Digital Strategy – Have You Got One?

Two words – digital strategy. What exactly is it, why do you need one and how do you get one? Want this explained for you without all the marketing gibberish? Read on.

Authors Karel Dörner and David Edelman broadly describe digital strategy as ‘ranging from being a general vision for change to the adoption of digital tools for improving interaction and marketing communications, to achieve overall organisation goals’.


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Is your organisation strategic in the way you use digital or do you just react?

A definite no-no for digital strategy is to use an ad-hoc approach to simply react with no defined purpose or strategy. If your company is doing this – then STOP or else be prepared for your competitors to eat your digital dinner.

Why should you digitally transform your organisation? Digital business is vital in our digitally savvy era for a company’s growth, customer relationships and overall success nowadays, no matter how big or small. Ultimately, companies without a digital strategy are directionless – they have no strategic goals for what they want to achieve online or who they are targeting with their content.

A good digital strategy will successfully use various online engagement methods such as social media management, blogs/bloggers, promotional emails and search engine optimisation (SEO). When these methods are combined with analytics, which measure their success, it can be extremely potent in increasing market share and delivering a strong ROI.

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What does analytics even mean? Basically, analytics measure engagement.

Using analytics to set specific goals and track your progress as you seek to reach your audience, alongside a cohesive strategy, allows you to effectively reach your target audience using the platforms they prefer.

Building the right brand image on the internet is the hardest thing for your company so it’s important you do it prudently. To keep your brand ahead of the curve you need to constantly update your content and strategy to reflect ever-changing consumer desires. Any digital strategy requires constant and consistent attention as change is the only constant.

So, you’ve read this far and are now wondering how to develop a digital strategy for your company? You’ll be glad to hear that it’s much simpler than it seems.

Money, money, money.At this point it is important to highlight how allocating not only a substantial initial investment but also a sufficient long-term budget to your strategy is crucial – namely for promoting social pages/tools, implementing marketing campaigns and investing in analytical tools.

The SOSTAC model is perhaps the most recognised and useful tool when it comes to planning marketing strategies.

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To be strategic your company must have specific objectives, based on completion of a situational analysis, which are aligned to your overall goals.When developing a digital strategy, it is essential to know your customers – what information can you identify on your current customers? What value proposition do you currently offer and what can be offered? Following this, a strategy can be further developed for how digital will be used to achieve these goals. All of this is done with an indication of how exactly success will be measured and voilà – you have yourself a digital marketing strategy.

Objectives for your strategy can include one or more of the following examples: do you want to increase awareness of your brand? Engage with the target audience? Build trust? Create ‘buzz’? Expand reach? Generate traffic? Increase market share? Increase sales? Achieve customer relationships management goals? You get the idea.

 Strategy answers the ‘how do we get there?’question and typically follows with customer segmentation and targeting alongside positioning and sequencing. Tacticsconsist of a clear channel plan detailing how exactly your company will reach set objectives. Actions detail the tactics and describes who does what and when. Then, control– performance must be monitored and analyzed, as highlighted in the above image of the model, to evaluate success and pinpoint how to improve your strategy.                                                                                                                                                                      

Some companies continue to shy away from adopting a digital marketing strategy, but I encourage you to invest in the channels of the future today to ensure you don’t fall behind.

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Amy Greer is a second year BSc in Communication, Advertising & Marketing student at Ulster University. She can be found on Instagram: @amyagreer & LinkedIn: linkedin.com/in/amygreerrr

Netflix: Binge Responsibly

Netflix: Binge Responsibly

We have all done it. Sat down on the sofa with some crisps or a cup of tea and pressed play with the intention of watching an episode of a new series your friend recommended on Netflix. Next thing you know, it is 5am and almost an entire season later. Do you have any regrets? Absolutely not. There is something very satisfying about being able to continue watching and not having to wait until next week to see what happens. In October 2017, Netflix recorded 109.25 million subscribers, which is no doubt growing.

In theory, if you have the time (or are willing to give up a night’s sleep), there is nothing actually wrong with enjoying a Netflix binge is there? I mean, it’s fun, convenient and even legal, so why not? I think if you keep on reading you will hopefully see some of the downsides of Netflix binging…

It is highly addictive. That may sound strange as Netflix is not often associated with addiction.

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In 2013, Netflix hired the anthropologist Grant McCracken to research how people watch TV, given the rise of on-demand streaming services. McCracken found that 61% of people who stream regularly said they binge-watch. A new study from the University of Toledo calls binge-watching “a growing public health concern”. Of 408 people surveyed, 77% watched two or more hours of TV a day. Researchers also found that binge-watching had a positive correlation with poor mental and physical wellbeing.

You may think there is nothing wrong with an episode or three a night of ‘Stranger Things’, but only the most disciplined can switch off when Netflix’s auto play promises the next episode in 13 seconds.CS16

Like any addiction, the harm ultimately lies in what it’s taking you away from. A lot of these shows stop you living in the moment.

Some Netflix shows are so short, it’s easy to convince yourself that just one more episode won’t hurt. With other shows, it is the plot that tests your strength to step away. I can vividly remember the moment I finished all 6 seasons of Gossip Girl. I felt like I didn’t know what to do with myself now that my relationships with Blair and Serena were officially over. No I am not a crazy person with no life…I know for a fact that there are SO many girls out there who felt the same way!

The video streaming giant Netflix even recognised these dangers and jumped on the ‘bingeing’ bandwagon by introducing a light-hearted PR campaign for April Fool’s in 2013 with the message of, ‘Binge Responsibly’. If you watched more than 2 episodes consecutively, a video suddenly appeared, and an actress or actor from one of the company’s original shows warned the watcher against the perils of binge-watching.

 

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Like many people, I can struggle to sleep at night. This can often be the reason why I sign into Netflix at 2am, with the hope that it will help me nod off. Of course, this is never really the case. Well my friends, let me introduce you to Napflix – the Netflix for people who need to sleep, and it is a genius PR strategy! Napflix is a Spanish video platform which helps people get to sleep whilst also satisfying our Netflix habits. The platform finds you ‘the most silent and sleepy content selection to relax your brain and easily fall asleep’. There’s a menu that offers you videos about anything from religion to sports to music and is believed to help you into a deep slumber.

Here is a rather alarming statement; I calculated the approximate hours I have spent watching Netflix series, (excluding movies which I couldn’t even begin to go through), since September. The combination of watching Stranger Things, Beyond Stranger Things, Unbreakable Kimmy Schmidt, Riverdale and Gossip Girl (2 seasons) has totalled to 76.8 hours. For the entire year, I have calculated that approximately 335.15 hours of my 2017 has been spent watching a series on Netflix. That equates to nearly 14 days. Keeping in mind, this excludes movies and series not on Netflix such as Game of Thrones. If that isn’t a wake-up call I don’t know what is. It’s so easily done, and I would not have said that I had that much spare time on my hands this year (especially with the amount of complaining I did about how busy I was).

The worst of it is, I don’t even watch that much compared to a lot of people I know. When I do watch it, it is often on in the background whilst I go about my day. However, it will still slow me down as I progressively get engrossed in an episode and its characters. If you are also an avid Netflix watcher, I recommend you sit down and use ‘Binge Clock’ to do the same, I guarantee you will be surprised at the figure and will make you view your use of time with a whole new perspective!

Wait…you mean to say… no Netflix binge? What on earth would one do with their spare time? Here are a few crazy, out-of-the-box ideas;

  • Read a book about a subject you have always been interested in, but ‘never had the time’ to start – you never know what you’ll learn.
  • Spend more time with family.
  • Get ahead on university work which will lessen the future dissertation stress.
  • Go to the gym or for a walk, you will feel better after!
  • For those midnight Netflix burners, have some will power and try not to watch the next episode. Believe it or not – sleep is important.

As 2018 dawned, my New Year’s resolution was to Netflix binge responsibly, I can definitely think of ways I can put the potential extra fortnight saved to good use in final year of university…and so can you!

Chloe Stewart is a final year BSc in Communication, Advertising and Marketing student at Ulster University, Jordanstown. You can follow her on Twitter @ChloeStewart8 or reach out on LinkedIn at  https://www.linkedin.com/in/chloe-stewart-007150a4/