m. Digital Marketing Campaign Strategic Brief Template
a. What Are We Trying To Achieve? State the Digital Marketing Campaign objectives (per Objectives Template).
b. Who Are We Targeting? Summarize the target audience profile (highlights from the Persona Statement)
c. What is the Positioning and Messaging strategy? (Per the Positioning Statement)
d. What Is The Digital Marketing Campaign Strategy?
Insert The Following Text as your Digital Marketing Campaign Strategy’
1. The Digital Marketing Campaign Strategy REFERENCE TEMPLATES ON THE FOLLOWING SLIDES)
i. Digital Campaign Strategy (insert the text provided during the class briefing)
The Digital Marketing Campaign Strategy will align digital marketing tactics to the Buyer Decision Journey.
work synergistically to:
- provide the target audience with relevant information during each stage of their decision journey.
- FIND lead prospects, and CONVERT these to Emmanuel Online MBA applicants.
These tactics will
ii. Channel & Message Plan
iii. Digital Tactic Integration Plan
e. What Is The Desired Action?
- Specifies the desired action of the target audience after exposure to the Digital Marketing Campaign.
e.g. visit a retailer, call a sales rep, request more information, etc.
* This chart does NOT need to be explained in the Word Document
m. Digital Marketing Campaign Strategic Brief
Buyer Decision, Digital Marketing Channel & Messaging Strategy Template
Digital Marketing
Funnel
Buyer
Decision
Journey
Buyer
Goals
Buyer
Information
Sources
Digital
Marketing
Channel
(Tactics)
Strategy &
Messaging
ENGAGE
FIND
Need Recognition
Information Search
Evaluation
Of Alternative
CONVERT
Purchase
Decision
RETAIN &
ADVOCATE
Post Purchase
Identify Buyer Goals At Each Stage
Identify Buyer Information Sources At Each Stage
Identify Appropriate Digital Marketing Tactic and Messaging At Each Stage
* Explain rationale for this template in the Word Document
For Reference – Digital Marketing Channel & Messaging Strategy Example
Information
Search
Evaluation Of
Alternatives
Purchase Decision
Post-purchase
Buyer
Goals
‘I need to educate myself
about the latest PC tech’.
‘I like a few brands, but
which specific brand and
model are right for me?’
I am pretty sure I want
Brand A’s latest model, but
what are all the purchase
‘details’?
‘How do I get the best out
of my product purchase?
‘I need Customer
Support’!
Buyer
Information
Sources
•
•
•
•
•
Search engines
Expert review websites
Social media buzz
Tech magazine articles
Etc.
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Digital Advertising
Social Media Advertising
SEO
SEM
etc\
• Brand Social Media
• Brand Website
• Brand Social Media
• Brand Website
• Landing Pages
• Webcasts / Podcasts
• Mobile Location Based
• Brand Website –
Customer Support
Section
Messaging will explain
the key features and
differentiators of Model
X.
Messaging will encourage
consumers to demo and
purchase Model x.
Digital Marketing
Channel (Tactics)
Strategy
&
Messaging
Messaging will introduce
the new Model X to build
brand awareness.
•
Online demo videos
Brand website
Customer ratings and
reviews
Store salesperson
Product specifications
Pricing options
Stock availability
Warranty/return info
FAQ’s
Troubleshooting
Product guides
Loyalty program info
Messaging will
encourage social media
advocacy by
New customers.
m. Digital Marketing Campaign Strategic Brief
Digital Tactic Integration Template
Digital Tactic Integration
Visualize How Your Digital Tactics ‘Connect’ To One Another Along The
Customer Buying Journey and ‘Move’ Sales Prospects ‘Down the Digital
Marketing Funnel’
(reference following slide)
* Explain rationale for this template in the Word Document
For Reference – Digital Tactic Integration Example
CUSTOMER
BUYING JOURNEY
Digital
Channel
Integration
Need
Recognition
Digital Advertising
Evaluation Of
Alternatives
Purchase
Decision
Social Media
Brand
Website
•
Post
Purchase
Brand Website
Support
Brand
Website
Social Media
- ‘Connects’ Brand
Digital Channels
To The
Customer
Journey
Moving Sales
Prospects ‘Down the
Funnel’
Information
Search
Social Media
E-Mail
Nurturing
Social Media
E-Mail
Retention
SUMMARY: All Digital Marketing Campaign Strategic Brief Requirements
.a.
c
.
b.