Resources are everything that the final result depends on. But the most important thing is the team and budgets.
Selecting a team to implement a digital strategy
The most acceptable solution may be to combine a team from the company (in-house team) with contractors.
In this case, the distribution of areas of responsibility will be more effective if the tasks are assigned as follows:
The in-house team manages marketing, business and digital strategies, defines tasks, and takes on the work of achieving strategic and tactical results.
External contractors manage digital tools and monitor the process of achieving operational goals.
That is, when selecting an twitter data package in-house team, they ensure the presence of specialists responsible for strategy and budget planning and who understand digital marketing and web analytics tools.
Professional website developers
External contractors ensure the implementation of the digital strategy through competent management of the selected tools.
Budgets for digital strategy
There are four main elements that make up the mathematical model used for calculations. Other components can be added as needed, but are not mandatory.
The model looks like this:
Sales = traffic * conversion * average check.
Despite its simplicity, it is immediately clear which areas need to be influenced in order to achieve the desired results.
Any element can be broken down into components. For example, traffic is broken down into channels, average check into product groups, and conversion into a sales funnel.
So, when calculating the advertising budget, knowing the average bill and conversion, you need to focus on the desired turnover indicator.
Next, by analyzing the effectiveness of the plan’s implementation using this model, you will see which indicator requires attention.
Frequently asked questions about digital strategy
How product and strategy are related
What to focus on when creating?
It is important to remember that marketing is primarily aimed at solving the problems of the target audience, and only then at the benefit of the company. With this approach, you will be able to formulate the brand's position more accurately and determine the tools that will increase efficiency.
How are product and strategy related?
For promotion, it is important not only to manage advertising channels and tools, but also to improve the product itself so that it becomes as relevant as possible to the needs of customers.
Who can do without strategy?
There is no need to develop a full version if the business:
uses one or two Internet marketing tools for promotion;
operates in a local market environment and does not face competition;
allocates no more than 50-90 thousand rubles per month for advertising.
A company that fits one of these criteria can conduct a basic competitor analysis, determine what advantages the advertising will rely on, and gradually develop the channels chosen for promotion.
It is important to remember that adaptability is important for effective marketing. The strategy should contain the maximum number of different hypotheses.
Use systems thinking, base your plans on the results of well-conducted analytics, and don’t let the fear of making mistakes hinder the development of your startup.
If a digital strategy is built taking into account all the nuances, including unforeseen circumstances, the project development process will become manageable and effective.