Our approach to Digital Marketing strategy is based on the Double Diamond process, adapted to accommodate a more agile process. While the initial parts of the ‘Double Diamond’ have been maintained the linear nature has been adapted to suit a more fluid approach where we test and learn, allowing additional discovery and on-going optimisation.
Our Approach to Digital Marketing Strategy
As with the Double Diamond Process, we break our strategy creation and delivery into four parts:
This is an exploratory phase starting with your business challenge, the performance of your existing marketing activities and the behaviour of your target audience. Some of the activities covered in this phase include:
- Audience Insights
- User Search Queries
- Consumer Profiling
- Analytics Analysis
- User Experience Testing
- Current Channel Performance
- Competitor Analysis
Once we have a full understanding of your business and your audience we turn this knowledge into a plan, initially focusing on the opportunities that will deliver the best results. This initial plan guides the execution of certain activities against specific channels but it does not include the finer details.
In the ‘Define’ stage, we also focus on completing an ROI document where we assess the potential impact of our plan and agree on how to measure success.
Some of the activities covered in this phase stage include:
- Vision and Target Setting (achieve D by doing ABC)
- Channel Selection
- Budget Allocation (70/20/10)
- ROI Document
- Reporting And Measurement
With a plan, vision and targets all in place, it’s time to setup and implement the activities outlined in your plan. The Implementation phase is where specific channel activities are defined.
The level of complexity and reporting requirements will vary by channel and as a result the level of expertise required will vary. While a lot of activity can be performed in house, you may need to employ an external agency to help with the delivery of certain activities, including:
- Search Engine Marketing
- Search Engine Optimisation
- Display and Retargeting
- Programmatic Display
- Social Media Marketing
- Content Marketing
- Conversion Rate Optimisation
- Email Marketing
- Influencer Marketing
In the fourth phase we analyse the effectiveness of each channel using the Continuous Feedback Loop methodology. This methodology supports an infinite process of implementation, analysis, optimisation and reaction. As a result, our understanding of the performance of each channel increases, allowing for new discoveries that influence an ever-evolving strategy.
It goes without saying that the success of your business is the single most important factor to consider when defining your digital marketing strategy. Fluidity in strategy changes is as important as giving the strategy enough time to develop in its own right.
If you would like to find out more about how you can benefit from a robust digital marketing strategy, simply fill in the form below.