The Digital Strategy is an action plan that defines how a company can take advantage of the opportunities offered by digital technologies to achieve its business objectives.
It is planning that suggests the strategic guidelines to follow, the tactics with which to take the field, the technical actions to be implemented and the tools to be used so that the brand can derive concrete and measurable benefits from investments in digital technologies.
Defining an effective Digital Strategy is a complex operation, which requires heterogeneous skills and the presence of different analyzes, assessments and tools.
How to develop a digital strategy?
The first thing to do is to proceed with a careful market analysis, which indicates the status quo of the reference sector, the competitors to deal with, the possible competitive advantages, the elements to which it is necessary to pay attention.
Equally important will be to be able to rely on timely SWOT analysis, a strategic planning tool that allows you to analyze the strengths ( Strengths ), the weaknesses ( Weaknesses ), the opportunities ( Opportunities ) and threats ( Threats ) of a company, a strategy, a project.
An in-depth analysis of the target audience will also be indispensable: who are the people to whom the company addresses? Who are we talking to? Who buys our products or services? What are the characteristics of these people?
What are the buying habits, needs, needs, tastes and desires? Knowing the people we turn to is essential in order to win their attention, to ensure that they are willing to listen to us and to ensure that they understand our message correctly.
Furthermore, it is fundamental to know in detail the digital tools that the brand will use to achieve its business objectives. Which technologies will you have to rely on? What are the characteristics of these technologies? What advantages and opportunities do they provide? What are the possible threats to stay away from?
After analyzing all the information and data available, the Digital Strategist elaborates an action plan aimed at the specific business objective of the Documentary Video Production Company Dubai, defining how and when to use the different digital tools, allocating the available budget, establishing the results to achieve and metrics with which to evaluate the success or failure of the planned strategy.
Along the way, in fact, it is essential to analyze the results achieved and adapt the digital strategy accordingly.
What is Digital Strategy for?
The Digital Strategy provides the precious guidelines that every specialized professional who will collaborate with the company will have to follow. In particular, it establishes:
- The technological architectures that the company will use;
- The innovations to be introduced;
- The objectives and results to be achieved;
- Timing to be respected;
- Budget allocation;
- The strategy to follow;
- How to manage relations with the market and with customers;
- How to promote products and services in the digital world;
- The marketing plan and the guidelines that must be respected by the professionals who will deal with the management of the different digital tools: website and e-commerce, SEO, SEM, Social Networks, blogs, e-mail marketing, apps, bots, digital PR, influencer marketing.
What are the roles of the Digital Strategy?
- Digital Strategy has several fundamental roles for a brand:
- Manages and cultivates brand reputation;
- Ensures visibility and notoriety;
- It defines the digital channels with which to meet the right target audience;
- Standardizes marketing, promotion and communication initiatives;
- It takes care of retaining acquired customers and conquering new ones;
- It defines the methods of intervention in the digital world;
- It defines how the action is needed in the event of a crisis and helps to do it promptly;
- Analyze the results and adjust the strategic plan.
Digital Strategy and Offline Marketing: in what relationship?
We live in a society where the digital world has pervaded our daily lives and doing without it is impossible and unthinkable. Brands are adapting their marketing and communication strategies, they are moving towards digital transformation with the aim of obtaining substantial and important advantages from their investments and optimizing the resources used.
The methods of buying and selling change, the methods of interaction and communication change, the services change and the products adapt. In this context pervaded by digital, what role does Offline marketing play?
Has it reached its inexorable decline or can and must be re-evaluated, adapting to the new?
The truth is that the marketing strategies that best succeed are those capable of integrating online and offline, communicating the same message consistently through the different tools and making the various channels used by the brand interact to reach its customers.
Thus, for example, physical stores meet their customers on Social Networks and communicate with them immediately, providing news, reserving promotions and maintaining relationships.
Just think of the evolution that has characterized the publishing world: printed paper has digitized, so to speak, reaching its readers with greater speed and immediacy and consequently, also a traditional sector such as printing has followed the same path.
This case is a concrete example of this transformation that allows the design of business cards or the sale of fully customized merchandising items just a click away and no longer from a paper catalog.
At the same time, if you think about it, Amazon, the king of online shops, owes much of its success to the sale of paper books, which at the dawn of the digital giant was its main source of business.
Equally true is that in large urban centers it often happens to meet the so-called temporary shops, temporary physical stores, designed to meet people who otherwise would have reached the brand only in a virtual and real way, in online shops?
In short, the secret of success for a brand lies in the fruitful collaboration between online and offline.
Have you already defined your digital strategy or do you think the right time has come to do it?