Sample Digital

Roadmap
The following sample is a highly START LEGEND

Digital Marketing
abridged version of a full-scale 1 Awareness
Consideration
2
digital roadmap. Conversion
Retention
3
Operational
4
Technology
Only the first four initiatives of the MILESTONE 1 Human Resouces
strategy have been outlined in detail. USER EXPERIENCE Governance
IMPROVEMENT
It is intended to be used for indicative
5
purposes only.
14 6
The sample has been constructed 7
15
around a fictitious private health 8
16
insurance provider called XYZ Co. 9
17 10

MILESTONE 2
INITIATION OF
18 CUSTOMER ENGAGEMENT

12
13
n
22 rizo
r ho
1 yea

26 19

27 20

23 21

24

MILESTONE 3
25 PERSONALISATION
CAPABILITY
on
oriz
ar H
2 Ye

28

29

30

31

MILESTON 4
CUSTOMER
on
PERSONALISATION oriz
ar H
3 Ye

32 33

CREATE DIGITAL
EXPERIENCES
THAT MATTER
1 | Overview 2 | Summary

This section will vary depending on the nature of

YEAR ONE
the roadmap. It should provide guidelines on how
to interpret the document and an overview of the The roadmap for Year One focuses on improving
key milestones and implementation strategy. It the user experience and initiation of customer
should also outline the key objectives (streams) that engagement, while building the foundation for
initiatives will be mapped to. ongoing delivery of XYZ Co’s digital strategy across
Year Two and Three. (Note: Only the first four
In this example, there are six core objectives or
initiatives are outlined in this sample strategy.)
‘streams’ that are relevant to the initiatives outlined:
OBJECTIVE /
INITIATIVE IMPACT DEPENDENCY
MARKETING: STREAM

• Awareness Lead Capture

A Awareness Medium -
Pages
• Consideration
• Conversion Educational
B Conversion Medium 1
Videos
• Retention
Digital
OPERATIONAL: Human
C Marketing High -
Resources
Manager
• Technology
Email Technology /
• Human Resources D High 3
Newsletters Retention
• Governance (Legal/regulatory compliance)

3 | Detailed initiatives

The following pages give a brief snapshot

of how detailed initiatives might be set out.
3A |

Lead Capture
Pages
Stream: Awareness

DESCRIPTION OUTCOMES
Develop a series of reusable lead capture pages for The lead capture pages initiative is aimed to facilitate
key content assets. Prospects can be directed to lead a greater conversion rate of prospects to members
capture pages via content assets promoted through by building XYZ Co’s database of prospective
the use of channels such as social media, email and customers.
Adwords.
SUCCESS METRICS
CURRENT CAPABILITY ANALYSIS
• Increase in number of qualified leads:
XYZ Co’s website is currently not optimised for lead target 3% in 4 months
nurturing. XYZ produces a number of content assets
• Number of email subscriptions
but without lead capture pages there is a missed
opportunity to follow up visitors who express an SPONSOR
interest in XYZ’s content and services.
• Digital Marketing Manager
The current content management system and
hosting infrastructure could be utilised to create RESOURCING
lead capture pages. XYZ Co does not currently have
the in-house capability to develop or deploy this • Digital Agency
initiative and will have to look at outsourcing options
BUDGET
to ensure the initiative’s success.
• $30,000 – $45,000
REQUIREMENTS
The initiative will need to meet the following
requirements:
• Reusable lead capture pages developed for
various content and visitor types (e.g. members/
non-members - with non-member pages
containing additional data fields to capture
information already available for members).
• Conform with internal branding and accessibility
guidelines
• Include prominent calls to action to encourage
the prospect to contact XYZ Co and subscribe to
future email updates from XYZ Co.
3B |

Educational
Videos
Stream: Conversion

DESCRIPTION OUTCOMES
Develop a series of videos demonstrating the This initiative is aimed to assist with conversion
benefits of becoming a member of XYZ Co. of prospective members.

CURRENT CAPABILITY ANALYSIS SUCCESS METRICS

It has been identified through the strategy process • Number of video views
that XYZ Co’s prospects are sceptical about the
• Rate of qualified leads who have viewed video
value of private health insurance. To address
(based on internal attribution model)
these concerns, a series of educational videos are
required. XYZ Co does not have the capabilities to SPONSOR
develop these videos in house, so outsourcing will
be required. The videos would be hosted on YouTube Digital Marketing Manager
so there is no dependency on XYZ Co technology
to support these videos. RESOURCING
• Video Production Agency
REQUIREMENTS
The initiative will need to meet the following BUDGET
requirements: • $15,000 - $25,000
• A series of short videos hosted on YouTube
• Each video must highlight the value for a
different kind of member, e.g. young single,
couples, families, over 50s
• Videos must be able to be embedded across
XYZ Co’s website and marketing campaigns
3C |

Digital Marketing
Manager
Stream: Human Resources

DESCRIPTION OUTCOMES
Employ a Digital Marketing Manager. This role will work closely with the internal teams
and agency redeveloping the XYZ Co website over
CURRENT CAPABILITY ANALYSIS the coming months and assisting with implementation
XYZ Co currently lacks a dedicated digital marketing of XYZ Co’s digital channel marketing strategy.
specialist. For the strategy to be successfully delivered
SUCCESS METRICS
over the three-year term prescribed, the appointment
of a digital marketing manager is crucial. Specific candidate KPIs to be determined

REQUIREMENTS SPONSOR
The successful candidate will need to meet the Marketing Manager
following requirements:
RESOURCING
• Bachelor degree in Business, Marketing
or equivalent Human Resources Manager

• At least 5 years experience in a digital BUDGET

or online marketing role
$75,000 - $120,000 (per annum)
• Proven track record managing the online
customer experience
• Solid understanding of all facets of online
marketing including campaign development,
tracking, SEM, website development, etc
• Ability to plan, design and implement all online
marketing activities tailored to the needs of
XYZ Co
• Ability to plan and develop innovative online
campaigns and functionality to support XYZ Co
in meeting its sales and service objectives
• Basic Web design and development knowledge
(HTML, CSS, HTML, XHTML, Java, CSS, Flash,
ASP, PHP)
• Advanced understanding of web analytics tools
and concepts
3D |

Email
Newsletters
Stream: Retention

DESCRIPTION OUTCOMES
Create and deploy a regular email newsletter The eDM initiative is aimed to encourage members
to existing members. to stay engaged with XYZ Co and increase their
perception of the value of membership.
CURRENT CAPABILITY ANALYSIS
SUCCESS METRICS
XYZ Co currently has the internal capability,
procedures and systems to develop this • Email open rate
initiative without any assistance.
• Click-through rates
REQUIREMENTS • Unsubscribe rate
The initiative will need to meet the following • Bounce rate
requirements:
• Conversion rate (where applicable)
• A bi-monthly email newsletter created by
in-house content editors SPONSOR

• Branded with XYZ Co branding Digital Marketing Manager

• Highlighting current news, regulatory changes, RESOURCING

health tips and encouraging members to keep
their details up to date Graphic Designer and Digital Marketing Manager

• eDM embedded with a Google Analytics code BUDGET

for tracking
$4,000 - $7,000
• Provision of a web friendly version of the eDM

Want to create your own uniquely

tailored digital strategy roadmap?

Let Get Started help you. Contact us via email at CREATE DIGITAL
EXPERIENCES
[email protected] or phone 1300 554 891 THAT MATTER