1- Consider digital as a space
It is proposed to consider digital not as a medium or a channel, but as a space that would bring together several places (sites, blogs, social networks…) and linked together by roads (RSS feeds, affiliation, links… .). The brand can thus invest the places of this virtual space with a global e-marketing strategy.
2- Four key questions for its digital strategy
We can transpose to this virtual space what we know how to do in a physical space, in four structuring questions:
What do I want to do on the Internet? Notoriety, image, prospecting, sales…?
Are my customers and prospects there? And in which places in particular?
What are their uses on the Internet? What are their motivations? How does the Internet fit into their purchasing and consumption journey?
What are their decision criteria?
3- Use mobile as a bridge between the virtual and the real
If digital is a space, the mobile is seen as a bridge between the online Internet space and the offline physical space. Because the mobile accompanying individuals everywhere and permanently, facilitates access to the Internet at any time and in any place. This is especially true with smartphones and can make you rethink your mobile marketing strategy.
4- Develop a global architecture project
In this digital space, it is proposed to build a global project around the different places to invest, and in particular:
The website, which has a function of the brand’s “headquarters” or shop. It conveys a rather enduring image.
The ephemeral site, corresponding to a communication campaign, of the event type.
The mobile site, rather for shortcut access to products or services.
The blog, to reflect opinions, points of view, expertise.
The micro-blogging, dedicated to the news feed.
5- Understand the use of digital
Digital makes it possible to develop influence marketing, in particular via Social Media, but not only. This is why understanding the uses of the Internet makes it possible to have a global vision:
10 tips for a digital marketing strategy
6- Understand motivations for using the Internet
These motivations are four in number:
Searching for information: via Google, Wikipedia, forums, blogs…
The relational: on MSN, Facebook, Linkedin…
Consumption: from e-commerce purchases to free viewing of videos on YouTube or reading blogs.
Production or participation: bloggers, players or active consumers.
7- Know the places and paths frequented
The objective is to “trace beautiful roads”, easy to find and use, with good signposts to bring the Internet user to the places invested by the brand.
8- Meet the decision criteria of Internet users
With experience, Internet users appreciate for themselves the quality of the transmitting source, in particular by criteria such as transparency, expertise and credibility. To build a credible influence strategy, the content delivered is very important, both in substance (accuracy, expertise…) and in form (design, look & feel, ease of navigation…).