Evaluating Tactics

Digital Marketing - Study Notes:

Factors to consider

You need to consider the following factors when selecting your tactics for implementing your digital strategy:

• Channel value: How much value are you likely to attain from the channels you are choosing to select?
• Effort required: How much effort is required to implement the strategy or specific components? Is this worthwhile?
• Relation to overall digital goals and objectives: Does it link in to your overall digital goals and the purpose of your digital activities?
• Audience habits: What channels does your audience use? How often does your audience frequent these channels?
• Audience demographics: What is the typical age of your audience? What is their gender? Where are they from?
• Audience context: What does your audience use digital for? How do they speak? What are they responsive to?

The tactics you eventually select to engage each of your priority audiences may differ depending upon the audience characteristics.

Calculating value and effort

Calculate the current value of each digital channel to your organization using analytics, in terms of:

• Existing referrals: Determine the level of recommendations the organization receives.
• Percentage of new visitors: Determine the level of new visitors.
• Number of new leads: Creation of potential new customers.
• Conversion rate: Prospects to customer ratio.

Calculate the effort required to implement your plan across each digital marketing channel, considering:

• Budget
• Personnel
• Available content

It is important to compare the value of each channel to the effort required to judge which channels represent ‘quick wins’.