How should you prepare a digital marketing strategy before a campaign?

Formulate a clear objective

Distinguish awareness, information, enquiry generation, retention and support for a specific action. The objective should relate to a period, audience and possible decision without turning an ambition into a promise.

Understand the audience and proposition

Describe the people concerned, their questions, constraints and the information that may help them. Then verify that the offer, evidence and conditions presented are accurate and authorised.

• Priority audience and use situations.
• Core message and available evidence.
• Expected action and associated journey.

Choose content before channels

Formats depend on the message, production resources, rights and approval rhythm. A channel is relevant only if the audience uses it and the organisation can respond appropriately.

• Inventory of available text, images and pages.
• Rights and approval owners.
• Publishing and response capacity.

Separate budget, accounts and responsibilities

Media budget, production, fees, tools and any taxes should be distinguished. Accounts belong to the client or organisation concerned; delegated access should remain limited and revocable.

Define measurement and limits

Select a few indicators consistent with the objective, document their source and plan regular review. Platforms, markets, audiences and external factors prevent any guarantee of sales, traffic or ranking.