Contents of the course
Strategy Fundamentals – Company and Customer
Company – Understand what your company’s value is, why your products (or services) stand out and what makes customers want to buy them. We look at how you are positioned and explore how that supports your marketing plans.
Customer – A deep understanding of your customers (or consumers) is essential to any marketing strategy. You will understand how to find who your idea customer is, what problems you solve for them and how you can communicate with them. All of this is backed up by digital analytics and research.
Internal and External Factors
External (Context & Competition) – Your business doesn’t operate in a vacuum and understanding the competitive landscape helps to shape your proposition. The wider economic and political climate impacts all business, and this is factored in at this stage.
Internal (Competence & Content) – Every great digital marketing strategy is brought to life by the people in your organisation and you need to understand what skills gaps you have and the impact of them. You also need to find information and stories to tell potential customers that will let them connect with your company.
Capital, Objectives & Management
Capital – Investment is required to bring your strategy to life. This is measured against the activity the grows out of the first two stages.
Objectives – Setting objectives based on the key information that has surfaced throughout the process and ensuring they are relevant and achievable.
Management – Building a marketing operating system for your business that allows you to have visibility of what’s working, what’s not and adjust your course based on that information. Essential to making the digital marketing strategy a success.