Digital Marketing - Study Notes:
The Key Elements of a Digital Marketing Strategy
Digital marketing is an ongoing, complex process, and, to ensure it’s effective, you need a detailed strategy. This will include things like:
- Goals, objectives and KPIs: What your business goals are, what marketing objectives you set to drive them, and what key performance indicators you will track to define success along the way
- Target audience: Through research, you’ll define the buyer personas who you want to reach and influence with your message
- Content plan: What your message is and how you’ll articulate it in digital
- Channel plan: Where you will place your message and what formats it will take
- Budget: How much you will spend on research, production, and paid media
- Timeline: When everything will happen, who will do it, and who’s responsible for each piece
Having this strategy ensures everyone has clarity on the path ahead, and can always refer to that as you go about executing your digital marketing.
Maeve Kneafsey
Maeve Kneafsey is an international practitioner and speaker in marketing, digital transformation, ecommerce, and analytics. Starting with founding Ireland's first content strategy/digital marketing agency, she has over 20 years’ experience launching and building international digital-led businesses, from early concept to funding to growth.
