2015 Digital Strategy

Ajansen.me ajansen.me

WHAT DO YOU

KNOW ABOUT

DIGITAL

STRATEGY

READ THIS, AND YOU WILL KNOW A LOT!

2015 EDITION


The One Line Summary:

Creating the fun, engaging, informative customer journey that

customers want


What is Digital Strategy 2015?

Overview of Key Areas1. Goal-setting

2. Audiences and personas

3. Digital landscape

4. Content strategy


SuperiorOffer

Product features the fullfil my

needs (utility)

Understand the cost and feel

confident (value)

Product that is a upgrade to my

current situation (progress)

2015 Digital Marketing SUMMARY

Luxury Based Items

Lowest Cost based Marketing

Lifecycle/SubscriptionBased ItemsValue Based Items


1. Goal Setting

• The Digital Strategy is built around understanding the customer, and the necessary offer (as seen in previous slide)

• The higher the necessity to educate a customer, the higher the emphasis on Convienience

Customers will expect the journey to be easy, simple, convenient, smooth, painless, visually compelling, etc etc

In 2015, Customers rightly expect MORE, over every channel. From Social, to Video, to Store Front to Your Site


Customer expectations have moved.

People expect value in time and money.

2015 will follow trends, and dictate the market will be the most time poor ever.


2. Audiences Segmentation

• Strategy allows you to mature, then develop audience into conversions

• Segments of your audience have different, but equally important customer

journeys


Awareness atVery high levels

Successfullytransfering to

Fullfill CustomersNeeds

Digital Strat defines the data points needed to

understand those needs

Require a Offer Based Message(offer)

Want to understand how this is better than their current product (progress)

Want to understand the productIn terms of their needs (utility)

Want to understand cost (Value)


3. The Digital Landscape• All digital assets should have their attribution to

conversion measured

• Site visits (and time on content, engagement points) on

each site, social and video platforms should be measured

• Organic search still brings FAR higher visitation than paid

within Australia

• People will REDUCE their interaction with a brand when

overly marketed

In 2015, Customers see no difference in channels, and expect a consistent knowledge base


Prior to purchase, a customer wats to ‘arm’ itself ready for a ‘hard sell’.

• Comparison of products• A shortlist of viable purchases• A assessment of affordability


4. Content Strategy• Content must

1. Add to the user journey. It brings me emotion, educates me on the price, explains features or drives engagement

2. Allow a user to link their current knowledge, and never allow the user to feels unknowledgeable

3. Be compelling, express the quality of the brand4. Avoid surprise, be consistent with all other content5. Most importantly

Be Well Timed

Youtube is the 2nd largest search engine (behind Google). Brands must meet this content need in 2015

Internet

2015 Digital Strategy