Digital Marketing Framework
User persona and touch points with brand
Never start a marketing project in the digital era without knowing how a user behaves (user persona) and their touchpoints with both the company and the brand (customer journey).
How to allocate budget and resources
Once the target audience is established, it is time to allocate the budget and resources in a digital marketing “pie”. The Digital Marketing Mix is an essential tool for strategy implementation.
Delineate specific objectives
The digital marketing mix only works on specific objectives. The main benefits that can be obtained are Brand, Lead and Drive to Store. If I want more brands, I need to work mainly on a video-based strategy. If I want more impact on leads, my strategy will focus on advertising campaigns.
Lead nurturing and retention
Lead generation doesn't always generate a direct sale. An email marketing strategy and a “go to market” that includes lead nurturing and retention is fundamental in a modern work framework.
Analyzing conversion rates
Everyone (or almost everyone) wants to sell. Leads alone are not enough, and it is really important to analyze conversion rates from leads to sales. Having a good relationship with sales is fundamental in order to have an integrated analysis of sales flow and see the real benefits of your work.
Analyzing to improve marketing
Analysis of data from a marketing perspective. We don’t speak only about data culture, but, above all, about technical ability (platforms, KPIs) to map users’ behavior and give the correct values to the correct channels in relation to results.
Integrating and updating platforms
Today we can’t do marketing without a CRM system and a modern, integrated marketing automation platform. These are the words of the new “mathmarketing” that managers simply cannot ignore.