The web is killing us, byte by byte. There is more information then there is time to consume it.
To make matters worse it’s confusing what device or channel is best to consume it on.
If this is a problem for us as digital marketers, imagine what kinds of issues consumers are having?
If you can’t stay organized and keep up to date with digital strategy techniques, how will you ever be able to manage the strategy for finding and connecting with your end users?
My objective for this series is to present 7 idea cards with actionable information that you can digest in 5 minutes or less. This will help you improve, define, and better formulate your digital strategy (even if you already have one). Leave and come back as often as you’d like.
It’s free, it’s fun, and it’s better than wasting time liking cat photos on Facebook.
You could say it’s basically “success with technical initiatives”. You are trying to accomplish something with digital tools. The strategy comes into play when you try to make it measurable and actionable.
You could apply digital strategy to any tech initiative, but it’s most commonly associated with websites and mobile apps and the ties that bind them. When users interact with your digital properties communication is multi-dimensional, and the strategy also applies to all of the corresponding relationships you collect with those users.
Digital strategy is not best defined by C-suite executives, nor a duly appointed “strategist”. The best digital strategies are defined by all parties involved. This would include the business and IT staff. Copywriters, creatives, developers, UX, QA, analytics, marketing, search, social, brand and project managers, and account executives. Don’t forget the actual users.
I have had the best success talking to people in all of those groups while executing this process:
Ask Questions. Listen. Collect Data. Take Action. Measure Results. Communicate Success or Failure. Repeat.
The action item for this card is simple.
Do you have a digital strategy defined?
Are all parties informed and on board?
Think about what your role is and who you should start involving.
If you work in digital, you’re trying to get somebody to do something. It doesn’t matter whether you work on a digital website, a mobile app, or some other type of application (like chatbots or Alexa skills) — there is always a user transaction involved. A transaction doesn’t have to be a purchase. It can be the delivery of information, the download or acceptance or something, receiving input, or just plain “something happening”.
I want you to think about what they key transaction(s) are for your digital project. Keep it under 3. You would not believe the number of clients and companies I have worked for/with that have not captured this basic information. You could pay an agency our outside company to define this, but it’s pretty easy to figure out at a high level what your most critical transactions are. For some this information is data known the analytics department or marketing executives, and it’s not cascaded to everyone on the project. For others you may know what the key transactions are, but not how your role affects them.
Define key transactions, and setup short meetings to discuss how various roles affect them.
Do not be afraid to reach out into areas and departments you are not familiar with, or to involve multiple people in a single discussion. Cross the boundaries of business and IT to get your answers, and be sure to talk to actual users as well.