A continuación, te explicamos cómo puedes mejorar continuamente tus habilidades de estrategia digital con un bucle de retroalimentación.

If you want to keep your digital strategy on point, start by gathering data. It's like checking the map before a road trip. Track your website traffic, social media engagement, and other key metrics to see what's working and what's not. This info is pure gold for making smart improvements.

Data can be collected in the following ways: — Through analytics tools like Semrush or Hootsuite. — Through comments. — Through customer surveys.

Lo que hoy predomina en todas las empresas son los datos, pero cuando los datos no son bien analizados o están con cierto sesgo de interpretación, el feedback puede estar también fuera de lugar. El principal reto de las empresas es que siguen trabajando en silos, es decir, por ejemplo, los datos que un mismo consumidor genera respecto a su comportamiento de compra, lo puede ver un mercadologo y pensar una cosa, lo puede ver un gerente logística e interpretar otra o verlo un gerente de tienda y verá otra. Al no estar unificado un criterio y un KPI cada uno verá lo que quiere ver. Mi sugerencia es unificar los datos para tener una vista integral , a partir de eso, recopilar el feedback y después una toma consensuada de decisiones

Start by collecting a variety of data points related to your digital strategy efforts. This can include website analytics, social media metrics, email marketing performance, customer feedback, and market research. The goal is to gather comprehensive information about how your digital activities are performing and how they're being perceived by your audience.

Got your data? Time to put on your detective hat and analyze that feedback! Look for patterns and insights that reveal what your audience likes and where you might be missing the mark. This helps you understand why certain things work and others don't, so you can fine-tune your strategy for better results.

— Look for matching patterns and trends. — Break them down into categories such as "Brand sentiment", "Engagements" etc. — After a thorough analysis, look for areas where you can improve certain processes.

Once you've gathered data, analyze it thoroughly to extract meaningful insights. Look for patterns, trends, and correlations that can help you understand what's working well and what's not. Pay attention to metrics like website traffic, conversion rates, engagement levels, and customer sentiment. Identify areas of strength and areas for improvement within your digital strategy.

Now that you know what needs tweaking, set some clear goals for yourself. Make them specific and measurable so you can track your progress and see how much you're leveling up your digital strategy game. It's like setting fitness goals – you gotta have a target to aim for!

Objectives should be realistic and reachable in a certain amount of time: — Increase website traffic. — Increase app installs. — Increase engagement. — Improve customer journeys.

Based on your analysis, establish clear and specific objectives for your digital strategy. These objectives should be aligned with your overall business goals and should address the areas identified for improvement. Make sure your objectives are SMART: specific, measurable, achievable, relevant, and time-bound. For example, you might set objectives to increase website traffic by 30% within the next six months or to improve customer satisfaction scores by 10 points.

With your objectives in mind, develop and implement changes to your digital strategy. This could involve adjusting your tactics, refining your messaging, optimizing your website or app, or experimenting with new channels or technologies. Be strategic about the changes you make, focusing on areas where you believe you can have the greatest impact based on your analysis.

Continuous improvement in digital strategy relies on an effective feedback loop. Implement changes based on insights garnered from feedback. This could mean upskilling through courses, testing new tools, or refining strategies to better engage your audience. Embrace change as inherent to digital marketing, fostering a culture of adaptability and growth with each iteration.

Based on my observations, the process of implementing changes in digital strategy is both iterative and dynamic. A strategy I've often used involves creating small, focused experiment groups to test new ideas or tools before a full rollout. This approach allows for gathering detailed feedback and making precise adjustments, which can significantly enhance the effectiveness of a digital marketing strategy. For instance, after receiving feedback on an email campaign, I might test different subject lines or email formats with a small segment of our audience to determine which yields the highest engagement. This not only helps in refining the strategy but also instills a culture of adaptability and continuous learning within the team

Once you've implemented changes, monitor the results closely to see how they impact your objectives. Continuously track and measure key performance indicators (KPIs) to gauge the success of your digital strategy efforts. Use the same data sources you gathered initially to evaluate progress and identify any areas where further adjustments may be needed. Keep an eye on both quantitative metrics (such as traffic, conversions, and revenue) and qualitative feedback (such as customer reviews and feedback).

Throughout my career, I've emphasized the importance of precise measurement in refining digital strategies. By using consistent tools and methods for both initial and follow-up feedback, and analyzing data across various segments, we can pinpoint specific areas for improvement. This detailed approach allows for targeted adjustments and fosters a culture of continuous learning within the team, ensuring our strategies remain effective and responsive to our audience's needs

Implementation of Tag Manager and GA4 changes the game. Directly attributed ROAs is a compelling goal for this stage. This allows a more analytical approach to ad spend budgeting and demonstrates efficacy in a real-world application.

Use the feedback from your results to refine and improve your digital strategy further. Analyze the outcomes of your efforts, identify what worked well and what didn't, and iterate accordingly. Be agile and flexible in your approach, willing to experiment, learn from mistakes, and adapt your strategy based on new insights and changing market conditions. By continuously refining your approach, you can drive ongoing improvement and success in your digital strategy efforts.

From my perspective, the essence of excelling in digital strategy lies in the commitment to continuous refinement. Digital markets evolve rapidly, and staying relevant means constantly updating our approaches based on fresh insights. By treating every strategy as a work in progress, we not only adapt to immediate changes in market conditions but also proactively anticipate future trends. This cyclical process of improvement—gathering data, analyzing feedback, and refining strategies—has been crucial in maintaining high performance levels and ensuring that our digital strategies are not only reactive but also strategically foresighted

Performance max campaigns and the ramifications associated with the constant optimization of content has changed the game here. The importance of having a large rotation of original content has grown in importance substantially and content that is not being shown should be pruned. Content that is shown frequently should be analyzed and built upon.

Understanding how Google interacts with your page, whether you interact with Google or not, is decidedly critical. Starting with Google Tag Manager will allow you to consolidate the multiple tools offered into a single line of code that is associated with your tag. From there you can review, monitor and respond in real time via Google Ads, Google Analytics, Google Search Console, etc...