Your digital strategy should include your campaign objectives and corresponding KPIs. You should outline exactly who your target audience is and the digital channels you have chosen to reach them. You should also allocate a budget to each area of your campaign, allowing time and money for optimising channels that are working better than others. You should include a timeline of activity, allowing time for the preparation of creative and copy assets before launch and the point at which each of the channels you have chosen will start and end.
Think about how each of the channels should work together – will paid search be running throughout the campaign? Will you email your existing customer base pre-launch? Will you share the video activity through your social media channels.
At this stage you might wish to engage with a media agency or directly with an online media owner or publisher to ensure that you’re making the most of the media opportunities you have available to you. Our members directory will help you find the most relevant and suitable companies from across the industry to help you plan your campaign.
Our digital strategy training course can help you perfect your strategy planning skills methods or refer to our online line strategy guide for some hints and tips. Once you have your agreed strategy in place, it’s time to start the fun bit – making it happen!
Next: How to make it happen »
- Research
Featured
- Resources
- Policy
- Events
- Training
- News & Blogs
- About
Did you know
Over 80 per cent of IAB Events are free to members. Over the years, the IAB has welcomed a range of high profile speakers including Sir Martin Sorrell, Bill Gates, Stephen Fry, Jimmy Carr, Dara O'Briain and Louis Theroux.
