Digital marketing strategy
If you are seeking a solid definition of what a sound digital marketing strategy is, you’ll probably get different answers according to who you are talking to. It is a fresh term in the business language and is ever increasing in popularity. 10 years ago, advertising agencies were advising brands to take the digital challenge seriously and adapt to the online world.
So, what’s different now?
In the knowledge economy, there are many stakeholders helping brands transform.
The digital space has become home for a few types of companies: consulting and strategy, systems integrators, product developers and digital marketing agencies. Each of these players have their own set of competences satisfying business needs.
What is the outcome of a digital strategy?
A digital strategy can take many forms, but in the end it should focus on the relationship between three elements:
Audience segments – clients, employees, partners and influencers.
Channels – owned media (website, social media pages, newsletters) online advertising, content syndication, earned media and devices (mobile, tablet, laptop – where syndication has an important role).
Capabilities – to create unique experiences through the interaction between users and devices for any targeted audience.
The strategy will get you closer to achieving desired results for one or more of your target audiences.
This does not exclude the possibility that your company may need more than one digital strategy, if we define strategy as a plan to obtain valuable results for its public using media channels.
A digital strategy has a few essential components. Because we have audiences and channels in continuous evolution, the strategy will focus on short term goals and will need to be constantly revised.
Initial evaluation will have to include an analysis of the following:
Do our employees and supporters help us in building brand awareness through their social interactions?
Are the times to market and sales processes correctly understood? And are they used properly in order to generate sales opportunities?
Do our people educate the client in using digital technology in social interactions (a social sales programme)?
Do we have a channel strategy?
Which are the channels we are going to use and why?
Do we use the proper tone of voice for each channel?
Do we priorities our channels?
Have we made an evaluation of our team’s digital skills?
Is there a clear understanding of which roles should be assigned in-house and which to the agency?
What investments do we need in order to reach the desired level of talent?
Who are the experts in these technologies and how are they sustained?
Through which channels are they being published and promoted?
How do you implement project management?
Does the marketing plan have its own budget? How is it divided?
In order to generate brand awareness, measurable results and new clients, your digital presence needs a strategy.
All our engagements start with a strategy: the message, content, channels and audience.
In order to create a coherent digital strategy, we go through the following steps:
- Your objectives and desired ROI
- Your current brand positioning and competitive landscape
- Your customer’s profile
The planning phase evaluates your status quo and identifies the fundamentals of your digital strategy.
- Identification and customization of proper communication channels (own website, YouTube channel, LinkedIn page, Google account, Facebook page, Twitter profile, etc.)
- Establishing KPIs and desired returns for each channel
- Transformation of existing content, creation of new content and planning of new communication streams (SEO, SEM, display marketing, blogging, e-mail marketing)
In the creation phase each channel is initiated and developed. This step takes most time in the entire process.
- Campaign set-up and delivery
- Real time optimization for each channel
- Progress analysis
Execution optimizes ongoing campaigns and uses immediate action to adjust the strategy.
- KPI analysis
- Evaluation of client commitment and long term benefits
- A summary of the conclusions for future use
Evaluation constantly improves campaign efficiency and future strategies.