The e-book Youmna Ovazza, "How to build a digital strategy" offers a global vision of digital as well as a method of analysis and development of a digital marketing strategy. It is the result of his personal experience, his practice as well as active monitoring. His approach contributes to the "How" and "How to arbitrate between the different current trends." It is intended primarily for business leaders and entrepreneurs, both in the community managers or web marketers. Here are 10 tips excerpts of his e-book.
Digital Marketing Strategy
1.Consider the digital space as a
It is proposed that the digital not as a media or channel, but as a space that would bring together several places (websites, blogs, social networks ...) and connected by roads (RSS, affiliate, links). The mark may as well invest the scene of this virtual space with a global e-marketing strategy.
2.Four key questions for its digital strategy
We can transpose this virtual space that you can do in a physical space, four structural issues:
- What I want to do on the Internet? Notoriety, image, prospecting, sales ...?
- My clients and prospects are they there? And in what place in particular?
- What are their uses on the Internet? What are their motivations? How does the internet on their purchase journey and consumption?
- What are their decision criteria?
3.Use the mobile as a bridge between the virtual and the real
If the digital is a space, the mobile is visualized as a bridge between online internet space and physical space offline. For the mobile accompanying individuals anywhere, anytime, facilitating access to the Internet anytime and anywhere. This is especially true with smartphones and can rethink its mobile marketing strategy.
4. Develop a draft global architecture
In this digital space, it is proposed to build a comprehensive project around different places to invest, including:
- The website, which has a function of "seat" of the brand or shop. It conveys a rather lasting image.
- The ephemeral site, corresponding to a communication campaign, event-kind.
- The mobile site instead of a shortcut to access products or services.
- The blog to reflect the opinions, views, expertise.
- The microblogging, devoted to the news feed.
5. Understand the use of digital
The digital allows you to develop marketing influences, particularly via Social Media, but not only. Therefore, understanding the uses of the Internet provides a global vision:
6. Understand the motivations of Internet use
These motivations are four in number:
- The search for information on Google, Wikipedia, forums, blogs ...
- Relational: MSN, Facebook, Linkedin ...
- Consumption: buy e-commerce to a free viewing of videos on YouTube or reading blogs.
- The production or participation: bloggers, gamers, and active consumers.
7. Know the crowded places and paths
The goal is to "draw beautiful roads", easy to find and use, with good signage to bring the Internet to places invested by the brand.
8. Respond to decision criteria of Internet
With experience, users enjoy for themselves the quality of the emitting source, including criteria such as transparency, expertise, credibility. To build a credible strategy influences the delivered content is very important, especially in the bottom (precision, expertise ...) and in form (design, look and feel, ease of navigation ...).
9.arbitrate and prioritize
Quantitative criteria (Internet business impact) or qualitative (affinity with Internet) possible to assess the interest of a digital strategy, its implementation or development. but another important point to consider: the Internet's impact on the business model of the company. Conventional marketing strategy questions should be asked: what are the issues of the company, what are the growth drivers, how the Web and mobile can contribs the company business?
10.A digital strategy around the customer journey
The digital strategy must think globally in terms of brand strategy and not a series of operational actions on particular media. It must be "customer focused" and for that move around the customer experience, to match the actions of the brand in phases through which passes the consumer, before and after purchase.
Finally, do not forget the indicators to establish or budget to put into perspective the potential of business, image, and reputation.