There was a light bulb moment for me when I was first introduced to acronyms. SOHCAHTOA helped me navigate the mental torture of trigonometry. BOLTSS, the six essential features of a map.
In Healthcare, (where I spent 20 years), acronyms abound to aid recall of physiological processes.
My favourite acronym though is the SMART Digital approach. It helps convey plans and timelines when developing a digital marketing strategy for clients. I liked it so much, I even called my agency Smart Reach Media.
Reach is the amplification and distribution of a message to achieve greatest digital penetration. An example of reach could be the number of unique visitors to a website each month.
SMART digital marketing is Specific, Measurable, Attainable, Relevant and Time-Scaled.
At the core, any business needs to stand out from the competition and communicate a unique selling proposition.
Simple Who, What, Why and Which questions clarify the process and make it Specific.
Who is involved? What do we want to do? Why are we doing what we are doing? Which constraints and requirements are there for the project? Goals seem more attainable when objectives like these are established early in the planning process.
There are many Measurables these days. Likes are important but your Bank Manager won’t take them as part of your interest repayments.
Digital Marketers analyse Click-through and Bounce Rates and use A/B split testing.
Google analytics and Facebook provide audience insights. The user experience on the website is modified accordingly.
The Digital Business Consultant delivers this information in easy to understand language for the client. The data helps the marketing process for the business.
Appraising the available resources and constraints at the business level is Attainability. This is necessary to improve performance.
Up to this point, the process has set Relevant goals to achieve short and long-term business goals.
This all needs to occur within an acceptable Time-Scaled period for the client. The designer needs adequate time as well to deliver their best work.
Benjamin Franklin said, “By failing to prepare, you’re preparing to fail.” Your business will benefit from a structured development phase between you and the Digital Transformation agency.