| 词条 | Draft:Digital Marketing Canvas |
| 释义 |
Digital Marketing Canvas is a graphical tool for digital marketing plan design, in the context of a value proposition offered to a target audience by a Company in a certain market. It is a practical guide to develop a strategy to accelerate business growth. A marketing plan describes business activities involved in attaining specific objectives in a set period. Digital marketing refers to digital technologies, be on the Internet, mobile phones, display advertising and any other digital media. The Digital Marketing Canvas was initially proposed by Jeremy Corman[1] as a tool for Design Thinking. It is inspired by the well-known Business Model Canvas -first introduced by Alexander Osterwalder- and the Lean Startup methodology formulated by Eric Ries. Since its creation, it has been made available in more than a dozen languages and downloaded by all sort of companies and professionals across the world. DescriptionThe Digital Marketing Canvas records the Company´s digital marketing strategy in graphic format: eleven building blocks grouped in two sections around the value proposition describe the company, the value presented to the customers and the marketing actions that guide customers through every step of their digital journey relative to that proposition. The marketing fundamentals section contains building blocks defined by Philip Kotler and Gary Armstrong in an innovative customer-value framework. They represent the Company as defined by its mission, vision and brand, the market where it operates and the customers it wants to reach. The digital customer journey building blocks are those listed by Dave McClure ,[2] also called AARRR startup metrics. They list the actions planned to Acquire, Activate, generate Revenue, Retain the clients and get Referrals from them. Customer behavior regarding those actions must be monitored and analyzed to optimize the digital marketing plan success. The eleven building blocks are: VALUE PROPOSITION
MARKETING FUNDAMENTALS
DIGITAL CUSTOMER JOURNEY
ApplicationThe Digital Marketing Canvas is intended to be printed out on a large surface so groups of people jointly sketch and fill the blocks with post-it notes. It is a hands-on tool that fosters understanding, discussion, creativity, and analysis. The process typically starts with a brainstorming session an ideally finishes with a Digital Marketing Strategy where the Canvas is complemented with budget and metrics definition for each action. It may be used for single expertise users such as Marketers, Entrepreneurs, Developers, Designers, Salesperson etcetera: However, it is also a powerful tool for large organizations where different departments (IT, Legal, Marketing, Operations, Sales, etcetera) need a common language for company-wide policies. Similarly, the value proposition may refer to a single product or service or a global offering. The Digital Marketing Canvas is distributed under a Creative Commons Attribution-Share Alike 3.0 Unported License [5] and can be downloaded free for modeling digital marketing strategies . See also
References1. ^Jeremy Corman is partner in Café Numérique, casual tech conferences “between the Bar & the Conference” aimed at making new technologies and innovation accessible to anyone. Jeremy is helping businesses in their digital transformation and digital strategies 2. ^{{Cite web|url=https://500hats.typepad.com/500blogs/2007/09/startup-metrics.html|title=Startup Metrics for Pirates: AARRR!!!|last=McClure|first=Dave|date=January 2019|website=Master of 500 hats|archive-url=https://500hats.typepad.com/500blogs/2007/09/startup-metrics.html|archive-date=September 2007|dead-url=|access-date=}} 3. ^{{Cite book|url=https://books.google.be/books?id=ZW2u5LOmbs4C&printsec=frontcover&dq=inauthor:%22Philip+Kotler%22&hl=en&sa=X&ved=0ahUKEwjEt738tYPgAhVBJFAKHdwSCi4Q6AEIWjAH#v=onepage&q=mission&f=false|title=Principles of Marketing|last=Kotler|first=Philip|last2=Armstrong, Gary|publisher=Pearson Global|year=2010|isbn=|location=|pages=63}} 4. ^{{Cite book|title=Rethinking Marketing: Sustainable Marketing Enterprise in Asia|last=Kotler|first=Philip|publisher=FT Press|year=2012|isbn=981-06-7794-4|location=https://books.google.be/books?id=4ZCXRsgV_M0C&printsec=copyright&hl=es#v=onepage&q&f=false|pages=52}} 5. ^{{Cite web|url=https://creativecommons.org/licenses/by-sa/3.0/legalcode|title=Attribution-ShareAlike 3.0 Unported|last=Creative Commons|first=|date=January 2019|website=Creative Commons|archive-url=|archive-date=|dead-url=|access-date=}} 6. ^{{Cite web|url=https://www.tuzzit.com/en/canvas/empathy_map|title=Empathy Map|last=Gray|first=Dave|date=January 2019|website=TUZZ it|archive-url=https://www.tuzzit.com/en/canvas/empathy_map|archive-date=January 2019|dead-url=|access-date=}} 7. ^{{Cite web|url=https://www.linkedin.com/pulse/airbnb-inspiration-sketch-out-your-digital-marketing-strategy-corman|title=AirBnB inspiration: sketch out your digital marketing strategy on tha DMC|last=Corman|first=Jeremy|date=2016|website=LinkedIn|archive-url=https://www.linkedin.com/pulse/airbnb-inspiration-sketch-out-your-digital-marketing-strategy-corman|archive-date=March 2016|dead-url=|access-date=}} Further reading
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