Mistakes in developing a digital strategy
Posted: Sun Jan 19, 2025 6:52 am
Ordering a strategy without implementing it
It happens that the client uses the services of a consulting company to develop a strategy, but the budget is not allocated for its implementation. As a result, the implementation is done on their own or contractors are hired for less money. As a result, due to a lack of competence, the strategy is not implemented as planned.
Thus, plans developed by the agency without a provision for their implementation will remain only in document form.
Insufficient or no preparation for strategy development
Before making plans, it is necessary to research the market, target audience, competitors, demand, market conditions. You can use a pilot version to test key hypotheses and obtain information on calculating the profitability of the project.
Using a media plan instead of a full-fledged strategy
Some companies do not have any planning developments except for a media plan.
But media planning is only one part of an internet marketing strategy that reflects paid traffic performance.
The lack of detailed plans does not allow for systematic work with promotion channels and target audiences.
Creative concept instead of internet marketing strategy
In this case, the client is shown only the creative part of the strategy, which presents the messages that will be offered to the audience. At the same time, there is no detailed online development plan, so it is unclear how to implement this data.
Lack of comprehensive twitter data package goals and customer journey and their replacement with a plan to increase primary sales via the Internet
Usually, when talking about increasing primary sales, they mean applications and calls. They are also used as key indicators. As a result, a situation may arise when there are good indicators with zero profit.
Integrated goals and customer journey
This practice can be most destructive when promoting complex and expensive products, when the formation of a company’s image is more important than sales, regardless of conditions.
Setting unrealistic goals
This happens when general marketing goals are adopted without taking the product into account.
What is important when setting landmarks:
Rely on the average bill, transaction duration, upselling and other niche features.
Taking into account the amount of demand (impressions, branching of the semantic core, possible intersections with unformed demand).
Analysis of online activity of main competitors.
Current Internet Marketing Indicators.
Developing a digital strategy alone
To develop working comprehensive plans, it is necessary to act as a team. It is impossible to design websites, work with promotion channels, web analytics, and automate processes with the help of one person.
The strategy does not provide for the interconnection of the sales department, CRM and telephony
If a company lacks a connection between these services, the effectiveness of Internet marketing is lost and end-to-end reporting becomes impossible:
no information on return on marketing investment;
lack of understanding of the full cost of the client;
it is impossible to calculate its lifetime value;
it becomes impossible to manage the customer's path to purchase.
There is no detailed implementation plan
If the plan is missing or too general, it leads to:
Due to a lack of understanding of the sequence of connecting certain instruments.
On the problems of budget planning.
On the difficulties of the relationship between the work of different instruments.
To simplify reporting and reduce it to a quarterly comparison of KPI results with the plan.
To the impossibility of understanding growth prospects and controlling intermediate results.
Download a useful document on the topic:
Checklist: How to Achieve Your Goals i
It happens that the client uses the services of a consulting company to develop a strategy, but the budget is not allocated for its implementation. As a result, the implementation is done on their own or contractors are hired for less money. As a result, due to a lack of competence, the strategy is not implemented as planned.
Thus, plans developed by the agency without a provision for their implementation will remain only in document form.
Insufficient or no preparation for strategy development
Before making plans, it is necessary to research the market, target audience, competitors, demand, market conditions. You can use a pilot version to test key hypotheses and obtain information on calculating the profitability of the project.
Using a media plan instead of a full-fledged strategy
Some companies do not have any planning developments except for a media plan.
But media planning is only one part of an internet marketing strategy that reflects paid traffic performance.
The lack of detailed plans does not allow for systematic work with promotion channels and target audiences.
Creative concept instead of internet marketing strategy
In this case, the client is shown only the creative part of the strategy, which presents the messages that will be offered to the audience. At the same time, there is no detailed online development plan, so it is unclear how to implement this data.
Lack of comprehensive twitter data package goals and customer journey and their replacement with a plan to increase primary sales via the Internet
Usually, when talking about increasing primary sales, they mean applications and calls. They are also used as key indicators. As a result, a situation may arise when there are good indicators with zero profit.
Integrated goals and customer journey
This practice can be most destructive when promoting complex and expensive products, when the formation of a company’s image is more important than sales, regardless of conditions.
Setting unrealistic goals
This happens when general marketing goals are adopted without taking the product into account.
What is important when setting landmarks:
Rely on the average bill, transaction duration, upselling and other niche features.
Taking into account the amount of demand (impressions, branching of the semantic core, possible intersections with unformed demand).
Analysis of online activity of main competitors.
Current Internet Marketing Indicators.
Developing a digital strategy alone
To develop working comprehensive plans, it is necessary to act as a team. It is impossible to design websites, work with promotion channels, web analytics, and automate processes with the help of one person.
The strategy does not provide for the interconnection of the sales department, CRM and telephony
If a company lacks a connection between these services, the effectiveness of Internet marketing is lost and end-to-end reporting becomes impossible:
no information on return on marketing investment;
lack of understanding of the full cost of the client;
it is impossible to calculate its lifetime value;
it becomes impossible to manage the customer's path to purchase.
There is no detailed implementation plan
If the plan is missing or too general, it leads to:
Due to a lack of understanding of the sequence of connecting certain instruments.
On the problems of budget planning.
On the difficulties of the relationship between the work of different instruments.
To simplify reporting and reduce it to a quarterly comparison of KPI results with the plan.
To the impossibility of understanding growth prospects and controlling intermediate results.
Download a useful document on the topic:
Checklist: How to Achieve Your Goals i