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Digital strategy: an overview of effective tools for promotion
For successful implementation of marketing goals, it is necessary to think clearly about each step, assess all the risks and only then proceed to the planned actions. To structure all tasks digital strategy works effectively, which helps professionals not to miss important details.
A digital strategy is a detailed plan for the promotion of products or services. It can include any number of points, but there are six main ones:
- formulation of the key objectives of the work;
- research and analysis of the target audience;
- choosing the best channels for promotion;
- development of advertising campaigns, creation of ads and offers;
- drawing up a media plan;
- analysis of processes and their optimization.
To fulfill each of these points, there is a different set of tools.
When the main objectives are identified, it is important to connect branding and properly build a PR strategy. This approach will make it possible to introduce the company and its products to a large number of consumers. Branding is realized through such tools:
- broadcast video advertising;
- programmatic marketing;
- targeted advertising;
- native advertising.
In addition, in order for potential consumers to remember the brand, you should connect SMM, order promotion from bloggers, and pay attention to contextual promotion. The use of such tools will give an opportunity to form the right image of the company with the target audience, and then you can start collecting leads. However, it should be taken into account that all approaches should work within a single goal. It is necessary to focus not on the tools themselves, but on the end result. Here it is important to experiment, combine several approaches, and evaluate their effectiveness for a particular case.
As for the target audience, it is analyzed according to the criteria of demand, interest, and others. Segmentation will divide the target audience into groups of a certain focus, for example, by age, gender, social status, geography, and hobbies.
When choosing channels for promotion, it is useful to focus on the concept of Customer Journey, in which there are concepts of points of contact with the customer. As part of this, you need to determine which channels the consumer most often uses to find information. And for each point of interaction, you need to choose a specific approach. It is important to understand how in this or that channel the customer perceives the product and forms an attitude to the company.
You should not forget about the analysis of competitors, it will help to highlight the key points of promotion, as well as avoid mistakes. Understanding which strategy companies chose in your niche, you can make your own, but more effective.
An important point of digital strategy is the distribution of the budget. It is necessary to estimate how much money is needed for promotion through different channels. In this case, you should put a time frame that allows you to evaluate the effectiveness of action, so as not to waste money.