The starting point when creating a digital marketing plan | Inquirer Technology

The starting point when creating a digital marketing plan

05:15 PM March 26, 2015

150326 CDM 2

When it comes to forming your digital marketing plan, an expert suggests starting with the question “Why?”

Speaking before students of the Certified Digital Marketer Acceleration Program by the International Institute of Digital Marketing at the Asian Institute of Management in Makati City, Albet Buddahim, digital group director of IPG Mediarands, said that once you have answered this question everything will fall into place.

Article continues after this advertisement

“You would have answered your business objectives and you’d be able to set your marketing campaign goals and form your campaign strategies,” Albet told the audience who came from various industries.

FEATURED STORIES

When forming strategies Albet advised that the digital marketer should focus on this: How will you differentiate yourself from your competitor?

“You must be able to clearly define what your Brand Purpose is.” Albet said. “You must be able to identify your point of differentiation (POD)–what makes your brand; and point of parity (POP)–what’s your brand’s category or perceived differentiation. The moment this aspect of your brand is copied, you lose to parity.”

Article continues after this advertisement

While POPs may usually not be the reason to choose a brand, their absence can certainly be a reason to drop a brand. Next, comes determining the “who” or your target audience. “You have to strategize for your target audience,” Albet claimed. “You need to find a focus point–because you can’t convert everybody.”

Article continues after this advertisement

To determine the digital “who” Albet recommends knowing your target’s consumer purchase data, their share of wallets. You should be able to know their psychographic segmentation–how they think and what are their aspirations.

Article continues after this advertisement

“You need to know this so you can tailor-fit your communication to them.” said Albet. “This will also help you identify their influencers whom they would possibly engage with.”

“Traditional marketing alone will not work anymore for brand,” claimed Albet. “It’s time you rethink your approach. It’s no longer just a single point of communication.”

Article continues after this advertisement

Sharpen your digital strategy. Learn how to effectively create a digital marketing plan guided by industry experts from Google, McCann Worldgroup, MRM Worldwide, Spiralytics, Havas Media Ortega and more in the Certified Digital Marketer Program.

To join, register at imadigitalmarketer.com

Your subscription could not be saved. Please try again.
Your subscription has been successful.

Subscribe to our daily newsletter

By providing an email address. I agree to the Terms of Use and acknowledge that I have read the Privacy Policy.

TOPICS: AIM, Asian Institute of Management, CDM, Digital marketing, IIDM, International Institute of Digital Marketing
TAGS: AIM, Asian Institute of Management, CDM, Digital marketing, IIDM, International Institute of Digital Marketing

Your subscription could not be saved. Please try again.
Your subscription has been successful.

Subscribe to our newsletter!

By providing an email address. I agree to the Terms of Use and acknowledge that I have read the Privacy Policy.

© Copyright 1997-2024 INQUIRER.net | All Rights Reserved

This is an information message

We use cookies to enhance your experience. By continuing, you agree to our use of cookies. Learn more here.