Post by sumaiyasumi8855 on Oct 30, 2024 0:24:20 GMT -8
As those of us who work in the world of digital marketing know , this is an environment that is constantly changing and evolving, where it is very difficult to maintain a competitive advantage over competitors . Therefore, those brands that do not adapt their digital strategy to this change are doomed to fall behind in the market, and in their business niche.
At Elogia , we want to share with you five recommendations that can help you optimize your digital strategy and get a little closer to your business goals.
1. Rely on testing to make decisions
2. Invest in understanding your data
3. Plan your strategy objectives following the Smart model
4. Invest in 1st Party Data
5. Adapt to change
1. Rely on testing to make decisions
It is a work philosophy that bulk sms marketing we try to apply in all our projects. Digital platforms continually update their algorithms, launch new products and formats … Therefore, our recommendation before implementing any new change or optimization is that you ask yourself the following questions:
What are the best practices that each platform recommends or that are advised to be followed in the channel to be worked on?
How do these best practices and recommendations fit with our marketing and business objectives?
Is what we are working on working? If it is not working… What variables of those we are running can we change/adjust?
Once you have the answers to these questions, you can start carrying out different tests on the variables you want to adjust (creatives, audiences, bidding strategy, CTAs, etc.) to shape the strategy so that it is as aligned as possible with your objective.
Important! Even if the test results are not as expected, remember that this is information that you will have tomorrow to continue adjusting and optimizing your actions. Campaign tests are not only useful for validating hypotheses, but also for discarding them and narrowing down the field of actions that do work for us.
2. Invest in understanding your data
As we well know, power is not in the data, but in the correct interpretation of the data when making decisions.
When planning the set of actions that we are going to implement within our digital strategy, there are two points that can help us optimize them:
Knowing how I am positioned in the consumer's mind
For this section, brand awareness and image studies can help us understand in which phase of the funnel we need to do more push: is our brand perceived with the values we want to position ourselves with? Is our brand positioned in the mind of our target to meet their need.
mportant! Being able to accompany large campaign launches that we have planned with these studies can help us see the impact they have generated on our audience.
Being able to accompany large campaign launches that we have planned with these studies can help us see the impact they have generated on our audience.
Identify those channels and actions that are most profitable for our brand
This will allow us to manage the budget more efficiently, to concentrate the investment in those channels where we know we will obtain a better ROI. For this point, being able to rely on data modeling techniques such as MMM (Marketing Mix Model) can help us to answer questions such as:
What is the ROAS of each of the paid channels I am betting on?
Which of these channels should I push more on?
What sales projection can I have if I increase the investment?
How much and where do I have to invest to achieve my sales goal?
Important! In order to get the most out of these exercises, it is crucial to make a correct selection of the variables that directly impact our business objective.
If you are interested, you can find out more about the MMM here .
3. Plan your strategy objectives following the Smart model
Planning your strategy objectives will allow you to ensure that the project's expectations are as close to reality as possible. To do this, you must ensure that your objectives are:
Specific: Even if you work with several KPIs for monitoring and control, it is important to be clear about the main objective on which we are going to work (leads, traffic to the store, sales in the e-commerce, etc.), since it will be the one on which all the optimizations that are proposed during the project will pivot.
Measurable : It is crucial to quantify the objective that we are going to work on, in order to be able to monitor that we are meeting it (for example, selling more than last year or increasing ROAS by 5% compared to last year)
Achievable : They must be aligned with the available resources and the current context of the sector in which we operate.
Relevant : It is essential that the objectives set have a significant impact at both the marketing and business levels.
Temporal: They must be delimited within a time horizon (day, week, month, quarter, year, etc.) that allows us to verify that we have met the stated objective.
4. Invest in 1st party data
There has been a lot of talk lately about the cookie apocalypse and the increase in user privacy in the online environment. This reinforces the fact that, today more than ever, brands must invest in actions and optimizations aimed at working with their own data. Below, we leave you with a couple of recommendations that can help you in this process:
Cookieless Project
This is a project that we have developed at Elogia and that allows us, through the combination of different technologies, to compensate for the loss of measurement that comes with limiting the collection of 3rd party data on advertising platforms, as well as ensuring that we are aligned with all updates regarding privacy.
Inbound Marketing
Developing a content strategy adapted to each of the stages of the brand's buyer persona funnel, which allows us to provide them with specific valuable content, depending on the stage they are in within the customer journey.
Important! It can be interesting to rely on gamification dynamics (personality tests, contests, etc.), which allow us to boost user interaction when providing content.
5. Adapt to change
This point is important to avoid stagnating compared to the competition. New channels and betas are constantly emerging that we can include in our digital strategies and, in most cases, those brands that decide to venture into trying them out usually enjoy a competitive advantage from the start. Therefore, our recommendation is:
Stay up to date with marketing trends and studies , which allow you to stay up to date with news and changes in the behavior of your users in the digital field.
Rely on your agency , which will send you those betas and formats that best fit the business objectives you are working on.
Important! Betas and new campaigns usually require a learning curve that we must be willing to undertake in order to see their true potential.