Digital Marketing All-In-One For Dummies, 2nd Edition

Chapter 1

Developing Your Overall Digital Strategy

IN THIS CHAPTER

Picking your key performance indicators (KPIs)

Catching customers with the Six Cs

Building product habits

Companies have 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 “Six Cs” that you must include 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 Six Cs. They are (1) company strategy, (2) customer experience, (3) clicking with artificial intelligence (AI), (4) content creation (5), channel promotions, and (6) check-back analysis.

Working with the Six Cs framework helps you cover all the bases as you create your digital marketing strategy and implement ...