01
Situation review
Collect what already exists across pages, campaigns, content, and measurement so gaps are visible. Notes stay tied to channels and materials that can still be used.
Direction and priorities
Digital Strategy
A defined arrangement of channels, audiences, messages, and review points before production begins.
Focus / Direction before production
Strategy assigns roles to channels before anything is built or published.
Digital strategy defines how audiences encounter information, which channels carry which jobs, and which activities belong in the working sequence.
It does not require every discipline to enter the resulting scope. The plan can leave search, media, content, or measurement out when they are not needed.
Current state
Review available pages, channels, campaign records, content, and measurement coverage before priorities are set.
Audience routes
Map how relevant audiences encounter information and move between channels and destination pages.
Channel roles
Assign a practical purpose to website, search, paid media, content, and reporting activities.
Working cadence
Arrange priorities, dependencies, review intervals, and the sequence for production.
Modules / Selected by scope
Work modules for digital strategy.
Each module shows a practical part of how strategy work is shaped.
02
Path mapping
Describe the routes audiences take from discovery to destination pages and follow-up actions. Dead ends and missing handoffs are marked for later sequencing.
03
Channel assignment
Decide which channel carries awareness, explanation, conversion support, or retention work. Roles stay explicit so disciplines do not overlap by accident.
04
Sequence design
Place activities in order with review points that keep dependencies clear during delivery. Priorities show what must finish before the next stage opens.
Sequence / Planning stack
How strategy work is arranged.
The plan moves from evidence to routes, then to roles and cadence.
Gather current materials, channel access, and known constraints before routes are drawn.
Connect audiences to channels and destination pages with clear handoff points.
Give each selected discipline a defined role inside the overall plan.
Set priorities, dependencies, and review intervals for the working sequence.
Exchange / Inputs and outputs
What you bring — and what you receive.
Explore each pair to see how inputs turn into delivered materials.
Needed to begin
- A Current marketing materials
- B Product or service context
- C Available channel information
- D Known constraints and priorities
Prepared in the work
- A Current-state summary
- B Channel and audience map
- C Prioritised activity structure
- D Working sequence and review points
Contact / Define the requirement