I’ve built the Digital Marketing Canvas (DMC) based on these observations. The tool started as a hack for my personal use in developing digital strategies. I got inspired by the well known Business Model Canvas that is used to generate new business models ideas. That’s why the architecture looks really familiar. However the content and the outcome is different. The DMC has 11 buildings blocks related to the marketing fundamentals and the digital customer journey. In 2 years, the DMC has been used by thousands of companies, startups, consultants, entrepreneurs, universities, incubators,... There was a need for one common language when talking about building a digital marketing strategy.
When a CEO decides to build a new digital strategy for the company, what does he do? He gathers the
directors all together around the table: IT, Marketing, Legal, Finances, Operations, etc. Then, every one of them try to communicate with each other. It often ends up in a big cacophony where everyone speaks their own language. Each person living on his own island, it’s really difficult to find a common path, a clear process to come up with a concrete plan.