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Strategy Digital strategies GOVERN how digital is used to achieve…
Strategy
Digital strategies GOVERN how digital is used to achieve commercial goals.
Core Components
Objectives
Three main categories:
Awareness
Why:
Identify the awareness levels of produce or brand
How
: Banners, outbound display, video on website (6s), social media.
Where
: Keyword Research using our brand name or produce in tool as well as our knowledge of the market
When
: If levels are low
Consideration
Why
: encourage consideration in the decision-making process of our consumers
Where
: USPs or ESPs, can use reach and frequency of messaging drive recall.
When
: Some awareness of our product but the market is cluttered or our product needs differentation.
How
: Again outbound display and social, as well as wider organic and paid search.
Conversion and Retention
Why
: attract new customers so the retention objective considered high value.
Channel strategy
Content Strategy
Media Strategy
Tactics