BRAND DIGITAL POSITIONING:
ANALYSIS AND STRATEGY
Digital technology is shaping the way companies and clients interact with each other. The evolution of the digital world has radically changed the services and tools available to companies to communicate, to sell, to make people know about their products and services. But being present on the Internet is no longer enough: you need to know how to do it, what strategy to pursue, what competitors are doing and how to position your brand in an increasingly crowded and competitive environment. Positioning your company and using digital opportunities in the right way and profitably is the result of a measurable, data-driven, evidence-based process. The right start is to work on a comprehensive strategy document that provides:
Web analytics and picture
of your digital reputation
Analysis of competitors
and the relevant market
Definition of objectives
Identity of business assets
Competing on the Internet thanks to the opportunities digital technology offers
Digital positioning is not just about having a website or posting on social media, it is also about committing your company to an organic system of relationships between the different people it is made up of: suppliers, employees, stakeholders and clients.
Digital technology is a real location, albeit virtual, which is an indispensable asset and provides additional services to those you offer on the physical location.
Its construction or reorganisation brings additional value because it organically values some of a company’s most important assets: knowledge, experience and relationships, as well as the perceived value of its brand and products.
Digital presence: a virtual brach of your growing company.
Enterprises approaching digital technology are often unaware of its enormous possibilities and opportunities and you see it in their limited use of tools. New ways of dealing with clients are leading to a change in the relationship between a user and the company. Reaching out to the clients or setting yourself apart with a better product or service is no longer enough. It is crucial for a company to provide its stakeholders with a digital experience that is engaging, enjoyable, simple and in line with their needs.
Proper digital positioning brings enormous advantages to the company in terms of interaction and relations between those involved:
- it increases the loyalty of recurrent clients
- it reaches new clients
- it improves customer care
- it brings the brand closer to people.
Digital technology means new data-driven approaches.
Digital technology offers a huge advantage when used properly: it collects data, the strategic pillar of the business.
Being able to collect, organise and analyse data means making informed decisions based on objective facts and not on personal feelings.
Today managers need information to help them make the right choices for the future. When collected with competence, verified and up-todate, digital data allows new metrics to be added on top of traditional analytics and KPIs to picture user and market behaviour and to identify technical issues and critical events.
Digital positioning goes beyond marketing or advertising and becomes a business growth factor with real and lasting value.
How to design an effective digital positioning
At Parklab we analyse and evaluate the digital presence of companies. We do this with data-driven processes and we organise the results into an official, comprehensive document with verifiable data.
The first step is analysis and results in:
- a picture of the current digital position of the company;
- an overview of the market, or target markets, with an analysis of competitors and their presence on the web and on social media (both organic and paid).
At the end of the analysis phase, a final strategy document is written, indicating concrete actions to be taken, such as:
- suggestions on user experience design
- use of tools and strategic automations
- implementation of editorial plans for social media and web publications
- use of paid advertising
- communications and sponsorships also in synergy with offline events.
“You can’t manage what you don’t measure”
You cannot manage what you do not measure. It is a fact that is often repeated by those working with businesses and big data, and it is perfect for illustrating the new horizons that every company must aim for in order to innovate its business models.
Data enable companies to create new products and services or to optimise existing ones and to set up new business models. Digital technology can give a competitive edge even to traditional companies that want to grow and position themselves not only on the Internet, but also in the real market that now seamlessly integrates the two dimensions.