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 which can provide real-time or retrospective insights on campaign and brand KPIs.
- Optimisation: Review Key Performance Indicator’s (KPI’s) and use evidence-based reflective learning to optimise your next marketing move.
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.
Planning a sucessful campaign can be a daunting task. From the small acorn grows the giant oak tree. This is a great metaphore for campaign planning. Start with some simple email campaigns and then develop to sophisticated workflows of combined campaign activity. Incorporating data and behaviour based triggers to communicate with your contacts at the right time, with the right message using the right channel.
Are these some of the questions you are asking yourself?
- Where should you start?
- What is the goal of the campaign?
- What will you measure?
A good starting point is with data.
- 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?
- What drives my contacts and how can I use the best imagery in my communications?
- What behaviour or interactions tend to steer my contacts to convert the way I want them to?
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?