By nature, people make plans, try to predict, and prepare for the future. Historically, we have ceaselessly sought to improve our conditions. That is why we constantly talk about strategy. That’s why a lot has been written about strategy over the years. Every time we go through the window of a bookstore, we realize, due to the large amount of literature on its shelves, how much the subject is interesting.
And it is not a matter of now, from ancient times – with Sun Tzu’s The Art of War – to the present, academics, military leaders and Denmark Phone Number List have been very concerned with talking about strategy, defining it and presenting intelligent methodologies for create it.Well, we are also going to start talking about the matter. In this article we will share what we have learned over the years by consuming literature and living practical experiences. In the end, what we want is to explain a simple formula that we have developed to create an efficient, scalable digital marketing strategy with a high probability of success.
10 digital strategy mistakes that destroy your performance. Let’s avoid these errors of digital strategy that are recurrent in planning and execution to give your business the right direction.
10 digital strategy mistakes that destroy your performance
Let’s avoid these errors of digital strategy that are recurrent in planning and execution to give your business the right direction.
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First, define the strategy
Those who live in permanent contact with the business world surely already have some concept of strategy – even if it is vague. By their professional activity, it is likely that they understand what a strategy pursues, what it solves and how important it is for any organization. When the RAE speaks of strategy, it affirms that it is a word from the Latin strategĭa , and this, in turn, from the Greek στρατηγία , which means: the art of directing military operations or the adjustable process that ensures an optimal decision at all times . If we limit ourselves to the business world, there are many accurate definitions. Most suggest that a strategy is a document that clearly establishes: the market in which you compete, the way you compete and what you want to achieve.
To make it easier to understand, the concept of strategy could be summarized as: a vision of a future state – and for business that would not be a wrong approximation. However, the strategy is not only in charge of defining where you want to go; it is also responsible for finding the optimal route. Therefore, to the summarized definition we could add that it is a vision of a future state, in which the plans, guidelines, rules and plans are also presented that ensure a good decision at all times.
The healthiest ideas come from intense debate.
– STEVE JOBS
For this reason, a strategy is not an idea – the kind that come to mind in a team meeting – that would be ridiculing the concept. Business strategy is a plan in which multiple ideas and actions are detailed that will bring us closer to the dream objective. A plan with a schedule, with managers and with management indicators.
A strategy is a diagnosis of the current situation of the company and a detailed analysis of the actors that are related to it. A thorough review of the strengths and weaknesses of competitors and market opportunities and threats. The strategy is a complete vision of the environment, because this will provide valuable elements to make the right decisions. A strategy is also a project for the integration of all areas of the organization. A space for the discussion of ideas and actions from all business perspectives. An open stage to debate the opinions of the areas of production, administration, finance, commercial or marketing about the future of the business.
In addition, a strategy is a constant and collaborative work, which has a starting point but does not have a clear point of arrival. With daily challenges, victories and defeats. That moves forward and backward with the mistakes and successes of the team. Which is favored and affected by the actions of competitors and changing market circumstances. That thrives on results and refines with time and skill development. All this and much more is part of the strategy concept. So, strategy is definitely the best tool there is for organizations and their members to connect. That is why it must be easy to understand, transmit and evaluate.
Business strategy deals with understanding the environment in which you compete, how to compete, and what you want to achieve . The three levels of business strategy To master the concept “strategy” in companies, it is useful to divide it into three levels: corporate, Denmark Phone Number List and functional. Each of the levels will be in charge of different matters and their definitions will be taken by different members of the organization. The corporate strategic level is the highest and, therefore, is the one that includes most of the philosophical elements. The corporate strategy must be developed by senior executives and it defines the type of company that you want to be, the businesses that will be operated, the mission, vision and values of the organization. This is the superior strategy and all others must be subject to the decisions made here.
Business strategy is the second level in the planning hierarchy. This is generally worked by the managers and directors of each area of the organization. The business strategy focuses on giving clear answers about in which markets will compete, in what way it will be done and what products or services will be offered to the market. At the business level, some decisions that may seem philosophical are still being made, but this is where initiatives must begin to land in a clear market context.
Finally, the third and last strategic level is the functional one. Functional strategies are built on work teams and have a more operational tint. Here the discussions are more mundane and practical. What is agreed at a functional level is the allocation of resources, the specific actions that are going to be undertaken and the results that are expected to be obtained. To simplify it: the corporate level of strategy speaks of the why, the business level of the what, and the functional level of the how, where, how much and when.
What is a digital marketing strategy It is a strategy that belongs to the functional level. What is sought in this digital functional strategic level is to support the company so that they achieve a correct appropriation of technological tools to achieve communication, marketing and business objectives . A digital marketing strategy is, then, a plan that in the medium or long term will allow the company to take advantage of digital environments – giving it tools and ways of acting that will place it in an advanced position and of rapid assimilation of each advance or trend-.
But make no mistake, a digital marketing strategy is not a package of digital actions —that is a common mistake, especially in those companies that are fanatical of doing without thinking. Because if the strategy is only in actions, more than a strategy an operational plan will be created. When we speak of actions we refer to simple tasks oriented to the short term, while strategies are more complex provisions that are proposed for the medium or long term. In other words, the digital marketing strategy is something that forces companies to think and establish a route for the near and distant future.
How to structure the digital marketing team of your business? Let’s dive into key principles, tools, and roles to find out how to structure your company’s digital marketing team. How to structure the digital marketing team of your business?
Let’s dive into key principles, tools, and roles to find out how to structure your company’s digital marketing team.
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The best methodology to create a strategy
While most corporate leaders say – lip service – that the most important thing for them and their organization is to have a structured digital marketing strategy , many still do not have one. In fact, today more managers prefer to jump into the daily digital challenges and act without a clear map for decision-making. A true catastrophe for any digital project, because without a plan – even if it is very simple – it is really difficult to succeed.
Conceiving a digital marketing strategy and doing what is planned in it is a momentous exercise for business. But planning is not an easy task – especially in digital environments, where everything changes quickly. To do it well requires a proven methodology, some individual and collective competencies, and an organizational culture that encourages the correct behaviors and attitudes within the digital team.
Below we present our work methodology for the creation, execution and measurement of a digital marketing strategy . A process that we divide into four phases: planning, operation, analysis and optimization. We are going to address them one by one.
This is the initial stage, in which the most complex work of the digital marketing strategy is done . Here, the work team must invest the time necessary to get clear answers about: (i) the resources it will have at its disposal, (ii) the type of environment and competitors it will face, (iii) the audience it will pursue with the digital efforts and (iv) the objectives and results to be achieved with the plan.
To look at it in a more pragmatic way, the planning phase is an equation of four variables: resources, environment, audience and objectives. The team must address them one by one to understand their circumstances.
In the analysis of resources, a detailed inventory must be made of the elements that the team will have – human talent, technological tools or budgetary resources – to undertake the task in the digital world. In the review of the environment, the characteristics and particularities of the market in which the business operates and the competitors that will be faced will be explored. A SWOT-type exercise — strengths, weaknesses, opportunities, and threats — is a good idea to address this second variable in the equation. In the audience section, the team will have to build the buyers personmost important for the business, to understand their motivations and interests; because doing this will allow them to design actions consistent with the type of audience they are pursuing. And, finally, in the fourth variable, the objectives that the business will seek in the digital world are listed.
Once the four variables have been solved, the team can use them to obtain the result of that equation: the digital ecosystem. With a deep understanding of the resources, the environment, the audiences and the objectives, the best decisions will be made about the platforms, actions and tools that will be used in the digital strategy. In this first phase of the strategic process, answers related to where and how will be found. It is a highly reflective phase that will lay the foundations and define the digital behavior of the organization. Without a planning phase, the construction of the digital marketing strategy will missteps and it will be very difficult to achieve measurable benefits for the business.
In the second step, the general work plan is designed and execution begins. With the previous step it is clear about the ecosystem, therefore here the team will have to build it. For example, if in planning it was established that the business will have the following digital ecosystem: three platforms – a website, a blog and an Instagram presence -; two actions – content marketing and SEO – and two tools – email marketing and WhatsApp Business -; In this second phase, the work teams are created for each section of the ecosystem, the operational schedules are defined and the action is launched.
The operational phase for the creation of a digital marketing strategy is in charge of defining the work order, those responsible and the times for each thing that was planned in the planning phase.
Here, discussions focus on the construction, establishment and monitoring of work schedules and the balanced allocation and distribution of resources. At this point in the digital marketing strategy, the operational manual is created to solve the who and when. In other words, it is in this phase that the plan becomes a project.
How to create a buyer persona for your digital strategy? Let’s take advantage of a fast and effective methodology for strategic planning and learn how to create a useful buyer persona for digital strategy. Learn how to create a buyer persona for your business. How to create a buyer persona for your digital strategy? Let’s take advantage of a fast and effective methodology for strategic planning and learn how to create a useful buyer persona for digital strategy.
Creating a digital marketing strategy doesn’t end with designing a plan and setting an execution schedule. This, the third phase of the process, happens several days or months after the implementation of the strategy, but it is just as important as the previous two. In the third phase, the contribution of the strategy to the business must be measured and evaluated.
In the analysis phase, the indicators are established and the parameters are defined to measure the contribution of the digital world to the company. Dashboards must be built here to quantify each step that is taken, each tool that is used, and each platform that is built. The team will need data and a lot of analysis to obtain clear information about their performance and that of the digital marketing strategy . Without an analysis phase, the business could be plunged into a vicious circle, repeating the same mistakes or insisting on actions that do not contribute or are inappropriate for the achievement of objectives.
With the information extracted in the analysis phase, the team will be able to restart the process of creating a digital marketing strategy . And we talk about restarting because that is exactly what is done. With data and results in hand, you can go back to the planning phase to adjust the equation: resources + environment + audience + objectives; to later make better decisions about the digital ecosystem. Also, the team will be able to return to the operation phase to correct errors or fine-tune the implementation of each action of the plan. The fourth phase, the optimization phase, will be in charge of the permanent improvement of the digital marketing strategy , of promoting the strong points and mitigating the weak ones, of detecting the opportunities to make the most of them and of minimizing the threats. The optimization phase is responsible for converting that document that some think is static into a dynamic document, which evolves over time and with the results.