Building The Digital Marketing Strategy From A

After completing 3 steps of the pre-strategic preparatory phase of digital marketing,now you have enough information and data as well as a goal to start to develop your own strategy and direct toward it. In this planning process, it is important that you must identify what factors will affect your overall strategy and put them into the operation. You should perform every step outlined below to get a complete overall strategy.

1. The master idea

Your business should have a master idea, also understood as the core values or tagline and it symbolizes the existence and the purpose of the brand. Why are the master ideas important and need to pay attention when getting on a strategy? Because it has a large influence on the channel you choose and the advertising method as well as the orientation of the content.

Wall Street English is an example of the content and the media channel which both focused on the master idea of: "English For Busy Adults"

2. The estimated factors

When preparing the digital marketing strategy, you need to calculate all the factors that are likely to affect the implementation ability of your strategy. Of which, included estimated factors are as follows:

The impact of seasonality: depending on the sector which will have a variety of sales possibilities on the different time of the year Such as raincoat will sell more in the rainy season.
The trend of the market: which stage is the market currently in, go up or down? Will there be any change in the upcoming period?
The means of advertising: if one day Baidu replaces of Google and alternatively Weibo replaces Facebook in Vietnam, what will happen?
The emergence of new technologies: which new technologies will become popular and how does it impact the advertising channels?

Etc. ...

2. The inestimable factors

Surely, there are many of you are wondering, if they cannot be estimated, how do we know to include them in the plan? But sometimes you actually must expect to some problems like:

The communication crisis: how to influence the brand and the revenue?
The staffing issue: major changes in the positions of senior HR.
A certain advertising channels disappeared: if Facebook is blocked?
Natural disasters: floods, hurricanes, earthquakes, for example.

Please think of all that could impact negatively on the implementation of your strategy. For each element, although it can happen or not, but if it occurs, what is your backup plan for that situation?

3. Resources: hard and soft costs

You also need to review your resources.

Hard costs: are all that you have to pay in cash. They may include the cost of marketing activities, advertising costs, labor costs for the teams. Generally, they are all the types of fees that you can measure.

Soft costs: are all that you cannot pay in cash, but may convert to cash. This is the part that many people overlook while it has a huge impact. Your time, as well as other people's time in your team, are an example. If another department request your designer to make a support banner and all of this action takes 3 hours, it is a soft cost. The energy, as well as the interest, are other kinds of the soft cost that you need to pay attention to.

Hence, every time doing the overall calculation and thinking of hard costs, you also need to consider what software costs are, any other opportunity cost that you have to pay and compare it with its efficiency and results to consider whether it is worthy or not. For example, you are organizing an upcoming event and it requires not only the organization costs of 500 million but also 2 hours a day of a designer to designer, 4 hours a day of an executive to work with the agency, 1 hour a day of a media staff to set up the advertisements and you have to spend a few hours each week for meetings and follow-ups. All these things are opportunity costs that will bring the better effects if doing other jobs. So you need to consider these factors carefully when planning.

3. Strategy

The strategy is what we going to take to achieve strategic objectives and is the block part constituted the strategy. For digital marketing,the strategy can be seen as the channels that you will use to conduct the transmission of the aforementioned master idea to potential customers. For this section, you will need to use different tactics, depending on each type of industries, products or services. No specific tactics structure can be appropriate for all or you can bring what opponents are doing to apply for your business.

Basically, each small strategywill need to have a master plan including what you will do, the orientation, the target audience as well as the information figures and the goals you want to achieve for such tactics.

The example of preparing the tactics for the channels of the digital marketing

You will also need an action timeline and roadmap for the implementation of such tactics. You may also need some tools to manage the tasks that the team is doing, Slack and Trello are 2 things that I use regularly.

An example of the timeline to manage the tasks

Conclusion: Strategy - 'easily said, hardly do' but we still have to make it

With all things GoogleAdsenseAds.comanalyzed, hope you will have a clearer view of strategy as well as learn how to set yourself a "right" digital marketing strategy.

GoogleAdsenseAds.com expressed "right", not meant good because I think that the strategy is just like everything else. You must have experience, work more and apply it many times before performing well. For someone with only 1-2 year experience, setting up a strategy might be slightly out of reach. However, if you need to because of work demands, hope this article will be useful to you. And as I said, you have to do, even with an error, then you will learn more from it.

And after having a digital marketing strategy, you have just done the easy part. The more difficult part is how to implement the strategy, bring all your theories to prove and achieve the ultimate goal. After completing it and achieving your target, now you can say that your strategy is "good".