eSkills for Volunteers - Module 4 - Digital Marketing Strategy

Sep 13, 2026

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Module 4 of the “eSkills for Volunteers” learning material guides youth-focused organisations and volunteers through advanced digital marketing planning and execution. It explains the ABC of digital marketing strategy, including defining strategy, implementing it, setting KPIs, and evaluating results. It also covers building a visual identity, creating cross-channel editorial plans, managing online communities, and establishing social media management policies for consistent NGO communication.

LanguageEnglish

CategoryPresentations

FormatPDF

Pages38

Reading Time13 min

AccessFree to download

Module 4: Digital Marketing Strategy

4.1 A short introduction

4.2 The ABC of Digital Marketing Strategy

4.3 Building a visual identity

4.4 Having an editorial plan for a cross-channel communication

4.5 Managing an online community

4.6 Social Media Management Policies

“eSkills for Volunteers” STRATEGIC PARTNERSHIP IN THE FIELD OF YOUTH | MODULE 4: Digital Marketing Strategy | | | --- | --- | | Project Title | eSkills for Volunteers | | Project Acronym | EFV | | Project Reference №: | №: 2016-2-ES02-KA205-00798 | This project has been funded with support from the European Commission. This publication reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein. Contents 4.1 A short introduction ........................................................................................................ 1 4.2 The ABC of Digital Marketing Strategy............................................................................ 2 What is it a Digital Marketing Strategy?.......................................................................................................2 How to implement a Digital Marketing Strategy? .......................................................................................2 How to evaluate a Digital Marketing Strategy .............................................................................................4 4.3. Building a visual identity ................................................................................................8 Understanding the concepts .........................................................................................................................8 How to build a visual identity .......................................................................................................................8 Put them all together .................................................................................................................................. 14 Inspiration .................................................................................................................................................... 14 4.4. Having an editorial plan for a cross-channel communication...................................... 16 Understanding the concepts ....................................................................................................................... 16 Creating cross-channel messages ............................................................................................................... 16 How to develop an editorial plan for cross-channel communication ....................................................... 17 Useful digital tools to set up an editorial plan for cross-channel communication ...................................21 4.5. Managing an online community .................................................................................. 22 What is an online community? ...................................................................................................................22 Classification of online communities ..........................................................................................................23 Types of participation in the online communities .....................................................................................24 How to build up your community? .............................................................................................................25 Why to create a community? ......................................................................................................................26 Case Study-GEYC Community.....................................................................................................................26 4.6. Social Media Management Policies ............................................................................. 27 Defining Social Media’s role in a communication strategy .......................................................................28 What to Include in a Social Media Policy ..............................................................................................

FAQs

What are the key steps in designing a digital marketing strategy for an organization?

The module explains that an organisation does not need to be a marketing expert to design a strategy. It guides how to define and implement the strategy and how to decide on the most suitable channels or content.

How are KPIs used to evaluate a digital marketing strategy?

The module highlights the need to set up key performance indicators (KPIs) and then evaluate them. This supports judging whether the chosen approach and channels are working.

What should an editorial plan for cross-channel communication include?

The module covers how to develop an editorial plan for cross-channel communication and identifies useful digital tools to set it up. It focuses on creating cross-channel messages and understanding the underlying concepts.

Sep 13, 2026

Upload by Ezra