Basics applied well: digital projects

Basics applied well: digital projects

Digital projects come with their own particular set of challenges. Alex Blyth shares seven tips for trouble-free management.

1. Begin with clarity on objectives and ensure everyone involved is aware of them. Define digital campaign metrics and align them to that strategic objective. Be realistic, and think beyond marketing metrics. The ultimate success of your work is unlikely to be measured in views or shares; sales and profitability are what matter in business.

2. Set budgets, but allow for some flexibility. In a rapidly evolving area such as digital marketing, there will always be unexpected challenges and opportunities. Take the same approach with your timelines: have them but do not be ruled by them.

3. Build the right team of people to deliver your digital project. Get the right mix of specialists but ensure they are experts who can collaborate. Set up frequent opportunities for communication both digitally and verbally.

John Watton, EMEA Marketing Director at Adobe says: “More than having any specific technical knowledge, the most successful digital marketing project managers are experts at bringing teams together to make stuff happen. Our recent Digital Roadblock research revealed that, despite a growing reliance on one another, more than half of UK marketers believe the dynamic between their marketing and IT departments is average to poor. A good project manager will improve communication and facilitate change to help businesses keep up with the rapidly changing pace of the industry.”

4. Understand your target audience. Avoid easy assumptions, and set aside sufficient time to properly research customers’ likes, dislikes, motivations and most likely response to your campaign.

5. When it comes to content creation, focus on quality over quantity. Anyone can create an avalanche of weak, superficial content – and many organisations are doing precisely that. By creating a smaller amount of high quality content you will be more likely to achieve stand-out. Remember that the internet is more like television than a magazine, so think rich media when planning your content.

6. No matter how compelling your content, its success will also require energetic distribution. Understanding how coding, content and page linking work together to help drive higher placement in the search engines is the first step in the effective distribution of any digital campaign.

Use all channels at your disposal to put your content in front of your target audience. Consider how social media management tools such as Hootsuite, SocialOomph and Sprout Social can simplify this aspect, allowing you to post to all platforms, schedule posts, respond, view feeds, obtain detailed reports and so on.

7. Finally, use analytics tools to track, measure and adapt as needed.

A freelance journalist since 2001, Alex Blyth has written for most of the UK's national newspapers, as well as the leading business and trade publications. He covers a wide range of topics including marketing, HR, finance, and IT. He also works with some of the UK's leading companies such as Deloitte, Canon, and HSBC.

Alex Blyth Freelance Journalist CPL
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