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Defining the eMarketing Digital Strategy Funnel
designed by Matthew Kapusta
In an effort to help define my approach to establishing a digital strategy, I have created the Digital Strategy Funnel.
(click to view)
As with any digital strategy, it is shaped by the business objectives, budget, expectation of return, timeline, and audience.
The Digital Strategy Funnel (click to view) is used to show the relationship between the various engagement points and the developed, relevant strategies.
eMarketing Strategy
The first step in the overall Digital Strategy Funnel is defining your eMarketing strategy. This is where you will define the channels to be leveraged and includes websites, social media, email, PPC, SEM, etc… In this phase it is important to define the channels with relevance to the overall Digital Strategy. In this phase you will:
- Define digital channels
- Outline success metrics and projected expectations of return for each channel
- Define the testing plan for each channel
- Allocate budget based on projected expectations
Channel Strategy
Once the eMarketing strategy is full defined, the next step is to create Channel Strategies for each channel being utilized. This means that for each channel, a detailed strategy is created to align the channel with the overall Digital Strategy and the audience. If banners are being used, here we will define the site mix being used to reach the audience. For outbound emails, we will identify the list segmentation required, and so on for each channel in the strategy.
Content Strategy
The next step is to define the Content Strategy for each channel. To optimize results and to strengthen engagement, it is recommended that the content for each channel be customized for the specific channel. Here are a few examples in practical application:
- Content of emails needs to be aligned with the overall digital strategy and focused and customized on the list segment being used. A tailored message will spark engagement and improve results.
- Banners should be designed with the overall branding and messaging and should be customized for the audience of the site on which they are being served. A customized banner will provide a more seamless transition for the user of the site to your brand.
- PPC adword campaigns should be relevant to the keyword and the subsequent landing page should "continue the conversation" by providing content relevant to the user's search.
- Integration with offline campaigns. The connection between an offline campaign and its online extension need to synced so that once a user becomes engaged with the offline campaign and continues online, the messaging, creative, and content need to be aligned to continue the conversation and drive conversion.
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designed by Matthew Kapusta
