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Developing a digital marketing strategy

A common thread that underpins all successful business is a recognised vision and a plan to achieve that vision. Successful business plans have almost always been based on a strategic intent, with enough flexibility to take account of tactical changes on the ground, as they happen.

These principles should form the basis of your own marketing strategy. As a business you need to know:

  • where you are:
  • where you want to get to; and
  • how you intend to get there.

Without a vision and a plan it's very difficult to determine your progress or measure your success.

If you want to stop your competitors eating into your market share, if you want to grow faster than your competitors, if you want to consolidate your business and increase your market reach, you need to have a good understanding of the following:

  • what it is you want to achieve;
  • how you are going to accomplish this;
  • the current market situation;
  • the competitive environment;
  • your own value proposition;
  • the resources you need to succeed; and
  • how you will judge success.

In short, you need a plan that can help focus your activities and resource, help drive your business decisions, reduce risk and manage costs.

This guide provides an overview of the digital terminology involved, describes the options available and explains how they fit together.

Download the complete 28-page guide (IT Faculty members only)

90-second video presenting the key points from the guide (available to all)