What is integrated digital strategy?
Companies are now marketing in a digital world. Gone are the days where we can treat our marketing and digital strategies separately. A digital strategy must not be developed in isolation, but instead be fully integrated into the whole business strategy. This allows organisations to stand the best chance of achieving their commercial and marketing objectives.
Integrated digital strategies balances time and money across multiple channels to drive optimal online performance.
At Harvest Digital, we start with your goals: the actions you want people to take to bring about business success. We analyse your existing data alongside third-party insights to assess the potential customer base for your product or service. We discover where to find them, what they like, and how they behave. This allows us to generate consumer personas that give a full picture of your current and prospective user audience base.
We then select paid, earned, and owned channels that align your goals with your audience’s digital preferences. Every channel is tested and, as soon as the data becomes statistically significant, we make recommendations on the commercial opportunity – either adapting or continuing to dial up investment. Channels are trialled together to understand how they interact and to better judge the overall profitability of a campaign. We know our clients can’t afford months of experimentation, so we test at scale and hit the ground running. Throughout, we carefully define and monitor the right KPIs for your business, reporting on a regular basis so we can adjust and optimise the strategy, fast.
Why is an integrated digital strategy important?
It’s never been easier – or harder – to reach your user audience. People are spending more time online, but they are dividing this time between channels that are always changing and growing in number. Tactics that reach them today won’t necessarily hit the mark next month. Wasteful digital spending is the common result. Companies get stuck marketing in a particular way, reluctant to try new ideas because they’ll only have to move onto the next big thing as soon as they do. Or they dismiss entire channels following a single low performing campaign. An agile, integrated strategy is the only solution.