On-and offline approach
Analyze - Plan - Create - Grow
Whether the marketing approach is offline, online or hybrid, the sequence in which to work always starts from analyzing the current situation, followed by a planning phase (e.g. media buying, content idea preparation, budgeting) onto the creation phase (content and assets creation) towards the roll-out phase or grow phase. Regular evaluation then continues this process into the next growth phase and becomes a routine based on lessons learned.
Digital: The company and its audience
In the research stage, the company is looked at in its current context: macro/micro economic relevant trends, strengths and weaknesses internally, external opportunities and threats of the company and its competitors. This is done based on primary and secondary research available and can involve surveys and interviews. Then a deeper study is made in terms of audience- matching technologies and fitting case-studies. Through scenario-planning the most important impacting trends are being prioritized to have a solid basis for the digital strategy.
A fitting strategy for your company
Once SWOT, and (digital) situation-analysis are mapped out for the company and its audience, the next step is to define the digital strategy based on mutually agreed objectives in the right stage of the marketing funnel (RACE). To reach the objectives, a suitable channel action plan is worked out along with several planning tools (e.g. editorial calendar) and the required budgets for the coming term. This action plan then gets ROI-validated before moving ahead. Once approved, it is then rolled out and monitored on the basis of the proper primary, secondary and tertiary KPI's for achievement.