Before any journey begins, you must understand
where you are, what’s around you, and where
you’re going. Every marketing employee, hired
consultant, or agency must work through a
discovery phase. Without it, you don’t
understand how to deliver your marketing
material, how to position yourself from the
competition, or what resources are at your
disposal.

1. Audience - Who are you trying to reach? Audience and persona research is necessary so you can
understand who you are speaking to, where you need to speak to them, and when.
2. Market Understanding – Who are you competing with online? That’s not exactly who your
competitors are in your industry, that’s also who your digital competitors are. Digital competitors
are the sites, platforms, and influencers that own your audience.
3. Competitive Analysis – Have you fully defined what your Strengths, Weaknesses, Opportunities,
and Threats?

1. Visual Styling – how can you create a visual brand that is both recognizable and captures the
spirit of your business? Do you have a logo, a color scheme and a branding guide?
2. Voice Clarification – what tone do you wish to speak in on text, in audio, and on video, to
engage with your prospects and clients?
3. Messaging Alignment – are your sales and marketing messages aligned? Can your employees
effectively communicate your value to their network?

What time, talent, and other
resources do you have at your
disposal to build your marketing?

Now you have the tools to develop a baseline
strategy used to achieve your goals. Your strategy
should include an overview of your goals,
channels, media, campaigns, and how you will
measure success. Create an annual mission
statement, quarterly focus, and monthly or weekly
deliverables. This is an agile document that can
change over time, but has the buy-in of your
organization.

How will you measure success? What are your KPIs?

Given your resources, what media
can you execute strategies on
1. Owned media – your digital
assets and social channels
2. Earned media – media sources
that own or connect with your
prospects and customers
3. Shared media – media sources
that are not your own that can
be utilized for sharing to your
prospects and customers
4. Paid media – media sources for
native advertising, search
marketing, social marketing, and
other paid advertising
methodologies

What are the initiatives that you
will incorporate into your digital
marketing strategy?
• 1. Ongoing – strategies that
require constant attention
such as content, search, and
social initiatives
• 2. Campaigns – strategies that
have a start and end date and
require temporary attention
• 3. Events – in-person or
webinar strategies that
require temporary attention

How will you carve out your
budgets and measure your
return on marketing
investment?

With a clear understanding of your
company, your market positioning,
and your resources, you’re ready to
build out the foundation of your
digital marketing strategy. Your digital
presence must have all the tools
necessary to execute and measure
your upcoming marketing strategies.

Before developing your strategy, you have
to fully recognize the resources you have
and your strengths and limitations.

What channels will you be
utilizing to reach your target
audience?

Where and how are you
going to get and measure
your sales conversions?

Key to an agile marketing process is ensuring you prioritize and execute your strategy.
1. Budget – are you on budget and getting an expected return on marketing investment?
2. Analytics – are you trending upwards on metrics that correspond directly to your KPIs?
3. Trends – are you observing search and competitive trends that can impact your market share and
ability to reach your goals?
4. Process – where are you at in your overall process to execute your strategy?
5. Prioritization – do you have a backlog and are you managing tasks and deliverables that are aligned to
your KPIs effectively?

Now that everything is in place,
it’s time to execute the
strategies you’ve developed and
measure their overall impact.

What mediums can you
utilize to share your
story effectively? What
processes can be put in
place to efficiently
transform between
mediums?

There is no completion of the Agile Marketing Journey. Once you’ve executed
your marketing strategy, you must test, measure, improve, and adapt it over
time to continue to maximize its impact to your business.

DK New Media specializes in growing
the awareness and market share of
marketing, technology, e-commerce,
and SaaS companies.
Contact us at info@dknewmedia.com or
call (844) 356-3963. Visit us at
https://dknewmedia.com
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