Build A Digital Strategy in 5 Steps | D&AD Masterclass

Summary

The speaker emphasizes that a business strategy should not focus solely on 'digital' but must be an overall strategy to ensure success. Without a clear strategy, businesses may not survive. Key elements include understanding the audience, creating engaging content, choosing the right digital platforms, and measuring performance in real-time. The speaker highlights the importance of using data to tailor content and messaging for different channels and devices, adapting based on consumer behavior. Finally, measuring the right data is crucial, and organizations should embrace small, innovative steps to drive change.

Takeaways

• 📉 Remove the word 'digital' from 'digital strategy' – it's just a strategy, full stop.
• 📝 If you don't have a clear strategy, your business will likely fail.
• 🎯 Strategy requires precision and a strong belief in your vision, even when being agile.
• 👥 Understanding your audience and what they care about is key to shaping your content.
• 📊 Digital channels should be selected based on audience engagement and communication needs.
• 📈 Real-time data measurement and adjustment are crucial for staying relevant and effective.
• 💻 Leverage available tools like cookies and browsing history to understand consumer behavior.
• 🔎 Identifying influencers who talk about your brand or relevant topics is a vital step.
• 📅 Successful strategies aren't about long-term plans but about constant real-time analysis and tweaks.
• ⚙️ Repurpose content to be responsive across different devices, ensuring a seamless user experience.

Q & A

Why does the speaker suggest removing the word 'digital' from 'digital strategy'?

The speaker suggests removing the word 'digital' because the focus should be on having a comprehensive strategy, rather than distinguishing it as 'digital.' The key point is that every business needs a solid strategy, whether digital or not, to survive and succeed.

What are the four components of a successful digital strategy, according to the speaker?

The four components are: 1) Understanding the audience, 2) Creating engaging content, 3) Identifying the right digital channels or platforms, and 4) Measuring results and reacting in real-time.

Why is understanding the audience crucial for a digital strategy?

Understanding the audience is crucial because it helps brands know what their audience is interested in discussing. This understanding enables businesses to create relevant content that engages their audience effectively.

What is the role of influencers in digital strategy?

Influencers play a key role by spreading messages related to your brand. Identifying who talks about your brand and the topics they focus on can help increase brand visibility and engagement.

How does the speaker describe the importance of content in digital strategy?

The speaker emphasizes that engaging content is essential to attract and retain the audience's attention. Around 25-50% of content might be irrelevant, so it's important to analyze what works and optimize content accordingly.

What is meant by 'real-time updates' in the context of digital strategy?

Real-time updates refer to continuously monitoring the performance of your content and making quick adjustments based on data and feedback. This iterative process allows brands to stay agile and responsive.

How does the speaker suggest approaching different digital platforms?

The speaker suggests analyzing how people consume content on each platform. Instead of simply minimizing or maximizing content for different screens, businesses should make content responsive and tailored to each platform's unique user behavior.

Why is measurement important in digital strategy, and how should it be done?

Measurement is important because it provides data on what is working and what isn’t. The speaker advises against applying outdated KPIs or business models to digital spaces, advocating for the use of real-time data and tools that can automate analysis.

What does the speaker mean by 'convinces' in their organization?

The speaker refers to 'convinces' as small hurdles or objections that arise when trying to push an idea to top management. By addressing these small issues with strong arguments or trials, the organization can be convinced to adopt changes.

What is the speaker’s approach to changing an organization’s mindset?

The speaker advocates starting with small, manageable changes in the organization, using innovation programs and trials to address resistance. Over time, these small successes can lead to larger shifts in mindset and organizational behavior.