Chapter 1
Developing Your Overall Digital Strategy
IN THIS CHAPTER
Formulating your business goals
Picking your key performance indicators (KPIs)
Catching customers with the Five Cs
Serving your customers using content
Building product habits
Companies have finally recognized what their customers have always known. If they can’t find the content that makes your product easy to use and enjoy, they are off to seek out your competitor. You’ve missed the opportunity to impress them or, in some cases, even get on their radar screen.
This chapter covers what goes into creating a digital marketing strategy. Without it, you can’t get the traction you need to beat the competition. You also discover each of the “Five Cs” that must be included to make your strategy complete.
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 ...
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