Setting up a digital strategy for a company is an essential step for the development and deployment of its activity on the web. When a company decides to be seen and recognized by a target audience on the web, it needs to know what influences its strategy will have on its own organization. How will it therefore define its digital marketing strategy? What are the objectives that it should set for the deployment of its communication strategy on the Internet?
Marketing and Digital
Marketing is the function of connecting the business with the needs and wants of its customers to deliver the right product, in the right place, at the right time. In other words it is the effective marketing strategy for any business. Its digitization uses all the characteristics of the new web media on which a company can position its products and services. The digital strategy is the implementation of its web marketing in action. The other names of the word digital marketing are: web marketing, e-marketing.
Set corporate goals
Marketing uses techniques that aim to increase the value perceived by consumers. You should not engage in web marketing without a strategic vision, which is why before launching its activity on the web, it is advisable for a company to know where it is going, that is to say to set objectives. For her web marketing to be effective, she must consider reaching a given goal through specific objectives using specific tactics. A business needs to measure actual ROI in order to verify that things are going as planned and adapt it to any changes over time. In other words, the web marketing strategy must not remain static over time but it must evolve taking into account market feedback and competitors’ strategies.
The given goal represents the finality of the company’s strategy. For example, the business may aim to find out how to make money on the web or increase online sales or plan how to reduce customer dissatisfaction rates. To achieve this goal, it must manipulate various levers requiring the establishment of specific objectives. In this case, using the smart method or objective (specific, measurable, achievable, realistic and time bound objectives) is a good practice for setting objectives. After having properly framed the objectives, the company must think about the tactics or means to put in place for its service.
Define the digital strategy
The implementation of the digital strategy takes into account the means available to the company, the study of the competitive strategy and the knowledge of the different levers of web marketing and their usefulness. The means available to the company to define its strategy can be financial, human or time resources, etc. These means have a direct impact on the choice of the web strategy to develop.
The study of competitive strategy consists in analyzing the strategy used by the company’s competitors on the web. A good practice for competitive analysis is web benchmarking. This competitive audit makes it possible to identify: how the company’s competitors position their products and services on the web, what purchasing paths they offer, how they use social networks, etc.
