Digital Marketing Strategy

2.

Phase 1: Research and Analysis

2.1.

Internal Analysis

2.1.1.

Digital Presence Audit

2.1.1.1.

Website Performance Assessment

2.1.1.1.1.

Site Speed and Performance

2.1.1.1.2.

Mobile Responsiveness

2.1.1.1.3.

User Experience and Navigation

2.1.1.1.4.

Accessibility Compliance

2.1.1.1.5.

Conversion Path Analysis

2.1.1.2.

Landing Page Evaluation

2.1.1.2.1.

Design and Layout Assessment

2.1.1.2.2.

Conversion Element Analysis

2.1.1.2.3.

Message Clarity and Relevance

2.1.1.3.

Social Media Profile Review

2.1.1.3.1.

Profile Completeness and Optimization

2.1.1.3.2.

Brand Consistency Across Platforms

2.1.1.3.3.

Engagement Quality Assessment

2.1.1.4.

Online Listings and Directory Presence

2.1.1.4.1.

Business Directory Listings

2.1.1.4.2.

Review Platform Presence

2.1.1.4.3.

Local Search Visibility

2.1.2.

SEO Performance Audit

2.1.2.1.

Technical SEO Assessment

2.1.2.1.1.

Site Architecture Analysis

2.1.2.1.2.

Crawlability and Indexing Issues

2.1.2.1.3.

Structured Data Implementation

2.1.2.1.4.

Core Web Vitals Performance

2.1.2.2.

On-Page SEO Review

2.1.2.2.1.

Title Tags and Meta Descriptions

2.1.2.2.2.

Header Tag Structure

2.1.2.2.3.

Internal Linking Strategy

2.1.2.2.4.

Content Optimization

2.1.2.3.

Backlink Profile Analysis

2.1.2.3.1.

Link Quality Assessment

2.1.2.3.2.

Anchor Text Distribution

2.1.2.3.3.

Toxic Link Identification

2.1.2.4.

Keyword Rankings Analysis

2.1.2.4.1.

Current Ranking Positions

2.1.2.4.2.

Keyword Opportunity Gaps

2.1.2.4.3.

Search Visibility Trends

2.1.3.

Content Performance Audit

2.1.3.1.

Content Inventory and Cataloging

2.1.3.2.

Content Quality Assessment

2.1.3.3.

Content Gap Analysis

2.1.3.4.

Content Performance Metrics

2.1.3.5.

Content Freshness and Relevance

2.1.3.6.

Content Format Effectiveness

2.1.4.

Social Media Performance Audit

2.1.4.1.

Platform-Specific Performance

2.1.4.2.

Engagement Rate Analysis

2.1.4.3.

Content Performance by Type

2.1.4.4.

Follower Growth and Demographics

2.1.4.5.

Community Health Assessment

2.1.5.

Email Marketing Performance Review

2.1.5.1.

List Health and Segmentation

2.1.5.2.

Campaign Performance Metrics

2.1.5.3.

Automation Workflow Effectiveness

2.1.5.4.

Deliverability Assessment

2.1.6.

Paid Media Performance Analysis

2.1.6.1.

Campaign ROI Analysis

2.1.6.2.

Cost Efficiency Metrics

2.1.6.3.

Creative Performance Assessment

2.1.6.4.

Audience Targeting Effectiveness

2.1.7.

Technology Stack Assessment

2.1.7.1.

Current Tool Inventory

2.1.7.2.

Integration and Data Flow Analysis

2.1.7.3.

Tool Performance and ROI

2.1.7.4.

Gap Identification

2.2.

External Analysis

2.2.1.

Industry and Market Analysis

2.2.1.1.

Market Size and Growth Projections

2.2.1.2.

Industry Trends and Disruptions

2.2.1.3.

Emerging Digital Trends

2.2.1.4.

Consumer Behavior Shifts

2.2.1.5.

Technology Adoption Patterns

2.2.2.

Competitive Landscape Analysis

2.2.2.1.

Market Share Distribution

2.2.2.2.

Competitive Positioning

2.2.2.3.

Pricing Strategy Analysis

2.2.2.4.

Innovation and Differentiation Trends

2.2.3.

PESTLE Analysis

2.2.3.1.

Political Factors

2.2.3.1.1.

Regulatory Environment

2.2.3.1.2.

Trade Policies and Tariffs

2.2.3.1.3.

Government Stability

2.2.3.2.

Economic Factors

2.2.3.2.1.

Market Conditions and Cycles

2.2.3.2.2.

Consumer Spending Patterns

2.2.3.2.3.

Economic Indicators

2.2.3.2.4.

Currency and Exchange Rates

2.2.3.3.

2.2.3.3.1.

Demographic Changes

2.2.3.3.2.

Cultural Trends and Values

2.2.3.3.3.

Lifestyle Shifts

2.2.3.3.4.

Social Media Influence

2.2.3.4.

Technological Factors

2.2.3.4.1.

Innovation in Digital Marketing

2.2.3.4.2.

Adoption Rates of New Technologies

2.2.3.4.3.

Automation and AI Developments

2.2.3.4.4.

Platform and Tool Evolution

2.2.3.5.

2.2.3.5.1.

Data Privacy Regulations

2.2.3.5.2.

Advertising Compliance Requirements

2.2.3.5.3.

Intellectual Property Laws

2.2.3.5.4.

Consumer Protection Laws

2.2.3.6.

Environmental Factors

2.2.3.6.1.

Sustainability in Marketing

2.2.3.6.2.

Green Consumerism Trends

2.2.3.6.3.

Environmental Regulations

2.2.3.6.4.

Corporate Social Responsibility

2.3.

Target Audience Research

2.3.1.

Audience Identification and Segmentation

2.3.1.1.

Primary Audience Definition

2.3.1.2.

Secondary Audience Identification

2.3.1.3.

Niche Audience Opportunities

2.3.2.

Market Segmentation Strategies

2.3.2.1.

Demographic Segmentation

2.3.2.1.1.

2.3.2.1.2.

2.3.2.1.3.

2.3.2.1.4.

Education Levels

2.3.2.1.5.

2.3.2.1.6.

2.3.2.2.

Geographic Segmentation

2.3.2.2.1.

Location-Based Targeting

2.3.2.2.2.

Urban vs Rural Preferences

2.3.2.2.3.

Regional Cultural Differences

2.3.2.2.4.

Climate and Seasonal Factors

2.3.2.3.

Psychographic Segmentation

2.3.2.3.1.

Lifestyle Preferences

2.3.2.3.2.

Values and Beliefs

2.3.2.3.3.

Interests and Hobbies

2.3.2.3.4.

Personality Traits

2.3.2.3.5.

Attitudes and Opinions

2.3.2.4.

Behavioral Segmentation

2.3.2.4.1.

Purchase Behavior Patterns

2.3.2.4.2.

Usage Frequency and Patterns

2.3.2.4.3.

Brand Loyalty Levels

2.3.2.4.4.

Benefits Sought

2.3.2.4.5.

Customer Journey Stage

2.3.3.

Buyer Persona Development

2.3.3.1.

Persona Research Methodology

2.3.3.2.

Persona Creation Process

2.3.3.3.

Persona Validation Techniques

2.3.3.4.

Persona Documentation and Sharing

2.3.3.5.

Persona Evolution and Updates

2.3.4.

Customer Journey Mapping

2.3.4.1.

Journey Stage Identification

2.3.4.2.

Touchpoint Mapping

2.3.4.2.1.

Online Touchpoints

2.3.4.2.2.

Offline Touchpoints

2.3.4.2.3.

Cross-Channel Interactions

2.3.4.3.

Pain Point Identification

2.3.4.3.1.

Friction Points

2.3.4.3.2.

Barriers to Purchase

2.3.4.3.3.

Information Gaps

2.3.4.4.

Motivation and Trigger Analysis

2.3.4.4.1.

Emotional Drivers

2.3.4.4.2.

Rational Motivators

2.3.4.4.3.

Decision-Making Factors

2.3.4.5.

Moment of Truth Analysis

2.3.4.5.1.

Critical Decision Points

2.3.4.5.2.

Influence Opportunities

2.4.

Competitive Intelligence

2.4.1.

Competitor Identification

2.4.1.1.

Direct Competitors

2.4.1.2.

Indirect Competitors

2.4.1.3.

Emerging Competitors

2.4.1.4.

Substitute Products and Services

2.4.2.

Digital Strategy Analysis

2.4.2.1.

Website and User Experience Analysis

2.4.2.1.1.

Design and Navigation Assessment

2.4.2.1.2.

Conversion Path Analysis

2.4.2.1.3.

Content Strategy Evaluation

2.4.2.1.4.

Technical Performance Review

2.4.2.2.

SEO and Content Strategy Review

2.4.2.2.1.

Keyword Strategy Analysis

2.4.2.2.2.

Content Gap Identification

2.4.2.2.3.

Link Building Strategy Assessment

2.4.2.2.4.

Local SEO Performance

2.4.2.3.

Social Media Strategy Analysis

2.4.2.3.1.

Platform Presence and Activity

2.4.2.3.2.

Content Strategy and Themes

2.4.2.3.3.

Engagement Strategy Assessment

2.4.2.3.4.

Community Building Approaches

2.4.2.4.

Paid Advertising Strategy Review

2.4.2.4.1.

Ad Platform Usage

2.4.2.4.2.

Creative Strategy Analysis

2.4.2.4.3.

Targeting Strategy Assessment

2.4.2.4.4.

Budget Allocation Patterns

2.4.2.5.

Email Marketing Strategy Analysis

2.4.2.5.1.

Campaign Frequency and Timing

2.4.2.5.2.

Content Strategy and Personalization

2.4.2.5.3.

Automation and Segmentation

2.4.3.

Competitive Positioning Analysis

2.4.3.1.

Value Proposition Comparison

2.4.3.2.

Pricing Strategy Analysis

2.4.3.3.

Brand Positioning Assessment

2.4.3.4.

Unique Selling Proposition Identification

2.4.4.

SWOT Analysis Framework

2.4.4.1.

Internal Strengths Assessment

2.4.4.1.1.

Unique Capabilities

2.4.4.1.2.

Resource Advantages

2.4.4.1.3.

2.4.4.1.4.

Market Position

2.4.4.2.

Internal Weaknesses Identification

2.4.4.2.1.

Capability Gaps

2.4.4.2.2.

Resource Limitations

2.4.4.2.3.

Performance Deficiencies

2.4.4.2.4.

Brand Vulnerabilities

2.4.4.3.

External Opportunities Recognition

2.4.4.3.1.

Market Expansion Possibilities

2.4.4.3.2.

Technology Opportunities

2.4.4.3.3.

Partnership Potential

2.4.4.3.4.

Regulatory Changes

2.4.4.4.

External Threats Assessment

2.4.4.4.1.

Competitive Pressures

2.4.4.4.2.

Market Disruptions

2.4.4.4.3.

Regulatory Risks

2.4.4.4.4.

Economic Factors

Previous

1. Foundations of Digital Marketing Strategy

Go to top

Next

3. Phase 2: Goal Setting and Strategic Planning