We’re going to talk about a digital strategy to designate the strategy of a company or a brand in the field of marketing and communication through digital channels. Like any marketing strategy, it must include objectives, one (or more) positioning(s), a resulting marketing mix and performance indicators.
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In terms of digital marketing, the main goal of the digital strategy is to achieve measurable objectives in a given time. These objectives must be in line with the strategic objectives of the company, and not centered on performance indicators specific to the web.
The importance of defining relevant objectives in your digital strategy.
The achievement of objectives must have a direct impact on the brand and/or the company. Indicators can be defined as means correlated to the achievement of strategic objectives. However, the assumptions underlying this correlation will not necessarily be verified and will therefore have to be readjusted over time, unlike the strategic objectives, which must be stable, sustainable and structuring. That’s why digital strategy consulting is important before actually starting anything.
To understand the difference between strategic objective and web indicator, let’s take the example of a company that wants to achieve 30% of its turnover online within two years. It currently sells aluminum profiles through traditional channels. Its forecast turnover (target) is 100 MEUR in 2022. It must therefore achieve 30 MEUR via the web. This objective will have a direct impact on the company: it expects to save commercial and logistical costs through this (automated processing of quotes, transmission to the ERP and easy extension of its catchment area).
Currently, it makes 1MEUR on a market niche on online sales. The store’s conversion rate is 3.5%. The traffic is 600 visitors per day. The web manager could therefore make a rule of three and say that to reach 30 MEUR, it is necessary to generate 18,000 visitors per day. He could therefore set a target of 18,000 visitors a day and make a monthly traffic monitoring table on these bases.
By defining a pseudo-correlated traffic objective to the online store’s turnover, the focus is on an indicator that is not necessarily relevant, and which can harm the achievement of the strategic objective: a campaign to convert existing customers would have probably a much better ROI than a race for traffic via advertising.
Originally posted 2022-04-28 23:55:29.
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