DIGITAL STRATEGY & POSITIONING
Strategic positioning will be one of the crucial factors in your success as a digital marketer or online business. We’re going to start this guide by discussing the meaning of strategic positioning, before moving on to explaining some of the methods digital marketers can use to communicate a brand’s strategic position at various points throughout the customer’s journey.
What is strategic positioning?
Strategic positioning is an essential part of the planning that goes into digitally marketing a brand or product.
The process of plotting your strategic position starts with defining your brand’s value proposition – a customer-focused statement explaining why it exists:
As our CEO Daniel Rowles writes in his new book, Building Digital Culture, answering the following questions will help you to define this fundamental aspect of your strategic position:
What is it that your organisation stands for?
What is the core purpose of your organisation beyond your commercial objectives?
How does everything your organisation does provide value?
Distil the answers to these questions into one clear mission statement.
To decide upon your brand’s strategic position, you must now use insight-driven strategy to bridge the gap between the value proposition we have just discussed and what audiences want to engage with – the things that motivate them.
For instance, if your mission statement is “We deliver the most beautiful flowers in the land to people’s homes”, and your market research indicates that there exists a particular demand amongst your target audience for a service delivering flowers from independent florists, your strategic position might become, “Flowers from the UK’s best independent florists, delivered to your door.” This is an over-simplification, but it demonstrates the logic used in defining a strategic position