Module Slides
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Digital Marketing - Study Notes:
Choosing how you communicate results
The final output of a digital marketing strategy is a single document that presents your objectives and how they will be achieved.
At this point you have:
- Identified the high-impact goals you want to achieve
- Set your KPIs and budgets
- Researched the audience
- Agreed a creative strategy
- Chosen your paid and organic channel mix
Now you need to collate this in a single document for approval by key stakeholders and execution by in-house or agency partners. It's incredibly efficient and valuable to have all the thinking and project pieces in one document for easy reference, sense-checking, and execution.
There are numerous ways to gather and present your digital marketing strategy together and this can vary depending on the audience.
Presentation
For example, if you want to secure budget or get approval, doing a presentation on objectives, outcomes, creative, channels, media plans and costs and presenting your strategy in PowerPoint is standard practice. However, it's not common to include complicated or technical elements of your strategy in a PowerPoint as these are executional pieces which should be shared with the appropriate teams, as the detail can confuse higher level stakeholders. In this instance, mention that there is an executional document to supplement the appropriate pieces within your strategy.
PowerPoint is best suited to communicate the top-level outcomes, actions, and costs of the strategy. It's stylish and, when delivered in person, can be effective in building trust with stakeholders and getting their feedback before it is signed off and executed.
Document
Microsoft Word and detailed documentation is best suited to technical pieces for execution. This document can be referenced as a supporting document to the PowerPoint to demonstrate that the finer details have been considered and are available if requested by stakeholders, but are intended for development teams, media planners and other executional departments. It's good to reference the existence of a technical document to build trust in the strategy without going through the actual details.
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Digital Marketing Resources:
Jessica Preddy
Jessica is a consultant with experience in marketing and an in-depth knowledge of the latest marketing techniques. Her previous roles have included working in a marketing agency and numerous customer-service-facing positions that have given her exposure to a wide range of customers and clients.
The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful. While relevant to this module, you will not be assessed on this content.
You can find more information and content like this on the Digital Marketing Institute's Membership Library
- Toolkit: Digital Marketing Campaign Brief Template
- Video: Creating Successful Content and Advertising Strategies with Brian Lavery
- eBook: A Comprehensive Guide to Digital Marketing Strategy
- Case Study: LEGO: The Building Blocks of a Modern-Day Superbrand
- Case Study: Slack: Blowing Up the Business Communications Realm
- Toolkit: Buyer Persona Template
- Video: Influencing Change through Digital Channels: with Drinkaware
