The Importance of Having a Digital Strategy
Where do we start?
Key stages to digital strategy should incorporate:
- Research: Using Social Listening, Search Insights and Online Monitoring to understand your known and potential audience’s online behaviour.
- Strategy: Use digital resources to plan customer journeys and identify the tools which will be incorporated.
- Implementation: Implement smart customer journeys and identify the relevant KPI’s to track to meet your business goals.
- Deployment: Integrated campaigns deployed on different platforms using multiple tools (Social, Email, SMS, Automation)
- Reporting/Analysis: Branded dashboards can provide real-time or retrospective insights on the campaign and brand KPIs.
- Optimisation: Review Key Performance Indicator’s (KPI’s) and use evidence-based reflective learning to optimise your next marketing move.
Furthermore, with technological advancements in social research, artificial intelligence and audience intelligence, we can confidently recommend relevant events, sponsorships in influencers, endorsements, website and social content.
Moreover, planning a successful campaign can be a daunting task. From the small acorn grows the giant oak tree. This is a great metaphor for campaign planning. Start with some simple email campaigns and then develop sophisticated campaign activity workflows. It incorporates data and behaviour based triggers to communicate with your contacts at the right time, with the right message using the right channel.
A Good Starting Point is With Data
- Firstly, what do my customers look like?
- How are my online and offline customers different?
- How can I communicate with them via the most effect channel?
- What tone of voice should I adopt?
Consequently, once we understand our data then we can begin to determine what our campaign strategy could be.
Starting with a simple email campaign can give you fairly immediate learnings:
- What time of day do they interact most?
- What can we learn by testing different subject lines?
- What images or copy will they engage with most?
- What drives my contacts and how can I use the best imagery in my communications?
- Finally, what behaviour or interactions tend to steer my contacts to convert the way I want them to?
Are you asking yourself these questions?
- Where should you start?
- What is the goal of the campaign?
- What will you measure?