Current Digital Marketing Landscape
In today’s complex digital marketing landscape decisions are made on a daily basis.
- What marketing tactics should we use?
- Where should we drive visitors?
- What do we do with the pages to make visitors convert more?
Often these questions are answered by pulling some data from the analytics platform and running with whatever it spits out. But what if the data is skewed, what if visitors simply don’t see what you are promoting on your pages?
This is the heart of digital strategy. Taking data, evaluating what they say, deciphering the user intent, and ultimately recommending a better approach. All too often these steps are not taken into account and the design team simply requests some data that either confirms or goes against their design theory and they move on.
The Why of Digital Strategy
Data is any marketing team’s best friend. Tracking opens, clicks, engagement and conversion happens every day, every hour, every second. But often we get lost in the data and we are no longer telling a story or creating a journey. When data alone is the only means of decision making it can easily lead you astray.
The Analytics Gap
A digital strategist can bridge the gap, translating volumes of data into actionable advice and clear recommendations.
For example, analytics may show that no one visits the “locations” page on your site. So the data would suggest that it is unimportant and can be buried. However, what if the links to the page are hidden or the color of the button/text do not stand out?
The data provided a problem, but the digital strategist can provide the solution.
The Design Gap
On the other side, a design mockup can be developed that is stunning, but when it goes live, engagement drops like a rock. Had a digital strategist been involved, they would have uncovered that 90% of website traffic views it in a browser smaller than a tablet. Since the design did not account for such a small screen size, only 10% of the audience saw its beauty.
And Before You Start
A digital strategist is the key to day-to-day marketing decisions as well as the principle of any web project. A digital strategist not only evaluates web analytics, but conducts surveys and Q&A sessions with stakeholders and visitors to gauge their needs and wants, develops website testing plans to evaluate website usability, and so much more.
A handful of hours at the beginning of a project can save you thousands in the long run and tons of frustration. A digital strategist gets to the bottom of any user problem online and helps to ensure your digital efforts are optimized for website conversion!