The DMC is a tool of Co-Creation
Marketers, Entrepreneurs, Developers, Designers... get everybody around the table!
New ideas with your teammates
A poster is what you need to co-create.
Marketing fundamentals & customer journey
Learn how marketing fundamentals and online customer lifecycle work together.
Better marketing strategies
Find the right digital strategy for your company.
of downloads every month
have used the canvas
Hundreds of workshops
organised across the world
The insurance industry is an unloved sector. Also, insurers are old and have been unchanged for a long time. Can you see the opportunity?
I’ve experienced Lemonade as a customer in California for a year and realized that Lemonade has built an innovative business model and a lovable brand. The main reason is:
Lemonade keeps 25% as a flat feet, 75% left is to pay claims and if there’s money left over at year’s end, Lemonade gives back to nonprofits of their customer’s choice.
—> Main effect: Lemonade has nothing to gain by denying claims, their incentive flips to paying them super fast. That’s why Lemonade pays about a third of their claims in a few seconds.
—> Side effect: the giveback to nonprofits creates a cause to pursue. Therefore a sustainable relationship is created with the customers. It has been crucial for millennials, their primary target audience (see the different NPS drivers: traditional customers vs millennials).
A solid case study that should inspire any businesses that ‘feel like being stuck’ in an old system.
Illustrated here by:
> Digital Marketing Canvas
> Business Model Canvas
> Maslow's hierarchy of needs
> SWOT analysis
> AARRR Model
> Net Promoter Score
What can we learn from the Airbnb's marketing strategy? May this use case serve as a source of inspiration for your own work.
When I work on digital strategies, the same questions pop into my mind. How can we make a good story of the brand within the customer journey? How can we connect the dots between customers acquisition and customer retention tactics? How can we sketch out storyboards? What’s the appropriate time to talk about mission, vision, value propositions,…?
I often use analogies when my mind goes blank. Because the brain works like an association machine. The brain likes connections, relationships, patterns…any sense of meaning. This is how my brain came up with something he knows pretty well: Airbnb.
Now, what can we learn from the Airbnb's digital marketing strategy? Above all else, Airbnb is a fascinating story of “pure, unadulterated hustle”. To me, Airbnb is also a perfect alchemy between the marketing fundamentals and the customer journey.
Let’s map it out on the:
> Business Model Canvas
> Maslow's hierarchy of needs
> Net Promoter Score (NPS)
> AIDA Model (Attention, Interest, Desire, Action)
Introducing the Digital Marketing Canvas (DMC)
I wish I came across this thing much earlier. Like 5 years ago. When I had no idea what I was actually doing in my day-to-day work at a startup. Making from 0 up to €500K a week.
I've automated my job before firing myself
You can't stop it. You can't escape it. You can't ignore it. You can't call politics, army, officials or your mom to save you. It's really violent and your business can be vanished because of it. Only those who will adapt themselves will be the survivors of the tsunami often called 'Digital Transformation’.
If Digital Marketing was like soccer
Last weekend I was watching the game and told to myself what I would have done differently if I were in the shoes of the coach. Everyone does that.
Airbnb: inspiration to sketch out your digital marketing strategy (on the DMC)
When I work on digital strategies, the same questions pop into my mind. How can we make a good story of the brand within the customer journey?
I want you back.
Most CMOs I know have already started shifting their minds from Customer Acquisition to Customer Retention. It’s a good thing...
"I am particularly sensitive to this kind of tool, because it represents a pragmatic tool to stimulate exchanges and collaboration and especially to avoid rushing headlong (...). following this model can avoid huge technological investments to compensate a bad strategy."
Read more (in French)
Fred Cavazza - Marketing technologist and speaker
The DMC poster is free
Plan your next marketing project
> Design your Value Proposition and Brand DNA
> Document your SWOT Analysis
> Plan your paid campaigns architecture
Sketch out your value proposition
Collaborate with your colleagues or clients
Brainstorm around the benefits and what makes you better and/or different?
See what stands out.
Learn how to build a good
Minimum Viable Brand
Find your Why
Mission & Vision
Customer journey overview
The most classic mistake brands do when managing ads accounts is about lack of clarity in segmenting and how many people in each segments (personae if you like) have been reached.
Now, users can easily add new segments and its size then see for themselves how much of these audiences have been covered by their campaigns. Finally it’s getting a lot easier to get actionable insights.
Allocate budgets based on audience size
Allocate budgets based on your objectives and benchmarks
This tool is made with Coda.io, an editable and collaborative document. You just need to copy the document to start using it.
Founder of the Digital Marketing Canvas
👋Hi, I'm Jeremy and I help businesses design marketing strategies
My name is Jeremy Corman. For the past 10 years, I've been helping businesses find their ways to growth. I've built Plunch.net (helping energy providers acquire clients on the back of comparison websites) and Gatekeepr (helping organisations build better brands on the back of Social Media). I've co-founded a global community called Café Numérique organizing tech events in more than 20 cities in the world and launched a podcast called Café Sans Filtre.