Digital marketing strategy guide

Your companion to creating or reviewing your online strategy

  • Authors: Dr Dave Chaffey and Dan Bosomworth
  • Updated: February 2016
  • Format: 100 page A4 page PDF Ebook with examples and checklists

About the 7 Steps Digital Marketing Strategy Guide

Our most popular guide, based on field-tested, proven approaches to create a plan used by businesses, large and small. Our online strategy guide will show you:

  • How to structure your digital plan using the Smart Insights RACE Digital Planning system and PR Smith's SOSTAC® planning approach
  • How to grow your online business by targeting and reaching the right audience
  • How to create a compelling online value proposition and customer experience
  • How to manage your online marketing through setting vision, objectives and KPIs
  • How to integrate digital marketing into traditional marketing activities
  • Workbook format makes it quick to review and decide on the changes you need to make to improve your online marketing results.

What does the Ebook include?

The 7 steps covered are:

  • Introduction. Convincing others you need a digital strategy
  • Step 1 Structuring your strategy
  • Step 2  Review your marketplace opportunity
  • Step 3 Defining your future: Vision, objectives and KPIs
  • Step 4 Targeting
  • Step 5 Proposition
  • Step 6 Getting new customers
  • Step 7 Keeping customers engaged and loyal

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What our members say

Smart Insights via both its website resource & social media network provides me with invaluable access to all the information I ever seem to need to research my job in digital marketing. Basic membership offers an excellent introduction to current thinking (and supported me on my IDM Professional Diploma), but it is in the Expert membership where I have found added depth and insight. If you work in digital marketing full-time, for the nominal annual fee, I’d recommend Expert membership

Review on LinkedIn by Stuart Sykes, Digital Marketing Manager, Unipart Automotive

Smart Insights expert membership clearly gave me a true structure + valuable know how on digital marketing to build and share with business units across the globe. The cherry on the cake is the access to nice and fresh best practices, guidelines, templates and insights on how to use them. Sharing views with the expert community is very valuable and I would say the annual fee is really low compared to most copy/paste websites with no thinking or expertise behind. Thank you ! Review on LinkedIn by Expert member

Cristophe Ferrasse, Global eBusiness Leader at Royal Canin SAS, a division of MARS Inc.

I recently completed the RACE digital marketing strategy course. It was brilliant!  I’ve also downloaded and read the 7 steps guide to strategy, website design and SEO. These are excellent resources and I’m now deciding which of your guides to look through next. Thanks for providing such a fantastic collection of resources.

Suzy Lynch, Loyalty Programmes Manager at InterContinental Hotels & Resorts

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