Employ P.I.T.O From a high level, when considering a marketing project for a client we employ 4 broad categories of tasks that are represented by the acronym P.I.T.O - Plan, Implement, Test, Optimize. Each of those categories includes several tasks. In a nutshell, they include: Plan:

• Product or Service Education
• Become fully informed about the product or service to be marketed
• Determine your audience
• Demographics will help determine the communication style and marketing channels to be utilized
• History Review
• Learn what previous marketing has been successful and what has failed to produce the desired results
• Secure and allocate resources

• Plan goals
• What metrics will indicate a successful campaign?
• What tools will be used to test and evaluate the metrics?

Implement:

• Design and produce creatives and content
• Build and activate campaigns

Test:

• Gather data
• Evaluate data

Optimize:

• Modify campaigns to better align with projections and goals

As you likely have determined, the tasks all have sub-tasks and activities that are necessary for their proper completion. Also please note that to thoroughly complete each of the categories is the perfect scenario. Many times our client’s time constants or budget restriction require an abbreviate approach. PITO - in our experience, is an effective blueprint to utilize when scoping, planning, implementing and proving a digital marketing project. Highest Success and Deepest Peace in all that you do!