Digital marketing strategy focuses on what you’re about to do online and is affected by both the prioritisation of objectives and the amount of resources available for tactics. The aim is to identify the most and least profitable segments of the business and ensure that funding and resources are applied to those areas that produce the greatest positive return while eliminating whenever possible those activities that do not create value.

The objective is to create a strategic framework that develops a disruptive digital marketing plan which will maximise your firm’s position in all the market segments that are identified and targeted. This is achieved by creating granular marketing messages that appeal to specific customer segments in order to develop new and maximise existing revenue streams.

Therefore this framework will internalise technology by outlining a clear roadmap that aligns all of the firm’s digital marketing capabilities and highlights in detail the different areas of digital marketing that are available to the business through technology.

The strategic framework should adopt an emergent strategic methodology. This lean / agile process will involve the idea of iteration and the incremental delivery of the solution through trial and error where error is used as a source of information.

We use a business tool called the SOSTAC® framework as the basis for creating this digital marketing road map. SOSTAC® is an acronym for Situation Analysis, Objectives, Strategy, Tactics, Actions and Control and provides a logical sequence for developing a firms digital marketing plans into the future.