The Five Pillars to Help you Maintain a Digital Marketing Strategy

The Five Pillars to Help you Maintain a Digital Marketing Strategy

These are the five key pillars to have in place that will help you implement a digital strategy in your organisation:

  1. Clear goals, communicated from the top: Produce a clear message of the intended outcomes of a digital strategy initiative against the overall objectives of the company. This message should come from senior management. Of course, this assumes your senior management know what they want from the digital marketing?
  2. Evaluating culture and organizational readiness: Assess the hurdles and conflict that might arise and plan to address them. What steps need to be made to increase/improve organisational confidence? Do you have the skill-sets and partnerships in place to deliver? Are you building a culture that celebrates success and looks for opportunities to improve?
  3. Control and commitment: Organisations are complex and digital strategy initiatives will die without clear ownership. Don’t just rely on groups and committees. Identify key people to drive strategy and ensure that strategy is part of their job description and continuing professional development. Try to be as explicit as possible about how roles will change, what is expected of them, and how you are measuring their success.
  4. Social development: Each person will consider the strategy in relation to their role, ‘what’s in it for me?’. Build on this to create lots of highly targeted audiences rather than one large generic audience that will be less engaged. An individuals’ commitment will grow when they see the results of their effort.
  5. Motivation and training: Broadcast the contact details of the organisation’s digital leaders. Encourage mentoring and sharing of ideas. Bring in external trainers to develop new skills and help the individuals explore new techniques.

Which pillars has your organisation put in place?