A digital strategy, sometimes referred to as a digital media strategy, is a plan for maximising the business benefits of data assets and technology-focused initiatives.
A successful digital strategy is developed by a cross-functional team consisting of executive stakeholders, digital design, the marketing team and information technology (IT) members.
At Factotum we like to ensure our clients have the right digital strategy to ensure their customers enjoy great service. Our clients need the most effective digital platforms and touchpoints based on user needs and behaviours coupled with business science and service thinking.
In a mobile world that means having a user centric and mobile first strategy that recognises that media is converging. Today, nearly 60% of Americans own a smartphone, and 20% of Americans rely on a smartphone for accessing online services and information. (Pew Research, 2015)
Due to the use of mobile devices, the internet and data-driven strategies, media is converging. Its imperative that a digital strategy has reach, distribution and scale using a range of media that recognises we live in world of savvy users that want authentic conversations with brand and services that are relevant, timely and in the right place. Driven by data analytics, we are seeing paid, owned and earned media converging to deliver reach, relevance and optimisation as content, message and distribution are targeted.
Convergent Media Model
Businesses, services and product groups are looking to maximise their return on investment from marketing and in a digitally dominated world that means using search engine opitimization, digital marketing and attribution modelling to inform strategy.
The primary objective of attribution modelling is to provide holistic, accurate information about the financial return activities are delivering so you can refine them, adjust what you’re doing, and use the same budget to deliver more value to your business and your customers.
Moving forward, ‘Influencer’ marketing, that is peer-to-peer recommendation, will become more important. Customers trust their friends and contacts more than advertising (Paid Media).
A strong and effective digital strategy creates brand equity and turns customers into advocators where customers are seeking authentic experiences when they engage with brands.