Understanding the Components of a Digital Marketing Strategy
To understand how the pieces of a digital marketing strategy fit together, the components are organized into a framework called the Five Cs.
They are (1) company
strategy; (2) customer experience; (3); content creation (4), channel promotions,
and (5) check-back analysis.
IN THIS TOPIC
Components of a Digital Marketing Strategy
» Formulating your business goals
» Picking your key performance
» Catching customers with the Five Cs
» Serving your customers using content
» Building product habits
Creating Your Digital Marketing Strategy
Working with the Five Cs framework helps you cover all the bases as you create
your digital marketing strategy and implement your plan
The first C is company strategy. To create a digital marketing strategy, you need
to begin by looking at your company’s business goals. The question to ask yourself and your team is, “What do we want the company to achieve and how do we
make it happen?”
You should direct your attention to your goals and business case for undertaking
this effort. To that end, Book 1 covers the following topics:
» Create a digital marketing strategy. Several components go into a successful marketing strategy.
Determining the company strategy
» Get your customers’ attention. Marketers are fiercely competing for your
customers’ attention. Find out how to capture it in Book1, Chapter 2.
» Understand your business model and your brand. Learn about a variety of
business models and how to determine what “job” your product does. You
look at brand components in Book 1, Chapter 3.
» Decide which marketing campaign to create. After you understand your
goals, you can choose the right marketing campaign. See what to consider in
» Develop the strongest offers. You look at how to turn leads into customers
by crafting winning offers in Book 1, Chapter 5.
Uncovering the customer experience
The second of the Five Cs is customer experience. You need
to learn what your prospects will think, feel, and do when interacting with your
brand. The question for your marketing team to ask is, “Who are our prospects
and how will we serve them as customers?”
You must define your audience and analyze the customer experience. You do this
with the following:
» Collect and analyze customer data. Before you define your audience, you
need to evaluate the kind of data you will use. In Book 2, Chapter 1, you look
Overall Components of a Digital Marketing Strategy
Developing Your Overall Digital Strategy 9 benefits and challenges you may face when dealing with big data to
analyze your audience.
» Create personas Components of a Digital Marketing Strategy. You define the characteristics of your perfect audience by
investigating several different types of information. Find out what actions you
need to takein Book 2, Chapter 2.
» Develop the buyer journey. You want to understand the journey your
prospect takes from being interested in your product to sold on it. Book 2,
Chapter 3 looks at the buyer’s mindset and gives you a model to help you
document your customer’s touchpoints.
» Assist with sales enablement. Your sales team is facing an empowered
customer. Find out in Book 2, Chapter 4 how your content can assist in
making the job easier and more powerful. You can also determine where
your company falls on the content maturity scale.
Creating quality content
The third C is content creation, You need to focus on
creating quality content (based on your story) that you know your customers want
and need. The question to ask is, “How will we create quality content, who will do
it, and what will that content be?”
You need to develop a strategy for content, define your messaging, and establish
your systems and governance rules.
» Create a content strategy. You should have both a content plan and a
content marketing strategy. Take an audit
of your content to determine what you have and how you can leverage it to
develop a true corporate asset.
» Develop content types. You want to ensure that you take full advantage of
all the types of content available to you. long- and short-form original content, curated content, and
visual content for Components of a Digital Marketing Strategy
» Know what your customers want. You learn how marketing funnels help
you reach your entire audience. See how in Book 3, Chapter 3.
» Write and storytell. You have a story to tell that will connect with your
audience. How do you incorporate it into your content? See Book 3, Chapter 4
to get a feel for the science behind why stories work and how to develop your
own powerful corporate stories.
Creating Your own Components of a Digital Marketing Strategy
» Create processes and systems. You know that without a documented
workflow and procedures, your content marketing efforts fail. Book 3,
Chapter 5 spells out the roles and responsibilities of your content team and
shows you the benefits of using an editorial calendar.
» Target content for each audience. Your company needs to build a resource
library that customers can access without contacting you. Find out what you
should put in that library in Book 3, Chapter 6.
Developing channel promotions
The fourth C is channel promotion, which you find in Book 5. To have your content
make the greatest impact, you want to decide where and by whom your content
will be distributed. The question to ask is, “How will our prospects and customers
find our content so that they can choose us?”
You want to make your content easy to find and share. You need to know how to
promote your content so that prospects can find it.
» Use paid, earned, shared, and owned media for maximum reach. Making
the most of all types of media is the only way to ensure that your brand voice
will be heard. Look to Book 5, Chapter 1 to learn about the value of these
types of media and why earned media is gaining in importance.
» Use search marketing. Although search marketing is constantly changing,
you can’t ignore its value. See Book 5, Chapter 2 to see what you need to
» Create sharable content. Sharing is key to any content plan. Book 5,
Chapter 3 looks at why you should embrace shareability as a strategy and
borrow from journalism’s five Ws and one H (who, what, why, where, when,
how) as applied to sharing.
» Add an email marketing campaign. Everyone loves and hates email. But it’s
still a very important tactic to use to reach customers. See what you need to
do to use it effectively in Book 5, Chapter 4.
Deploying check-back analysis
The fifth C is check-back analysis, which is covered in Book 9. The focus here is
on the metrics you choose to determine successes or failure. The question to ask
is, “Have we met our goals?”
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