Analysing Connection Strategy In Digital Marketing
When digital was first introduced, for a long time, it’s core objective was driving clicks. As the channels have developed and the number of formats has become so diverse, we have evolved beyond the click. Now, digital is about ’Connection’. A connection is an understanding that not only are you delivering stimuli to users but through data, we are understanding how to be relevant so it is actually a ‘connection’.
Connection strategy is built upon pillars that outline our goals e.g REACH, EXCITE, INSPIRE, etc. You need to figure out what the outcome that will achieve your results is. Then you can identify connection moments that can be used to connect with your audience. Connection moments are moments that we can connect e.g. search ad, billboard, display ad, social competition etc.
The connection allows you to itemize your ideas to ensure you are converting across all objectives.
A strategic plan is a full outline of all of your activity. In it you detail:
- Phases: What are the different phases/pillars of your strategy
- Assets: What content is going to be used
- Investment: How much is being invested in each content idea
- Timings: Detail each month and track with peaks the specific moments of note in the year
- Activity Detail: Line by line identify specific moments and campaigns throughout the year.
The following are the key components of a strategic plan that help outline a strategy as it develops over time:
1.Key Markers: Expectations and occurrences that will be seen as a mark of success.
2.Timelines: Dates, months and times when content and campaigns will occur. When are specific campaigns happening and what other activities are occurring around you that you can support, e.g. sponsorships, TV campaigns, etc.?
3.Success Indicators: KPIs during key times that will mark success outcomes. What KPIs are you tracking that combine to identify your KSO?
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