Gartner Research

How to Build a Digital Marketing Campaign

Published: 18 September 2013

ID: G00255582

Analyst(s): Martin Kihn

Summary

Translating business goals, such as increased sales or market share, into an effective digital marketing plan can be challenging for business-to-consumer marketers. This five-step framework will help you transform goals into action.

Table Of Contents
  • Key Challenges

Analysis

  • Introduction
  • Step 1: Determine Market Positioning
  • Step 2: Know the Purchase Cycle
  • Step 3: Map Your Strategic Intent
  • Step 4: Develop Digital Channel Priorities
  • Step 5: Craft the Digital Plan
  • Examples: Bringing the Framework to Life
    • Luxury Car Brand
    • Fast-Food Chain
  • What to Do Next

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