The Friedman Group works with clients to develop a digital strategy that integrates with the rest of the clients' Marketing Plan. There is no cookie-cutter approach that we use to determine a client's needs. Every client is different and requires a specific, thoughtful plan. That being said, it may be helpful to use a checklist to help get the ideas flowing and the conversation started in a brainstorming session. To help make our point, we have created a three-step process we wish to share with you in this series. You will find links to the entire series here.
Step 3
Once we have worked through some or all of the questions in Step 2, we will often ask these questions:
- What are the obstacles to our success? Competition? Politics? Your financial ability to sustain a thoughtful Digital Strategy? The impatience of your CEO or your Board?
- Is your Digital Strategy truly going to be integrated into your full Marketing Plan or is this the Marketing Plan?
- Are your competitors in this space? How will they respond to your efforts?
- Are you prepared to take your definition of success and track the outcomes of the Digital Strategy? Have you created goals, metrics and other measurements of success?
- Who is staffing this effort internally? Are they qualified or just in need of additional work? How will these people be judged on their efforts to succeed?
In the end it is our hope this process results in a very tight, yet somewhat flexible approach. The goal is not to exit the brainstorming session(s) with several possible approaches. In the end, your Digital Strategy should integrate with your current marketing plan, and contain a systemized approach to implement a Digital Strategy that will contribute to the company's overall success. It should also be flexible enough to enable you to make changes mid-stream if your tracking indicates the need.
Are there other questions you would want to ask during a brainstorming session to create a Digital Strategy?
Do you have any comments, questions, or suggested additions to the three-step process we described in this series?
You will find links to the entire series here.
