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Changing your digital strategy and approach due to COVID-19

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Changing your digital strategy and approach due to COVID-19

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In this presentation, Paddy talks about how to think about digital strategy during uncertain times, exploring the concept of deliberate and emergent strategy as a way to navigate them.

In this presentation, Paddy talks about how to think about digital strategy during uncertain times, exploring the concept of deliberate and emergent strategy as a way to navigate them.

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Changing your digital strategy and approach due to COVID-19

  1. 1. TTLPRESENTS2020GETTINGYOUNOTICEDONLINE Changing your Digital Strategy and Approach due to COVID-19 Paddy Moogan, Co-founder, Aira
  2. 2. My job
  3. 3. I make decisions about Aira
  4. 4. I help clients make decisions about their digital strategy
  5. 5. “Paddy, should we do this thing?”
  6. 6. Six months ago...
  7. 7. “Will adding content to a page help with SEO?”
  8. 8. “Should we try Dynamic Search Ads within paid search?”
  9. 9. “Should we use AMP?”
  10. 10. “Should we invest more in technical SEO?”
  11. 11. Now...
  12. 12. What does digital strategy look like during a pandemic?
  13. 13. It depends...
  14. 14. No one knows all of the answers
  15. 15. I want to give you one a method of thinking about things and how you can approach strategy during uncertain times
  16. 16. What hasn’t changed?
  17. 17. Digital channels are still there
  18. 18. People are still searching Source
  19. 19. Algorithms are being updated Source
  20. 20. Time is still being spent online Source
  21. 21. Bing is still Bing
  22. 22. Basically, many fundamental things are still as true now as they were 6 months ago
  23. 23. The same may be true of your product
  24. 24. The things that made it great before will still be there now
  25. 25. Others have enhanced their offering
  26. 26. Comparisons are being made to recessions
  27. 27. I don’t think this is a fair comparison
  28. 28. In 2008, the system that sold the product (subprime mortgages) was the problem
  29. 29. This recession isn’t because of the underlying economy or a broken system
  30. 30. What has changed?
  31. 31. A lot!
  32. 32. Customer behaviour Source
  33. 33. Teams, resources and budgets
  34. 34. Your culture and productivity Source
  35. 35. Stakeholder expectations
  36. 36. This is what clients (or their bosses) often expect growth to look like...
  37. 37. Results Time
  38. 38. The silicon valley / VC world version...
  39. 39. Results Time
  40. 40. It’s hardly ever this straightforward
  41. 41. The reality...
  42. 42. Results Time
  43. 43. Usually, this is fine. During a pandemic, the pressure has been cranked up
  44. 44. What should we do?
  45. 45. We play to our strengths
  46. 46. Why did most of us get into digital?
  47. 47. Why do most of us stay in digital?
  48. 48. Things change a lot
  49. 49. We’re SEOs, what are we good at?
  50. 50. No, not just spam
  51. 51. Adapting to change
  52. 52. New opportunities present themselves all the time
  53. 53. But the fundamentals rarely change
  54. 54. There’s a name for splitting out strategy and decision making like this...
  55. 55. I thought I was being super clever
  56. 56. Source
  57. 57. Deliberate strategy vs. emergent strategy
  58. 58. Deliberate strategy Emergent strategy Provide the organisation with a sense of purposeful direction Implies that an organisation is learning what works in practice.
  59. 59. Deliberate strategy “Provide the organisation with a sense of purposeful direction. When a deliberate strategy is realised, the result matches the intended course of action. Controlled” Source
  60. 60. Emergent strategy “Emergent strategy implies that an organisation is learning what works in a practise. Based around day to day working practises, not specific goals or objectives over time.” Source
  61. 61. Right now, we’re all learning very quickly
  62. 62. In an uncertain world, your baseline strategy needs to be very deliberate
  63. 63. How?
  64. 64. What actions can we take, that we know won’t be wrong?
  65. 65. Indexable, fast, readable pages SEO
  66. 66. Genuine relationships, positive coverage in relevant publications Digital PR
  67. 67. Expertly created and informative Content
  68. 68. Fully-opt-in, engaged subscribers Email
  69. 69. Super targeted, bottom of funnel keywords Paid search
  70. 70. Who is not going to want low prices, personalisation and fast delivery?
  71. 71. Then, embrace the changes you see and adapt quickly
  72. 72. Your CEO won’t see this
  73. 73. Emergent strategy is for those of us on the front lines of digital - we see the changes and landscape
  74. 74. Accept that things may change quickly
  75. 75. Learn what your safe bets are
  76. 76. Look for your emergent strategy
  77. 77. One thought to leave you with
  78. 78. True strategy is about placing bets and making hard choices. The objective is not to eliminate risk but to increase the odds of success. Source
  79. 79. I lied
  80. 80. True strategy is about placing bets and making hard choices. The objective is not to eliminate risk but to increase the odds of success. Source
  81. 81. Decision making is about placing bets and making hard choices. The objective is not to eliminate risk but to increase the odds of success. Source
  82. 82. TTLPRESENTS2020GETTINGYOUNOTICEDONLINE Thank you! paddy@aira.net @paddymoogan

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