what do we mean by digital strategy?
Digital strategy means the whole set of actions, practices, tactics and operational tools that outline the profile, the presence, the behavior, the reputation and the objectives of a name or brand (brand awareness) on the web.
From the website to the creation of a social media marketing plan, from positioning strategies to paid search engine campaigns, from digital PR to content planning, from the creation of landing pages to email marketing campaigns.
The conception of a global digital corporate strategy cannot be done without the preliminary phases of analysis of the market of reference, of the competitors, of the strengths and weaknesses of the company.
After having framed and established the context, the target (s), the characteristics and the potential of the company and its objectives, we can begin to conceive our strategy.
why is it necessary today to have one?
As we read in the famous Manifesto di Cluetrain, markets are conversations.
Digital social networks, showcase platforms, web 2.0 and 3.0 have profoundly changed not only the purchasing habits of people, but the whole process that goes from the origin of desire to the search for the product or service, from the verification of the opinions precedes the expenditure to public dissemination of the consumer’s point of view.
For this reason it becomes fundamental for a company to monitor every digital place in which each of these moments takes place.
Being able to direct and manage the flow of communication of all these dynamics represents a first, effective tool for the reputation for a company.
the importance of the content
Content is King, and the King is never questioned.
To emerge in your target market you must have style, originality and timing. To differentiate yourself you will need to be sincere, useful, beautiful, new and indispensable. Everything else has already been seen, is already known, is already old and already outdated. This is why the contents that tell of your reality must derive from an overall research that measures you, your product, your customers and everything that revolves around your project.
mobile-friendly: be responsive
More than half of internet searches all over the world come from mobile devices, smartphones and tablets.
It is therefore self-evident that today it has become fundamental to be easily available from mobile searches and have a perfectly responsive website, that is suitable for the best navigability from mobile devices.
Furthermore, being responsive has happy repercussions on many aspects of the overall digital strategy, from the seo to the user experience to the ease of interaction with social media.
user experience at the center of everything
For User Experience (UX) we mean the set of emotions, reactions and behavior of the person that uses a service, a system, a platform or a product.
With the evolution of the web and the personalization of the dynamics of surfing on the Internet, the user experience has become central in the process of designing platforms and web tools.
In other words, and for what concerns us, the navigability of a website (link structure, menus, graphic impact, colors) must be pleasant, simple, intuitive and satisfying.
Moreover, every internal element, from texts to audiovisual supports (images, videos, documents and others), must be able to respond adequately and pertinently to the questions, needs and curiosities of the users.