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Strategy Fundamentals

A digital strategy involves setting goals, executing tactics, and achieving business results while using digital channels. It includes objectives, content strategy, channel strategy, media strategy, and tactics. The strategies establish foundations, build familiarity, and confirm requirements while considering philosophies like content, advertising, participation, and balance.

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34 views15 pages

Strategy Fundamentals

A digital strategy involves setting goals, executing tactics, and achieving business results while using digital channels. It includes objectives, content strategy, channel strategy, media strategy, and tactics. The strategies establish foundations, build familiarity, and confirm requirements while considering philosophies like content, advertising, participation, and balance.

Uploaded by

anhthu948994
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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STRATEGY FUNDAMENTALS

STRATEGY FUNDAMENTALS
Concepts

Digital strategies are 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.
STRATEGY FUNDAMENTALS
Concepts

§ A digital strategy involves a mix of setting goals, executing tactics, and 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.
STRATEGY FUNDAMENTALS
Core components

Objectives Content strategy Channel strategy Media strategy Tactics


STRATEGY FUNDAMENTALS
Objectives

Awareness Consideration Conversion and retention

• Making people aware of the • If the product needs • Driving sales or conversions
existence and benefits of differentiation, reach and for our brand or product.
the product. frequency of messaging can
be used to drive recall of the • Can be online or offline and
• Banners and outbound USPs or ESPs of the product. build on the awareness and
display and video on consideration-based activities.
• Outbound display and social,
websites and social media as well as wider organic and • The retention of customers is
are good approaches to paid search, can help drive easier than attracting new
drive awareness. consideration. customers.
STRATEGY FUNDAMENTALS
Channel Strategy

§ Channels are all the different digital platforms and locations that you might utilize.

§ A channel strategy is an understanding of what is possible with each channel, but choosing to utilize
either a specific channel or a feature of a channel because you know it is pertinent to your target
audience.
STRATEGY FUNDAMENTALS
Content Strategy

§ This is the guideline for and overall purpose of your online content.

§ Content can be:


1. What you put on your site

2. What you put on your social media

3. How you tweet

§ It's important to recognize that content doesn't just mean it's a video or an image.
STRATEGY FUNDAMENTALS
Media Strategy

§ The media strategy is 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?
STRATEGY FUNDAMENTALS
Tactics

§ Tactics are the individual executions that accompany each of your strategies.

§ Tactics can easily be confused with 'strategies'.

§ A tactic is to tweet, whereas a strategy is to use Twitter to communicate with your customers.
STRATEGY FUNDAMENTALS
Understanding the outputs

1. Establish Foundations 2. Strong Familiarity 3. Confirm Requirements

What are you trying to Know your current strategy, Confirm the crucial
achieve and how do you expectations, and the requirements in running
intend to achieve it? resources available. your strategy, the budget,
and who is in charge of the
What is working and what key decisions – ownership
isn’t? Examine what is at among team members
your disposal and plan to must be established.
adjust accordingly.
STRATEGY FUNDAMENTALS
Philosophies of digital strategy

1 Digital as content

2 Digital as advertising

3 Digital as participation

4 Digital as a balance of all three


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