ABSTRACT
The key elements of the digital marketing strategy are represented by the Buyer Persona Spring, and are objectives, channels, content, data and the buyer persona. The key decisions made to formulate the digital marketing strategy can be summarized in the Buyer Persona Spring table. Monitoring is the process of tracking, measuring and evaluating an organisation’s social media marketing initiatives. The rising importance of digital channels and the direct feedback available through these channels also means that increasingly digital organisations are using their digital marketing activities to influence and shape their presence in offline channels including TV and radio. Experienced marketers constantly monitor the progress of their strategies by monitoring the outcomes of and responses to specific marketing activities; they will test alternative approaches and adjust their plans based on the evidence of their observations. The Nigel Bloom digital marketing strategy would be different to the B2B buyer persona Lucy Bels.
