A good digital strategy has many building blocks: from UX and UI design, to planning email, social media and SEO campaigns , to creating relevant content online and offline, to management of e- commerce and mobile platforms . It is a complex web of channels through which any business, regardless of size and target market, can communicate with its customers and cultivate its own brand identity . To go in this direction and insert each piece of the puzzle, you need both theoretical and practical knowledge. Using an alternative approach, we want you to discover the seven fatal mistakes of any digital strategy. 1. Separate online and traditional strategies Traditional strategies and digital strategies go hand in hand, they are woven together to create a unique design.
Every strategy starts with your target people's goals, behaviors, needs, and touchpoints, which don't distinguish between digital/online on the one hand, and traditional/offline on the other. A digital strategy that works is one that is intimately integrated with what are (still) called traditional strategies. Indeed, a digital strategy is not something that only has online effects: if it succeeds, it will have a strong impact on the company's year-end sales and profits , just like the more traditional strategies. To integrate them as well as possible, it is essential to have an E-Commerce Photo Editing Service overview of your marketing activities, composed of both online and offline touchpoints. 2. Think office The hall of mirrors of digital strategy players is called the office. Although unthinkable until a few years ago, mobile has become the common thread for all marketers. Smartphones and tablets are set to gain more and more ground in people's lives. If we take Italy for example, over the last two years the number of smartphones has increased at a dizzying rate: from 24% to 41% of the total population.
A trend that should increase, bringing with it the huge segment of online shopping . Thus, if it is still possible to browse non-optimized sites from a tablet, the It's called mobile first and it's the approach that makes optimization for smartphones and tablets a prerequisite for any digital strategy: an approach that involves everything from user experience content type and email campaigns : in our 2016 Guide to Email Design you will find trends, techniques and best practices to inspire you and learn how to create responsive emails. Download the Email Design White Paper 3. Be single-device The online shopping experience is increasingly diluted by various browsing options, taking advantage of the wide range of devices that technology makes available: in Italy, 53% of users already belong to this category. The mistake to avoid is providing a rigid browsing experience that leads to obstacles and fractures when switching between devices.