On May 29, 2019, I held a lecture at the Kanta Bar in Tel Aviv about building a digital advertising strategy. Most businesses that market online do so without a structured and clear digital strategy, and because of this, most are not satisfied with the results. In the lecture, I gave an overview of the leading advertising platforms and also, how to measure your digital performance and how to build a strategic plan, and why using it is essential and improves results.
Digital Strategy - Introduction
As of 2018, 50% of companies globally do not build a digital marketing strategy.
In Israel, 80% of companies do not build a digital marketing strategy.
Overview: Traditional marketing vs. digital marketing
Traditional Marketing
Disadvantages:
Usually expensive
Almost completely non-measurable
Low segmentation capability
No interaction with audience
Advantages:
Subconscious impact
Broad distribution
Repetition
Digital Marketing
Disadvantages:
Channel clutter
Difficulty measuring attribution
Frequent updates
Difficulty standing out
Advantages:
High precision is possible
Low entry barrier (cheap)
Everyone is there (eyeballs)
Ability to re-engage the customer at any stage
Ease of measurement
Digital tools used to build a digital advertising strategy
Step One: Research and Market Familiarization
Market Research
(Technology, industry, demographic data, etc.)
Step Two: Digital Advertising - Defining Goals
How do you define goals for digital advertising?
The digital strategy is defined according to the company’s goals and objectives
Examples of goals:
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Increasing exposure of the product/service
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Increasing product sales across digital channels
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Defining profit from sales – affects the price
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Becoming a leading provider in a specific category
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Branding
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Company positioning
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Creating differentiation (added value of the product)
Setting Objectives
Objectives are divided into 2:
Measurable objectives
Non-measurable objectives
Objectives are derived from 2 main parameters:
General company goals
Data from the previous year – affecting the future objectives plan
Setting Goals in Digital Advertising
Digital marketing tools allow precise measurement of marketing campaigns
Quantitative and measurable goals must be set
At the end of a period (recommended at the end of each month), check whether we managed to meet the goals
Didn’t meet the goals? Why? Everything is measurable, and therefore we are measured too!!!
Goal setting will be based on data and sales from the previous year
It is important to set realistic goals:
An increase of between 10%-15% over the previous year and one that reflects the sales capabilities of the company
Recommendations for Measurable Objectives
Website Inquiries – 50 website inquiries per month
Phone Calls – 20 phone calls per month
Closing Deals – 15 deals closed out of all inquiries
Recommendations for Non-Measurable Objectives
Branding – Rebranding, logo redesign
Company Positioning – “I want everyone to know my business” (The company’s value in the eyes of customers)
Differentiation – Added value of the product (quality, price, design)
** Remember, even professional campaigns and marketing moves do not manage to double sales overnight, set realistic goals that you can explain
Step Three: Building a Digital Strategy
How do we achieve the goals and objectives we set? Building a strategic plan
Digital strategy – Our advertising strategy must enable us to meet the store’s sales targets
| Branding | Newsletter | Landing Pages | Video | Blog | Organic Posts | Website | SEO | PPC |
| Building an annual work plan |
| Budget allocation |
Activity Funnel:
Stage A – Audience Building – Increasing Awareness:
Promoting articles on Outbrain / Start Israel
Promoting videos on Facebook and Instagram
Promoting on Google – Search and GDN
Stage B – Audience Refinement – More Direct Approach:
Lead ads on Facebook
Promotion on Outbrain / Marketing on Taboola / LinkedIn
Promotion on YouTube and GDN to lists
Promotion on Google – Remarketing for Search
Stage C – Remarketing – On All Platforms:
Targeting the entire audience tagged so far in the campaign
Targeting based on lists
Targeting all landing page visitors
Stage D – Registration Reminders – Facebook / Instagram:
Targeting all visitors on relevant lists
Gantt – Campaigns/Posts
In order to track your activity, campaigns, and manage posts in a consistent and professional manner, complete tasks, and start new ones, it is recommended to work with a monthly Gantt chart.
A Gantt chart in a digital advertising campaign provides a clear and easy graphical display for meeting schedules.
What will appear in the Gantt – campaigns, social media posts, ads, blog publications, video releases, raffles, etc.
A monthly Gantt chart allows control over the monthly activities planned for that month.
Example of a Content Gantt
Brief: Militin Group – Importer of dog and cat food products
Premium brands of food, toys, and related products, interested in introducing a new food brand to the market
Quarterly Plan – Content Gantt:
Special Activities – Digital Advertising Plan
Digital Marketing Budget Allocation
Gantt – Digital Budget and Annual Work Planning
Building a Check List
Integration of traditional and digital marketing
Traffic to Stores
Directing users to a landing page to find the store closest to their residence
Campaign during a Conference
Targeting people upon arrival at a conference with brand ads (app download / video / website visit)
Brand Offline Activity
Referral to an adoption day
Summary – Building a quarterly plan
Special Activities
Quarterly Plan – Special Activities
Budget Building
Quarterly Plan – Budget Building
Budget vs. Actual
Quarterly Plan – Budget vs. Actual
Or Fialkov is the CEO and owner of Fialkov Digital, a digital marketing and advertising agency. He runs paid campaigns on Google, Facebook, Instagram, YouTube, LinkedIn, and TikTok, and builds websites and landing pages. He also implements AI in businesses, including AI agents, agentic marketing automation, AI reporting systems, GEO (Generative Engine Optimization), and AI video for campaigns.
