Digital Marketing Checklist - 2020

Many of us considers Digital marketing (DM) to be complex by businesses across domains due to its infinite possibilities. But if we stick to the basics then it is not so complex as it seems. Here is a checklist that might help one get the most out of digital marketing investments.

The Digital Marketing Basic Checklist

List down how the customer behaviour is changing in your industry with respect to product or service you provide.

1. A Beginner's Guide to Customer Behavior Analysis
2. Consumer behavior in marketing – patterns, types, segmentation

A type of market where buyers and sellers search each other out and transact directly without the benefits of an intermediary or market-maker.

1. Influencer Marketing in 2020: 5 Guidelines for Maximizing the Results of Working With Influencers

Do you know how big is digital markets for your business? Explore the markets below.

1. Search Market (Direct)
2. Search Market (Indirect)
3. Search Market (Your Brand vs Competitors)
4. Profile Market for Branding
5. Contextual Market
6. Marketplaces like Amazon, Flipkart, JustDial etc

Based on the digital market available and business goals

1. Did you put a goal for digital lead generation?
2. Did you put a goal for awareness and branding?
3. Did you put a goal for organic pull generation (gives you strong leadership position)?

Based on goals

1. Did you put the digital marketing KPIs (the numbers), KRAs (the areas of contribution) and Budget (win big, test it and get the max of this budget, any direction is ok)?

Based on the budget

1. Segment the Audience (nondigital)
2. Segment it further as per digital (this must be learned, a very powerful digital market USP)
3. Understand Segment & Channel
4. Understand Segment & Messaging

Overall Brand Hygiene

1. Positioning & Extended Messaging Framework
2. Brand Guidebook for consistency in presentation

Digital Mix Selection

All Channel Hygiene Check and Alarm Setting

Digital Assets (Website, Mobile etc) Budgeting for the selected Digital Marketing Mix elements

1. 1:2 Asset investment in the first year.
2. 1- on digital assets, 2 - on promotion
3. 1:3 or 1:5 asset investment the following years
4. Asset also includes enhancers like marketing automation, click tracking etc (Now you know how to invest right)

Each Channel Optimization for Execution. Do get involved at all strategic points which gives direction to the channel spending Is all tracking in place? Data collection is digital’s strength and must be done

Dashboards, reviews, monthly & Quarterly Directional Meetings

Do you encourage online learning? Teaching in-house teams is a thing of the past, let them learn online and then come together to share their learning. On a quarterly basis, all the learning can be facilitated by a subject matter expert. Big change in internal training, after all your front line gives you bottom line.

Have you thought of improving product, pricing, location or customer service using digital? This is often ignored, this is where great disruption can happen, even small innovation here can give great returns.