Marketo-DG2DA
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PART II: DIGITAL AD STRATEGY<br />
DEVELOPING YOUR<br />
ADVERTISING FOUNDATION<br />
Ask the Right Questions<br />
Once you’ve determined that the<br />
market conditions are right, it’s time<br />
to start creating your advertising<br />
strategy. And the key to designing<br />
an effective digital ad strategy is to<br />
determine what you are doing<br />
currently and where you want to go.<br />
Ask yourself and your team some<br />
important questions to map out<br />
your plan. Be sure to invite key<br />
stakeholders into the room for this<br />
initial discovery process.<br />
1. What are you currently doing<br />
for digital advertising?<br />
This question helps you define<br />
your baseline. Some<br />
companies may already be<br />
running large-scale campaigns<br />
on various online channels,<br />
while others may not have<br />
many ad activities (yet).<br />
2. Who is running your digital<br />
advertising strategy?<br />
And is your digital ad strategy<br />
aligned? Are you running your<br />
advertising out of many<br />
functions independently—such<br />
as social, demand gen, and<br />
web? Are they talking to one<br />
another? It is critical to<br />
understand your own<br />
organizational structure.<br />
3. If you are doing digital ads<br />
today, how are they<br />
performing?<br />
Now is the time to set your<br />
initial baseline so you can<br />
measure the performance of<br />
different campaigns over time.<br />
Decide on your key<br />
performance indicators (KPIs).<br />
How are you measuring<br />
success? Which channels<br />
need improvement?
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