Digital Strategies - govern how digital is used to achieve commercial goals
plans that operate across all digital channels used by your organization or client to target audiences with creative formats working together to drive towards a single objective or set of objectives
involves a mix of ...
DMI 10 study guide questions and
answers 2024
Digital Strategies - govern how digital is used to achieve commercial goals
plans that operate across all digital channels used by your organization or client to
target audiences with creative formats working together to drive towards a single
objective or set of objectives
involves a mix of setting goals, executing tactics and attempting to achieve high
level business results
a blueprint for your use of digital
Key foundation of digital strategy - primarily about understanding your audience,
their behaviors, and how you might craft new behavior that involves your brand,
product, or services online
Tactics - short-term, generally more imminent, specific goals
Strategy - long-term digital objectives; operates across all of the digital channels
your customer utilizes
Digital - how you are using content on any of your online channels
how you use paid advertising to reach people
,how your customer connects with your brand, for example by buying online,
clicking like on Facebook, or tweeting about your brand
Core elements of digital strategy development - (1) objectives
(2) channel strategy
(3) content strategy
(4) media strategy
(5) tactics
Objectives - (core element of digital strategy development) - about setting the
goals and outcomes you are trying to achieve with your plan overall and from the
individual elements that make up the plan
usually fall into 3 main categories:
(1) awareness,
(2) consideration, and
(3) conversion & retention
(these are the types of behaviors that can be most effectively influenced by digital
channels)
Awareness - (Objective) - do keyword research using your brand or product name
in tools like the Google Keyword Planner or Google Trends
If levels are low, need to show people the existence of benefits of the product in
order to drive sales or conversions down the line
,how to drive awareness - Banners and outbound display and video on websites and
social media
Consideration - (Objective) - if there is some awareness of our product but the
market is cluttered or our product needs differentiation, we can use reach and
frequency of messaging to drive recall of the USPs (unique selling propositions) or
ESPs (emotional selling propositions) of our product to encourage consideration in
the decision-making process of our consumers.
how drive consideration - outbound display and social, as well as wider organic
and paid search
Conversion and Retention - (Objective) - we will ultimately want to drive sales or
conversions for our brand or product. these can be online or offline and will build
on the awareness and consideration based activities to encourage people to take
action and buy or convert.
keeping previous customers engaged to encourage brand advocacy or repeat
purchases is considered high value. It is easier to drive sales from people who have
already bought from you than to attract new customers
how to drive conversions - use search channels
Channel Strategy - (core element of digital strategy development) - understanding
how you're going to use all of the different digital platforms that are available to
you
about understanding what's possible with the channel, what formats you're going to
use, and how you're going to use the feature of that channel - how to be used most
effectively and how you're going to target the audience engaging with it
, choosing to utilize either a specific channel or a feature of a channel because you
know it is pertinent to your target audience
Content Strategy - (core element of digital strategy development) - what you're
going to put in your chosen channels.
this strategy is informed by your overarching digital strategy
examples: what you put on your site, what you put on your social media, how you
tweet
encapsulates everything that's there, not just the things that you make
Media Strategy - (core element of digital strategy development) - how you're
utilizing your paid activity. How are you reaching people with ads? How are you
making sure that you're reaching the right people using the targeting that's
available to you and the formats that are available?
often overlooked by smaller brands because it's a complex area to understand
bigger brands often overlook the investment required within digital to be
successful
Tactics - (core element of digital strategy development) - the individual executions
that are a part of making up your strategy
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