While true digital strategy cannot be a paint-by-numbers affair, it can be helpful to use a checklist of questions and considerations to spur thinking and either qualify or dismiss proposed approaches.
Start with a concise brief that details business objectives and do some initial prep work to help keep the work focused and on track. Check current site and campaign performance, do your competitive research and test your assumptions about your audience demographics by confirming their media, device, channel, property, and other consumption preferences through research tools starting first with your own site stats. Develop a persona that describes your best customers. You are now armed with information that should help guide your strategy.
Early Stage Questions
Throw the following questions out to your team in the early stages of digital strategy formation:
Later Stage Questions
In later stage digital strategy brainstorming - after an initial approach has been identified, ask these questions:
Your goal is not to put together a patchwork quilt of all the possible approaches - just the ones that combine to maximize potential value. Introducing a systematic approach to a brainstorming process helps to ensure that you have thought through all angles and identify and connect all the right ones for success.
What questions would you add in early or late-stage strategy formation?
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Robin is the CEO and cofounder of NetPlus Marketing Inc., a top 50 interactive agency established in 1996 to focus exclusively on online marketing and advertising best practices. Robin brings innovative strategy and a depth and breadth of marketing experience to the agency's practice and management. As one of the industry's pioneers, she is a driving force behind NetPlus Marketing's ongoing success with a diverse and discerning client base that considers online results critical to their business success.
Robin is a frequent speaker at national industry events, including ClickZ, internet.com, OMMA, Ad:Tech, SES, Online Marketing Summit, and Thunder Lizard conferences and is a sought-after resource for industry and business publications for her insight and advice on such topics as digital strategy, social media marketing, and behavioral targeting.