Frame of reference & direction indicator
A digital strategy concretises the direction a company is taking . In this article we explain what a digital strategy entails, why it is important and how we work to draw up a digital strategy. Read more about marketing strategy on our ‘digital strategy’ page .
Determining a marketing strategy is not easy, because the online landscape is constantly changing. It is therefore important to continuously evaluate the strategy and adjust it where necessary.
A digital strategy is also more than just a plan of action. It is a roadmap that indicates the steps to be taken to achieve the set goals and it contains a concrete frame of reference to evaluate marketing efforts.
There are several components in a digital strategy:
- Target audiences,
- propositions,
- Channels,
- Budget,
- Goals.
It is important to formulate these matters clearly and concretely, so that a clear framework is created within which the marketing efforts can be evaluated and optimised.
Result of a good digital strategy?
dit is een testGoogle’s Messy Middle model
Google has introduced a new way of looking at the customer journey with its Messy Middle model . This new approach has arisen due to the rise of online shopping and the changes that this entails. Consumers no longer take a linear route from trigger to purchase, but remain in a phase of searching and evaluation until they are ready to buy.
Google calls this model the Messy Middle, the model builds on ideas and models such as the DAGMAR model, the AIDA model and others. Read more about The Messy Middle at Think with Google .
The Messy Middle model emphasizes the importance of exposure during the customer journey. By properly mapping this phase, marketers can get a better return on their brand investments.
It is therefore important to detect the different phases in the customer journey and to link clear KPIs to them. This creates a clear picture of the effectiveness of the marketing efforts.
