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INTEGRATED STRATEGY

What is an integrated digital strategy?

A digital strategy must be developed as an integral part of the whole business strategy. An integrated marketing strategy across multiple channels will drive the commercial objectives of the business. 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 clients want to move at a pace 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, accurately and quickly.

Our approach

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. Tactics that reach them today won’t necessarily reach them tomorrow and budgets can be wasted or channels are dismissed due to a single low performing campaign. An agile, integrated strategy is the tried and tested solution.