Digital Strategy Fundamentals And Advanced Training
Digital Strategies govern how digital is used to achieve commercial goals. A key foundation of digital strategy that you will learn as a part of this module is that digital strategy is primarily about understanding your audience, their behaviors and how you might craft new behavior that involves your brand, product or service.
All advertising can be digital, but not all digital can be advertising. Digital represents the medium through which you are communiating, or the channels your audience are consuming information through.
Digital can be how you are using content on any of your online channels.
Digital can also be how you use paid advertising to reach people.
Digital can be how your customer connects with your brand e.g. buying online, clicking like on Facebook, Tweeting about your brand.
True digital practitioners utilize all three to get results.
Example: A video delivered as an ad on YouTube that creates social conversation.
A digital strategy involves a mix of setting goals and executing tactics, attempting to achieve high level business results. It is also a blueprint for your use of digital. From the start everyone should be aware of, and committed to a clear purpose and clearly identified success outcomes.
Before we dive into this module, you first need to know the core elements of digital strategy development – of which there are four:
Channel Strategy: Channels are all of the different digital platforms and locations that you might utilize. A channel strategy is an understanding of what is possible with channels but 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: This is the guideline for and purpose of your online content. The content strategy is informed by the overarching digital strategy. Content can be what you put on your site but also what you put on social media.
Media Strategy: This is the guideline for and purpose of your paid activity. The media strategy is informed by the overarching digital strategy. It guides formats, timings and platform spends.
Tactics: These are the individual executions that accompany each of your strategies. They can easily be confused with ‘strategies’.
Digital strategy is the approach to utilizing digital in your business practices.
Digital can manifest as content, as your use of advertising or participation.
Modern digital practices require an understanding of all three.
Strategy requires an approach to channels, content and media in the form of tactics.
PROPEL is the model of strategy we will utilize for success.
Digital planning is important for identifying your outcomes.
Planning your budgets will ensure you know what you have to work with.
Understand that resources are how you utilize Time, Money and People.
Team structure is important to ensure accountability and clear management.
There are key things to look out for to ensure the information you are using is accurate and useful:
Are there sources listed?
How recent is the information?
If it is audience research, how large is the sample? Is it representative of your audience’s population?
If you are focusing on one nationality, is the research relevant to your country?
Competitor research is a process of understanding your place amongst your competitors. It gives a clear picture of what is the challenge that lies ahead of you. Ask yourself about the size of their digital footprint: how aggressively are they investing? What do you interpret to be their strategy? What do their content choices tell you about their goals? Is there even a strategy?