Digital Strategy: The Vital IngredientsPublished: Jun 15th, 2019 12:42 am
02 Jun 2019: Less than one year into this space, felt it was time to put on record what I noticed as early pointers that can help make sure the “Digital Journey” for a brand is: Positive, Profitable!!
Commitment: The brand has to first make a clear decision to “excel” on their Digital journey. It’s a space where mostly the winner takes it all (at least 80%+ of the Target Opportunity/Sale). The also ran campaigns and brand awareness exercises fade away very fast. Why? More & more Campaigns are going to jostle for the customer attention. ONLY the brands that make a Qualitative effort will get possible return. Your success is a lot dependent on what your competitors are doing as well. So, being the Best in not an option!!
Be True to
your Brand Promise: In the rush to excel at Digital Marketing and achieve
the maximum ROI, brands tend to deviate from the Brand Promise and make
promises that are not practical or cannot be delivered or are just ShortTerm.
With Digital Marketing Agencies handling the Campaigns even more
The Team: Being
discussed as the nth point does not make this less important. In fact, it is
the key “Differentiator” that can make or break the “Campaign”/”Ad Blitz”.
Would you not recall the Happydent AD(made in 2006) where the guy runs through
the 100s of co-participants to initiate the lighting Act and eventually
activates the “Evening Lighting” in the palace. Who could imagine such a slick
AD would resonates even after 10 years of its conception. That’s the Benchmark
in “Forming Right Teams”. Your team is your KEY to success. Make sure you get
the right team (in-house/ agency) so the delivery lives long after the
objective is met. Ensure you have a fabulous Creative Team (The Concept
Visualizer/ The Creative Developer/ The Campaign Execution expert). Rest will
be History !!
The Medium: Should it
be Facebook? Instagram? Linkedin? Youtube? Google Ads? There is no correct
answer. Majority choose to go with the convention. Spend & Push more where
the most of the customer are there. However, every once in a while you will see
a contrarian strategy that works wonders. So, I
Caution: These Pointers can act as a guideline. They emerged from “my” experiences. Use them if they seem to be helpful. It would make me Happy. Not sure? Please put the thinking Hat and dig in!! The Ground is OPEN, Come Play!!