Understanding The Execution Phase Of Digital Strategy

Understanding The Execution Phase Of Digital Strategy

Understanding The Execution Phase Of Digital Strategy

 

 

In my previous article, I have talked about some of the facts that you need to know about digital strategy for digital marketing. In this article, I want to talk about the execution phase of Digital Strategy. The Execute phase involves the implementation of your strategy. Implementing your content, campaigns and activations.

  • Develop a Plan for Launch: Know how you will launch all of your activity.
  • Implement Media Strategy: Know how you will implement your paid activity.
  • Manage Connection Strategy: Know how you will reach real people out in the world.

 

Consider the implementation of a Digital WIP (work in progress) Meeting. This meeting gathers all those with responsibilities, meeting regularly to discuss all activity planned and currently live. Throughout this program, we have discovered how each platform has different requirements. This is no different for management – you must understand that whatever platform you use, there are specific nuances that will alter how they need to be managed. For example:

Understanding The Execution Phase Of Digital Strategy

  • Social: Requires day-to-day management with particular attention to comments and page activity as during times of higher media spends there is a huge increase in engagement and opportunities to have conversations with the consumer.
  • Search: Requires specific knowledge of the Google platform. Like social, it requires day-to-day use and refinement to ensure bids and keywords are maintained.
  • Display: Display campaigns, once created, can be more self-policing. You should ensure they are performing but can be allowed to run.
  • Site: As you can imagine, website development and optimization requires specific skillsets. Look to ensure once your site is created that you are carrying out regular updates to site content all across the site to ensure valuable SEO.

Now let’s discuss some of the more fundamental format specs to consider outside of specific site specs:

  • Video: Video is not a new format but the changing ways we engage with video are. We are consuming more and more video but also less video. Attention spans are wavering, so you must make your content compelling so that your audience wants to view it. In addition, approximately 95% of video is being consumed in autoplay formats without sound. You have to consider how your content will be delivered and will a muted video affect it e.g. talking heads. Make an attempt to use overlay visuals or animations to communicate messages.
  • Micro-moments: Platforms like Snapchat and Instagram Stories open a massive new opportunity. If you are communicating through these micro-moment platforms, consider how the audience uses them. How can you utilize emojis and languages common on the platform to reach that audience?

If you plan on using multiple platforms, it is important to identify what the various nuances are on offer on each channel. How can you elaborate on existing creative strategies by capturing micro-moments, e.g. utilizing carousel formats for multiple images or utilizing formats specific to each platform e.g. Twitter conversational ads?

 

Each channel will require very specific format requirements. There are lead formats which are the most commonly used formats and are very effective. You should understand what formats you will implement as a part of your activity.

 

Just like your strategic plan template, you can utilize the same structure to launch your campaign. This is about understanding all the different elements available to you, your timings and the assets and formats that will be available during the campaign. Your launch plan is a single page that has all of the detail throughout your campaign. The launch plan requires you to list out your connection strategy, the channels, formats and budgets. All of this detail is laid out with key moments so you know what should be live and when.

Each day, someone should be responsible for tracking how your campaign is performing. It’s important to remember that performance is measured across a number of key aspects.

Paid Media produces data to be reviewed. Content that is live will have comments. Do you have questions to respond to or opportunities to create a positive customer moment? Be aware that when paid is live, your traffic, queries and social engagement will naturally increase.

Understand:

1.Who is responsible for each channel?

2.When are key assets going live?

3.What are the key moments in the campaign?

 

Media Plan

The blueprint for how paid advertising is implemented over a specific period of time.

Paid digital advertising is the most cost-efficient form of media. Not all platforms have media but as each year passes, more major platforms announce, launch and expand their ad platforms. Every media channel offers different value on the plan. Let’s detail some of the characteristics of each:

  • Display advertising is predominantly bought by Cost Per Thousand Impressions (CPM). Through the Google Display Network (GDN), you can quite flexibly control your budgets and targets. Google also offers tools to help you build your assets if you have no creative. Through Google, it can be bought Cost Per Click (CPC).
  • Search, like display, is predominantly bought through Google. Search is bought on a CPC model so you only pay for an ad if someone clicks on it. This is so you know that each ad click is driving traffic to your site.
  • Facebook works with an objective buying bid model so you can pursue specific actions with your target audience. It is one of the most cost-efficient channels, and given its scale, offers access to target 1.2bn people a day globally. Facebook continues to innovate and launches new creative platforms regularly. The strongest performing formats on Facebook are video.
  • Twitter offers a media platform that is best suited for real-time events but also campaigns that require driving conversation. Twitter should be about instant engagement and as a result, formats like video and images aren’t necessarily best used. Activities on Twitter should be focused on driving hashtag usage and conversation amongst your community.
  • Facebook owns Instagram. As a result, their formats are similar, and ads are managed from within the Facebook ads platform. Instagram should be reserved for delivering high end, professional content to your users. Consider that Instagram should be reserved for targeting influential individuals with your creative messaging. Creativity and innovation in creative are normally rewarded with engagement.
  • Snapchat is predominantly a younger platform but every day is becoming more powerful. Snapchat can be utilized as an organic platform with no ads but also a growing number of advertisers are using the platform.
  • LinkedIn offers a range of more standard IAB (Interactive Advertising Bureau) formats – these are the international standard for digital advertising. For Sponsored Updates, it’s important to remember where you are and that LinkedIn is your company’s polished, professional persona.

 

If you are looking to make a smaller budget go a long way, the best platforms to use are Facebook and Instagram as they are the lowest Cost-Per-Action sites. Particularly with video, Facebook significantly drives the lowest Cost-per-View across the whole digital plan for video.

As previously outlined, Display has become a more challenging environment with brands concerned where their ads are appearing and what content is next to.

Search is a highly effective conversion platform. Consumers who are inputting direct search are clearly further along the purchase journey and in consideration mode. TV and Search work very effectively together as TV has been proven to increase search volumes.

Paid digital advertising is the most cost-efficient form of media. Not all platforms have media but as each year passes, more major platforms announce, launch and expand their ad platforms. Every media channel offers different value on the plan. Let’s detail some of the characteristics of each:

  • Display advertising is predominantly bought by Cost Per Thousand Impressions (CPM). Through the Google Display Network (GDN), you can quite flexibly control your budgets and targets. Google also offers tools to help you build your assets if you have no creative. Through Google, it can be bought Cost Per Click (CPC).
  • Search, like display, is predominantly bought through Google. Search is bought on a CPC model so you only pay for an ad if someone clicks on it. This is so you know that each ad click is driving traffic to your site.
  • Facebook works with an objective buying bid model so you can pursue specific actions with your target audience. It is one of the most cost-efficient channels, and given its scale, offers access to target 1.2bn people a day globally. Facebook continues to innovate and launches new creative platforms regularly. The strongest performing formats on Facebook are video.
  • Twitter offers a media platform that is best suited for real-time events but also campaigns that require driving conversation. Twitter should be about instant engagement and as a result, formats like video and images aren’t necessarily best used. Activities on Twitter should be focused on driving hashtag usage and conversation amongst your community.
  • Facebook owns Instagram. On these platforms, formats are similar, and ads are managed from within the Facebook ads platform. Instagram should be reserved for delivering high end, professional content to your users. Consider that Instagram should be reserved for targeting influential individuals with your creative messaging. Creativity and innovation in creative are normally rewarded with engagement.
  • Snapchat is predominantly a younger platform but every day is becoming more powerful. Snapchat can be utilized as an organic platform with no ads but also a growing number of advertisers are using the platform.
  • LinkedIn offers a range of more standard IAB (Interactive Advertising Bureau) formats – these are the international standard for digital advertising. For Sponsored Updates, it’s important to remember where you are and that LinkedIn is your company’s polished, professional persona.

 

If you are looking to make a smaller budget go a long way, the best platforms to use are Facebook and Instagram as they are the lowest Cost-Per-Action sites. Particularly with video, Facebook significantly drives the lowest Cost-per-View across the whole digital plan for the video.

As previously outlined, Display has become a more challenging environment with brands concerned where their ads are appearing and what content is next to.

Search is a highly effective conversion platform. Consumers who are inputting direct search are clearly further along the purchase journey and in consideration mode. TV and Search work very effectively together as TV has been proven to increase search volumes.

 

A media plan is essentially a blueprint for how ads are going to be bought against campaigns and creative. It involves listing detail by platform along the left-hand side with specific formats. Next to this, the total budget is listed. From here you have the ability to decide how to break up spends across the time period by item line.

A media plan serves as a guide to planning how you will spend your ad budget but then also serves as a way to track expenditure. At the end of each month, a plan should be ‘reconciled’ which involves putting actual spends in the columns. This allows you the ability to carefully monitor spending levels.

The benefit of detailing each platform line by line is that now you can determine how much content you have versus how much support they will each receive when campaigns are being set up.

Once followed carefully, implementing means following the plan. Checking in daily becomes part of the routine of seeing if it is working and if changes are required. The changes might be mistakes made in spend or budget, or changes because of performance. Mistakes are made. The problem is not catching them. If you’re not checking in every few days, or daily if it is a smaller operation, you have the ability to overspend because of a mistyped budget e.g. $100 can easily become $1000.

 

 

Action Point

I know you might agree with some of the points that I have raised in this article. You might not agree with some of the issues raised. Let me know your views about the topic discussed. We will appreciate it if you can drop your comment. Thanks in anticipation.

 

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About Adeniyi Salau 883 Articles
I am an IT enthusiast and a man of many parts. I am a Certified Digital Marketer, Project Manager and a Real Estate Consultant. I love writing because that's what keeps me going. I am running this blog to share what I know with others. I am also a Superlife Stem Cell Distributor. Our Stem Cell Products can cure many ailments.

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