This eBook presents an approach to the development of a data-intelligent digital marketing strategy to drive business growth.

Executing digital marketing tactics without a strategy is like going to battle without a game plan. Most CEOs and CMOs agree that digital marketing tactics need to play a significant role in organizational growth and eagerly support any digital marketing efforts in-house marketers propose and outside vendors provide. These “random acts” of digital marketing, however, rarely help a company grow and usually are the result of missing or misaligned digital marketing strategies.

For real impact, a marketing plan with data-intelligent digital strategies must be created before any action, or tactic, is taken. That plan should be based on data metrics not only from your company, but also from your competition in order to reveal what currently drives (and doesn’t drive) success in the market. Performing a digital marketing competitor analysis of your digital marketplace is the first step in drawing up your company’s actionable blueprint for business growth.

This eBook lays out the four steps needed to develop a digitally-focused marketing plan:

1. Analyzing the competition
2. Developing strategies
3. Aligning tactics
4. Monitoring progress