Reviewing what the business or brand is aiming to achieve through using digital marketing and how well it is contributing. Helping the business compete through strategy to define digital transformation needed for the business including changes to business, revenue models and prioritization of always-on marketing in addition to campaign investments
Understanding online audience characteristics, behaviours and preferences in order to deliver more relevant content and experiences to different target segments aimed to increase interactions and meet business goals within the competitive online marketplace.
Understanding how our audiences interact with businesses as part of the buying process using a combination of smartphones, tablets, laptops, desktop computers, TVs, gaming devices, smart speakers and other connected devices forming a network of Internet of Things (IoT)
Assessing the relative importance of interactions and priority for communications on the major ‘digital platforms’ or online services sometimes described by the acronym FAMGA, representing businesses influential in developing the OSes, browsers, apps, social networks and search engines used to mediate digital interactions between businesses and consumers
Prioritizing the use of different communications channels for reaching and engaging audiences, including advertising, email and messaging, search engines and social networks
Structuring and applying the insights collected about the business and its audience profiles and their interactions with the business
Selecting the marketing technology (martech) to create interactive experiences including websites and mobile apps. Technology is also used to support the planning, execution, optimization, insight and reporting for digital marketing channel activities that form marketing campaigns