ronjajacobsson June 11, 2019
Innlegget leses best på den opprinnelige studentbloggen

«Marketplace
and a digital marketer need to understand their behavior and the implication of
changes if an organization is to develop an effective digital marketing
strategy»
(Chaffey and
Ellis-Chadwick 2016, 60)

Without a strategy business
today will struggle a whole lot, there’s so much competition on so many
different levels in today’s society. To achieve success, there must be a plan
with a good strategy, and it must be implicated from day one. First ting a
business must do is to analyze the situation and ask themselves “where are we
today?” and second “what’s our goal?”. Analyze the data they already must use
it and improve the current situation. By collecting data from traffic on
websites, or how much sales and how many visitors through leads has been
purchasing an item.

Strategy within the company is very important, this will help the company to
keep track on the staff. Make sure to take fully advantage by using KPI and
OKR’s to reach the company’s goals and visions. The business needs to sit down
and figure out if the all the knowledge is available access for everyone? Or
does someone need an extra education? Or should the company hire an extern
counselor? But most importantly, does the company have enough expertise within
the company? A good advice will be to use a SWOT Analysis, which helps the business
understand what weaknesses, strengths, threats and opportunities they might be
exposed to.

SMART- MODEL
But let’s go back to strategy, there needs to be realistic goals.  I recommend everybody to use the SMART-Model, it’s a great tool for guidelines. It helps the company to target a specific goal, one that’s not impossible to achieve and is still realistic and can be measured in time. With a start and finish date. 

Instead of trying to be on all the different platforms
or channels if you’d like, you’ll need to narrow it down to a few. Put all the
focus and effort on trying your best to reach out to your audience through the
one or two channels. The company must know where the potential costumer is
spending most of its time. The business needs to know what content and services
they have to offer to affect a purchase from the costumer’s side. Through
today’s technology it’s easy to see where costumers left of, and what leads
they “leave behind” as for example and IP address or if the customers leave the
same site every time or even if they put something in the chart but didn’t
purchase the item.

Audience and tone of voice
A strategy is not a way of reaching out to everyone you could ever imagine
because this will take all your energy and you will put your focus in people
who’s not interested in what you have to offer. You need to find your audience
and figure out how to target them in a smart way. Narrow it down and “give them
your all”.

Tone of voice?
It all comes down to how you choose to communicate through marketing,
personally I believe that it’s about finding trust in your audience. And trust,
takes time. You need to plant a seed in order for it to grow. Be patient. But
when your audience trust you and your business, they will purchase whatever
item or service they might find interesting.

It’s super important for a business to prioritize a good communication and
marketing plan with their customers. The better the plan, the more information
will be collected to the company’s data. This will be an easy way to keep track
of where your business is growing and not à improve
success.

Conversation tracking is important due to make sure succeeding with the digital
strategy. WHY? Well, because this will give you the information on who subscribed
for the newsletter, who purchased what and when and if anyone left a question
or another custom inquiry. The company has to make sure these updates happens
frequently.

Source:
https://blogg.sti-norway.no/7-steg-for-%C3%A5-lage-en-effektiv-digital-strategi

Chaffey, Dave and
Fiona Ellis-Chadwick. 2016. Digital
Marketing – Strategy, implementation and practice.
6 utgave. Pearson
Education Limited. United Kingdom