How To Create A Killer Digital Strategy

Creating a digital strategy can be overwhelming. There are so many platforms and devices; brands feel like they must always be "on". A digital strategy can be updated continuously but in order to be effective a killer digital strategy must contain the following five components:

1) Create Objectives

Even if you create the perfect digital strategy, you'll never know if it's successful without objectives to measure it against. Much like a traditional campaign, digital campaigns require precise and achievable objectives. Objectives must be evaluated on a consistent basis in order to keep digital strategies current.

2) Get Searched

The best website can lay dormant if no one can find it. Search Engine Optimization (SEO) is critical for digital success, but brands need to be found easily on other websites as well. Consumers are increasingly conducting searches on Amazon, and through social media.

3) Mobile First, Not Mobile Optimized

Most good brands have mobile optimized websites that function just like their desktop websites do. However, consumers are more likely to be viewing their website on their mobile than any other platform. Mobile websites and apps need to keep consumers engaged and ensure that the mobile experience is pleasurable.

4) Respond In Real Time

Social media allows marketers to respond to trending topics and issues as they happen. In many circumstances, a brand is viewed unfavorably for staying silent instead of having a voice. Additionally, when consumers use social media to express dissatisfaction, brands must respond quickly and in a positive manner.

5) Make It Omnichannel

Retail isn't dead, rather digital & retail experiences should be in sync. Many brands incorporate digital tactics such as geofencing to locate customers in-store and serve them products they know they're interested in based on their digital habits. Combining the in-store and digital experience is the key to killer marketing in 2018.

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