Mistakes in developing a digital strategy

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1. Developing a strategy in a consulting format, separated from implementation
Sometimes a client orders a strategy from an agency, but there is not enough budget to implement it. Then the company finds cheaper contractors or tries to implement it internally. Thus, the team does not have enough competencies, funds and time for full implementation.

If an agency has developed a strategy but cannot implement it, these are fantasies that will remain on paper.

2. Lack of preparation for strategy development
Strategy is not built out of thin air. Before starting work, you need to go through the process of audits and research of the market, demand, target audience, product, sales and competitors. Sometimes it is worth launching a pilot project to check key
hypotheses, test positioning and obtain initial data for calculating profitability.

3. Replacing a full-fledged strategy with a media plan: “Budget → Clicks → Conversions on the site → Orders”

It happens that a company does not have any planning documents other than a media plan.

Media planning is only part of the Internet marketing strategy, where paid traffic indicators are reflected.

There is also no detailed strategy for running advertising campaigns. As a result, there is no systematic work with promotion channels and audience.

4. Replacing Internet Marketing Strategy with a Creative Concept

Instead of a detailed online development plan, the client receives the creative part of the strategy. It specifies what messages and in what form will be delivered to the audience. How to apply this germany consumer email list data in practice - no one knows. In addition, such a concept usually comes with a media plan without specifics.

5. “Increasing primary sales via the Internet” instead of the customer journey and set of goals

Most often, increasing primary sales means applications and calls. They also become KPI for internet marketers. With this approach, you can achieve a good result for KPI and a complete zero in profit growth. This KPI setting is especially unacceptable in complex and expensive products, when it is important to form a professional image of the company and convey the value of the product, and not sell on any terms.

6. Unrealistic goals

They usually arise from generic marketing and sales goals that are plucked out of thin air.

What to consider:

Niche features: average bill, transaction duration, upselling.
The amount of demand in the form of impressions, branching of the semantic core and possible intersections with unformed demand.
Online activities of the strongest competitors.
Current Internet Marketing Indicators.