Key elements of a digital marketing proposal

The case of Product XYZ

Questions to be answered by a proposal

Is the proposal meeting the campaign objectives (B2B or B2C, awareness, lead generation, selling)? A good brief is fundamental

Degree of innovation of the proposed solutions and their feasibility within the organisation (including capacity, associated extra costs, legal issues, branding)

Any new media content needed and is the agency involved on the creative side (producing/testing/delivering)?

Will the agency deal with repetitive tasks (=finance, invoices, reporting)

Issues about platform ownership and management

Type and frequency of feedback + dashboards content

Performance measurement: how to define and monitor success?

1. Executive Summary2. Discovery / Insights3. Structure / Processes4. Value Proposition 5. Presentation

Agency proposal: key elements

It briefly includes:

the business problem or need the expectations to meet the proposal structure

1. Executive Summary

The agency shows a clear understanding of:

Product: XYZ Client: what do they know about the client? Competitors: other products and providers Target audience(s) and their behaviour Channels: online and offline Digital environment

2. Discovery / Insights

Agency: history, skills, awards, strengths Type of work: creativity, translation,

proofreading, localisation, optimisation, tracking, reporting

Fees: pricing model, flexibility Timing and schedule Infrastructure: ownership, management,

finance Call to action(s) and Delivery method T&C and Relationships with client and

customers Reporting: scorecard, KPIs

3. Structure / Process

Simple, clear, synthetic description about:

what value will be delivered to improve the business or solve a problem

how the agency differentiates from others

4. Value Proposition

The proposal has to be:

Clear and simple: no much time to understand in particular when benchmarking different agency proposals

Straightforward: no obscure or with jargon, easy to be understood by stakeholders with different skills, background, expectations

Exhaustive: all core elements well described.

5. Presentation

Market demand vs client capacity Unexploited market opportunities Analysis of current exams takers personas Possible extension to new market segments Risk of cannibalisation with other products

(and related campaigns) Analysis of competitors: products and

providers Cross-selling of other client products:

possible campaign synergies

The case of XYZ: discovery

Conversion Rate

Optimisation

Search Engine Optimisation

(SEO)

User Experience

(UX)

Content

Digital Campaigns

(SEM, Display, Video, SMM,

Email)

Agency proposal:campaign elements

Is the agency able to cover all these elements?Is there any mention in the proposal?

Content: landing page, production, co-

production, localisation, proofreading, translation, re-usage, digital PR, integration with offline.

UX: analysis of digital customer journey (conversion funnel), A/B testing, user surveys and heatmaps.

SEO: analysis of ranking, internal optimisation, link building.

Campaigns: see next slide re: Channels

The case of XYZ:digital campaign elements

Channels (multi-touch marketing):

Search Marketing: branded vs non-branded keywords, bid strategy, search market share.

Display Advertising: which placement? Any remarketing? To what lists (cookies / emails?)

Video Advertising: existing or new? Social Media Marketing: analysis of mentions

and engagement; frequency, content, paid vs free, relationship with customer service.

Email: open rate, subscriptions, shares, opt-out.

The case of XYZ: structure

Relevant KPIs and trends to expect from an agency: Organic search volume trend: SEO results Paid search market share: competitor analysis Reach: people (social media users or SE cookies) Average CPC: estimate cost CTR: is the ad relevant? Bounce rate: is the landing page engaging? Conversion rate: soft and hard goals Cost per Acquisition (CPA) Return on Investment (ROI) Multi-channel ROI Mentions: brand awareness

The case of XYZ: structure

Digital MarketingBrussels, Belgium