Strategy

Digital Strategy Summary

• Business Aspirations: Define overarching business goals and aspirations; examples include regaining brand greatness, becoming industry leader, achieving market share increases (e.g., 5-10% in a year).
• Setting Clear Objectives: Establish measurable marketing objectives aligned with business aspirations (SMART goals); examples include revenue growth, enhanced profitability, and market share improvements.
• Digital Marketing for Market Penetration: Digital marketing increases market penetration by finding new customers and expanding the customer base. It also encourages existing customers to buy more frequently and purchase higher-priced or complementary items.
• Key Improvement Areas: Physical availability (ensuring product/service accessibility) and mental availability (building customer brand awareness).
• Actionable Communication Challenges: Develop communication strategies that resonate with the target audience. Examples include encouraging families with children to buy more fruits and vegetables; increasing average basket value by a defined amount (e.g., €3 per visit); using effective (empowering, inspiring, motivating) verbs in campaign messages.
• Value Proposition Framework: Define a strong value proposition; conduct research, analyze customer base (interviews, feedback), identify market trends and competitor insights; exclude segments not aligning with business goals.
• Techniques to Build a Strong Value Proposition: The Five Whys (repeatedly asking “why” to understand root causes of customer problems), and analyzing Features, Benefits, and Experience aspects of a product (tangible features, advantages, and emotional responses).
• Addressing Substitutes, Fears, Needs, and Wants: Highlight differentiating features to stand out, address customer concerns using clear messaging, identify rational needs (saving time, gaining control), and understand emotional influences (belonging, curiosity).
• Setting Up the Funnel (Digital): A structured customer journey with phases: Awareness (making customers aware), Consideration (engaging customers to evaluate options), Conversion (driving action, e.g., purchases), and Loyalty/Advocacy (fostering repeat customers and brand advocates).
• Metrics and Examples Across the Funnel: Examples of metrics used to track improvement include brand impressions, ad recall rates, website engagement metrics, sales figures, repeat purchase rates, and customer satisfaction metrics.
• Actionable Strategies for Implementation: Use dynamic verbs (empower, ignite, motivate, engage, collaborate) in campaign messaging for inspiration and connection.
• Connecting Rational and Emotional Drivers: Leverage rational needs (time-saving, information access) and emotional drivers (curiosity, belonging, scarcity).
• Continuous Optimization: Use data on various funnel stages, customer feedback, and market trends to refine strategies and test new approaches. Includes specific key performance indicators (KPIs) for tracking progress; examples like website visits, clicks, conversions, impressions, etc.

KPIs (Key Performance Indicators)

• Awareness: Impressions, Views, Reach, Share of Voice, Share of Search.
• Consideration: Website engagement (clicks), Content interaction (downloads, views), and Cost Per Click (CPC).
• Conversion: Sales, Lead Generation, Secondary Conversions, and Cost Per Thousand Impressions (CPM).
• Loyalty/Advocacy: Repeat Purchases, Customer Lifetime Value (CLTV), Churn Rate, Customer Retention Rate, Net Promoter Score (NPS), Social Media Engagement.
• Think Metrics: Clicks, CTR, CPC, Website Visits.
• CARE Metrics: Repeat Purchase Rate, Customer Lifetime Value (CLTV), Churn Rate, Customer Retention Rate, Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), Social Media Engagement, Reviews and Testimonials, Referral Rate, Brand Advocacy Activities.