DMI SPECIALIST Strategy & Planning Exam

1. Introduction to Digital Marketing Strategy

• Definition and importance of a digital marketing strategy
• Understanding business goals and objectives
• The role of digital marketing in overall business strategy
• Aligning digital marketing with organizational vision and mission
• Key digital marketing channels and tools
• Measuring digital marketing success

2. Strategic Marketing Planning Process

• Overview of the strategic marketing planning process
• Conducting a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats)
• Defining target audiences and segmentation
• Developing buyer personas
• Setting SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound)
• Identifying key performance indicators (KPIs)
• Budget allocation for digital marketing initiatives

3. Market Research and Data-Driven Decision Making

• Importance of market research in digital marketing strategy
• Types of market research: Primary vs. Secondary research
• Qualitative and quantitative data collection methods
• Analyzing consumer behavior and trends
• Competitor analysis and benchmarking
• Using data analytics tools to drive decisions
• Tools for digital marketing data analysis (Google Analytics, SEMrush, etc.)

4. Digital Marketing Frameworks

• Overview of various digital marketing frameworks
• The AIDA model (Attention, Interest, Desire, Action)
• The RACE framework (Reach, Act, Convert, Engage)
• The customer journey and its stages (Awareness, Consideration, Decision)
• The 7Ps of marketing (Product, Price, Place, Promotion, People, Process, Physical Evidence)
• Understanding the buyer’s decision-making process

5. Digital Marketing Channels and Integration

• Overview of digital marketing channels
  • Website and content marketing
  • Social media marketing
  • Email marketing
  • Paid advertising (PPC, display ads, retargeting)
  • Search Engine Optimization (SEO)
  • Influencer marketing
  • Affiliate marketing
  • Mobile marketing
• Integrating digital marketing channels for a cohesive strategy
• Omnichannel marketing strategy
• Choosing the right channels for specific goals

6. Content Strategy and Planning

• Defining content marketing strategy
• Content creation, curation, and distribution
• The role of storytelling in content marketing
• Creating a content calendar
• Content optimization for search engines (SEO)
• Visual content and multimedia strategy (images, videos, infographics)
• Content promotion and engagement tactics
• Measuring content effectiveness and ROI

7. Social Media Strategy and Management

• Identifying social media objectives and goals
• Selecting the right social media platforms for business goals
• Building a social media content plan
• Social media engagement tactics
• Social media advertising strategies
• Influencer partnerships and collaborations
• Monitoring and measuring social media performance
• Social media crisis management

8. Paid Media Strategy and Planning

• Overview of paid media in digital marketing
• Pay-Per-Click (PPC) advertising strategies
• Search Engine Marketing (SEM) and paid search
• Display advertising (banner ads, retargeting)
• Social media advertising (Facebook Ads, LinkedIn Ads, etc.)
• Budget management for paid campaigns
• A/B testing and optimizing paid media campaigns
• Tools for paid media campaign management (Google Ads, Facebook Ads Manager)

9. Search Engine Optimization (SEO) Strategy

• Understanding the importance of SEO in digital marketing strategy
• On-page SEO: Keyword research, optimization of content, meta tags, and URLs
• Off-page SEO: Link building, influencer outreach, and social signals
• Technical SEO: Site structure, XML sitemaps, mobile optimization, and speed
• Local SEO and its importance for small businesses
• SEO content strategy: Blogging, video optimization, and voice search
• Measuring and tracking SEO success (tools like Google Search Console)

10. Email Marketing Strategy

• Defining email marketing goals
• Building an email list and segmentation
• Designing and personalizing email campaigns
• Understanding deliverability, open rates, and click-through rates (CTR)
• A/B testing email subject lines, content, and call-to-action (CTA)
• Automation and workflow strategies (welcome emails, drip campaigns)
• Analyzing email marketing performance

11. Customer Relationship Management (CRM) Strategy

• Understanding CRM in the context of digital marketing
• Benefits of CRM systems in building customer loyalty
• Integrating CRM with other marketing channels (email, social media)
• Creating a personalized customer journey
• Retargeting and remarketing strategies
• Building customer loyalty through digital marketing tactics
• Measuring CRM success and customer retention

12. Analytics and Performance Measurement

• Importance of digital marketing analytics
• Defining key performance indicators (KPIs) and metrics for success
• Google Analytics and other tracking tools
• Analyzing traffic sources and behavior
• Conversion tracking and attribution models
• Data visualization and reporting
• Making data-driven decisions to optimize strategy
• Understanding ROI in digital marketing campaigns

13. Strategy Adjustment and Optimization

• Reviewing and analyzing digital marketing strategy
• Identifying areas for improvement
• Adjusting campaigns based on performance data
• Scaling digital marketing efforts effectively
• Keeping up with industry trends and innovations
• Adapting to changing market conditions and audience behavior
• Future-proofing digital marketing strategies