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30-60 Days: How to Ramp Up in A New Digital Marketing Role

Objective: a) Understand customer needs b) Identify gaps and short-term corrections leveraging data from S1 c) Define and develop high impact programs (repeatable and scalable) that will address customer needs

  1. Segmentation & personas – define core target audiences and needs
    1. Who are our top 3-5 buyer personas
    1. Conduct internal and external research (qualitative) to gather motivations and aspirations
  2. User journey mapping (e.g. Appendix 2) – identify high impact touchpoints that contribute to conversions and revenue (via workshops with internal stakeholders)
  3. Content review & strategy – Do we have the right content at the different funnel stages to address customer needs? Where are the lifestyle stories?
  4. Consolidated Reporting framework – single dashboard for holistic reporting across channels so that we can track progress for current and future campaigns/programs
  5. Build stand-alone programs (aligned to a thematic editorial calendar) to address the main customer funnel phases (awareness, consideration, conversion, retention) e.g. always on search, email nurture, mobile app

Outcome: Customer user journey map and end-to-end engagement plan across all channels

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