Digital strategy workbook

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3. Strategy
4. Tactics, Actions and Control

1. Situation

Current digital marketing capabilities
Key issues (opportunities, weaknesses and threats requiring action

2. Objectives

Vision for digital channels
Key goals across the 5Ss: Sell, Speak, Serve, Save, Sizzle!

3. Strategy

Segmentation, targeting and positioning including need to vary core elements of the marketing mix: Product and Pricing
Brand development and customer engagement through content marketing
Customer acquisition – key investment needed
Customer retention and growth – key investment needed

4. Tactics, Actions and Control

Investment and budget
Resourcing
Timescales
Success factors for managing change
Measurement and testing
Governance actions needed for Digital Transformation

For a more visual, tabular summary you can use the CORE Strategy Definition Technique: Digital channel strategy objective summary: objective – strategy alignment grid from later in the strategy section of this template or – see the example One page summary 1.1 in the Digital marketing plan example.

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