Elements and Performance Criteria
- Determine digital marketing requirements.
- Determine organisational objectives and priorities for digital marketing activity.
- Confirm available budget for digital marketing activity.
- Review information on current and past digital marketing activities and their effectiveness.
- Segment the online market and define target market.
- Research target market and identify suitable digital marketing activities.
- Identify internal and external factors impacting digital marketing activities.
- Research trends and best practice in digital marketing, tools and software available.
- Develop digital marketing plan.
- Confirm and document digital marketing objectives that are consistent with organisational objectives and priorities.
- Determine digital marketing activities to drive targeted traffic to site and generate sales.
- Document a digital marketing action plan that details key activities, resources and timeframes.
- Establish performance indicators and evaluation criteria for measuring impact of digital marketing activities.
- Integrate legal and ethical requirements and considerations into planning.
- Ensure digital marketing plan aligns with organisational objectives, current marketing strategy and budget.
- Seek required approval for digital marketing plan.
- Monitor digital marketing activity.
- Communicate digital marketing plan, responsibilities and expectations to relevant personnel.
- Oversee digital marketing activity and respond to issues as they arise.
- Monitor digital marketing content and ensure alignment with digital marketing plans and objectives.
- Track customer traffic and conversion rates to identify trends in customer and digital marketing activity.
- Review digital marketing activities.
- Review trends in customer traffic and conversion rates to determine impact of digital marketing activities.
- Calculate return on investment for any paid digital marketing activities.
- Identify and evaluate new and emerging digital marketing trends and technologies and consider their use for improved marketing outcomes.
- Make recommendations for improvements in digital marketing based on review.