The reflex that many companies have, when they develop their digital strategies, is to attack very often by the levers of activation: search, social media, emailing, even display. But doing so will not get you off on the right track. Know how to define your data marketing strategy is the first thing you should manage. Why ?
Data Marketing is the beginning and the end of the story
To measure is to know, to act better. Measurement is the central subject of all digital strategies: understand users, identify their needs and anticipate their desires to measure performance. The basics of marketing are to always know your consumers and customers better. And for that, it is necessary to measure these points and especially the reactions to the stimuli of the marketing actions. It is from the data that you measure that you will set the objectives of your digital strategy. This last point remains a determining element for the smooth running of your digital strategy.
1. Set the rules of the game
Defining your KPI’s (key performance indicators) within your objectives cannot be done without knowledge of measurement tools. From measurement and data, you learn lessons and define your marketing strategy. It is therefore important to start with choose reference tools and sources on which you will develop your digital strategy. Whichever tool you choose, make sure that the setting your indicators either in line with goals that you have defined. These should be declined by lever activated in your communication plan. Not all levers can perfectly meet all of your objectives. You have to rest the question on each of the levers, the role you want them to play. The digital lever that does everything for Rémi Bricka (male orchestra of the 80s) does not exist!
2. Prepare the performance report
The implementation of your performance measurement system should allow you to answer the question of restitution of data. What dashboards to monitor my performance would I like to have to make the right decisions (increase budgets, improve UX or cut the levers that don’t work)? It is therefore also important to calibrate the performance report from the start of the start-up. This will save you from going into the maze of analytics. And especially of channel your experts on the subject.
3. Study your targets in depth
In Data Marketing, the subject of persona also becomes a major issue that you must work on. This will be even easier for the activation levers when you have a perfectly clear idea of the behaviors and attitudes of your targets. Understanding and analyzing the behavior and attitudes of your customers is strategic. And if it is done, re-fix a point regularly. Customers move first. You must have a permanent eye on them, and on their needs.
There is no shortage of sources on social networks or consumer sites. In case of non-information, you have the surveys, polls and other measurement points that you can set up. Sometimes a simple google form may be enough to collect customer data to get started. They are generally not outdone when asked for their views on their expectations. It must be part of your strategy, and even more digital.
4. Take a look at your competitors
Yes, you also need to look at what your competitors are doing to determine your campaign goals. There are those you have in your sights and also those who shade you inadvertently or indirectly. If you know that they will communicate at the same time as you or if they are already active, this has impact your own strategy and your goals.
Sometimes your competitors are your potential partners. They must be observed and analyzed regularly. The site is often the ideal observation area to measure the distance between you and your competitors. And if they don’t have one or it is as lively as the Gobi Desert, beware. This does not always mean that they are inactive. The management of a digital strategy cannot be done and evaluated only in relation to your competitors. That’s why you need to set up monitoring tools on your competitors.
Social networks and other search engines are a good way to start for free with a specific setting. Otherwise, there are a lot of tools that can give you an idea of the strategies deployed by your competitors (visits, position, activities, keywords, content strategy, etc.).
5. The activation of the contact points must be coherent and lively
Once the previous points have been determined and implemented, you need coordinate your digital levers. Make no mistake, they have more in common than differentiation. So, when you have several actions on several levers, you must set up attribution and contribution rules. The principle is to determine the mechanics of the contribution of values of each activated channel, hence the fact of having taken the time to set the objectives by channels and overall. It’s easier when you have to arbitrate the performance of each channel or lever.
For more sophisticated devices, you must use tools that are complementary to your measurement, known as “Tag Container”. The latter have the option of reconciling the different measures of each tool and of proposing allocation rules to you. There are no bad tools, only bad uses. Before you start collecting and analyzing your data, ask yourself what you are going to do with it in your organization and who it can be used for. Far too many companies treat this as confidential and don’t share device information much. Your partners, among others, are certainly interested in using this data. So you have to imagine what you are going to do with it.
Concretely, the dashboard will help you optimize or decide on the investment you will make, or how this data can animate your customer relationship or your CRM program. In short, what will make your digital investments relevant and useful is your ability to think about the value chain of your Data Marketing as a whole.