In a digital world of ad exchanges, hyper-local targeting, and endless mobile options, it all becomes a little much to define a clear digital strategy.
We love technology, there is no doubt about that. It makes the impossible, possible, but it also has the ability to make a concept like marketing, very confusing.
It’s easy to get tangled up in the scary land of advertising technology, so today we are getting back to basics. Like Sesame St, but with less people in bird costumes.
Consumers are constantly crying out for simplicity, and this is exactly what brands and marketers should be aiming to achieve.
By simplifying your strategy and addressing the basics that seem to get overlooked these days, you will be able to implement an effective and efficient online strategy.
Here are our words of advice.
Define your audience. Match the audience with the value exchange you offer them, but remember that digital is an open channel, so be sure to include all stakeholders not just your customers.
Set Objectives. What are you trying to achieve? Are they organizational, functional or marketing objectives? Work it out, and align it with your audience.
Develop your key message. Get specific, and make sure your audience know what is that you are offering. If your selling boots, don’t make me think you sell hats.
Develop a strategic channel plan. You don’t need to be on every form of social media. There, we said it. Unless it is relevant to your business and your stakeholders, and it can be integrated and implemented seamlessly in context to your business then you don’t need to be on Pinterest, Twitter, Facebook, Tumblr, and (take breath) Instagram. Pick the key channels that your demographic interact with the most, and the ones that will allow you to get your key message across best.