Gerardo Jimenez
Thanks to technological progress and new communication mechanisms, modern companies can market their products or services in any part of the globe: to achieve this, they need to undertake powerful brand positioning actions, among which digital projects stand out .
If you want a digital project to cause a positive impact on your target audience, it is essential that you develop excellent management.
Are you looking for a guide to help you deepen your knowledge of best practices in digital projects? You came to the right place!
Next, we will talk in detail about the subject, presenting not only the main aspects of this type of project, but also providing a detailed step by step to structure it with fluency and quality.
Likewise, you will find incredible tips to generate even more attractive and profitable results.
Read very carefully until the end!
Digital projects: What you want to know and nobody tells you!
As the world turns, technology advances providing brand new and efficient tools for different market sectors.
Fortunately, the digital transformation has generated a new business dynamic characterized by the mitigation of geographic barriers and the development of new revenue opportunities through online commerce.
In this context, digital projects enter the scene . Now, what is a project of this nature?
A digital project aims to create and make available a product exclusively in the online environment , for example, websites, virtual courses, video channels, blogs and software.
Basically, the main purpose of these projects is to speed up the recognition of the brand and its products or services in order to disseminate them to the largest possible number of consumers.
This type of project has some peculiarities such as:
- Domain technologies
- Understanding of the types of virtual interaction
- Attentive approach to user experience
Given these peculiarities and specific issues, how to ensure that the project is successful and provides the expected results? The most appropriate answer is: manage it properly!
Digital project management is a field that has been structured according to market demands and it is important to keep in mind that its progress and success are closely linked to digital development.
The new digital tools, perspectives and techniques allow projects to be carried out much more daring and in line with the expectations of a new consumer profile that is extremely connected, critical and immediate.
In general terms, management involves planning, organizing, coordinating, executing and evaluating both the activities and the stages of digital projects so that the initial idea becomes a reality aligned with corporate objectives and customer expectations.
Beyond emphasizing planning and organization, it is essential that the manager monitor the execution of the projects, since in this way he can launch emerging actions as soon as he detects business and disruptive changes that somehow affect the results.
Proper planning of a digital project directly interferes with the performance of the product in the market: paying attention to this point is crucial to increase the probability of reaching the desired financial goals.
Do you want to start off on the right foot? Consider these 2 variables
After having a really good idea, people tend to develop the project as soon as they can. However, if you want to prosper and not die trying, this is not a good idea.
For this reason, before starting the planning, we recommend that you take a deep breath and reflect on 2 crucial points:
1. Potential of the product in the digital market
Is there a sufficient audience for the product you want to launch on the market? There is a big difference between expectation and reality: when we talk about business, it is essential that you guide your decisions considering your rational perspective.
In this way, before investing resources in the project, it is important that you define if it is really worth going ahead with the idea or if you should save the resources to apply them another time.
In fact, considering the perspective of design thinking can be extremely valuable to understand the potential of a project. In this sense, keep in mind the following aspects:
Needs
Carrying out market research in which demands, trends and expectations of potential customers are identified has ceased to be an optional task and has become a necessity.
Through this type of action, you can discover if the target audience is willing to pay and how much they would invest to have that product.
Brainstorming
It is important that both the manager and the work team think “outside the box” and, in this way, have more potential solutions.
After reflecting and properly structuring each solution, it is possible to test them in order to detect and limit the best alternatives.
Budget
The manager must define a sufficient amount to develop the project and to ensure the necessary resources for the post-launch stage.
This is because, often, the product is not profitable from its first day on the market and may require corrections and adjustments in order to fully serve the audience.
Minimum Viable Product (PMV)
The digital product idea can be very broad in scope and feature-rich. By virtue of this, it is essential to focus on PMV, since it mitigates the complexity of the project and avoids investing in unnecessary resources.
As you can see, thinking from the perspective of design thinking is a very intelligent way of identifying and analyzing whether the digital project constitutes a good investment.
2. Relevant and sufficient traffic
This variable refers to the virtual channels that must be considered when carrying out the marketing strategies of the digital product.
For example, if you want to sell an ebook through a web page, you need to execute actions that encourage visitor traffic to the site and thus improve its conversion potential.
In this aspect, you need to pay attention to these 7 traffic channels:
Straight
They are the visitors who enter the site by typing its URL in the browser.
Spreading the website on social media, business partner blogs, and other popular channels among the audience is a very effective way to raise awareness of the business, thereby generating greater brand awareness.
In short, this type of traffic has great potential, since visitors already know the brand and tend to follow the proposed objectives more fluently.
Organic
It is the traffic generated by search engines by virtue of the brand or category.
To achieve a good level of organic traffic, it is essential to work on search engine positioning through the application of search engine optimization ( SEO) techniques and the production of relevant content that really adds value to the perspective of the target audience.
Paid
This type of traffic originates from linking ads and advertising through videos, links on extremely prominent pages for the audience, and banners.
To maximize the results obtained as a result of limited budgets, it is indicated to invest in the ads of social networks or search engines, also known as search engine marketing or search engine marketing (SEM).
In general terms, when carrying out paid actions on both channels, you work with two types of segmentation: specific searches and audience interests.
The effectiveness of the investment in this type of method must be measured frequently to verify if the customer acquisition costs (CAC) are acceptable, in addition to verifying if the advertising is interesting for the project and, therefore, for the business.
Social
It is the traffic generated by social networks, either through corporate pages or content shared on other profiles.
To achieve a good level of visitors, it is essential to produce and offer valuable content that encourages the user to leave their web browsing to access the place where the digital project is disseminated.
Referrer
Referral traffic is generated from the disclosure of business website links on other pages through trades, deals, or by virtue of their value.
In general, it is a difficult traffic to build, since it is directly related to the degree of authority in the market.
email marketing
The audience resulting from email marketing is very relevant and optimizes the probability of conversion.
Undoubtedly, when we have a database of email addresses of people who really identify with the brand and its digital projects, we increase the probability that they will follow the guidelines and carry out the purchase action.
Affiliates
It is the result of the mix of referred and paid traffic: affiliates are “middlemen” who are paid by virtue of the traffic generated for the digital product.
To attract this type of visitors, it is necessary to establish individual agreements or through existing markets.
In short, there are many options to increase the traffic of the digital product and it is advisable to work with a set of solutions that, in fact, are interesting for dissemination, customer acquisition and conversion. For this reason, it is very important to measure both the traffic and the behavior generated by each channel and verify if the media provide the expected results.
Therefore, to start off on the right foot and develop a positive perspective, it is essential that in the period prior to planning and implementation, you evaluate both the market demand for the digital product you wish to offer and the dynamics of customer acquisition.
In this way, you will be able to undertake more accurate actions aimed at meeting your business objectives.
Keep informed
Of all the topics that are relevant in the industry, just subscribe to our newsletter located at the bottom of the page of this publication