The ideal process for developing a thorough and comprehensive digital strategic plan must be thorough, familiar,and proven. For this reason we generally recommend using the classic brand management key learnings/objectives/strategies/tactics approach:
At minimum, the insights and tactics phases should consider the following digital platforms. This list is constantly growing, but this assortment is a minimum for consideration:
The process is not unusual. But it is very thorough and comprehensive and will provide the insights and direction you need to maximize effectiveness in digital.
CONCLUSIONS
The idea that having a strategic approach to an area of marketing as critical as digital should not be at all surprising. Yet a shocking number of companies dive into the space with little more than a pile of competitor digital activity press releases as a guide. Given the limited resources available for most brands in terms of time and money, it should be clear how taking a strategic approach will pay off in both the short and long terms.
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