Digital Marketing Canvas

Digital Marketing Canvas designed by Jeremy Corman

Digital Marketing Canvas is a graphical tool for digital marketing plan design, in the context of a value proposition offered to a target audience by a Company in a certain market. It is a practical guide to develop a strategy to accelerate business growth.

A marketing plan describes business activities involved in attaining specific objectives in a set period. Digital marketing refers to digital technologies, be on the Internet, mobile phones, display advertising and any other digital media.

The Digital Marketing Canvas was initially proposed by Jeremy Corman as a tool for Design Thinking. It is inspired by the well-known Business Model Canvas -first introduced by Alexander Osterwalder- and the Lean Startup methodology formulated by Eric Ries. Since its creation, it has been made available in more than a dozen languages and downloaded by all sort of companies and professionals across the world.

Description

The Digital Marketing Canvas records the Company´s digital marketing strategy in graphic format: eleven building blocks grouped in two sections around the value proposition describe the company, the value presented to the customers and the marketing actions that guide customers through every step of their digital journey relative to that proposition.

The marketing fundamentals section contains building blocks defined by Philip Kotler and Gary Armstrong in an innovative customer-value framework. They represent the Company as defined by its mission, vision and brand, the market where it operates and the customers it wants to reach.

The digital customer journey building blocks are those listed by Dave McClure , also called AARRR startup metrics. They list the actions planned to Acquire, Activate, generate Revenue, Retain the clients and get Referrals from them. Customer behavior regarding those actions must be monitored and analyzed to optimize the digital marketing plan success.

The eleven building blocks are:

VALUE PROPOSITION

• The value proposition is the promise of value to be delivered to the customer. The Canvas details clear, measurable and demonstrable features, benefits and unique differentiation.

MARKETING FUNDAMENTALS

• Mission: The Company’s purpose and reason for being. "Mission statement is a statement of the organization's purpose: what it wants to accomplish in the larger environment. A clear mission statement acts as an "invisible hand" that guides people in the organization."
• Vision: The Company’s long-term, aspirational business goals. "Vision is the foundation for the formulation of strategy, the basis for you organisation's goals and objectives. It provides a reference for the shaping of your corporate culture. It provides guidance for you in designing your organizational system and structure."
• Brand: Complete expression of the company that is being communicated to create an experience in the public, both rational and emotional.
• Target Audience: The customers (existing + ideal) the company serves in a particular product or message.
• Market: The company’s market position relative to competition

DIGITAL CUSTOMER JOURNEY

• Acquisition: Getting visitors from scalable channels. Users come to the site from various channels.

• Activation: A measurable first happy experience to get to ‘aha moment’ Users enjoy first visit.
• Revenue: Monetizing user behavior in the way defined in the business model: purchase, subscription, etc.
• Retention: Getting users to come back as much as possible to all AARRR sections (Acquisition, Activation, Revenue, Retention and Referral)
• Referral: Users referring the product to their peers.

Application

The Digital Marketing Canvas is intended to be printed out on a large surface so groups of people jointly sketch and fill the blocks with post-it notes. It is a hands-on tool that fosters understanding, discussion, creativity, and analysis. The process typically starts with a brainstorming session an ideally finishes with a Digital Marketing Strategy where the Canvas is complemented with budget and metrics definition for each action.

It may be used for single expertise users such as Marketers, Entrepreneurs, Developers, Designers, Salesperson etcetera: However, it is also a powerful tool for large organizations where different departments (IT, Legal, Marketing, Operations, Sales, etcetera) need a common language for company-wide policies. Similarly, the value proposition may refer to a single product or service or a global offering.

The Digital Marketing Canvas is distributed under a Creative Commons Attribution-Share Alike 3.0 Unported License and can be downloaded free for modeling digital marketing strategies .

See also

• Marketing plan
• Business process modelling
• Lean Startup
• Product/market fit
• Customer journey map/ AARRR framework
• Empathy map. A User Empathy Map is used to help in the discussion about the needs a user has. Using it allows you to focus on what was observed, and what can be inferred about your different user groups’ beliefs and emotions. The map was designed by Dave Gray, founder and chairman of XPLANE and also co-founder of Vizthink, a global community dedicated to the use of visualization.

Further reading

• 2010. Business Model Generation, Alexander Osterwalder, Yves Pigneur, Alan Smith, and 470 practitioners from 45 countries, Wiley published.
• 2010. Principles of Marketing, Philip Kotler, Gary Armstrong, Pearson Global published.
• 2016 La transformation digitale impose de nouveaux outils marketing mais surtout de nouvelles methodes, Fred Cavazza, https://fredcavazza.net/2016/09/06/la-transformation-digitale-impose-de-nouveaux-outils-marketing-mais-surtout-de-nouvelles-methodes/

External links

• See a use case of Digital Marketing Canvas; Airbnb: inspiration to sketch out your digital marketing strategy on the DMC
• Download the Digital Marketing Canvas; http://www.digitalmarketingcanvas.co
• Use the Digital Marketing Canvas online; https://www.tuzzit.com/en/canvas/digital_marketing_canvas

This article "Digital Marketing Canvas" is from Wikipedia. The list of its authors can be seen in its historical and/or the page Edithistory:Digital Marketing Canvas. Articles copied from Draft Namespace on Wikipedia could be seen on the Draft Namespace of Wikipedia and not main one.

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