In the Digital-Marketing Exists More than 1400 instruments. And each of them can be used in different ways. To understand what tools are best suited to your needs, Digital Strategy.
Digital-The strategy allows you to give reasonable answers to the questions why, who, when, what, where and how to advertise. Based on objective data — business, market, competitors and target audience.
To develop Digital-Strategy, you need to consistently answer 6 questions.
Digital-Strategy — These are answers to six questions: Why, who, when, what, where and how to advertise.
1. Why: Who are you and why
This is the question of the company we advertise. About the value it provides and its differences from competitors.
The answer to this question will be:
- What task do you “hire” consumers to solve? To formulate value you need to study your core competencies, your clients ‘ tasks and the pains that prevent them from solving these problems. There is a great tool for this, Value Proposition Canvas, developed by Alexander Ostervalderom.
Value Proposition Example Uber: Tap The App, Get A Ride. Uber Is The Smartest Way To Get Around. One Tap and A Car Comes Directly To You. Your Driver Knows Exactly Clause To Go. And Payment Is Completely Cashless.
Lists all the disadvantages of using a regular taxi and emphasizing advantages Uber: One click and a taxi are already at your place, the driver knows where to go, non-cash settlement.
Selected Market segment.
- After choosing the value we need to describe the segment of consumers for whom this value is important. and assess this segment of the market-whether it is sufficient for us its volume, whether we can clearly describe this segment and examine its representatives, can build with it Digital Communication.
For example, the taxi service can focus only on the segment of secured business people-providing premium cars with the appropriate service.
With whom to compete.
- We need to understand with whom we compete on all three levels — product, category, and motive. The analysis of these competitors will give us important data for Digital-Strategies-we can take good decisions, build up in communication and understand what kind of advertising is accepted in the market.
For example, a coffee shop at the level of the product competes with coffee in packs that are brewed at home. At the category level-with other coffee shops. At the level of the motive-with all the places where you can spend time in a cozy atmosphere.
- We need to take a market position that will distinguish us from our competitors. Positioning is based on our advantages — functional and emotional.
For example, positioning Volvo is the safest car Duracell Are the most LPs batteries, Uber is a personal driver for everyone.
2. WHO: Study target audience
To build effective communication in Digital, we need to know our target audience well.
Tasks and pains.
- We need to understand clearly what tasks consumers want to solve with the help of our product and what difficulties they have in this case.
An example of a taxi user’s task is to get to the right place, the pain – a long time waiting for a taxi and old ungroomed cars.
Values and social status.
- What is important to our target on a global scale — family, achievements, entertainment, status? What place do they occupy in society-who do they work with, whom do they communicate with, whose opinion they are considered? Such a deep understanding of consumers will allow to build a truly individual communication.
An example of how a car rental company took into account the importance of the status:
- With the help of what tools we can interact with our target audience. Issue of search engines, online media, community in social networks, conferences, opinion leaders?
For example, if we sell sports food, a good communication channel will be Youtube -Advertising in training videos on bodybuilding. or posting ads in opinion leaders ‘ blogs.
3. WHEN: Understand the buyer’s way
One of the main marketing goals is to contact With the buyer at the moments when he makes a purchase decision. Therefore it is important to understand what steps the consumer makes and what decisions are taken on each of them.
Consumer Decision Journey.
- Previously, to describe the buyer’s path was used classic Sales funnel. But in Digital-The era of the path has changed and complicated.
Mckinsey Conducted extensive research and developed a new model of purchasing behavior — Consumer Decision Journey. In it the buying process is cyclical and consists Of the four stages: consideration of the initial set of brands, active brand rating (or the process of finding potential purchase options), purchase and post-purchase behavior.
The purchase process begins with Trigger — A situation that causes the consumer to think about buying. The next step is for the consumer to consider Initial pool of BrandsThat are the first to come to mind when thinking about buying a product. Then comes the stage Active study — When a consumer adds or removes brands from the options under consideration. After that occurs Buying — The consumer finally chooses a favorite brand. The next step is Product Experience — The consumer evaluates his satisfaction from the product and takes it into account at the next purchase.
For example, a trigger to buy a car may be the 18th anniversary of the child. In the initial pool of brands will fall well-known to you brands-for example, Mercedes, BMW and Mitsubishi. After you start to actively study market offers, you will discard the Mercedes and BMW because of the high cost and add to your list Hyundai And Skoda. After examining all the details, you will stop the selection Skoda and buy it. When you buy your car again, you uchtjote your previous experience of buying and using a car.
4. What: what we say
Message is one key thought that a consumer should take out of advertising communication. The task of the advertising message is to transfer the consumer to the next step on the way to the purchase.
What we will talk about depends on our value and positioning, the stage of the buyer’s path and the channel we use. It is also important to take into account the advertising messages that our direct competitors bring-to be rebuilt.
For example, a car advertising message Smart: We are the best fit for the city.
5. WHERE: Selection of promotion channels
At this stage we already understand through which channels we can With the consumer-we have studied the target audience. We also know the steps that the consumer makes on the way to buying, and how it behaves on each of them-what information and how to search. And we already know which advertising messages we want to convey. Moreover, we know what Digital-Tools and how our competitors use.
Taking into account all these data we have, we decide which Digital-Tools we better use. This approach differs from “Let’s Try”, “competitors do so” and “I Hear it works”, doesn’t it?
For example, realizing that our audience spends a lot of time in Youtube And advertising should be emotional — we use Youtube And we’ll shoot a video.
6. HOW: implementation
This issue of translating our strategy into reality. What exactly do we need to do now.
Prescribes goals and KPIs.
- There are four levels of goals – business, marketing, Digital-Marketing and Digital Tools. Targets at lower levels are derived from the parent. After the goals have been approved at each level, we prescribes the performance indicators for them — how we will measure their achievement.
For example, for a yoga studio the business goal will increase the turnover of the company by 20%, the marketing goal-to attract 50 new customers, the goal Digital-Marketing-Get 300 applications from the site, the goal before Facebook — Get 1000 conversions to the site is not more expensive $0.25.
Make To-do Sheet.
- After we have defined the tools and their KPI, prescribes the work plan for each used Digital Channel — with terms and responsibilities.
We believe media.
- Now that we have a detailed work plan on Digital-Marketing, calculate, how much resources we need to implement it-money, time, people.
The strategic approach avoids the mass of senseless and costly actions in the Digital Marketing. It allows you to develop a detailed plan of work on online marketing to solve your specific tasks. A reasonable plan. When you can answer each item – Why and why we do it.