Analysing PROPEL Model In Digital Marketing
There are different aspects and strategies that you need to follow when it comes to achieving your digital marketing goals. In this article, I want to look at how to make use of the PROPEL model in achieving digital marketing objectives. Before I delve into this article, you first need to know the core elements of digital strategy development – of which there are four:
#1 Channel Strategy
Channels are all of the different digital platforms and locations that you might utilize. A channel strategy is an understanding of what is possible with channels but choosing to utilize either a specific channel or a feature of a channel because you know it is pertinent to your target audience.
#2 Content Strategy
This is the guideline for and purpose of your online content. The content strategy is informed by the overarching digital strategy. Content can be what you put on your site but also what you put on social media. The content strategy for your website will also determine what type of content you want to deploy to different platform as well as how you plan to create contents for different platforms that you have.
#3 Media Strategy
This is the guideline for and purpose of your paid activity. The media strategy is informed by the overarching digital strategy. It guides formats, timings and platform spends.
#4 Tactics
These are the individual executions that accompany each of your strategies. They can easily be confused with ‘strategies’. It has to do with the blueprint that the organisation has put in place in order to achieve their digital marketing objectives. Having this blueprint in place will ensure that all stakeholders are on the same page as far as what they wanted to achieve is concerned.
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