Analysing Digital Strategy In Digital Marketing
Digital Strategies in Digital Marketing govern how digital is used to achieve commercial goals. A key foundation of a digital strategy that you will learn as a part of this module is that digital strategy is primarily about understanding your audience, their behaviours and how you might craft new behaviour 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 communicating, or the channels your audience are consuming information.
- 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.
The difference between digital marketing and digital media is pretty simple. Digital marketing is the whole practice of utilizing digital for the purposes of marketing. Digital media is more specifically the medium through which digital is delivered. E.g. A video, an article, an image, in-app content etc.
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.
The PROPEL Model…
The strategic model that we will use to design a digital strategy is called PROPEL (Plan, Research, Objective, Prepare, Execute, Learn). They are clear steps that make a roadmap to developing and implementing a digital marketing strategy from start to finish. We’ll be covering each step in detail throughout this module, but lets first take a quick look at what exactly the purpose of each step is:
- Plan: To establish the foundations of the campaign by careful planning, which involves consideration of budgets, resources, and requirements, etc.
- Research: To conduct a situation analysis, containing an assessment of your competitors, the size of the market and your current performance
- Objective: To set clear and measurable objectives for the key elements in a digital marketing plan including business, audience, technical, product, brand and marketing objectives. The purpose of these objectives is to establish clear KPIs that will measure performance
- Prepare: To gather together all assets, resources and materials to put a strategy into action for all digital marketing channels
- Execute: To implement the strategy for each channel and monitor performance by integrating web analytics with each channel to identify high performing campaigns
- Learn: To analyze the performance of existing campaigns and identify patterns to inform future decisions. Maintain a successful strategy by continually incorporating new information and adapting to a changing landscape.
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