This method will help Digital Managers know how to focus resources on optimizing each channel one by one, controlling channels that interact with each other, increasing budgets for necessary activities, or cutting out redundant activities.

The first step to building a Digital Map is to list goals from Awareness, Knowledge, Preference, Sales to Loyalty and link to digital channels. Each channel has its own strengths, which channels are used to satisfy which target group?

For example, for the goal of increasing awareness, display ads are one of the most effective channels, or use YouTube to create brand insights for consumers, or universal channels like Facebook, used to apply multiple goals.

Next step, consider the correlation and coordination of channels together to adjust again. As an example in the picture, you can see how digital channels are working:

· Social media is led to a website or e-commerce site

· YouTube add-ons for Social media

· SMS and Email used for Loyalty objectives

And eventually, all visits will be included in the Data Management System. From there, Digital users can use that data to build marketing campaigns later.

Source: BrandsVietnam