What is a digital

strategy?

What is it about, and how can

it be laid out?
DYNAMIC DIGI SERIES

A series of presentations
Webinars
Books
Infographics
And many others
On digital marketing topics
for Trinbago and the
Caribbean generally.

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Grow our digital space

Ensure the will, knowledge
and scope exists
Along with the infrastructure.

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Who is dynamic
digi?
A digital marketer, running several
private and voluntary projects.
Looking to build collective skills and
patterns in the country and region.
Skills are present, but more needs to
be done to ensure greater growth.
Looking for holistic dialogue and
conversation.
Being the change, think positive, and
increase scope for holistic results!

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A strategy is a plan of action.

It lays out intended goals,

outcomes, objectives, and metrics.

A good strategy fulfils and extends

the corporate mission, and uses
digital to capture marketing and
corporate goals.
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Corporate
Strategy/mission

Marketing goals

Digital goals

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There is a staggered process and fit

from higher goals/objectives. Digital
strategy must achieve and extend
higher organisational goals, and add
holistic value to a firm.
It should also utilise SMART goals, and
be viewed, accepted, and approved by
all key internal stakeholders. SMART is
Specific, Measurable, Attainable,
Realistic, and Timebound.
Gaining buy-in from various parties
(employees, unit mgmt., senior mgmt.)
is key for proper realisation.
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Your digital strategy

should meld:
Political, social, economic, technological
environments

Past campaigns, metrics/analytics, engagement

feedback

Consumer needs, competitors actions, goals,

objectives, organisational mission

Metrics, analytic
data, engagement
feedback

Business,
social,
economic, tech
environments

Corporate
culture,
strategic goals,
digital goals,
consumer
needs

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A good digital strategy should include:

-

Corporate mission, goals and objectives

(What does your firm value? What is its mission?)

-

Defined target markets

(Where do your customers live? What are their ages? Are they predominantly male
or female, or mix of genders? What are their lifestyles?)
-

Any laws, regulations, current events, new technology, morals/social norms,

etc. affecting implementation

(Are there new social media available? New smartphones? New tablets? New
personal computers, programming languages, or physical Internet links? Has the
government signed agreements or made laws affecting Internet use? Are more
people using smartphones, or adopting one form of social media over another?)
-

Lessons learnt from past strategies, including metrics/analytics

(Did consumers log on social media at one time more than others? Were sales, ROI
or engagement metrics met?)
-

What consumers like, want, or demand

(Are there new morals or trends in society? Are there areas of society that require
new products that our firm can meet?)
-

How consumers engage with your brand online

(Does your brand have many retweets, well-wishers, or likes/favourites from your
customers ? Are most comments left on your profiles positive?)

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- Specify your brand, tone, and message

-

Choose your digital mix:

-

Social media
E-mail
Content marketing
Pay per Click (PPC)
Websites
Video
Search Engine Optimisation (SEO)

Metrics
-

Engagement
ROI

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Social media

Examples Facebook, Twitter, message boards

Used for quick/rapid communication, sharing of information/ideas

E-mail

More comprehensive in information sending. Can include newsletters and related media.

Content marketing

All copy for use in online communications. Can include online brochures, white papers,
technical documents, etc.

Pay per Click (PPC)

Used when promoting websites. Users are paid for each click, and using keywords and
Google Analytics.

Websites

Well known of course, but are arguably the core of digital efforts. Must be a
comprehensive one stop shop for information, contacts, and product information.

Video

Youtube or Vimeo are examples. For product information, tips, pointers, etc.

Search Engine Optimisation (SEO)

Use of keywords to ensure websites are near the top of Google searches

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Imagine a car firm.

It makes cars with the mission to provide comfortable,
affordable and durable vehicles for all people.
Target markets are families, single people, corporate fleets.

Eco-friendliness is important socially. Government and

opposition keen to expand network readiness (Election
2015), meaning more scope for digital marketing.
More people in Trinbago are coming online in greater
numbers. More smartphones/tablets means more
pervasive scope.
Past metrics showed not enough conversions were made
or secured.
Emphasis on greater safety features on cars are expected
by consumers.
Not many consumer comments were made on prior
campaigns, but a high number of followers and likes were
attained.

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Your brand tone

Match it with your product/corporate tone. It should integrate
seamlessly with all other digital and traditional media. Our car
firm should ensure it uses a similar face on all media.
Where are your customers hanging out? How would they like to
receive information?
Select the forms of digital you wish to use, based on this
information.

Car owners may like e-mail lists, social media, websites, and
content (white papers, technical documents,
insurance/product information, etc.) Promotions can be
executed via social media and e-mail, as well as parts, warranty
and options for updates.

Measure strategy through conversions, ROI, and level of engagement.

Likes on Facebook and followers on Twitter dont convey

much by themselves. Users may like/follow a product with no
attachment nor care to the engagement afforded. Its best to
use several metrics, to achieve full scope of strategic
effectiveness.

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Communicate your strategy with

other internal bodies.
This can be senior management,
other functional bodies, and
other members of ones unit.
Ensure training and proper tools
are utilised, in the development
and execution of strategy.

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Programs/apps for strategy:

Hootsuite (hootsuite.com)
Comprehensive social media management app
(Windows, Android, iOS). Can be used to send
messages to and from various media (Facebook,
Youtube, Twitter, Instagram, etc.)

Google Analytics

Part of the Google family of products, but very

useful in getting data from various media.

Strong digital applications help in execution, planning and

monitoring. These are available online, and are affordable for
all firm sizes/types.
Certification can also be gained, from national, regional and
global bodies.

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Revise strategies, as with any other

plan. Hold regular meetings to ensure
prior goals are being met.

Share with other stakeholders, ask for

input, suggest new inputs readily. This
spans management, and pay attention
to points from user engagement.

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(Murphys Law)
Be proactive, and develop plans for
customer complaints, trolls, anti-users, and
mistakes.
Apologise as soon as possible once faults
occur, and make recompense depending
on the infraction/fault.

This can be an online apology, an actual

written apology to a customer, or internal
disciplinary actions. Product returns, free
products, monetary exchanges, or
coupons/vouchers can suffice, dependent
on the issue at hand.
Include points that you wont tolerate
discriminatory or otherwise negative
comments on your digital media. This can
be handy in legal terms.
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Central facet of digital strategy:

ENGAGEMENT
Make your customers feel
connected, happy and part of
the process.

Digital is an excellent way to

form connections, bonds and
associations, to gain mutual
value between your firm and
your customers.

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To engage is to:
Attract
Hold the attention of
Interest
Win over
Through engagement, firms can
keep and gain users in mutually
beneficial aims, goals and needs.
Its relationship marketing to a
new and fuller extent.
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Catch updates, topics, points

of interest on:

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- Enjoy

- Share
- Be good to yourselves
- Keep being digital

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