Digital Strategy Summit 2015

We live in a digital world and the impact that digital innovation & technology has on the changing consumer journey is vitally important for brands to recognise and understand. Digital strategy plays an important role for all businesses in order to provide a clear direction in this fast paced, evolving digital world

The team from SE Corp put on the first Digital Strategy Summit at Sheraton on the Park on 14 & 15thMay and bought together C level executives from the top companies in the country to discuss how to harness digital disruption and the velocity of digital change that is occurring.

I didn’t get to listen to all the speakers during the event as we were conducting interviews for our Having Digital Conversations series, however there did seem to be some reoccurring themes of conversation. One of which was around education and how their needs to be a change in what universities are currently delivering and introduce courses that are more relevant to the digital industry needs.

A lot of conversation also around big data with some great stats shared from Gabriel Garcia from Expedia, and how that is impacting marketing teams to understand their customer in order to introduce more programmatic style communication back to its audiences.

Digital Strategy Summit 2015

In the POD session I spoke about Tradigital being the new black and how some of the leading brands in the country were integrating digital into traditional channels and what impacts this had on customer journey. Obviously every brand is unique and has their own challenges. Several saw solutions being around programmatics, a change in mindset within the organisation and thinking in terms of collaboration across teams.

Great to be involved and congrats to SE Corp for delivering a successful Digital Strategy Summit.

Bring your offline, online

I have a lot of conversations with businesses who don’t know where to start online.  When I talk to them about tradigital marketing, many don’t know what it is or how to start to implement across channels. Don’t overcomplicate it, it can be as simple as leveraging traditional and digital marketing channels to get better results and more bang for their buck. Every business should be online. In today’s tech savvy world having a website is the starting with the basics and every business is at a different level of starting their digital journey. So here are a few reasons to bring your offline marketing, online ie: merging your traditional with your digital. Why you need to be using digital:

1) Compared to traditional offline marketing, digital is affordable and measureable

Most methods of digital marketing will cost you considerably less than traditional channels with a similar audience reach. But when you consider that many marketing tools online are totally free but by leveraging your marketing you’ll get more bang for your buck. This can be as simple as having the same message on your print ad as what is showing on your home page. So many businesses get this basic step wrong and it causes confusion with customers and means your marketing campaigns are less effective.

2) Digital gives you global market.

Perhaps you’ve spent a lot of time and energy on market research to define your target audience. And now that you know who these people are, figuring out the most effective and efficient way to reach them comes next. And while, for many locally focussed businesses, marketing on television, radio, and print media allows them to reach a limited  local audience in their area. But for any business to take their marketing online, the audience drastically increases, and, with just a few tweaks, in many cases, it’s possible to extend products or services well beyond a local area.

3) You can see the results of your marketing efforts in real-time and immediately.

The process for creating traditional campaigns is longer due to production lead times and distribution methods however with digital you can be online and measuring results in minutes. You can see exactly what is working, where your leads and sales are coming from and you have totally control over where your campaigns are being seen. If a campaign isn’t working, it can be stopped and reworked in real-time. And better yet, it’s possible to watch the analytics of traffic and conversions in real-time as well.

If you are a business owner who is reading this article and you do not already have a strong online presence, you need to seriously consider why not, and start learning more about how combining digital with your traditional marketing can make a difference to your bottom line. If your competitors are already online (and you can bet they are) you need to be as well, or you are missing out on a considerable piece of the proverbial pie.

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Starting to put the puzzle together

When you have developed your Tradigital Marketing Strategy and have some clear action plans the fun part starts with putting together all the pieces of the puzzle which is no childs play. Your strategy likely was filled with insights on your website, landing pages, social media, search marketing, blogs, video, mobile, ebooks, events and many other traditional marketing options.

Step 1 is to put all your action items into a simple word document table and list them in priority. Having them in a 2 page document makes it easy, isn’t as overwhelming than a 30 page document and gives you a clear precise picture of what you need to do in the various areas first.

Step 2 is to put some timelines and deadlines into place. You MUST allocate a deadline to it. If you do not I will guarantee it wont get done as you get ‘too busy’ and push it back to next week then next week. Before you know a year has passed and you have missed tonnes of opportunities.

Step 3 is to allocate accountabilities. Who in your team is responsible for actioning each task and by when. Hold them accountable for it, set expectations and give them clear direction. If you don’t have task them about ways you can outsource some of the tasks or just action 2-3 items per week so it doesn’t become overwhelming.

Step 4 is Just bloody Do It!! Yes I just said that!  Stop with the excuses and the ‘I’m too busy mantra’ busy is no longer an excuse. Do you want to grow your business or do you want to be in the same position in 12 months time?  Stop procrastinating and      Just Do It!!

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