Digital Marketing Strategy in 5 Steps
Marcus Mustafa from LBi Digitas does a great job in this video explaining 5 different areas of marketing strategy. Audience, Content, Channels, Analysis, and Implementation.
One great idea he mentions is to simply look through the history of your customer browsing. (Of course, with their permission.) This will allow you to really see who is influencing their online behaviour
Use Retargeting To Your Advantage
You could actually setup a retargeting campaign for the sole purpose of seeing which sites your ad is showing up on. This will help you have a better idea of what pages your audience visits on a frequent basis.
The one thing nobody told you about digital strategies they should remove the word digital strategy . you need to have a strategy otherwise you have no business so it kind of it it’s with we know that yet where you can just kind of operate on a whim on a daily basis so I think that kind of even if we’re talking about nimble and lean and agile you need to be dead on the kind of Mark what you want to do you need to believe in your kind of vision and that needs to be kind of expressed as your strategy and then you can do business so in short if you don’t have a strategy you have no business you won’t be here next year for me it’s very simple it’s about kind of figuring out and who your audience are and what actually more importantly what they’re interested of kind of talking to you about that gives you what content that you should need to kind of create to produce and when you have that we don’t need to look at what are the digital channels what platforms do i have to communicate that and the last pissed about kind of how do you measure and and be able to react to that in real time if you have those four components you sort of have a digital strategy and but the unique details obviously for your brand to cannot figure out the first thing you need to do is to understand the audience or order actually what they interested of of talking to you about so this is about identifying who are you influenced as what topics didn’t like to talk to you about and the second part it is them to figure out your content so do you have engaging content that these people would like to kind of engage with and the third bit is then at all around your digital channels or your digital platform so you tend to talk about your owned and earned and kind of your board cannot channels in that instance you’re looking at the whole ecosystem can my consumers and customers interact with me in any device and any channel whatever they want and the last bit is down how you measure and be able to react to that in real time so everybody talks about big and small data about do you have the tools and do you actually know what they thought that counts well find out of your audience today is it’s kind of easier than you think it’s just that kind of not everybody using it the techniques that is available to you so for example browser cookies your browser history is not a secret so for example I can figure out where you’ve been on your internet journey before you got to me so as an example that we normally tend to use is that so if i can discover that you might like green so if you come to econ the side the clothes going to be defaulted greens these small kind of tricks about finding out what will engage you the other aspect is obviously to find out who is the influencer who would like to talk to you and so that’s the idea the first thing you really need to kind of figure out what’s my influences who talks about my brown who talks about the topics he will be interested of kind of spreading that message find out what kind of content is most useful or kind of relevant to your audience at you you start looking at the usage your kind of what you have out there today and normally you find that kind of 25% now i’m a bit harsh but maybe fifty percent of what you have is actually relevant the rest of it is just unused or something you might need to have for legal reasons etc etc so to figure out what content your audience engaged with I mean it’s not about having a long-term strategy or having it an editorial plan is about kind of looking at data using tools like almost like and how can I put it a control room when you look at how that how you content is actually doing today well you know there are these messages and abused you then use that for real-time updates and you try things and I think that’s the difference of what you do kind of in the previous kind of world where you put out you did for messages you can have you banged on the belt and now you’re having kind of a half message out there and you see how it goes and then you tweak it in real time that’s how you figure out what content is most relevant for your audience now to get kind of the right platform to define what platform with digital platform you need to use what channel you should cannot use what message you don’t need to look at how people consume in the in those channels so this is not about kind of minimizing content in in channels with smaller screen so adding content on biggest screens this about repurposing or making the continent responsive by default and that you do buy again by analyzing and looking at the South message work in this particular channel you know kind of had his people react to it you can all you can always do if you cannot presumption that cannot people on a mobile device not because i wanted to have information chunks rather than kind of in a big blocks of things and these are common patterns that you see people use but fundamentally for looking at cannot channel you look at what content work in a particular color channel again you measure and analyze and tweak it started until you get it right measurement and analytics is its kind of again goes back to simple basics about kind of you get what you measure so if you cannot measure the wrong things you get the wrong thing out of your data and and tend to be this is an observation of had is that you tend to try to apply old business models kpi’s and are wise into a digital space so therefore you get you completely measure the wrong thing but how you go about to kind of come up with a measurement and analytics approaches that you you look at the tools that can i will give you real-time data you look at the tools that can analyze that data for you then look at tools you can automate some of that process for you and it’s very broad strokes but you absolutely derived you it needs it needs to be bespoke for the challenge you have but fundamentally we say measured data real-time but before that you don’t make up what is it that you want to measure what why are you measuring stuff and too many examples are still out there is needed data for for information but why do you need a data it needs to be that value of exchange between consumers and the brand that’s why they give you dates otherwise they won’t give you anything I think it can be a scaled down to tools for sure and I think that there are loads of free tools out there both tools to come out a package again comes back to that what are you using them for you have to just get down to what they want what it what is the date that accounts for me we often talk about convinces in my organizations and convinces are small things that might you might end up trouble when you try to eat push it to you or to you top management or things you do when you’re trying to go live and if you break down these small bits hurdles into convinces and trying to find an argument around that then often cannot you will see that you cannot there is there is no other answer than actually yes we should do this is about understanding what your organization will say no to and then find arguments and and do tried to innovation program tried cannot should change those small ripples and then convince the rest of the organization to kind of follow you behind you won’t change an organization in one day you need to start with a small small color pockets and then you can kind of move on and doing the biggest thing