digitalroadmap® Collaboration

A digitalroadmap® is a master plan that outlines how your digital activities will support your business goals. digitalroadmaps® summarize and detail the online channels and digital tactics to deploy, investment and ROI expectations, logistics, resource requirements, critical success factors, risks and unknowns.

A critical component to digital success includes understanding areas where there are collaboration opportunities due to content “overlap”. Activities can function as interdependent processes. For example:

• Content you create can support both organic and paid search activity, can be used on website landing pages, lead your blogs and be part of social media posts.
  
  
• Metrics you consider part of your success factors will help identify attribution across multiple media platforms. The content components of these platforms will reflect how your target audience interacts with your brand, services and products across multiple platforms.
  
  
• Keywords and search phrases you use to generate visibility will also be used within your content and possibly social media postings. 

#1 Search - Paid Search - Voice Search - Organic Search. Plan for how your three strategies can overlap and support each other. See the article ‘Know Your 9 Types of Keywords’ in this edition.

#2 Content - Content in all it’s formats is one of the hardest things to create for your business. Build with cross platform use in mind.  See the article on ‘Short Video Ads’.

#3 SM Channels & Web & Mobile - Choose appropriate channels. Post across channels with appropriate media. Cross populate content. Fulfill on and off platform based on visitor preference.

#4 Owned Media - eMail and Text communications have a like minded audience. Identify cross platform opportunities for this audience that continue to build engagement.

#5 Analytics - Account for audience attribution to understand how and where your audience interacts with your business and to plan/adjust activity.

#6 Life Cycles - Account for lifecycles of your business and apply the right marketing model to these life cycles.

Bottom Line: Build a digitalroadmap® strategy that supports all your business initiatives. Ensure you identify the collaboration opportunities. In multi vendor environments, ensure that all parties involved will work together to take advantage of these opportunities. Be flexible in your thinking as you look to identify where ‘overlap' opportunities exist.