Home » Digital Marketing Articles » What Is A Digital Marketing Playbook and Do I Need One?
In the fast-paced world of digital, having a digital marketing playbook can help you harness the right tools and strategies to meet your brands objectives.
What is a Digital Marketing Playbook?
In sports, a playbook is a book that has a team's strategies and plays. Football teams in particular treat this book like a bible, a way to respond to uncertainties and organize players in a fast-paced game. In high-intensity situations, players don't have to run around blindly while trying not to get crushed by the other team. Everything they need to do is in the playbook; it guides them to make smart, coordinated choices, even under pressure.
Applying that to digital marketing, your playbook is a document that contains your goals, strategies, and tactics that you can deploy for different situations. You're launching a new product, what play do you pull out? Facebook ads? Digital vouchers? With a playbook, you and your team can quickly respond and get reliable outcomes.
Does my brand need a Digital Marketing Playbook?
All types of businesses can benefit from having a playbook for their digital marketing efforts. Whether you're a large company with an internal digital team or a medium-sized enterprise with limited resources dedicated to digital, a playbook will help you navigate the digital landscape and make it work for your brand.
Before diving into digital, you must first fully understand your brand and its intent. Who are you and what business are you in? Who do you serve or what problem are you trying to solve? Who are your competitors and what are they missing? These are just some of the questions you need to answer.
Once these important questions are answered in the playbook, you can revisit them when coming up with any potential new brand strategy. Will this move serve your initial objective? If not, you may want to rethink.
Gone are the days when websites are a nice-to-have. If your customers cannot find you and get what they need from your website, then you haven't really taken advantage of having an online presence.
Your playbook has a solid plan for your website, from its purpose to its objectives, as well as how these objectives will be measured.
Many brands are also using Facebook, Twitter, Instagram, and other social media platforms to reach their audience. For most businesses, social media marketing can be overwhelming, but with the right strategy, content planning, and platform management, your brand can reap great benefits.
Before you get into social media, it's important to develop a social media strategy that aligns with your original objectives. You may be posting regularly, but if your content is not relevant to your audience, your efforts will be wasted.
Online advertising is a low-cost solution that allows you to target specific customers depending on their location or behavior. Unlike expensive billboards or TVCs, placing online ads allows you to reach the right people without taking up your entire marketing budget.
With all the available forms of traditional media and online advertising, where do you spend your marketing money? How much do you need to allocate for Facebook ads? At what part of the campaign do you need to start deploying Google Display ads? Your online ads also need to be part of your playbook.
When approaching your own digital marketing strategy, here's some advice: you don't need to do everything. What's important is that your efforts should be done properly—well planned, deliberate, relevant, and up to date. Be updated with the latest trends and best practices, but don't always get distracted by what's new and trending. Always go back to your playbook, and you'll be able to take advantage of digital marketing elements that are best suited to grow your brand.
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