Digital Marketing Strategy

Online

Friday, June 19 (Central Daylight Time)

11:00 am - 12:00 pm

Back to Basics: What is Strategy and Why Is It Important?

What is strategy?

  • Business strategy vs. strategy through a marketing lens
  • Strategy. Not strategies.
  • Opportunity -> Strategy -> Action
  • Goals -> Strategy -> Objectives -> KPIs

How a good strategy helps

  • Clarity of direction
  • Understanding results
  • Aligning tactics
  • The importance of understanding business
  • Balancing strategy with flexibility
  • Now’s not the time to be rigid
  • How to build “anti-fragile” strategies
  • People -> Process -> Tools
12:00 pm - 1:00 pm

Building A Digital Strategy

Mindset and approach

  • Customer journeys
  • Lean and agile
  • UX vs. graphic design
  • Promotion vs. publishing
  • Dedication to data
  • Human Intelligence

 

Marketing best practices matter all the more in digital

  • Brand, value, positioning, differentiation

Stakes in the ground: What are you trying to achieve?

  • Brand awareness
  • Engagement
  • Lead generation
  • Sales
  • Customer retention/loyalty
  • Upselling

Funnels

Metrics and analytics part one

1:00 pm - 2:00 pm

Building Relationships Across Tactics

Key tactical areas and how they interact

  • CRMs and automation
  • Search Engine Optimization (SEO)
    • Onsite/offsite/technical
  • Paid search
  • CPC and paid social
  • Email
    • List curation
  • Webinars
  • Content
  • Social media marketing
  • Video
  • Website
  • Landing pages
  • Infographic design
  • Marketing automation
  • Lead gen
  • Traditional media relations

Prioritizing and budgeting

Metrics and analytics part two