http://www.ad-techbrain.com.au/2010/01/22/what%e2%80%99s-the-role-of-a-digital-strategy-in-today%e2%80%99s-marketplace/ The Voice of ad:tech Sun, 01 Aug 2010 06:21:01 +0000 http://wordpress.org/?v=2.6.5 http://www.ad-techbrain.com.au/2010/01/22/what%e2%80%99s-the-role-of-a-digital-strategy-in-today%e2%80%99s-marketplace/#comment-198 Tim Nicholas Thu, 28 Jan 2010 06:05:34 +0000 http://www.ad-techbrain.com.au/?p=2508#comment-198 More often than not a digital strategy is really a digital 'media' strategy: i.e. web site, social media, email/e-newsletters, etc. So companies need to elevate their thinking to a more fundamental level concerning how, why, where and when they can attract new customers AND service with existing customers (note - these are two quite separate strategic directions and should be treated thus). Should a digital plan emerge from this thinking, then they should be prepared to do two things: 1) listen to their customers to determine how they are using digital channels and tools, and 2) test the market and be prepared to make changes as they get feedback from each tactic they employ. More often than not a digital strategy is really a digital ‘media’ strategy: i.e. web site, social media, email/e-newsletters, etc. So companies need to elevate their thinking to a more fundamental level concerning how, why, where and when they can attract new customers AND service with existing customers (note - these are two quite separate strategic directions and should be treated thus). Should a digital plan emerge from this thinking, then they should be prepared to do two things: 1) listen to their customers to determine how they are using digital channels and tools, and 2) test the market and be prepared to make changes as they get feedback from each tactic they employ.

]]> http://www.ad-techbrain.com.au/2010/01/22/what%e2%80%99s-the-role-of-a-digital-strategy-in-today%e2%80%99s-marketplace/#comment-195 Twitter Trackbacks for ad:tech brain » Blog Archive » What’s The Role Of A Digital Strategy In Today’s Marketplace? [ad-techbrain.com.au] on Topsy.com Mon, 25 Jan 2010 11:55:19 +0000 http://www.ad-techbrain.com.au/?p=2508#comment-195 [...] ad:tech brain » Blog Archive » What’s The Role Of A Digital Strategy In Today’s Marketplace? www.ad-techbrain.com.au/2010/01/22/what%E2%80%99s-the-role-of-a-digital-strategy-in-today%E2%80%99s-marketplace – view page – cached The program for ad:tech Sydney is almost 100% complete and we’re working closely with the panellists to finalise content. I will be blogging about the topics again so that we can get a broader view of the key issues that you, the industry would like to discuss. To kick off my blogging effort this year, I chose to focus on a subject close to my heart…digital strategy. [...] [...] ad:tech brain » Blog Archive » What’s The Role Of A Digital Strategy In Today’s Marketplace? http://www.ad-techbrain.com.au/2010/01/22/what%E2%80%99s-the-role-of-a-digital-strategy-in-today%E2%80%99s-marketplace – view page – cached The program for ad:tech Sydney is almost 100% complete and we’re working closely with the panellists to finalise content. I will be blogging about the topics again so that we can get a broader view of the key issues that you, the industry would like to discuss. To kick off my blogging effort this year, I chose to focus on a subject close to my heart…digital strategy. [...]

]]> http://www.ad-techbrain.com.au/2010/01/22/what%e2%80%99s-the-role-of-a-digital-strategy-in-today%e2%80%99s-marketplace/#comment-194 Anthony Goldman Sun, 24 Jan 2010 23:23:36 +0000 http://www.ad-techbrain.com.au/?p=2508#comment-194 Maybe the question is should companies have a clear digital direction within their overall marketing strategy? Given digital is a medium (is it?), having a separate strategy for online/digital activity fragments this from all other marketing activities....just a thought. Maybe the question is should companies have a clear digital direction within their overall marketing strategy? Given digital is a medium (is it?), having a separate strategy for online/digital activity fragments this from all other marketing activities….just a thought.

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