Going Digital - Some Key Considerations

It's the digital age (no sh#t). But as you plan where you put your bulk of your marketing budget in the coming quarter, it's probably going to be on the digital domain.

Good choice.

But, going digital (or expanding your digital strategy) needs to be planned for.

It's always easy to say I'll put 20% into search, 20% into online advertising, 20% to social media, 20% to content strategy, 10% to digital PR, 10% mobile.

You certainly can, but keep in mind what your objectives really are and the underlying items supporting it. It's a long term plan. Never short term.

1. Set targets individually and overall, KPIs
2. Align with your overall marketing/branding strategy. The message has to be one!
3. Consider your digital operations structure - internal or with agencies, are you really set up?
4. Where are you now?
5. What you want to do?
6. How do you want to do it with the digital marketing mix?
7. Measurement Matrices
8. Long term goals

Food for thought... I'll leave it as this for now.