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1. Complete the FIVE key strategy templates marked CORE that you can use to summarise the strategy
including the one-page strategy summary shown below – these are marked see the table of contents
that follows. Also available in the companion Powerpoint Digital marketing planning template for
presenting to colleagues or clients.
2. View the Smart Insights Quick Win on Planning a multichannel marketing plan: This has a simpler
template summary and also explains what to do at each stage.
3. Create a one-page summary of your plan. We recommend that as your main deliverable or output
from your digital strategy you create template 1.3.1 in this workbook: the CORE Strategy Definition
Technique: Digital channel strategy objective summary: objective – strategy alignment grid.
Here is an example of a template (see 1.3.1 in this workbook) from our Digital marketing plan example
that we recommend you also download to use alongside this document.
This workbook is structured around the Smart Insights RACE Planning framework which covers all online
marketing touchpoints which need management as part of a digital strategy.
Smart Insights RACE Planning is our framework for developing an integrated digital strategy covering the
entire customer lifecycle.
Each of these 5 strategy components are broken down into 5 numbered activities to manage and
associated deliverables.
Branding
This document is unbranded with minimal formatting and made available in Word so you can easily
format it for your company or your clients. Click into the headers and footers to amend.
Powerpoint Digital marketing planning template – a shorter Powerpoint alternative to this document
if you prefer to develop and present your strategy using Powerpoint
7 Steps guide to creating a digital marketing strategy - an in-depth ebook to support the whole
process
Digital marketing plan example - an example of creating a digital plan using completed versions of
these templates
RACE Digital Marketing E-learning qualification – an alternative to the 7-steps format explaining the
RACE planning process.
SOSTAC® Plan example – a short, one-page summary or a full guide: Download PR Smith’s SOSTAC®
Planning guide.
Table of contents
(Click on the numbers to go to the relevant template)
EXECUTIVE SUMMARY..........................................................................................................................5
1. Opportunity..................................................................................................................................5
2. Strategy........................................................................................................................................5
3. Action...........................................................................................................................................5
1 PLAN..................................................................................................................................................6
1.1 Performance review and situation analysis – Where are we now?..............................................6
1.1.1 CORE Strategy Analysis template: Digital marketing-specific or Multichannel SWOT................6
Strategy Analysis tool: Key issues summary (Optional)........................................................................8
1.1.2 CORE Strategy Analysis template: Company Digital Marketing capability assessment...............9
1.1.3 Google Analytics customization review......................................................................................10
1.2 PLAN. Set Vision and Objectives – Where do we want to be?....................................................12
1.2.1 Strategy Definition Technique: Define vision for digital channels.............................................12
1.2.2 Strategy Definition Technique: Define SMART Objectives and track KPIs using a digital
marketing performance dashboard.....................................................................................................13
1.3 PLAN – Define Digital Strategy and Governance – How do we get there?..................................15
1.3.1 CORE Strategy Definition Technique: Digital channel strategy objective summary: objective –
strategy alignment grid........................................................................................................................15
1.3.2 Strategy Definition Technique: Strategic digital marketing initiatives priority matrix..............16
1.3.3 CORE Strategy Implementation Technique: Strategic initiative roadmap.................................17
1.3.4 Strategy Definition Technique: Digital channel growth opportunity analysis (Optional)..........18
1.3.5 CORE Digital Governance or Transformation plan.....................................................................19
Digital Marketing Strategy – How do we get there?...........................................................................22
1.4 PLAN. Customer segmentation and targeting............................................................................27
1.4.1 Strategy Analysis Technique: Marketing persona outlines (Optional).......................................27
1.4.2 Strategy Analysis Tool: Online customer insight source review (minor importance)................28
1.4.3 Strategy Definition Technique: Online communications targeting capability review...............29
1.5 PLAN. Define Online Value Proposition and Experience.............................................................30
1.5.1 PLAN Strategy Analysis tool: Marketplace map (Optional)........................................................30
1.5.2 Strategy Analysis Tool: Online competitor benchmarking review (Optional)............................32
1.5.3 Strategy Definition Technique: Online Value Proposition summary..........................................34
1.5.4 Strategy Definition Technique: touchpoint review of positioning messages............................35
2 REACH..............................................................................................................................................37
2.1 Digital media channel effectiveness review...............................................................................37
2.2 Search Marketing......................................................................................................................40
2.2.1 Search Marketing Gap Analysis..................................................................................................40
2.2.2 Search Marketing Plan................................................................................................................42
2.3 Owned and Earned Media.........................................................................................................45
2.3.1 Social Media Plan........................................................................................................................45
2.3.2 Influencer Outreach plan............................................................................................................45
2.4 Paid media................................................................................................................................46
2.4.1 : Paid and Display media priorities and schedule.......................................................................46
2.5 Online Customer Acquisition, Campaign plans and budgets.......................................................47
2.5.1 Budget model.............................................................................................................................47
3. ACT.................................................................................................................................................48
3.1. Customer journey analysis.......................................................................................................48
Digital Marketing Strategy for <Company name>
Table of Contents for Strategy templates
EXECUTIVE SUMMARY
As you will see, there are many issues to consider in creating a digital marketing strategy. So, the
challenge is summarizing your Opportunity, Strategy and Action!
After you have completed the relevant analysis templates and your plan is created, go back to this page
and create a 1-2 page summary that a busy, senior executive can understand and believe in.
The same Exec summary is useful for PowerPoint presentations should you need to present the bones of
your plan, and the ROI projections. An important part of your role is helping others understand what
digital marketing is, and the immense value that it can add to the business.
1. Opportunity
Digital contribution review using analytics customized to the business – What is digital marketing
contributing now?
Current digital marketing capabilities – How will we improve our governance of digital marketing?
Digital or Multichannel SWOT – What are the key issues we need to manage?
Defined SMART Goals, Objectives and KPIs – What will digital marketing contribute in the next
planning period?
2. Strategy
Vision for digital channels – What will digital marketing contribute in the long-term?
Segmentation and Targeting – What existing and new targeting approaches will we use to boost
acquisition and retention?
Value Proposition – How can we improve value delivered by our brand(s)?
Roadmap for implementing RACE initiatives – What are the prioritized lifecycle initiatives which are
part of Digital Transformation which should meet our objectives and vision
Budget for investment – What budget is needed to implement strategic digital initiatives?
3. Action
Digital governance - The Digital Transformation plan to improve People, Process, Tools and Metrics?
90 Day Implementation plans – How do we breakdown strategic initiatives to implement each
quarter?
Detailed resourcing and timescales – What staff, agency and tools are needed to implement the 90
day plan?
Measurement and testing – What optimizations are planned to improve efficiency and
effectiveness?
1 PLAN
1.1 Performance review and situation analysis – Where are we now?
1.1.1 CORE Strategy Analysis template: Digital marketing-specific or Multichannel SWOT
Purpose: Summarise the current effectiveness of digital or multichannel marketing within a business and identify strategies to improve effectiveness.
Resource: For a completed example, download the Digital marketing plan example. Chart in 2.14.
Instructions: We suggest you start here and add to the template as you review other templates. First, at the top, select 5-8 major internal strategic
strengths and weaknesses relating to digital media, technology and multichannel comms. Next, identify opportunities and threats applying to all in this
market. Finally, identify alternative strategies in the four other boxes.
Append each bullet with a letter relating it to PRACE or other organizational challenges e.g. (B) Brand development ;(M) Multichannel integration; (G)
Governance or resourcing; (T) Technology and data quality and integration.
Strengths: Weaknesses:
Note: In a large organization, or for a more complete summary complete a separate SWOT for Customer acquisition and conversion and customer
development; Different brands; Different markets; Different competitors – direct and indirect. We recommend using a TOWS matrix rather than SWOT for
reasons since this helps integrate your analysis with your strategy rather than the analysis being placed on the shelf and forgotten.
Act
Increase leads
Convert
Increase online or offline sales
Engage
Increase customer loyalty
Core capability One. Initial Two. Managed Three. Defined Four Quantified Five. Optimized
A. Strategic approach to
digital
B. Performance
improvement process?
C. Management buy-in
D. Resourcing and
structure
E. Data an infrastructure
F. Integrated customer
communications
G. Integrated customer
experience
1. Goal setup
Review the range of goals, how grouped, where value set up, with funnels where relevant.
Examples:
Email sign-up
Setup account on site
Ecommerce:
Add-to-basket (Event-goal based on clicking Add-to-cart)
Sale complete
3. Event tracking
Relevant event types:
Carousel/slider on home page
Promo call-to-action
Content downloaded, e.g. PDF
Video played
4. Custom variables
For example, Logged-in vs non-logged in users – Prospects, Customers, Signed-in.
Example:
“Our digital channels will make it easy for shoppers to find, compare and select products using a structured approach to merchandising and improving
conversion to produce an experience rated as excellent by the majority of our customers.”
We recommend five different types of measures to help you and colleagues look forward to the future offered by digital marketing:
You can start with the broad aims at the top, then become more specific, reviewing performance in a dashboard for the measures at the bottom.
You should be as specific as possible in your goals. We recommend these should be:
SMART – Specific, Measurable, Actionable, Relevant and Timely
Based around the customer lifecycle – we use the mnemonic RACE to define this and give examples of different KPIs here: http://bit.ly/smartrace
Define what the R is in ROI for you - it will likely be monetary but don’t forget digital marketing can be more than that
Divided into key digital strategy areas of customer acquisition, conversion, customer development and growth - this is important to ensure you’re
covering all of the areas
Broken down into short, medium and long-term goals
If you know how to use Google Sheets, you can use our RACE Digital Marketing Dashboard for reporting from Google Analytics in a more visual form.
You may have dashboard summaries of different complexities for different roles and purposes, so for senior managers, the business value KPIs and
customer-centric KPIs are most relevant.
The majority of measures are available from Digital Analytics (e.g. Google, Adobe, IBM Analytics), but some KPIs may need to be integrated from other
sources such as social media or Marketing Automation systems
Tracking metrics Unique visitors Online opportunity Online sales Email list quality
New visitors (lead) volume volume Email engagement
Visits Offline opportunity Offline sales quality
Conversation volume (lead) volume generated volume generated Transactions
from online from online
Performance drivers Share of audience Page engagement rate Conversion rate to Active customers %
(diagnostics) Share of search (Bounce rate, duration) sale (site and email active
Brand/direct visits Lead conversion rate by Channel hurdle rates)
engagement tool conversion rates Active social followers
Category Repeat conversion
conversion rates rate
Customer-centric Cost per click and Cost per lead Average order Lifetime value
KPIs cost per sale Customer satisfaction value Customer loyalty
Brand awareness Cost per sale index
Conversation polarity Customer Customer advocacy
(sentiment) satisfaction Products per
customer
Business value KPIs Audience share Goal value per visit Revenue per visit Retained sales growth
(owned media) or Online lead Online-originated and volume
Share of voice (earned contribution contribution to sales, Revenue per channel
media) (n,£, % of total) revenue and product and category
3. Convert objective(s)
Increase conversion rates from
leads to sales and sales
volumes achieved online or
offline.
4. Engage objective(s)
Increase long-term customer
engagement and loyalty
leading to repeat sales and
advocacy.
Completed example of tables: One page summary 1.1 in the Digital marketing plan example.
P1
=
Very
Important
P2
=
Important
P3
=
Lower
importance
An alternative method of scoring strategic initiatives in a structured way is given at the end of this blog article.
Act
Convert
Engage
Brand enhancements
Governance and
resources
Example:
Element of How does this apply to digital Key issues Summary of recommendations needed for
McKinsey marketing governance and managing digital media and technology
7S management (Examples in italics to amend)
Strategy Demonstrating how digital Techniques for using digital Define digital roadmap for <time period>
strategy aligns with and marketing to impact
contributes to marketing and organization strategy.
business strategies. Techniques for aligning digital
strategy with organizational and
marketing strategy.
Gaining appropriate budgets Staff: Recruit Digital Business Analyst
and demonstrating/ delivering
value and ROI from budgets. Style:
Annual planning approach.
Structure The modification of Integration of digital marketing Structure: Implement new digital team structure by end 2016
organizational structure to and e-commerce teams with
support digital marketing. other management, marketing
(corporate communications,
brand marketing, direct
marketing) and IT teams.
Use of cross-functional teams
and steering groups.
Insourcing vs outsourcing digital
skills.
Systems Digital Marketing capabilities Campaign planning approach– Update campaign planning process to 'Digital first by April
including the development of integration.
Digital Marketing Strategy for <Company name>
1 PLAN templates
specific processes, procedures Managing/sharing customer
or technology platforms and and marketplace insight.
information systems to Managing content quality.
support digital marketing. Unified reporting of digital
marketing effectiveness.
In-house vs external best-of-
breed vs external integrated
technology solutions.
Staff Digital skills or talent Digital skills development for Recruit Digital Business Analyst
competence amongst staff in existing staff and staff
the business – including both retention.
digital specialists and Acquiring new digital skills.
marketing, IT specialists. Insourcing vs outsourcing of
digital skills, e.g. from specialist
agencies.
Staff development and training.
Style Includes both the way in Achieving senior management Review brand personality to enable improved audience
which key managers behave buy-in/ involvement with digital
in achieving the organization’s marketing. engagement through social media
goals and the cultural style of Relates to role of digital
the organization as a whole marketing team in influencing
strategy – is it dynamic and
influential or conservative and
looking for a voice?
Skills Distinctive capabilities of key Staff skills in specific areas: Implement team digital education programme for Brand and
staff, but can be interpreted supplier selection, project
as specific skill sets of team management, content product marketers
members. management, specific e-
marketing approaches (SEO,
PPC, affiliate marketing, e-mail
marketing, online advertising).
Shared The guiding concepts of the Shared vision for the future Define Digital Vision
values digital marketing organization impact of digital marketing
(Originally that are also part of shared Improving the perception of the
Digital Marketing Strategy for <Company name>
1 PLAN templates
known as values and culture. importance and effectiveness of
Superordinat the digital marketing team
e goals). among senior managers and
staff it works with (marketing
generalists and IT).
The key elements of digital strategy involve revisiting and aligning the main thrust of your marketing strategy in an online context, make sure you draw
from other plans, if there isn’t one then use these headers. Don’t get drawn into the details at this stage. That’s the tactics.
But you may want to summarise the essence of some or all of the digital strategies below. How are you going to leverage the potential of digital marketing
to your business, and how does that meet the objectives. This is about your approach only, not the detail.
Consider breaking it down as well, it’s often easier to explain in smaller, bite-size chunks, this also helps when it comes to tactics which should hang from
the strategies below.
Here is an additional checklist showing all of the key strategy definitions to consider which are covered throughout this template.
Here are some suggestions of specific strategic issues you should consider.
B. Positioning
How do you position your online products and services in the customers mind? Consider
Reinforcing your core proposition. How do you prove your credibility
Define your online value proposition. This should flow from your positioning and be what the customer sees immediately when they interact with you
online.
Define these in key messages for different audiences, e.g. prospects against existing customers, segments with different value you target.
You need clear messaging hierarchies to effectively communicate your positioning both in online and offline media.
Particularly if you sell online, you will want to explain how you will modify the marketing mix. For example:
Product. Can you offer a different product range online. How can you add value to products through additional content or online services.
Price. Review your pricing and consider differential pricing for online products or services.
Place. Identify your online distribution issues and challenges. Should you create new intermediaries or portals or partner with existing sites?
Promotion. Discuss the problems and opportunities of the online communications mix. These will be detailed in the acquisition and retention
communications strategies. Review approaches for online promotions and merchandising to increase sales. You may want to include exclusive
promotions to support the growth of different digital channels, i.e. Email, Mobile, Facebook, Twitter.
People. Can use automated tools such as FAQ to deliver “web self-service” or should you provide online contact points through Live Chat or Phone Call-
back.
Processes. List the components of process and understand the need to integrate them into a system.
Physical evidence. Identify the digital components that give ‘evidence’ to customers of your credibility such as awards and testimonials
Place. The eighth P. So much of marketing today is based on strategic partnerships partnerships, marketing marriages and alliances that we have added
this ‘P’ in as a vital ingredient in today’s marketing mix.
D. Brand strategy
Creating a compelling brand identity and personality is now paramount to success, how and where are you going to do that - brand favorability follows
credibility and trust - what do you understand will be the reasons to engage with your brand, why would they click through - or not - how will you
demonstrate credibility online.
J. Data strategy
What are your goals in permission marketing and data capture - what/where/how/when/why, what tools and value adds are you going to use. You might
alternatively reference these in the conversion strategy.
How do you improve the quality of your customer data across channels to help increase the relevance of your messages through personalization
Each of strategy sections A to J will need implementation details which you can get specialists in your team or agencies to develop. Remember that with
digital, “the devil is in the detail”. The best digital strategies can fail if the execution is poor - search, email marketing and creating a persuasive web design
are classic examples of this we see daily.
If there’s only you, create a plan and Just Do It! You have the benefit that you can be more nimble, so can test and learn
How are you going to divide the year up - thinking about campaigns versus seasonal or business focuses, this helps to get the plan actionable. Consider
quarterly (90 day) blocks to focus on and ensure objectives, strategies and tactics are focused on that – see examples in our 90 day action planning
template.
Keep this section light and fact based and avoid too much description repeated in the strategy section. Hang your tactics under the strategic hangers, for
example traffic acquisition, so that it’s easy for others follow.
Control
Create measurable KPI’s to align against objectives and stay on track
The key is that (assuming your objectives were clear, detailed and relevant) you have the headers to site your KPI’s and measure against.
Consider how you will measure and report using web analytics
Are there other measurement tools and resources needed
Governance
In larger organizations, you have to think about resourcing, i.e.
Skills - internal and agency requirements to deliver on your plan
Structure - do you have a separate digital team or can you integrate
Systems - the processes to make things work and keep you agile
2.
3.
4.
5.
Purpose: Online channels have a rich variety of methods to target your audience in new, more precise ways. This list summarises some of these options.
See the Reach section for an alternative method of visualizing these.
Instructions: Review which of these methods you are using now and which you could use in the future.
Typical methods for applying these techniques: P: Paid media targeting E: Email personalization, W: Web or in-app personalization (when profiled, Owned
media)
Targeting approaches Method Current capability / Future relevance (of 5) Priority for future P1-P3
6. Customer lifecycle (WE) Target Email and Web messages according to length of
time using online services
7. Customer value (WE) Review current and future potential value for existing
customers, e.g. target VIP customers
10. Channel preference (WE) Communicate with customers in their preferred media
e.g. Email vs Print and Phone (and according to value)
Customer segments: Demographics Main generic category / product Niche media sites or social networks: Competitor 1: Key brand
phrases differentiators
Customer segments: Personas Comparison searches Aggregators and super-affiliates Competitor 2: Key brand
(where comparison sites relevant) differentiators
Customer segments: Value Value searches Smaller affiliates Competitor 3: Key brand
differentiators
Digital Marketing Strategy for <Company name>
1 PLAN templates
Customer segments: Lifecycle Competitor searches Blogs and individual influencers Competitor 4: Key brand
differentiators
Notes: The consumer search behaviour summary worksheets on our SEO Gap Analysis template suggest a method of summarising the most important
consumer search behaviours and how to target them. You can see examples of visualising the marketplace using this method or across POE media in this
post.
How would you describe your business in one sentence as perceived by its customers?
Choose the most important differentiating attributes that show how your business delivers to its customers. How can these be emphasized online.
Considering the marketing mix elements as ways to differentiate your services online (Product, Price, Place, Promotion, Physical Evidence, Process,
People)
Financial Value – Your dependability brings your customers a quality product at a low price.
Innovative Products – You are always bringing your customers the very newest products or ideas.
Customized Relationships – You can tailor your services to meet the needs of your customers.
1. Selection online value. How does the content and experience in your sites/social media/communications help people choose the best products for
them?
2. Personal online value. How does the experience in your sites/social media/communications help people at home (e.g. education or entertainment) or
work (personal or career development)?
Digital Marketing Strategy for <Company name>
1 PLAN templates
3. Product online value. What benefits does buying from your business online offer compared to traditional channels or competitors? i.e. in the Marketing
Mix, e.g. Product selection, Differential price, Convenience of click and collect.
2 REACH
2.1 Digital media channel effectiveness review
Purpose: A top-level review of 6 core digital marketing techniques to drive visits to a website
Instructions: Review each of the 6 channels comparing current approaches to competitors and priorities need for improvement
Give your summary assessment of opportunities to improve audience reach through the main media channels based on the techniques recommended in
the course.
VQVC Measures – use actual figures where known or rate e.g. Great, Good, Average, Poor
Volume: Number or % share of site visits
Quality: Dwell time or conversion rate to lead or sale
Value: Revenue per visit (Ecommerce) or Goal value per visit (if goals set up for non-Ecommerce site)
Cost: Cost per visit/lead/sale
Digital Channel Rating of current capability Priorities of success factors Priorities for new Overall priority or value
compared to VQVC to improve? communications techniques compared to other reach
measures and competitors to trial? channels?
use of media
1. Search Marketing Volume : Quality : Value :
SEO (Organic search) Cost
Review these keyword types
Pay-per- separately:
click/AdWords
Generic searches for
categories of product or
service
Long tail searches
Brand searches
Community
Sponsorship
Contra-deals with
complimentary sites
or brands
Retargeting
Site-specific media
buys
The next visualization of media effectiveness is recommended for comparing individual techniques and alternatives placements/content partners.
REACHING customers
Visitor acquisition tactic review & recommendations
Evaluation Recommendation
Search Engine Optimisation (SEO)
1 Current performance snapshot 1 Current performance snapshot
% of visits, leads or sales:
9 Ad creative 9 Ad creative
Month 1
TOTALS Monthly Traffic Targets 4,800
Planned Traffic (from
Below) 40,648
Budget (£'s) 38,500
Customers 610
Cost per acquisition (£'s) 63
Revenue (£'s) 304,863
Target ROI 7
ROI 8
Resources (Man Days) 16
Month 1
Traffic Target (UV's) 15,323
% of Month's total UV
target 319.23%
Budget (£'s) 4,000
Customers 230
Search Engine
Cost per acquisition (£'s) 17.40
Optimisation
Revenue (£'s) 114,923
Target ROI
ROI 29
Resources (Man Days) 2
Notes/Activity Description Enter notes here
Remarketing
12. AdWords cookies for remarketing and/or…
13. Google Remarketing setup via Google Analytics?
Social media
14. Social network business pages used to prompt lead
generate, e.g. Updates featuring lead magnets, Pinned
posts, CTA buttons on Facebook, apps.
15. Retargeting used via Social networks to encourage
signup.
5. CAMPAIGN PRODUCTION
Creative brief
Content asset creation
Online media asset production
Offline asset media production
Campaign localization
6. CAMPAIGN EXECUTION
Pre-live testing
In-flight optimization
Post implementation review
4. CONVERT
4.1 Lead nurturing / Remarketing
4.1.1. Define Prospect Welcome sequence
Purpose: Define the purpose, offer and messaging for a triggered email sequence including a Welcome sequence
Resource: Email sequence / contact strategy template
Instructions: 1. Define the aim of each email. 2. Specify copy and creative to achieve this aim. 3. Add Content and Dynamic content.
Automated Trigger Source Trigger Message Primary Secondary Transactional / Subject line Headline Email Block 1 (Lead)
Email code event interval focus marketing marketing service template
aims aims purpose used
Welcome- Online Landing +2h Welcome. 1.Explain A. Generate Welcome, Enjoying Let us help Standard Do you need any
E1 brochure page Build brand brand values. callback, B. acknowlege your XX you choose template help?
download favourability "Ask the and thank for brochure? the right Acknowledge
and familiarity Expert" to download. course brochure
2. Convince capture phone download
about number or (including
3. Offer help
Welcome- Online Landing +2d Try our service Generate Generate Offer help Have you Learn more Standard Need to find out
E2 brochure page taster additional callback, "Ask tried our about the template more? Try the
download lead event the Expert" to <next lead <brand> <lead type>.
capture phone type>? Experience Acknowledge
number or brochure request.
book online.
Note: This is partial – download the spreadsheet for additional fields for targeting with dynamic content.
Digital Channel Rating of current capability Priorities of success factors Priorities for new Overall priority or value
compared to VQVC to improve? communications techniques compared to other reach
measures and competitors to trial? channels?
use of media
1. AdWords Volume : Quality : Value :
Cost
Remarketing
Options for assisted selling via sales or customer service people to be reviewed include:
Live Chat, e.g. pop-ups deeper in the site or after certain dwell time on page
FAQ and customer service portal
Contact Us encouraging
Outbound calling based on lead scoring and content accessed
Your assessment
1 Initial Ad-hoc review of traffic Ad-hoc post-campaign Ad-hoc review of page Ad-hoc collection of
volumes and outcomes review of performance popularity and conversion customer feedback
2 Managed Regular actionable Actionable review of Defined outcomes Regular surveys and
structured review campaign efficiency reviewed for different monitoring customer
during campaign referrer segments conversations
3 Defined Actionable review against Multichannel influence AB page testing Actionable review of
target reviewed Micro-conversion review customer conversations
Channel Reach Act Convert Convert Convert Engage Engage Engage Engage
Email Third-party Email Browse Abandon Post Product Social media Promotional Reactivation
mail welcome product or shopping purchase review email engagement or campaign
partnership category cart transaction and/or emails
s and ads mail / satisfaction
Welcome survey
Website or Post sign-up Post
mobile page transaction
page
This visualization gives a simple way to give a simple ‘Before/After’ visualization of touchpoints :
Purpose: To review and then improve the drivers/levers for effective customer engagement and loyalty.
Instructions: Consider these categories of organizational People, Process or Tools that may be holding back your content marketing.
Customer retention technique Assessment: 0-5 Summary of current approach Recommended improvements
1. Evaluation of customer
engagement. Through insight – using
the 6 techniques above
2. E-loyalty - latency and hurdle rates, e.g. percentage of customers or subscribers who are 90 day active?
4. Cohort analysis – most relevant for subscription services or systems requiring login.
2. Evaluation
3. Email communications strategy includes profiling, segmentation, targeting and email types
6. Governance
1. Goals and specific objectives (See one Page Strategy Summary of social media objectives across RACE – at end of Plan example document)
5. Tactics (Framework and approach for managing blog and individual social networks)
You’re now at the end of the workbook! We hope you have found our templates useful for structuring your ideas and creating your plans.
If you have other requirements for resources or to feedback and ask questions please use our member forum: http://www.smartinsights.com/answers/.