Passion4digital. Get Started

Hi all, my name’s Jud, thanks for dropping by. I am a dedicated professional for business strategy and I have recently surrendered to our reality.

Today’s organisations are increasingly investing into digital and social media marketing as an effective way of engaging with their target audiences. That’s why I decided to take a dedicated MOOC so I could get the most important insights on Digital and Social Media Marketing. I am sharing with you the most relevant take aways. Passion4digital? Let’s get started!

Make sure there’s a place for Digital Marketing in your Strategic Planning.

Strategic Planning is the tool that helps organisations in their direction and involves main areas within them: marketing & sales, operations, innovation and finance.


Shall we have a dedicated plan for Digital and Social Media Marketing? YES! Each time you get into your car or start walking you set a direction so you can get to your destination. Why shouldn’t businesses?  And ourselves?

Just take one year from now on, set objectives and track results. Then go back to remodel each time you get away from them instead of getting closer.

Understand your environment.

Identify the strengths as well as weaknessesand anticipate opportunities and threats(personal, organisation, project…). How? Here is the tool: SWOT Analysis.


Including SWOT analysis in your strategic planning or specific campaign will guide you through the process of stating specific actions to be taken. It is useful to improve and better target, when pitching for new business opportunities, offering services to a new client or you want to promote yourself.

Do you want to learn more?

Now that you know how to convert weaknesses in strengths and threats into opportunities. Let’s set up GOALS!


We all like to think we are SMART, however we tend to set impossible, unmeasurable and idealistic objectives. We set objectives so we can get to our destination, doesn’t it make sense they are SMART?

How do SMART goals look like? My best advice is that you keep them short, simple and significant by them being:


  • Specific, detail how you are going to solve a specific problem.
  • Measurable, so you can identify how close you are to achieve it.
  • Achievable or Attainable, doesn’t mean easy, they can be challenging as well.
  • Relative or Relevant, the goal responds to the the “why” of the problem.
  • Time bound, make sure it doesn’t become an open issue with no final solution.

There you are! You have SMART objectives, now you only need to set actions and Key Performance Indicators so you can track your effectiveness!

What’s your digital business age?

All organisations are at different levels of adoption of digital technology:


(Font: Gordon Fletcher, Digital Business Maturity Model)

  • Level 0 Non-digital: no owned or controlled web or social media engagement.
  • Level 1 Presence: web presence in a broadcast mode of engagement.
  • Level 2 E Engagement: web presence moving to a two way communication via online tools.
  • Level 3 Integral: Fully digital.
  • Level 4 The Future: use of visionary co-production and co-design.

Why is this Digital Business Maturity Model important? If you know where you are and where you want to go is easier to determine a direction and set better smart objectives.

Watch out for Moments of Truth

A moment of truth is a time when a person or thing is tested, a decision has to be made, or a crisis has to be faced. Moments of truth have been used to improve customer service, however it can be applied to any situation where you did your best and results depend on others decisions.

This concept has evolved by Google into the Zero Moment of Truth (ZMOT): the point of research for a product or a service where a seller is unaware that the prospective buyer exists, the seller and the prospective buyer never have engaged. Once the prospect identifies a product or a service is called First Moment of Truth. The Second Moment of Truth comes when the product is purchased or the service used. Sharing of experience begins and its critical for loyalty strategies.


Do you want to learn more?

It all is about branding.

Purpose of online branding is to create a memorable brand for your target audiences, so a specific good, service, company or even an individual can be easily identified and differentiated from competitors (or other individuals).

Bear it in mind and select the proper platforms for communicating your online brand:

  1. Identify your brand audiences.
  2. Document your brand message and values.
  3. Develop presence on the relevant networks.
  4. Launch campaigns to engage with your audiences on these relevant networks.
  5. Measure your engagement and learn from results.

Take Aways

  1. Include Digital and Social Media Marketing in your long term strategic planning. One year will suffice to measure results.
  2. Perform a SWOT Analysis in order to set specific goals and actions to be taken.
  3. Set smart objectives (specific, measurable, achievable, relevant and time bound)
  4. Identify your digital maturity, real and ideal, so you can set a direction.
  5. Watch out for moments of truth.

And remember, it all is about branding #passion4digital.