Let’s start here: A Digital Strategy is a plan of action that establishes repeatable tactics and connects marketing factors to a major goal using metrics.
We have a very fluid approach to this. We move efficiently through the process, starting with: What’s the goal? Simple enough question but you may be surprised at how often the answer is too vague. This is where success (or disappointment) begins. A true Digital Marketing goal gets to the heart of the primary goal of a company. Once we have a legitimate, single minded goal we start developing the strategy. It should be repeatable and linked to agreed upon metrics. These metrics do more than help us determine success, they help us evaluate tactics and make improvements.
Every company is different. We will meet you where you are. What marketing assets do you have? Can we create more in a reasonable timeframe and budget? Are they likely to meet an established goal or do we create a goal based on what we have? What has worked for you? All simple yet indispensable questions.
What should emerge from a Marketing Technology Road Map:
- Alignment of corporate objectives, customer business drivers and cross-functional silos
- Education of stakeholders on what is possible and emerging within the Digital ecosystem and within your industry
- Inspire thought leadership focused on Digital innovation required to be competitive and create growth in the future
- Identify gaps preventing the organization from moving from the current state to future state – culture, environment, process, capabilities, and technology
- A 3-5 Year Road Map of phased Digital initiatives that move you to the future state with timeframes, benefits, estimates and measurable metrics
How do you get to the heart of a corporate digital strategy and build out an effective Road Map? It’s like peeling an onion - you start with Layer One.