Digital Strategy 101
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THE DIGITAL<br />
PLAYBOOK<br />
WHAT IS IT?<br />
An overview of how<br />
different digital<br />
platforms and tools<br />
should be leveraged for<br />
distinct groups of<br />
customers based on<br />
their position in a<br />
purchase cycle.<br />
WHAT’S INSIDE<br />
The Objective: macro brand and business objectives to guide our efforts<br />
Leverage Points: specific and actionable measures to overcome in the<br />
pursuit of the brand/business objectives<br />
The Audiences: distinct groups of consumers, where to find them online, and<br />
what key characteristics define them<br />
The Purchase Path: how consumers research, purchase, groom, and share<br />
our products and how distinct audiences may vary in the process<br />
Key Properties: for each owned, earned, or paid platform, the role of the<br />
platform in the purchase cycle, what audiences are key, how it should be<br />
measured, and any creative/legal guardrails<br />
Macro Considerations: how campaigns, news and key initiatives should be<br />
distributed across all properties<br />
DIGITAL STRATEGY <strong>101</strong>, FIRST EDITION BY @BUD_CADDELL 71
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