Digital Strategy

What does a digital strategy look like?

Digital Strategy


How are you going to achieve the goals? Setting a meaningful strategy
The key elements of digital strategy involve revisiting and aligning the main thrust of your marketing strategy in an online context, make sure you draw from other plans.  How are you going to leverage the potential of digital marketing to your business, and how does that meet the objectives?

A. Targeting and segmentation

  •  A company’s online customers have different demographic characteristics, needs and behaviours to its offline customers. It follows that different approaches to segmentation may be required and specific segments may need to be selectively targeted though specific content and messaging on your site or elsewhere on the web. This capability for “micro-targeting is one of the biggest benefits of digital marketing.
  • Specific targeting approaches to apply online include: demographic, value-based, lifecycle and behavioural personalisation.

B. Positioning

  • How do you position your online products and services in the customers mind? Consider
  • Reinforcing your core proposition. How do you prove your credibility.
  • Define your online value proposition. This should flow from your positioning and be what the customer sees immediately when they interact with you online.
  • Define these in key messages for different audiences, e.g. prospects against existing customers, segments with different value.
  • You need clear messaging hierarchies to effectively communicate your positioning both in online and offline media.

C. Proposition and the marketing mix

  • Think about the digital marketing mix – how can you provide differential value to customers through varying the 4Ps online through Product, Price, Promotion and Place and how can you add value through service. And don’t forget what PR Smith calls the Eighth P of “Partnering”. Particularly if you sell online, you will want to explain how you will modify the marketing mix.

D. Brand strategy

  • Gaining ‘street cred’ online is now paramount to success, how and where are you going to do that – brand favourability follows credibility and trust – what do you understand will be the reasons to engage with your brand, why would they click through – or not – how will you demonstrate credibility online?

E. Online representation or presence

This includes your own Web site strategy (one site or four, sub-domains, what are the site goals and how will they be achieved…) and priorities for social presences. Our digital marketing radar helps you prioritise your online presence to reach and engage your audience.

F. Content and engagement strategy.

Which content will feature to gain initial interest, support the buying process (text and

rich media product content and tools) and stickiness and to promote return visits (blogs

and community). Remember user-generated content too, such as reviews, ratings and comments. You will have to prioritise content types and ensure you devote sufficient resource to it to create quality content which helps you compete. All effective online companies see themselves as publishers!

G. Digital channel acquisition communications strategy

Outline how you will acquire traffic, what are the main approaches you will use? Don’t forget to consider how you drive visitors through offline media and integrated campaigns.

  • Key digital media channels for traffic acquisition would include: þ Search engine marketing (natural and paid)
  • Social media marketing and Online PR (think brand strategy) þ Partner and affiliate marketing
  • Display advertising
  • Email marketing to leads database

H. Digital channel conversion strategy

How does the user experience, which depends on information architecture, page template design, merchandising, messaging and performance help you make it easy for visitors to engage and convert?

I. Digital channel retention communications strategy

Often neglected, what will be the main online and offline tactics to encourage repeat visits and sales. Again integrated campaigns involving offline touchpoints are crucial here.

J. Data strategy

What are your goals in permission marketing and data capture – what/where/how/when/why, what tools and value adds are you going to use? You might alternatively reference these in the conversion strategy.

How do you improve the quality of your customer data across channels to help increase the relevance of your messages through personalisation?

K. Multichannel integration strategy

How you integrate traditional and digital channels should run through every section of your strategy since it’s key to success. One way to structure this is to map customer journeys across channels as channel chains.

L. Social media marketing strategy

Social media marketing is part of a broader customer engagement strategy plus brand, acquisition, conversion and retention strategies, but many organisations are grappling with how they get value from this, so it may help to develop an overall social media marketing strategy.

M. Digital marketing governance strategy

Questions that the governance strategy seeks to answer are how do we manage internal and external resources through changes to structures and skills needed for digital and multichannel marketing.



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