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IT’S A DIGITAL WORLD! SHORT GUIDE LIST ON HOW TO RUN AN EFFECTIVE DIGITAL MARKETING CAMPAIGN


In a world that is turning more and more digital, investing in digital marketing is the most straightforward (and necessary!) strategy every business should implement. The “digital revolution” has completely changed the customer journey; clients are now more demanding and impatient, they “want it” and they “want it now!”. Companies – if they want to survive! – have to accelerate their processes, collect and analyse data to deliver personalised messages and product offerings. But it’s nothing new under the sun: our digital lives produce an increase in the digital demand. “It’s the market, baby!”


Last April 11th, Edoardo Didero (CEO& founder of DIGITAG Consulting) and Giorgio Sacconi (Business Unit director at H-Farm) came to Bocconi University to have a talk on how to run an effective digital marketing campaign. Didero talked about three “golden steps”:


  1. Create and fix your digital strategy

  2. Implement it

  3. Analyse your post-campaign performance.

Prepare yourself to take notes – here we start! (I’ll use some specific vocabulary from now on. But don’t worry! If you are not familiar or just need a refresh, I suggest this exhaustive glossary).


WHERE DO YOU GO IF YOU DON’T KNOW WHERE YOU COME FROM?

It’s what Didero stressed the most. As we can read on DIGITAG website,

“ an efficient digital strategy must be based on an attentive analysis to define the company’s level of digital maturity including long- and medium-term business objectives. Only by knowing the status quo, it is possible to define an effective and successful action plan”.

DIGITAG focuses on delivering its clients the necessary know how to better understand the processes that drive digital channels. Only after having fixed which are the clients’ goals, a performance strategy (monitoring results to maximize the campaign performance) can be implemented. What follows is a social media marketing plan, necessary to integrate the offline with the online. Those are channels were firms speak to their customers and present themselves, where they can boost their brand awareness. Finally, DIGITAG offers support in realising the most appropriate E-commerce platform: it’s where the customer journey should converge, and –as confirmed by data- the online sector is becoming increasingly relevant for sales.


SO…WHAT ARE THE STEPS FOR A WINNING DIGITAL STRATEGY?

Didero revealed us the path they follow when offering each of the above-listed services:


1) COMPETITORS ANALYSIS

It’s essential for the consulting company (to understand the trends of the sector, in which direction that market is moving…), but it also “wakes up” the client: he acknowledges that he needs to improve its position by investing in a more effective strategy


2) TARGET ANALYSIS

We need to understand to which target we want to deliver our message, who we want to reach with our plan.


3) TOUCHPOINT ANALYSIS

Necessary to understand if the content created, the client’s social pages or the website are in line with the taste of the customer. Remember that a business’ final aim isn’t only to sell, but to create a trust-based and long-term relationship with your customers. A touchpoint analysis measures the user interaction level, fan growth, level of community engagement…


4) ANALYTICS

Strongly correlated with the touch point analysis. It’s the analysis of the performance of the website, the bounce rate, where does the traffic come from…



Molteni (DIGITAG’s client) was presented as an example: the right content creation can attract new costumers, to renew the image of a company


“BECAUSE YOU KNOW IT’S ONLY ABOUT THE DATA, NO TREMBLE!”(or maybe yes?)

Giorgio Sacconi, from H Farm, highlights what firms – and also consulting companies – sometimes forget. It’s true, a proper business database is essential to create a digital inferential model.But that’s not the end of the story: what really matters, the inner circle, are customers. Humans. That’s what the “H” in his company stands for.

Human, because people are at the heart of everything we do. Human, because it’s the people who make the difference. Always.

As DIGITAG agrees, we need to escape the risk of information overload. What we miss today are not the instruments to collect data, but the right way to use them to fully serve customers. “it’s not true that the old customer journey has to be demolished…” says Sacconi, “ but we need to understand that more than one are possible. And accepting this is complicated”. It’s the customer experiencewhat marketing has to chase.


IN THE END, WHAT SHOULD A DIGITAL STRATEGY LEAD TO?

Assuming that a business has a well-functioning E-commerce, the aim of the digital strategy is to boost its SEO rather than SEA. A SEA campaign could be necessary even for big companies to achieve brand protection; but the core is always the development of attractive content – the only long lasting way to increase the customer base.


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Written by: Priscilla Greggio

Edited by: Giulia Mattioli

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