Planning Framework - how strategy fits into the digital marketing plan

Exploring the macro and micro marketing context

• Analysing external Factors that define the marketing context
• Analysing business and marketing factors

Developing SMART objectives

• Setting different types of objectives
• Creating financially grounded goals

Building a robust marketing strategy

• The difference between strategy and tactics
• Overview of the strategy development process

Establishing a detailed tactical plan and core metrics

• Core elements of the campaign delivery process
• Setting and monitoring KPIs

Budgeting for multi-channel campaigns

• Developing an integrated forecasting model
• Validating digital investment

Strategy development - from optimised targeting decisions to enhanced Customer Journey planning

Exploring segmentation and targeting

• Customer Profiling and segmentation
• Building a segmentation matrix
• The value of RFV and LTV modeling

Connecting targeting to proposition

• How targeting drives proposition development
• Approaches to proposition development
• How propositions drive creative connections

Mapping the increasingly complex customer journey

• The basic buyer behavior model
• The comprehensive Customer Journey Map
• How data and technology drive CX

How to build efficient and effective data, channel and creative strategies

Developing a customer-centric data strategy

• Types and sources of digital marketing data
• How brands capture and use data to drive business
• How data develops individuated communications

Developing an objective channel strategy

• Core digital channels and their attributes
• Developing a cost-benefit channel analysis
• Timing and sequencing digital channels communications

Developing an aligned creative strategy

• How to brief digital creative
• How to assess digital creative
• How to maintain creative integrity