What is Digital Strategy and e-Marketing?
There is a lot of jargon out there. Don’t get distracted by the hype and vocabulary. If you don’t understand what’s been proposed by your designer, web developer, digital strategist etc., don’t ask “What do you mean?” Instead, ask “How will what you are proposing meet each of my business or marketing plan objectives?”
Peter Drucker
Innovation via Digital Strategy involves developing an e-business model
Innovation via digital strategy involves developing an e-business model. Usually it is based on an off-line, existing ‘bricks & mortar’ business model. The skill is in identifying the right technologies for developing an online platform or website and social media presence, which lets you create and service customers.
As for marketing, the two things you want from an e-marketing strategy are:
- Increased business leads or revenue.
- Decreased costs e.g. lower customer acquisition costs, decreased administrative time and costs due to automation etc.
To deliver on these, you need to work with specialists who have experience in increasing online conversion rates and traffic. Conversion rate optimisation work includes:
- Setting up clear conversion pathways based on your target audience’s buying decision making process.
- Designing webpages and screens that are intuitive to use, bearing in mind the Internet literacy rate of your target audience.
- Identifying the correct functionality needed for the calls to action on your website.
Why are companies on there for fifth website? It is usually because they jump to quickly into production and did not spend enough time getting involved in the careful planning needed to ensure that production time and costs are optimised and minimised. Think about the amount of planning time required in your own business.
