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Agile Marketing Journey
This document outlines the importance of conducting discovery and research before developing a digital marketing strategy. It discusses researching the audience, market understanding, competitors, branding, messaging, available resources, initiatives, budgets, key performance indicators, channels, and sales conversions. The goal is to fully understand all relevant factors to create an effective strategic plan and execution process that can be continuously tested, measured, and improved.
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Agile Marketing Journey
- 3. Before any journeybegins, you must understand where you are, what’s around you, and where you’re going. Every marketing employee, hired consultant, or agency must work through a discovery phase. Without it, you don’t understand how to deliver your marketing material, how to position yourself from the competition, or what resources are at your disposal.
- 4. 1. Audience -Who are you trying to reach? Audience and persona research is necessary so you can understand who you are speaking to, where you need to speak to them, and when. 2. Market Understanding – Who are you competing with online? That’s not exactly who your competitors are in your industry, that’s also who your digital competitors are. Digital competitors are the sites, platforms, and influencers that own your audience. 3. Competitive Analysis – Have you fully defined what your Strengths, Weaknesses, Opportunities, and Threats?
- 5. 1. Visual Styling– how can you create a visual brand that is both recognizable and captures the spirit of your business? Do you have a logo, a color scheme and a branding guide? 2. Voice Clarification – what tone do you wish to speak in on text, in audio, and on video, to engage with your prospects and clients? 3. Messaging Alignment – are your sales and marketing messages aligned? Can your employees effectively communicate your value to their network?
- 6. What time, talent,and other resources do you have at your disposal to build your marketing?
- 7. Now you havethe tools to develop a baseline strategy used to achieve your goals. Your strategy should include an overview of your goals, channels, media, campaigns, and how you will measure success. Create an annual mission statement, quarterly focus, and monthly or weekly deliverables. This is an agile document that can change over time, but has the buy-in of your organization.
- 8. How will youmeasure success? What are your KPIs?
- 9. Given your resources,what media can you execute strategies on 1. Owned media – your digital assets and social channels 2. Earned media – media sources that own or connect with your prospects and customers 3. Shared media – media sources that are not your own that can be utilized for sharing to your prospects and customers 4. Paid media – media sources for native advertising, search marketing, social marketing, and other paid advertising methodologies
- 10. What are theinitiatives that you will incorporate into your digital marketing strategy? • 1. Ongoing – strategies that require constant attention such as content, search, and social initiatives • 2. Campaigns – strategies that have a start and end date and require temporary attention • 3. Events – in-person or webinar strategies that require temporary attention
- 11. How will youcarve out your budgets and measure your return on marketing investment?
- 12. With a clearunderstanding of your company, your market positioning, and your resources, you’re ready to build out the foundation of your digital marketing strategy. Your digital presence must have all the tools necessary to execute and measure your upcoming marketing strategies.
- 13. Before developing yourstrategy, you have to fully recognize the resources you have and your strengths and limitations.
- 14. What channels willyou be utilizing to reach your target audience?
- 15. Where and howare you going to get and measure your sales conversions?
- 16. Key to anagile marketing process is ensuring you prioritize and execute your strategy. 1. Budget – are you on budget and getting an expected return on marketing investment? 2. Analytics – are you trending upwards on metrics that correspond directly to your KPIs? 3. Trends – are you observing search and competitive trends that can impact your market share and ability to reach your goals? 4. Process – where are you at in your overall process to execute your strategy? 5. Prioritization – do you have a backlog and are you managing tasks and deliverables that are aligned to your KPIs effectively?
- 17. Now that everythingis in place, it’s time to execute the strategies you’ve developed and measure their overall impact.
- 18. What mediums canyou utilize to share your story effectively? What processes can be put in place to efficiently transform between mediums?
- 20. There is nocompletion of the Agile Marketing Journey. Once you’ve executed your marketing strategy, you must test, measure, improve, and adapt it over time to continue to maximize its impact to your business.
- 21. DK New Mediaspecializes in growing the awareness and market share of marketing, technology, e-commerce, and SaaS companies. Contact us at [email protected] or call (844) 356-3963. Visit us at https://dknewmedia.com Presented by:
Editor's Notes
- #2 The Agile Marketing Journey was designed and developed by ©2017 DK New Media, LLC
- #3 Marketing Threats In a PointSource study, businesses were failing and incapable from executing a digital marketing strategy for the following reasons: Marketers lack clearly defined goals and direction - Less than half (44%) say they’re extremely confident in their organization’s ability to achieve its vision for growth and 4% aren’t confident at all. Marketers struggle to unify cross-channel digital experiences - Just half (51%) say their organization addresses specific user needs across all platforms. Marketers have legacy mindsets that create barriers for digital transformation - 76% say their department competes with other departments in their organization for resources and/or budget. Marketers operate on outdated systems which hinder the ability to improve digital experiences - 84% say their organization has disparate legacy systems that impact the speed of development of new digital experiences.
- #4 Discovery Before any journey begins, you must understand where you are, what’s around you, and where you’re going. Every marketing employee, hired consultant, or agency must work through a discovery phase. Without it, you don’t understand how to deliver your marketing material, how to position yourself from the competition, or what resources are at your disposal.
- #5 Discovery > Market Audience - Who are you trying to reach? Audience and persona research is necessary so you can understand who you are speaking to, where you need to speak to them, and when. Market Understanding – Who are you competing with online? That’s not exactly who your competitors are in your industry, that’s also who your digital competitors are. Digital competitors are the sites, platforms, and influencers that own your audience. Competitive Analysis – Have you fully defined what your Strengths, Weaknesses, Opportunities, and Threats?
- #6 Discovery > Brand Visual Styling – how can you create a visual brand that is both recognizable and captures the spirit of your business? Do you have a logo, a color scheme and a branding guide? Voice Clarification – what tone do you wish to speak in on text, in audio, and on video, to engage with your prospects and clients? Messaging Alignment – are your sales and marketing messages aligned? Can your employees effectively communicate your value to their network?
- #7 Discovery > Resources What time, talent, and other resources do you have at your disposal to build your marketing? Employees Agency Consulting Development Budget Campaign
- #8 Strategy Now you have the tools to develop a baseline strategy used to achieve your goals. Your strategy should include an overview of your goals, channels, media, campaigns, and how you will measure success. Create an annual mission statement, quarterly focus, and monthly or weekly deliverables. This is an agile document that can change over time, but has the buy-in of your organization.
- #9 Strategy > Key Performance Indicators How will you measure success? What are your KPIs? Awareness Engagement Authority Conversions Retention Upsell Experience
- #10 Strategy > Media Given your resources, what media can you execute strategies on Owned media – your digital assets and social channels Earned media – media sources that own or connect with your prospects and customers Shared media – media sources that are not your own that can be utilized for sharing to your prospects and customers Paid media – media sources for native advertising, search marketing, social marketing, and other paid advertising methodologies
- #11 Strategy > Initiatives What are the initiatives that you will incorporate into your digital marketing strategy? 1. Ongoing – strategies that require constant attention such as content, search, and social initiatives 2. Campaigns – strategies that have a start and end date and require temporary attention 3. Events – in-person or webinar strategies that require temporary attention
- #12 Strategy > Investment How will you carve out your budgets and measure your return on marketing investment? Per Medium Per Channel Per Campaign Per Event
- #13 Implementation With a clear understanding of your company, your market positioning, and your resources, you’re ready to build out the foundation of your digital marketing strategy. Your digital presence must have all the tools necessary to execute and measure your upcoming marketing strategies.
- #14 Implementation > Resources
- #15 Implementation > Channels What channels will you be utilizing to reach your target audience?
- #16 Implementation > Conversion
- #17 Implementation > Reporting Key to an agile marketing process is ensuring you prioritize and execute your strategy. Budget – are you on budget and getting an expected return on marketing investment? Analytics – are you trending upwards on metrics that correspond directly to your KPIs? Trends – are you observing search and competitive trends that can impact your market share and ability to reach your goals? Process – where are you at in your overall process to execute your strategy? Prioritization – do you have a backlog and are you managing tasks and deliverables that are aligned to your KPIs effectively?
- #18 Execution Now that everything is in place, it’s time to execute the strategies you’ve developed and measure their overall impact.
- #19 Execution > Mediums Textual Content Articles White Papers Case Studies Customer Testimonials Audio Content Podcasts Radio Graphical Content Infographics Micrographics Socialgraphics Video Content Explainer Videos Testimonials Thought Leadership Tours Tutorials
- #20 Execution > Mediums > Strategies Advocacy Community Development Employee Advocacy Partnerships Advertising Content Marketing Owned Native Sponsored Email Marketing Lead Nurturing Retention Newsletter Upsell Campaign Event Marketing Owned Sponsorships Mobile Marketing Mobile Web Mobile Apps Text Messaging Public Relations Interviews Earned Media Articles Owned Media Promotion Sales Affiliate Ecommerce Referrals Sales Engagement Sales Automation Search Engine Organic (SEO) Paid Social Media Engagement Influencer Marketing Monitoring Promotion Networking Paid Advertising Traditional Outdoor Print Television Radio
- #22 DK New Media specializes in growing the awareness and market share of marketing, technology, e-commerce, and SaaS companies. Contact us at [email protected] or call (844) 356-3963. Visit us at DK New Media.