Execution is Everything: Aligning Digital Strategy with Customer Communication
Even the best marketing strategy will fail if it is not implemented in a way that resonates with the target audience.
This is where AHP (Analytic Hierarchy Process) continues to add value. Beyond strategy selection, AHP ensures that execution aligns with customer needs, organisational capabilities, and competitive positioning. In this article, we explore how businesses can use AHP to optimise digital marketing execution, from channel selection to resource alignment and multichannel communication.
The Execution Gap in Digital Marketing
Many businesses struggle to bridge the gap between strategy and execution. Three common challenges arise:
- Inconsistent Messaging: Without structured execution, businesses risk fragmented communication across digital channels.
- Misallocation of Resources: Failing to align execution with strategic priorities can result in overspending on low-impact activities.
- Failure to Prioritise Channels Effectively: Different audiences require different communication methods, but businesses often use a one-size-fits-all approach.
To overcome these challenges, companies must structure execution as carefully as they structure strategy selection.
Using AHP to Align Strategy and Execution
Step 1: Selecting the Right Communication Channels
Once a strategy is chosen, businesses must determine the best channels to communicate their message. AHP provides a structured way to compare digital communication options based on key criteria:
- Audience Reach (40%) – How well does the channel reach the target audience?
- Engagement Level (30%) – Does the channel foster meaningful interactions?
- Cost Efficiency (20%) – Is it cost-effective in terms of ROI?
- Scalability (10%) – Can the channel be expanded as the business grows?
| Channel | Audience Reach | Engagement Level | Cost Efficiency | Scalability |
|---|---|---|---|---|
| Social Media | 9 | 8 | 7 | 8 |
| Email Marketing | 7 | 6 | 9 | 9 |
| PPC Advertising | 8 | 7 | 5 | 7 |
| Content Marketing | 6 | 9 | 8 | 9 |
AHP allows businesses to weight these factors and determine the most effective communication mix.
Step 2: Allocating Marketing Resources Effectively
Budget constraints mean businesses cannot invest equally in all channels. AHP helps determine how to distribute resources based on strategic priorities.
Example: A fashion retailer may use AHP to decide between organic social media campaigns and paid influencer marketing by evaluating the long-term cost-benefit impact of each approach.
| Marketing Tactic | Customer Acquisition | Brand Awareness | Cost per Engagement | Long-Term Value |
|---|---|---|---|---|
| Influencer Marketing | 8 | 9 | 5 | 7 |
| Organic Social Media | 7 | 8 | 9 | 8 |
| Email Retargeting | 6 | 7 | 8 | 9 |
| PPC Advertising | 9 | 6 | 4 | 6 |
Step 3: Measuring Execution Success
To ensure execution aligns with strategy, businesses should use AHP combined with Key Performance Indicators (KPIs) to track success. Common KPIs include:
- Customer Engagement Rate (Are customers responding?)
- Conversion Rate (Are marketing efforts leading to sales?)
- Cost per Acquisition (Are resources being spent efficiently?)
- Brand Sentiment Analysis (Is the brand message being perceived as intended?)
AHP enables real-time adjustments by identifying which marketing channels and tactics are performing best relative to strategic priorities.
Case Studies: AHP in Digital Marketing Execution
1. AHP in Digital Marketing Tool Selection (Textile Industry)
A textile company in Uzbekistan used AHP to choose the most effective digital communication technology (Mukhsinov & Ergashxodjayeva, 2022). Their ranking of platforms was:
- Social Media – Most effective for engagement
- Mobile Marketing – Strong for retention
- Company Website – Good for brand visibility
- Digital TV – Less targeted
- Email Marketing – Least effective
Key insight: Execution success depended on internal staff competence in digital tools.
2. Benchmarking & AHP for Competitive Positioning
Lu et al. (1994) combined AHP with Quality Function Deployment (QFD) and Benchmarking to align execution with strategic goals. Their integrated model helps businesses:
- Identify customer priorities.
- Benchmark against competitors.
- Translate strategic choices into marketing execution.
Example: A company using AHP + Benchmarking may realise that content marketing performs better than paid ads in long-term customer retention and adjust execution accordingly.
Conclusion: The Link Between Strategy and Execution
Marketing strategy is only as effective as its execution. AHP ensures that marketing decisions flow logically from strategic selection to execution, ensuring consistency, efficiency, and customer impact.
By applying AHP, businesses can:
- Ensure marketing execution aligns with customer needs.
- Prioritise marketing channels based on weighted importance.
- Continuously refine execution based on performance data.
References
- Lu, M. H., Madu, C. N., Kuei, C., & Winokur, D. (1994). Integrating QFD, AHP, and Benchmarking in Strategic Marketing. Journal of Business & Industrial Marketing, 9(1), pp. 41-50.
- Mukhsinov, B. & Ergashxodjayeva, S. (2022). Application of Analytical Hierarchy Process Model in Selecting an Appropriate Digital Marketing Communication Technology: A Case Study of a Textile Company. Proceedings of the 6th International Conference on Future Networks & Distributed Systems (ICFNDS ’22), December 15, Tashkent, Uzbekistan.
- Nguyen, P.V., Le, T.B., Tran, K.T., & Nguyen, H.L. (2021). An Analytic Hierarchy Process Approach to Marketing Tools Selection for Science and Technology Parks. SHS Web of Conferences, 92, 2045.