Situation Analysis: How well are we using digital media now?

Objective Setting: Which Goals and Key Performance Indicators (KPIs) should we use?

Strategy: How can we achieve our goals?

Reach Act Convert Engage

Audience & Customer Analysis

Competitor Benchmarking

Online Partner Analysis

Own Digital Market Review

Mission & Vision Goals, KPIs & Web Analytics

Segmentation & Targeting

Positioning & Value Proposition

Engagement & Content Strategy

Integrated Communications Strategy

Tactics: Which digital marketing activities do we optimize?

ReachBuild awareness on other sites and

in offline media and drive to web presences.

Act & ConvertAchieve conversion to marketing

goals such as fans, leads or sales on web presences and offline.

EngageBuild customer and fan relationships to encourage repeat visits and sales.

Search Engine Optimization (SEO)

Pay Per Click

Affiliate & Partner Marketing

Display Advertising

Acquisition Email Marketing

Social Media Marketing

Site-wide Content & Design Effectiveness

Home Page Design Effectiveness

Search & BrowsePage Efficiencies

Category & Product Page Efficiencies

Basket & Checkout Efficiency

Social Media Marketing

Content Marketing

E-Newsletters & Promotional Emails

Event-Triggered Email Marketing

Customer Service& Support

Website Personalization

Social Media Marketing