

Changes in marketing

• How has the purchasing process changed as a result of digitalization?
• The interplay between marketing and sales.
• New roles and tasks in marketing and sales.

Inventory

• Challenges and goals.
• Gap analysis.
• Processes, data and systems.
• Content and touchpoint audit.
• Sales scenarios and signals.

Target groups and desired customers

• How to segment target groups and profile buyer personas.
• How do you want to be perceived by the buyer personae?
• How to define and communicate benefits? - Benefit analysis - value proposition.
• How do your ideal customers search? - Keywords - SEO.
• Customer journey analysis.

Content Marketing

• The importance of relevant content and added value.
• How to design relevant content.
• About content formats and grids.
• The use of storytelling in content marketing.
• This is how you use ungated and gated content.

Touchpoints

• The importance of touchpoints for modern marketing.
• Being found by desired customers - inbound marketing.
• Address desired customers.
• What role social media plays in the digital strategy.
• The combination of online and offline touchpoints.

KPIs - OKR

• How do you measure the success of marketing measures?