Digital Marketing Canvas

Mission

What's your company's purpose?

Explain why your company exists and your meaning for being. For the TARGET AUDIENCE who has this PROBLEM, your company provides this SOLUTION.
Different from the MARKET LANDSCAPE, you have this ADVANTAGE by providing this REASON TO BELIEVE.

Vision

What are the organization's long-term, financial goals?

Describe where you plan to be, and how you plan to make a larger impact, when you achieve your mission. Where do you see your company in 5 years? What will the market landscape look like? Where will the community and the world be as a result of your organization's mission?

Brand

What's your story?

Describe your brand story. How do you communicate your message to potential customers?

Channels

How will you reach potential buyers? 

What channels will you focus your marketing efforts on? Consider the most effective mediums to reach your audience.

Target Audience

Who is your ideal customer?

Identify 3 to 4 user personas.

Try the  User Persona Creator and Persona Comparison tools to clearly identify your target audience.

Unique Value

What do you do? How is it unique?

What is your promise to your audience? What problem does your audience have and how are you solving it? How does your product or service solve your audience's need? Zero in on the heart of your service and highlight what stands out about the product you provide.

Referral

Who is referring your product to their network?

How can you get, keep, and grow your audience?Consider how you can utilize your existing customer base to grow your audience and brand loyalty.

Activation

How will your customers reach the "ah-ha" moment?

What KPIs can you set to determine whether your customers are activated?

Revenue 

How will you monetize customer behavior?

What monetary sources will fuel your company? How will you generate income?

Complete the pricing strategy exercise and then highlight sources of revenue — ad sales, subscription fees, or asset sales.

Market Landscape 

Who are your competitors and how do you stand up?

What do your competitors offer to your target audience? How is your company unique? Go through your EcoSystem Mapping and Competitive Analysis reports for a better handle on how the market looks.

Retention

How will you make customers use your product or service again?

What can you do to build a loyal customer base? Present a plan for keeping customers from churning and building brand loyalty. Consider product innovations, customer loyalty initiatives, referral programs, etc.

The Digital Marketing Canvas is adapted from The Marketing Canvas and is licensed under the Creative Commons Attribution-Share Alike 3.0 Un-ported License.