Feb 11, 2014

Designing a Simple Digital Strategy

Designing a Simple Digital Strategy
Even though simplicity can be elusive, it’s an important stepping stone when creating a digital strategy.

So when you evaluate your brand’s digital presence, the go-to list of simple, straightforward action items below will:

  • Guide your professional evaluation
  • Help you gain personal understanding of the brand’s personality
  • Evaluate how it relates to its target audience.

Think of it as a SWOT analysis for a digital footprint.

Here’s what to do:

Know Your Category

First, piece together a brief category trend analysis. It can be a macro as reputable (non partisan!) news reports, consumer sentiment, and major flops. It can be as micro as labor statistics and regulatory issues.

Simply looking at industry stats objectively will enable the proliferation of big ideas, but only so far as applying those ideas to what is already out there, a.k.a. competitive analysis.

Conduct Competitive Analysis

Taking the lead from the trend report, a competitive analysis needs two distinct questions answered:

What are the points of parity? 

Points of parity is obviously the one area you want to own, but that is easier said than done depending on who else is in the ring fighting for the same space.

It is important to define the battles you can win and the battles not worth fighting in regards to owning a particular conversational river and how it affects your budget. So draw a big red imaginary line that defines exclusiveness and superiority of your brand. This will give direction for a clearly defined content and/or social marketing strategy.  

What are the points of difference?

Being aware of where their content rivers are, contrasted to what points of difference you share, will save time and money when evaluating organic SEO efforts. More than anything, it will give you an idea of where to start building brand awareness. Define how you can match your competitor’s bets.

A full blown competitive analysis will have significantly more information, but, remember, we are keeping it simple here.

Stakeholder Assessment

Finally, take a qualitative look at your target’s overall impression of your brand. In digital, product/service reviews are a good place to start. The more inputs the better, as there are bound to be reviews that are polarized for one reason or another. 

Why does it matter?

Simplicity can be one of the most electrifying catalysts of ingenuity. It saves time and energy and re-applies it to innovation. If you are a brand manager or a product owner, keeping your “digital strategy” process simple will help you reach business objectives and drive new ones through enlightened points of clarity.


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