Here's how you can enhance your digital strategy expertise.

Start by mastering the basics of digital strategy, including SEO, content marketing, social media, and analytics. Building a strong foundation in these areas is crucial. Personal experience: I began my journey by taking online courses on SEO and content marketing, which provided me with a solid understanding of how to drive organic traffic and create engaging content. This foundational knowledge was essential in developing more advanced digital strategies later on.

I belive that in order to create a solid marketing plan, both for user acqusition and retention, you must be familiar with the main channels like - Paid media, SEO, Affiliates, Influences, PR, Email marketing, SMS. You need to understand each one, how it operates, how it all works together, and how it influence one another. Sine the user journey is not stright forward, and combines many channels, you need to understand which one impacts what, with a clear attribution strategy, tools and understanding. You need to understand that paid media alone can't work, and you must put efforts on retaining exiting customers, who already made a conversion, and always be in touch. Everything together will help you reach your business goals.

I think most of us can agree that learning the basics is the key to building a strong foundation for your digital strategy career. Though courses can be helpful tools, I have found success in two more personal approaches. 1.) Meeting with industry experts and asking them to talk about their tips and tricks. The amount of interesting insights I have learned, that you can't find in books, is crazy! 2.) Joining a non-profit board/committee. These organizations are always needing digital strategy help, and they are a great way to learn from fellow board/committee members, while also getting to help put these plans into action. Full circle moments! I hope this helps! 😊

In the early days of the digital era in Brazil, I was deeply influenced by numerous articles during the first digital bubble, which showcased the promising digital industry. At that time, the primary source of learning was limited to print magazines for those interested in gaining knowledge. Recognizing the potential for business growth, becoming a digital specialist and engaging in startups provided me with expertise and know-how that I subsequently applied in other reputable companies. Drawing on my 20 years of experience in the digital industry, setting transparent and direct objectives has been pivotal in successfully implementing strategies.

You must become an expert in analyzing data. You need to make sure you have the right analytics skills, know GA4 top to bottom, BI tools and analyze on a daily, weekly, and monthly basis. In addition, it must be compared to your current results in the media plan, and comparing it to previous period.

É quase que obrigatório desenvolver habilidades para interpretar métricas e transformar insights em ações estratégicas. Pratique regularmente a criação de relatórios que identifiquem padrões de tráfego, fontes de referência e taxa de conversão. Por exemplo, um exercício prático é analisar a jornada do cliente: escolha um período de tempo e rastreie como os usuários chegaram ao seu site, quais páginas visitaram e onde abandonaram a navegação. Use esses dados para identificar áreas de melhoria. Assim, você pode alinhar suas estratégias digitais com os insights derivados da análise, otimizando seus resultados. Nada surge do dia para noite, tudo tem um histórico.

I find it helpful to always be with a mindset of trying new things, test and optimize. I never exclude an idea, just because I feel it's not going to work, I think you must try, and based on data take actions, and make conclusions. I subscribe to main newsletter, such as MarketingProfs and Adweek. And I read blogs from Wordstream, Search Engine Land, PPC hero, CXL. I most like to attend webinars and Conferences, in which I feel I can get more insightful data, and also meet people.

Enhancing digital strategy expertise involves focusing on key areas, such as staying updated on digital landscape changes, gaining practical experience through working on real campaigns such as SEO/SEM, experimenting and optimising campaigns through analyzing data, and measuring and reporting results from campaign. Through continuous practice and learning, your core digital expertise can grows over time.

The best thing about attending events and local meetups is the opportunity to expand our network beyond our direct colleagues. Learning from people with different backgrounds and diverse roles in our industry provides richer perspectives, market insights and collaboration opportunities.

Ao analisar dados, é vital questionar "por que" os números estão como estão e "como" eles podem guiar suas decisões futuras. Isso envolve identificar não apenas o que está acontecendo, mas também compreender as causas subjacentes e as oportunidades ocultas. Há um framework prático que vai te ajudar: 1. Agregue os dados 2. Pergunte o Por que de cada indicador 3. Gere uma hipótese 4. Crie testes para solucionar o problema 5. Faça uma revisão e comece novamente