As opposed to other types of Strategy, Digital Strategy concerns an organisation’s digital presence. At the very top of any organisation sits your business model from which your business strategy will be formulated. This business strategy will filter down into all other departmental functions including the marketing department from where you will formulate a brand strategy, general marketing strategy and communications strategy etc.
Digital Strategy however, can also refer to areas outside the Marketing function, for example the digitization of internal business systems, digital transformation, data mining, channels and more. Generally speaking a disital strategy will heavily focus on marketing elements such as choosing the right mix of digital mediums (Search, Social, Content, Publicity etc) and other considerations such as higher level messaging strategies, USP’s, Competitive Advantages etc.
More often than not we find a lot of businesses haven’t considered basic considerations. If you can’t answer these three questions below, you are in trouble.
Example: We’re James Hammon & Company, a strategic digital consultancy for progressive organisations
Example: We help organisations take advantage of all the digital world has to offer
Example: It’s difficult for organisations to keep up with the rapidly changing environment the digital world brings. Customers can leverage our expertise to stay relevant and prosper in their marketplaces.
It’s interesting how many times people use the word ‘brand’, but if you ask someone to explain what it means, they will all offer very different answers. Most people immediately refer to the design elements of a logo. This is incorrect.
A defined brand strategy will answer these questions
Ultimately every business wants to increase brand equity which is a combination of 4 factors
If you don’t have a brand strategy, you should first perform a strategic brand analysis which consists of a
Once defined, this drives the brand position i.e. how you are going to communicate your newly defined brand to the market. Whether is interpreted correctly by your customer segments is another thing entirely. Nonetheless, positioning is important because this approach feeds directly into your Marketing and Promotional strategies.
Marketing is a very broad function within the organisation and can include everything from pricing, brand management, distribution, public relations (PR), market research, segmentation, product development and more. At JH&C, we primarily focus on the marketing communications side of the equation and how this relates to end user sales.
Otherwise known as the Promotional ‘P’ of marketing, this involves formulating the messages and mediums by which the organisation’s product/service is communicated to the target market. Messages refer to what you are communicating whereas Mediums are how you are going to communicate the messages.
Online or digital strategy ignores all offline mediums such as Billboards, Radio, TV, Print etc. Online strategy is ever changing and many businesses find it difficult to keep up with the dynamic nature of the industry. Once your messaging strategy is defined we will then help you choose the most appropriate digital mediums to effectively disseminate your message. These could include…
It’s important that the correct mediums are chosen for the business. Too often than not, we find obvious choices not being used or too many mediums are being used ineffectively with no focus. Sometimes less is more, but all this depends on the goals set at the beginning and the nature of the industry.