A digital marketing strategy is a marketing plan that draws on insights from almost every department within a company to design and implement seamless brand communications across every digital channel. Popular digital marketing channels include the company website, organic search, paid search, social media, and email.
But digital technology is evolving at a rapid pace, and taking everything else with it. An effective digital marketing strategy for 2017 looks almost nothing like a strategy from 2015.
So how do you create a scalable digital marketing strategy?
We talked to six leading digital marketing experts to get their unique insights on strategy teams, tips, tools, metrics, and more.
Today’s Digital Marketing Strategy Team
Digital marketing is constantly evolving, meaning you always need to have a fresh strategy, which can only come from a fresh team.
The strategy can’t expand unless the team expands, which is why a modern digital marketing team needs to include decision-makers, visionaries, and voices from across the company.
Michael Brenner—globally-recognized keynote speaker, author of The Content Formula, and CEO of Marketing Insider Group—agrees:
Everything is digital! So in order to create a digital strategy, you need to include all teams across the marketing organization, your agencies, and sales as well. I even like to include HR to make sure employer branding activities are represented.—Michael Brenner
Andy Crestodina, co-founder and the Strategic Director of the award-winning web design company Orbit Media, includes everyone in his strategy team as well, but outlines clear roles to keep things running smoothly:
A strategy is just a plan to reach a specific goal. For a marketing plan, the goals have a major business impact. So involvement should go all the way to the top. The “RASCI” model is a good tool for assigning responsibilities. It helps specify five levels of involvement, showing who is responsible, accountable, support, consulted, and informed. — Andy Crestodina
The need for integration, cross-communication, and company-wide involvement in the strategy process is crucial. Drew Neisser, CEO of Renegade LLC, points out just how important integration really is:
I’m not a fan of having a separate digital marketing strategy. Consumers don’t differentiate between offline and online brand interactions, so why should brands?—Drew Neisser
For that matter, customers don’t differentiate between marketing, sales, or customer service—online or offline, or from one channel to the next. Integration and seamless communication are key, and that means your strategy needs to include insights from every touchpoint.
Advancing a Digital Marketing Strategy
Digital marketing is coming into its own, but it’s by no means a new concept. Some of the standard best practices are well established in most marketing departments, but what’s next? John Boitnott, a journalist, and digital consultant encourages marketers to then push into forecasting:
Digital marketing strategies require forecasting so you can see what’s coming, whether it’s a new technology, product, or demographic that might be complementary to your company in the future. Actually mining the data/big data you have is critical for forecasting. A willingness to experiment, work outside Go to the full article.