A digital strategy is a plan to achieve the company’s goals with the help of digital tools.
For a start, the very fact of developing a “digital” internet marketing strategy is important. After all, the need to think through strategy points before setting them on paper or on a monitor screen will force you to streamline and structure your thoughts. You will also be able to understand what information you are missing and what you need to analyze in order to more accurately determine the goals of the strategy.
Thus, for example, you can determine your starting position on the online market. And better to know consumers in general and their customers in particular. And formulate your unique selling proposition for online. And also understand the amount of resources needed to achieve the goals.
In digital marketing, there are over 1,400 tools. And each of them can be used in different ways. To understand which tools are best suited for solving your problems, you need a digital strategy.
Digital-strategy allows you to give reasonable answers to the questions why, to whom, when, what, where and how to advertise. Relying on objective data – on business, market, competitors and target audience.
To develop a digital strategy, you need to consistently answer 6 questions. Digital strategy is answers to six questions: why, to whom, when, what, where and how to advertise.
This is a question about the company we are advertising. On the value that it provides and its differences from competitors.
The result of the answer to this question will be:
-Formulated value. To solve what problem you are “hired” by consumers? To formulate the value, you need to examine your key competencies, the tasks of your clients, and the pains that prevent them from solving these problems. To do this, there is a great tool – value proposition canvas, designed by Alexander Osterwalder.
-Professionals, who work in this sphere, need to combine the capabilities of the digital environment with the company’s business goals, using many disciplines to strengthen the brand and business growth (in particular, knowledge of web and mobile marketing channels, social media), research and analytics, UX design and development, media planning, creative resources, accounting and more.
In the modern world, companies compete more with meanings than with products. And since now a person spends a lot of time in digital, the digital strategy is designed primarily to help the company shape consumer experience.
An important part of modern strategies is personalization. In a world oversaturated with information and technology, consumers have a need, and manufacturers have the opportunity for a personalized approach. Our agency https://adrenaline-studios.com/ is working in the sphere of project management and digital strategy, and ready to offer solutions to all its clients.
Digital and offline brand communications are no longer independent of each other. The user gets used to the so-called “seamless” experience, which is why ecosystems are actively developing, creating a “seamless” consumer experience not only when moving from online to offline, but also when switching from one device to another, from one digital channel to another. In this case, all data recorded in offline format, available online, and vice versa. Innovative companies are creating new markets at the expense of innovative business models, and the most progressive of them combine several models at once that make consumer experience as holistic and positive as possible.
Analytics is the most important component of digital strategy. Without analytics, all actions will be like eyes closed. After all, you do not understand the result.
How many people went to the site? From what channels, how many people downloaded your application, how many transitions, purchases, and other targeted actions.
In order to understand the result, you need to set goals and know the source information correctly. Then you can understand whether you have reached the indicators, and accordingly what to do with it further. That is: hypothesis, action, receiving feedback, analysis, adjustment. Here new technologies can help you. Artificial intelligence is already replacing a person in a number of situations, self-learning bots are happy to take on some of the operational communication, and software products predict consumer behavior and future preferences.
Digital strategy is a constructor of many components, so there is no universal recipe for success. The size of a business and even its location loses importance – today, everyone who is willing to change to give more to the consumer has a chance to leave the competition behind. In the modern world, companies operate in constantly changing conditions, and must create attractive products and brands for consumers who have neither the time nor the desire to interact with them.
Digital infrastructure is changing very quickly, and it is not always possible to keep pace with these changes. However, people, their needs and values change much more slowly. And the main task of the strategist is to create effective communication for real people.
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