Dynamic Digital Marketing

Chapter 17Strategy – The D.I.R.E.C.T. Digital Dynamo

FIGURE 17.1 The D.I.R.E.C.T. Digital Dynamo.

This chapter is about an important part of digital success but an area which is often neglected, with about 50% of businesses not having one. What am I talking about? I am referring to a digital marketing strategy.

One of the best ways to succeed in business is by setting out a plan for what you would like to achieve. Throughout this book we have looked at strategy for each of the channels and the actions and specific tactics to succeed for each of these areas. We will take these communication disciplines and combine them forming a powerful integrated digital marketing strategy.

The danger is that unless you break down actions from your overall strategy into a more manageable and actionable plan, then it will be difficult to implement, manage, and measure results. A strategy should always be broken down, not just into monthly but daily tasks.

We have broken down the elements you need to be able to collate the information required to complete your own digital marketing strategy using our own six-step system: The D.I.R.E.C.T. Digital Dynamo.

As part of this process, you will incorporate your strategy into an actual marketing plan which should draw from the overall business plan and goals and should be used as a vehicle to achieve these.

In this chapter, you will learn how to ...