A digital strategy can be defined as evaluating and organising how a brand moves from business to customer through digital channels. It is a process based on assessing marketplace activity and customer behaviour.
At Terrier, we start with gaining a deep understanding of who you are and what your short and longer term goals are. Figuring out the brands unique selling point is a key part of this process.
Next, we look at understanding your target audience and building a customer profile that outlines their age, sex, marital status, TV preferences, media consumption, online behaviours, etc.
We then look at the different channels that are relevant to this audience online, paying attention to channels that allow for more precise targeting options. This approach also means we get the most from media budgets.
Finally, we look at a creative solution. This solution can come in the form of video, social, text, display, outreach, PPC, etc. or often, a combination of all the above.
Having a digital strategy has never been as important as it is today. This is in large part due to the increase in available channels, on which brands can engage with their audiences. Digital planning agencies will slowly replace UX agencies in popularity. We will start to see digital planners working at the very beginning of advertising campaigns to help shape the creative concepts for each channel, rather than the shoe horning we see still see happening between offline and online campaigns. Attribution model systems that predicted ROI will be created before advertising campaigns are ran across channels like YouTube.
The goal of all this activity is to target the right audience, with the right content, at the right time and in the right place.