The client wants to easily grow his business within the digital ecosystem. Still struggles to find ways in which he can get to his target audience via the digital channels. Would like his brand, products and services to become part of the (buying) decision process of his target group. In other words, this client wants his target group to consider, consume, choose and purchase his brand, products and services. By using the webshop or in a store. The challenge for the client is, how can the target group be easily reached via digital channels?
The client may be doing business with products and / or services from a single brand for B2B or B2C. There is also a story behind the products and / or services. The range of the brand can be broad or small. In addition, there is a demand for his or her products and / or services. This client uses all-round people who have knowledge of and experience with various disciplines. Employed or via third parties.
The solution for this client is three-part. First: develop digital campaigns that connect with consumers and their experiences. Two: shape the campaigns based on the vision, objectives and plan that the brand has. Three: if the campaigns represent both the target group and the brand, implement them on the channels or include them in the brand strategy. Digital campaigns are suitable to reach the target group through the marketing channels such as social media, weblog, website, LinkedIn, network sites. The performance of the digital campaigns through the channels can be measured by conversion rate, click rate, reach, etc. The measurement results of the channels can consist of direct traffic, referring traffic and search engines.
In addition to the three steps, I briefly mention three key points that are important for the development of digital campaigns. These points are obvious to many, but they are nevertheless not taken into consideration.
1) the problem description that is encountered in order to reach the target group.
2) background information and data about the target group.
3) measurement results of the digital channels.
With these three points, digital campaigns are developed from a strategic point of view. This way a strategy delivers long-term results.
