• Digital Strategy Series

    Developing a Foundation: Discovery & Assessment

Digital Strategy: Developing a Foundation

Stage 1 — Developing a Foundation: Discovery & Assessment
Stage one is the strategic foundation for all future marketing efforts and affords you a springboard for continuous improvement and added success. This discovery & assessment period is critical to the effectiveness of your marketing plan and the efficiency of your budget. So, the more disciplined, accurate, and thorough you are now; the better your results will be over time. Do…NOT…be…overconfident of how well you understand stage one items. This is especially true when it comes to understanding the behaviors and expectations of your target audience(s).

The goal of stage one is a deep understanding of the four key areas of any business. This outcome facilitates strong, collaborative teams and a scalable, flexible, and modular roadmap.

Read: The Four Stages Of Digital Strategy

Stage 1: Developing a Foundation: Discovery & Assessment
Stage 2: Developing a Destination: Adding Value. Nurturing Trust. Establishing Authority
Stage 3: Developing an Ecosystem: Recognition. Reach. Relationships.
Stage 4: Building on Success: Continuous Improvement.

Brand & Products
Who you are, what you do, how you do it, and why

Brand

  • Mission Statement
  • Value Proposition
  • Core Values
  • Brand Sentiment
  • Brand Style Guide

Company

  • Company History
  • Org. Structure
  • Annual Goals
  • 1-3-10 Year Goals
  • Employee Culture

Industry

  • Industry History
  • Challenges
  • Opportunities
  • Technology
  • Governance

Products & Services

  • History & Lexicon
  • Pricing & Development
  • USPs & Differentiators
  • Buying Cycles & EOL
  • Training & Support

Markets & Audience
Who you serve and the challenges you face

Markets

  • SWOT & PESTLE
  • Demand & Trends
  • Target Markets
  • Emerging Markets

Audiences

  • Ideal Customer
  • LCV & Buying Cycles
  • Needs & Pain Points
  • Decision Criteria

Ecosystem

  • Advocates & Disruptors
  • Online Channels
  • Events & Publications
  • Social Presence

Competitors

  • Marketing Presence
  • USPs & Differentiators
  • Content Audit
  • Technology Audit

Marketing Vehicles
How you connect your unique value with your target audiences

Channels

  • Website & Social
  • SEM & SMM
  • Email & Subscriptions
  • Content Development
  • Webinars & Events

Assets

  • Internal Skill Sets
  • Content Library
  • Collateral Library
  • Media Library
  • MarTech Stack

Messaging

  • USPs & Differentiators
  • Marcom & Corp Comm
  • Company Lexicon
  • Editorial Style Guide
  • Translation/Localization

Process & Policy

  • Customer Onboarding
  • Project Management
  • Workflow Efficiency
  • Approval Loops
  • Invoicing & Budgets

Ongoing Needs
Business-critical needs, ongoing commitments and day-to-day tasks

Immediate Needs

  • Day-to-Day Requests
  • Scheduled Tasks
  • Communications

Ongoing Programs

  • Project Plans
  • Short-Term Goals
  • Resource Allocation

Commitments

  • Internal Support
  • Advertising
  • MarTech Contracts

Crisis Management

  • Crisis Management
  • Last Minute Priorities
  • PR & Corp Comm

Learn more about the Four Stages of Digital Strategy.