Home Events - PM Forum Half-day online workshop Planning digital campaigns and content strategy

Planning digital campaigns and content strategy

Fundamentals of Digital Marketing Strategy

  • What is strategy?
  • How to create a marketing plan: Identifying key areas to include in your strategy: goals, audience, budget, measurement (GA4, GSC, social, dashboard etc)
  • Identifying business goals and key tips on how to decide where you need to improve – when is the right time to get a third audit? What questions can you ask your marketing team or agency to evaluate your current performance?

Audience Targeting

  • Identifying your audience – tools and tips for evaluation
    • Best tools and practices for conducting market research
  • Identifying your message: Unique Selling Propositions
  • What are your competitors doing? Top tools for competitor analysis: Semrush, Facebook Ad Library etc

Understanding The Customer Journey/Funnel

  • Discuss the stages of the conversion funnel and its importance
    • Stages of the customer journey and how intent varies at each stage

Marketing Channels

  • Highlight key channels for each goal; brand awareness, lead gen, website traffic
  • Channels recommended for each stage of the funnel and for varying goals

Campaign Implementation

  • Campaign launch: agency vs inhouse marketing management
  • Conversion/outcome tracking: What are you tracking? What should you be tracking? How can you use your internal marketing team or agency to assist with tracking and the evaluation of campaign conversion data?


Open Discussion: Addressing specific questions and scenarios


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Nov 07 2024


09:30 - 13:00






PM Forum


  • Chloe Christine
    Chloe Christine
    TBD Marketing

    Chloe is brilliant at delving into the heart of website data, social media data, SEO and pay-per-click data – taking them apart and crunching them to provide clients with richly detailed information on how their various digital presences are performing, and how to improve these. She is also the founder of her own digital marketing agency.

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