What is a digital strategy? · (What does your firm value? What is its mission?) - Defined target...

What is a digital

strategy?

What is it about, and how can

it be laid out?

DYNAMIC DIGI SERIES

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A series of presentations

Webinars

Books

Infographics

And many others

On digital marketing topics for Trinbago and the Caribbean generally.

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Grow our digital space

Ensure the will, knowledge and scope exists

Along with the infrastructure.


4 Who is dynamic

digi?

A digital marketer, running several private and voluntary projects.

Looking to build collective skills and patterns in the country and region.

Skills are present, but more needs to be done to ensure greater growth.

Looking for holistic dialogue and conversation.

Being the change, think positive, and increase scope for holistic results!


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A strategy is a plan of action.

It lays out intended goals, outcomes, objectives, and metrics.

A good strategy fulfils and extends the corporate mission, and uses digital to capture marketing and corporate goals.

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Corporate

Strategy/mission

Marketing goals

Digital goals


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There is a staggered process and fit from higher goals/objectives. Digital strategy must achieve and extend higher organisational goals, and add holistic value to a firm.

It should also utilise SMART goals, and be viewed, accepted, and approved by all key internal stakeholders. SMART is Specific, Measurable, Attainable, Realistic, and Timebound.

Gaining buy-in from various parties (employees, unit mgmt., senior mgmt.) is key for proper realisation.


Political, social, economic, technological environments

Past campaigns, metrics/analytics, engagement feedback

Consumer needs, competitors’ actions, goals, objectives, organisational mission

Your digital strategy should meld:

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Metrics, analytic data, engagement

feedback

Corporate culture,

strategic goals, digital goals,

consumer needs

Business, social,

economic, tech environments


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A good digital strategy should include: - Corporate mission, goals and objectives

(What does your firm value? What is its mission?)

- Defined target markets

(Where do your customers live? What are their ages? Are they predominantly male or female, or mix of genders? What are their lifestyles?)

- Any laws, regulations, current events, new technology, morals/social norms,

etc. affecting implementation (Are there new social media available? New smartphones? New tablets? New personal computers, programming languages, or physical Internet links? Has the government signed agreements or made laws affecting Internet use? Are more people using smartphones, or adopting one form of social media over another?)

- Lessons learnt from past strategies, including metrics/analytics

(Did consumers log on social media at one time more than others? Were sales, ROI or engagement metrics met?)

- What consumers like, want, or demand

(Are there new morals or trends in society? Are there areas of society that require new products that our firm can meet?)

- How consumers engage with your brand online

(Does your brand have many retweets, well-wishers, or likes/favourites from your customers ? Are most comments left on your profiles positive?)


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- Specify your brand, tone, and message

- Choose your digital mix:

- Social media

- E-mail

- Content marketing

- Pay per Click (PPC)

- Websites

- Video

- Search Engine Optimisation (SEO)

- Metrics

- Engagement

- ROI


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- Social media

Examples – Facebook, Twitter, message boards

Used for quick/rapid communication, sharing of information/ideas

- E-mail

More comprehensive in information sending. Can include newsletters and related media.

- Content marketing

All copy for use in online communications. Can include online brochures, white papers, technical documents, etc.

- Pay per Click (PPC)

Used when promoting websites. Users are paid for each click, and using keywords and Google Analytics.

- Websites

Well known of course, but are arguably the core of digital efforts. Must be a comprehensive one stop shop for information, contacts, and product information.

- Video

Youtube or Vimeo are examples. For product information, tips, pointers, etc.

- Search Engine Optimisation (SEO)

Use of keywords to ensure websites are near the top of Google searches


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Imagine a car firm.

It makes cars with the mission to provide comfortable,

affordable and durable vehicles for all people.

Target markets are families, single people, corporate fleets.

Eco-friendliness is important socially. Government and opposition keen to expand network readiness (Election 2015), meaning more scope for digital marketing.

More people in Trinbago are coming online in greater numbers. More smartphones/tablets means more pervasive scope.

Past metrics showed not enough conversions were made or secured.

Emphasis on greater safety features on cars are expected by consumers.

Not many consumer comments were made on prior campaigns, but a high number of followers and likes were attained.


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Your brand tone

Match it with your product/corporate tone. It should integrate seamlessly with all other digital and traditional media. Our car firm should ensure it uses a similar “face” on all media.

Where are your customers hanging out? How would they like to receive information?

Select the forms of digital you wish to use, based on this information.

Car owners may like e-mail lists, social media, websites, and content (white papers, technical documents, insurance/product information, etc.) Promotions can be executed via social media and e-mail, as well as parts, warranty and options for updates.

Measure strategy through conversions, ROI, and level of engagement.

Likes on Facebook and followers on Twitter don’t convey much by themselves. Users may like/follow a product with no attachment nor care to the engagement afforded. It’s best to use several metrics, to achieve full scope of strategic effectiveness.


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Communicate your strategy with other internal bodies.

This can be senior management, other functional bodies, and other members of one’s unit.

Ensure training and proper tools are utilised, in the development and execution of strategy.


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Programs/apps for strategy:

Hootsuite (hootsuite.com) Comprehensive social media management app

(Windows, Android, iOS). Can be used to send messages to and from various media (Facebook, Youtube, Twitter, Instagram, etc.)

Google Analytics Part of the Google family of products, but very

useful in getting data from various media.

Strong digital applications help in execution, planning and monitoring. These are available online, and are affordable for all firm sizes/types. Certification can also be gained, from national, regional and global bodies.


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Revise strategies, as with any other plan. Hold regular meetings to ensure prior goals are being met.

Share with other stakeholders, ask for input, suggest new inputs readily. This spans management, and pay attention to points from user engagement.


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(Murphy’s Law) Be proactive, and develop plans for

customer complaints, trolls, anti-users, and mistakes.

Apologise as soon as possible once faults occur, and make recompense depending on the infraction/fault.

This can be an online apology, an actual written apology to a customer, or internal disciplinary actions. Product returns, free products, monetary exchanges, or coupons/vouchers can suffice, dependent on the issue at hand.

Include points that you won’t tolerate discriminatory or otherwise negative comments on your digital media. This can be handy in legal terms.

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Central facet of digital strategy:

ENGAGEMENT Make your customers feel

connected, happy and part of the process.

Digital is an excellent way to form connections, bonds and associations, to gain mutual value between your firm and your customers.


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To engage is to: Attract Hold the attention of Interest Win over Through engagement, firms can keep and gain users in mutually beneficial aims, goals and needs. It’s relationship marketing to a new and fuller extent.


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• Catch updates, topics, points of interest on:


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- Enjoy

- Share

- Be good to yourselves

- Keep being digital


What is a digital strategy? · (What does your firm value? What is its mission?) - Defined target...

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