Structure an Effective Digital Transformation Plan
A digital transformation plan is a strategic, long-term plan focusing on integrated digital media channels, implementation of new technologies, and smart, digital ways of working. The purpose of a digital transformation plan is to define how to compete more effectively with digital marketing. The scope of a digital marketing plan is typically annual, but a digital transformation plan will typically be longer since this involves creating long-term digital roadmaps.
Since creating awareness and achieving conversion still commonly involve offline channels such as a call-centre or in-store, digital marketing plans need to define integration between channels using techniques like customer journey mapping.
Your Omnichannel Digital Transformation Plan
Digital or online marketing is any form of marketing that involves using online channels for goals of acquisition and retention. It also includes digital technology and the use of data to target audiences more precisely with personalized messages.
- Understand the channel Your strategy should be informed by customer online behaviour and preferences. In particular, understand which intermediary sites influence purchase and how your customers switch between the channels.
- Set objectives for future channel contribution This includes specific monthly targets for both direct (online) sales and indirect (offline) sales.
- Identify and prioritise target audiences As with traditional marketing, targeting the right audiences or personas is key. Digital media enable you to micro-target.
- Encourage usage of the channel You may still need to communicate the benefits of using digital channels to encourage switching and enhance your brand.
- Create propositions to emphasize the differences This includes differences between online channels and other channels.
- Support integration between channels Although you want to emphasize the differences, that doesn’t mean the channel shouldn’t be integrated. Customer journeys should be seamlessly integrated.
- Review how competitors use the channel Understand their targeting and propositions—where do they excel?
- Develop channel partners Find the key players and influencers in the value chain or ecosystem and form strategic partnerships.
Selecting the Right Digital Media Mix
Selecting the best mix of digital media to meet your goals of customer acquisition and retention is a large part of a digital marketing strategy.
Examples of paid, owned, and earned media include:
- Online brand
- Website and potentially mobile apps
- Blogs
- Automated email communications, promotions, and e-newsletters
- Social media channels
- Digital advertising
- Online PR
- Partner co-marketing and affiliate marketing
If you’re looking for a digital transformation strategy to reach and acquire more customers, why not book a free consultation to kick off your strategic planning? Identify your problems, and discuss solutions that work for your business. Find out more about digital transformation, the RACE Framework, and integrated owned, earned, and paid digital media covered in this blog. Book in your call to get started today.
Purpose of a Digital Marketing Plan
A digital marketing plan provides a clear picture of how the combination of different media supports an organization’s goals and objectives.
Its purpose is to ensure digital marketing activities are relevant, timely, feasible within available resources, and capable of sustaining a competitive online position.
In larger businesses, a digital transformation plan may be part of several integrated plans, each aligned to specific business areas.
When to Use a Digital Transformation Plan
Digital transformation planning helps organize digital marketing efforts and track performance effectively.
Benefits include:
- Clear and agreed targets, including a roadmap of changes to people, processes, and technology
- Competitive edge and market share through better digital media use
- Valuable customer insights like popular content, demographics, and buying behaviour
- A strong online value proposition for differentiation, engagement, and loyalty
- Less duplication, especially in larger organizations
- Agility to stay ahead or catch up
- Ability to measure engagement and lead generation
An effective plan also helps recognize behaviour patterns and trends throughout the customer journey so you can make informed decisions at every stage.
What’s Typically Included in a Digital Marketing Plan
- Review of your organization’s digital capabilities
- Setting SMART objectives to grow online or offline sales
- Defining digital marketing methods to invest in
- Determining required resources
Situation Analysis: Where Are We Now?
Key questions:
- Which digital channels are our customers using?
- How are competitors meeting the needs of these customers?
- What tactics are competitors using?
- How can we stand out?
Objectives: Where Do We Want to Be?
Align your objectives with the business’ goals and KPIs.
Use the 5 Ss framework:
- Sell
- Serve
- Speak
- Save
- Sizzle
Good objectives are time-bound and measurable. Example: Increase our conversion rate by 5% per month. Generate 100 new leads per quarter.
Strategy: How Do We Get There?
Strategy summarizes how to fulfill the objectives. It’s the shortest but most crucial section. It answers:
- How do we position ourselves to gain an advantage?
- How will we meet digital targets?
- What messaging, technologies, and channels will we use?
Tactics: The Details of Strategy
These define which actions happen when, and they should match the customer journey.
Examples:
- Content marketing
- Social media marketing
- Email marketing
- Online PR
- SEO
- PPC
- Native advertising
- Affiliate marketing
- Inbound marketing
Action: Who, When, and How
This section details execution: who does what, when, and how. It covers the steps needed to carry out your tactics effectively.
Control: Are We on Track?
Control outlines how you’ll measure results and adjust if needed.
Success metrics should align with your overall marketing goals so you can identify what’s working and fix what’s not—before it’s too late.
Use the RACE Framework
The RACE Planning Framework (Reach, Act, Convert, Engage) is a simple way to structure your plan and ensure each step in the customer journey is covered.
What Makes a Strong Digital Transformation Plan?
- Clear, achievable goals
- Strategy that beats the competition
- Detailed, actionable tactics
- A way to monitor and adjust the plan
Is Digital Transformation Right for Your Business?
Yes, for every kind of business.
Whether you’re:
- B2B: Your focus is generating leads through digital channels to support sales teams
- B2C: Your focus is delivering better customer journeys and conversions without a sales team
Digital marketing works best when combined with traditional channels. That’s why organizations should maintain a separate but integrated digital marketing plan that aligns with the overall marketing strategy.
Read the related article -
