Qdigital

Digital ad budgets are now a majority of total ad spend. Spend on marketing technologies keeps rising. More than half of marketers have a trans formative initiative underway to make marketing more digital. We all know and see the digital shift. But I still get asked what exactly is a digital marketing strategy, especially versus a broader marketing strategy. What goes into it? What matters? There is no single answer, but I’ve found the following framework to be a helpful starting point, both explaining to others and to do the actual work – creating digital marketing strategies for clients. It works across categories, from consumer electronics and quick serve restaurants to financial services and healthcare. Use cases are your secret starting point A good starting point is identifying the priority use cases, what you want your digital marketing to be good at. “Aligning on use cases,” suggests strategist and colleague St.John Dunne, “ensures your digital marketing is delivering ...