Digital Marketing Strategy: Planning & Implementation

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  • 0:03 Online Marketing
  • 0:59 Planning
  • 2:38 Digital Marketing…
  • 4:52 Implementation
  • 5:56 Lesson Summary
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Lesson Transcript
Instructor: Lucinda Stanley

Lucinda has taught business and information technology and has a PhD in Education.

This lesson discusses the steps for planning and implementing a digital marketing campaign. It also discusses three strategic concepts that are integral to digital marketing.

Online Marketing

''Why are you asking me all these questions? I just want you to get us into the digital marketing arena!''

This is what Jessica's boss says to her a few days after he hired her as the marketing manager for Brown's Business. They've never had a marketing manager before; business is good, and the owner wants to make it even better. Unfortunately, what he doesn't understand is that marketing campaigns, including digital marketing campaigns, take planning -- lots of planning. Planning ahead of time reduces the likelihood of serious consequences later. Jessica decides to explain to her boss the steps involved in developing a digital marketing strategy.

First, she explains that a digital marketing strategy is marketing specifically designed for an online environment such as web pages, social media, or email.


Next, she explains that in order to develop a digital marketing strategy, there has to be a plan, which is a decision about what the digital marketing strategy will do and how it will do it. She explains the three parts of a digital marketing strategy plan: the goal, the objective, and the strategy.

  • The marketing objective is a statement of what the business wants to accomplish with the marketing campaign. Some examples are: providing information about a product or business to potential customers, increasing the number of people who visit the organization's website, generating sales leads, converting leads into customers, or retaining current customers.
  • A marketing goal is a measurable outcome that comes from the specific objective. For example, if the objective was to generate sales leads, the goal could be to generate 30 new sales leads per month.
  • A marketing strategy shows how the business is going to meet its marketing goal, and thus its objective. Some examples are developing a call to action, creating an effective lead magnet, or driving traffic. Let's say the objective is to generate sales leads, and the goal is to generate 30 leads per month. The strategy could be to create a lead magnet where customers will provide their email address before they can access content on the website.

Jessica decides to go into a little more detail about marketing strategies and shares with her boss a few strategic concepts that are integral to digital marketing.

Digital Marketing Strategy Concepts

There are some marketing strategies that can be used in non-digital as well as digital mediums, but Jessica knows it is important to consider some strategies that are specific to the digital environment.

Permission Marketing

Permission marketing is actually seeking permission from individuals to market to them. Sounds odd, doesn't it? But we do it all the time. When we place an order online, we might see a little checkbox somewhere on the order form that states we would like to receive other offers from the organization. We are giving them permission to market to us; we are opting-in. From the marketer's point of view, they are targeting people who are already interested in the product or service and should, therefore, be an easier sell. It makes good use of marketing dollars to target prospects who are already interested.

Inbound Marketing

Inbound marketing is focused on pulling the customer or potential customer into the organization by attracting the customer to a web page or social media forum through interesting blog content or paid ads on social media. This is different from traditional marketing, also known as outbound marketing, where the message goes out to where the prospects are. Outbound marketing would include television, radio, and print advertising, as well as telemarketing, direct mail, and outdoor signs.

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