The As, Bs and Cs of Digital

Do you know your A's, B's, and C's when it comes to digital? Here are three of each, with the questions you need to ask yourself if you want to make the most of your business in the aftermath of the Coronavirus lockdown.

A

1. Authenticity: Are you an originator or a “Me Too” business? Are you a premium price/quality business or a commoditised price cutter? Know your positioning and be proud of it.

2. Accuracy: Do you know your audience and can you speak to them in your own voice? Can you target them by media and message in the moment? Measurement means management.

3. Accountability: Can you manage your channels and compare ROI on every campaign, SKU and KPI?

B

1. Brand: What promises does your brand convey and what makes it unique?

2. Budget: Are you budgeting what you think you can afford or what you need to invest?

3. Build or Buy: Best of breed or tailor made?

C

1. Commerce: Where is your money coming from? How can you increase sales, margin and customer lifetime value?

2. Content: Are you preaching or listening? Are your customers your content? Are you surfing a wave or pushing water uphill?

3. Community: What do you add to your community? What does your brand stand for outside your product? Why does your community need you?

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