Requirement Gathering Guidelines for Digital Marketing Strategy
Ecosystem
- Website
- Platform
- History / Revisions
- Previous Digital Marketing Work
- Performance
- Functions
- Digital Advertising
- AdWords
- Display
- Premium / Affiliate
- Social Advertising
- Social Media
- Assets / Ecosystem
- Control / Governance
- Functions
- Measurement
- What is currently measured / what platform?
- Who manages measurement
Competitor Analysis
- Actual & potential
- Direct & Indirect
- Positioning
- Market Share
- Strengths & Weaknesses
- Any competitive advantage
Customer Analysis
- Demographics
- Advertising that is most suitable for the demographic
- Market size and potential growth
- Customer wants and needs
- Motivation to buy the product
- Distribution channels (online, retail, wholesale, etc…)
- Quantity and frequency of purchase
- Income level of customer
Governance / Control
- Main decision maker
- Main marketing contact
- Main web contact
- Third parties / agency partners
- Internal capabilities
Objectives
- What is the overall strategic objective (e.g more leads from website, more engagement on social media etc.)
- What is the primary goal (e.g. users completing call back form, user signup)
- What are the goal dependent KPI’s (e.g. more traffic to website, more users on facebook, increase in average time on site, lower bounce rate, increase in form conversion rate)
Budget & Resources
- Current digital marketing budget
- Planned investment in digital marketing
- Any extra budget want included in the current campaign
- Current digital team / players involved
Strategy
- Outline and agree headline plan based on insights
- Follow up with email outlining your planned next steps and get signoff
5