Companies use marketing to expand their visibility to target audiences, increase engagement and maintain customer loyalty, which means that in today's competitive market, companies must develop and implement the best possible marketing strategy. However, creating the ideal game plan is difficult. After all, no two companies are exactly alike, and not all demographics respond to the same marketing tactics. So what's a digital marketer to do?
We'll dive into the hows and whys of digital marketing strategies, how to create a digital marketing strategy, and things like planning marketing campaigns and marketing techniques.
What is a digital marketing strategy?
A digital marketing strategy evaluates specific business goals and develops a plan to build an Internet presence through online channels such as social media, organic search, paid advertisements, and other web-based media such as a company's website. The objective is to use existing digital resources and strategies to increase the number of customers and their participation.
Digital marketing strategies come in many forms. For example:
1) Content marketing
In this case, the content consists of materials such as infographics, videos, blog posts and more.
In this form of digital marketing, email campaigns are created and sent to new and existing customers. Email campaigns are also one of the most profitable marketing strategies.
3) Pay per click advertising
Also known as PPC, this strategy involves bidding on keywords that you want your business ads to show for. Your ad will appear when a user's search uses the keyword.
4) Search Engine Optimization
Also known as SEO, it is all about improving your website's ranking in search engine results. For example, did you know that only 25% of web searches make it to the second page of search results?
5) Social media marketing
We've already established that marketers need to focus their efforts where so many people are: social media. It could be Facebook, Instagram, LinkedIn, Pinterest, TikTok, Twitter or whatever comes next.
Everyone loves video, and video marketing gives you valuable information about your business and products in an engaging and fun way.
Voice SEO is a newer form of digital marketing that optimizes new and existing website content for voice search (e.g. Alexa, Siri, Echo).
Why does your company need a digital marketing strategy?
At this point, we're pretty sure no one needs to be convinced that the key to a company's success in today's market is digitalization. Marketing campaigns are clearly more effective when they focus on where the most people are, and today everyone is online.
Well, that might be a bit of an exaggeration though.Online audiences have undoubtedly grown over the past decade.Also, it shows no signs of slowing down! So if you want to reach a lot of people, go digital.
But there is a difference between realizing the importance of focused online marketing efforts and realizing the need for a structured and organized approach.
Your business needs a digital marketing strategy because:
a) First, optimize your marketing efforts:Digital marketing strategies keep your sellers and their efforts organized. Marketing strategies provide structure, eliminate guesswork, reduce unnecessary layoffs, and increase accountability.
b) Provide marketers with real data:This benefit is closely related to optimization. Once your marketing department puts the strategies into action, you'll have a wealth of data on the effectiveness of your plan. After receiving this feedback, your organization can decide which strategies need to be implemented going forward.
c) Increases return on investment (ROI):An organized marketing strategy reduces waste and errors and improves response time and rational use of resources.
d) Offers a new perspective on your customers:Effective digital marketing strategies focus on customers, encouraging you to find new ways to engage them and think outside the box. Digital marketing strategies allow marketers to analyze every step of the buyer's journey and inspire digital marketers to add more value to the company-customer relationship.
e) Motivate your marketing department to learn more:Knowledge is power, and digital marketing strategies empower your digital marketing efforts by encouraging you to think about all aspects of your business. It would be helpful if you research your target audience, competition, and trends to keep your strategy fresh and relevant.
How to create a digital marketing strategy?
While this is not a one-time process for creating a digital marketing strategy, the following steps cover all the bases:
1) Define the brand
If your company has branding guidelines, use them to define the brand and how it will be presented in online campaigns. Consider factors such as your value proposition, brand voice, and unique selling propositions.
2) Create a buyer persona
Consider the demographic you are targeting. Create a profile of your potential customers, including what would motivate them to use your services or products.
3) Metas SMART
Use smart, measurable, attainable, realistic and timely (SMART) goals to create your marketing strategy. Describe your company's short-term and long-term goals.
4) Choose your digital marketing strategies
Review the types of digital marketing above and determine which are the most effective. Consider past campaign experiences. Go with the methods that give the most bang for the buck; Don't just jump on the latest popular bandwagon.
5) Set a budget for digital marketing
Research digital marketing costs and create a realistic, actionable budget for your entire campaign.
6) Brainstorming Strategy
This is where you start planning concrete, measurable steps. Set budgets for all aspects of the marketing campaign and create timelines, deadlines and outlines.
7) Launch your digital marketing campaigns
Put your marketing campaign plan to work on the channels you choose. Make sure each channel has adequate tracking mechanisms in place.
8) follow-up of results
Use Google-based tools like Google Ads, Google Analytics and Google Search Console to measure and monitor campaign performance.
What are the six phases of a digital marketing strategy?
Now that we've covered how to create a digital marketing strategy, let's break the process down into common component steps. There is some overlap with our previous section and you can consider this information as a continuation and refinement of the ideas presented above.
Phase 1: Planning
This phase includes SMART goals, buyer personas, a SWOT analysis (Strengths, Weaknesses, Opportunities and Threats), customer research, etc.
Step 2: Implementation
Create the content.
Step 3: Execution
Put your social media marketing strategies into action.
Stage 4: Analysis
Review data, gather information about markets, users and opportunities, and measure performance.
Stage 5: Reports
Organize analysis results into easy-to-read reports and send them to stakeholders.
Step 6: Measurement
Call it a summary. Measure campaign results against marketing ROI (return on investment) and use this as a guide to creating actionable items for future improvements.
How to increase the impact of your digital marketing strategy
You would think it would be enough to build a solid digital marketing strategy, implement it, collect results and learn from experiences for next time. But no, it's not enough. It's a tough and demanding environment, and follow these five steps to increase the overall impact of your strategy.
a) Take advantage of automation:Automation is the wave of the future, making our jobs easier and reducing time spent on redundant tasks. Use automation to automate customer service operations, manage email lists, and do other heavy lifting.
b) Create content that means something to your audience:Customize your marketing content for your audience. Content needs to be relevant, valuable and interesting to the group you are trying to reach. If your digital marketing campaign targets multiple groups, you need to ensure that each group has a dedicated, personalized message that resonates with them.
c) Predictive Analytics abrange:Once you've collected your data, use it through datasets and algorithms to predict and analyze customer behavior. Predictive analytics is great for driving and measuring ROI as it helps you identify the most effective leads for your customers.
d) Keep reassessing your marketing strategy:Trends come and go. Social, political and economic factors are constantly changing. Markets evolve, so your strategy must evolve with them. For this reason, you should review your plan frequently.
e) Increase customer lifetime value:It's easier to retain established customers than it is to attract new ones, so use those good customer relationships to fuel your business growth and boost your marketing campaign. Identify your valuable customers, engage your customers across all platforms, and build a lookalike audience. Lookalike audiences are members of social networks who share characteristics with another group of members.
Want to become a digital marketing expert?
The key to a successful career is having the right skills. You can enroll in UMass AmherstBootcamp de Marketing Digitalto improve your skills or start a new career in this field.
In this bootcamp, you'll learn how to create innovative digital marketing campaigns to attract customers and increase engagement. You'll learn essential digital marketing skills from top university professors and challenging projects, including skills in Search Engine Optimization, Search Engine Marketing, Social Media Marketing, Web Analytics, Email Marketing, Mobile Marketing and Conversion Optimization.
Indeed.comrecently reported that digital marketers can earn an average of $60,211 per year, which can be as high as $100,000.
- Search engine optimization (SEO)
- Pay-per-click (PPC) advertising.
- Social media marketing.
- Social media advertising.
- Email marketing.
- Content marketing.
- Explore the landscape and analyze your results. ...
- Map out your strategy. ...
- Define your target audience. ...
- Build your content strategy. ...
- Choose your channels and tactics. ...
- Set key performance indicators and benchmarks. ...
- Execute with best practices. ...
- Analyze and adjust.
Search Engine Optimization (SEO)
While there is no end-all-be-all “best” digital marketing strategy – search engine optimization, better known as SEO, should be a requirement. SEO is the process of using keywords and phrases related to your business that your ideal audience is searching for.
In contrast to other marketing models, the 7 Cs Compass Model considers both the marketing strategies as well as the segment to which the strategies are being targeted. The seven Cs are Corporation, Commodity, Cost, Communication, Channel, Consumer and Circumstances.What are the 4 elements for a successful digital marketing plan? ›
The 4 Key Elements to Digital Marketing Success—Analytics, Content, CRM, and Channels. Marketing in the current day is far different from what we had experienced in the pre-internet era. The digital marketing landscape has especially attained a lot of importance, and businesses are striving hard to succeed in it.What are the 3 most important things in digital marketing? ›
At its highest level, digital marketing has three main components: Lead Generation, Lead Capturing, and Lead Nurturing.What are the 4 E's of digital marketing? ›
These changes are best described by the 4 E's of marketing: experience, everyplace, exchange, and evangelism. Let's take a quick look at each one and see how they relate to marketing success and your company's goals.What are the 3 C's of digital marketing? ›
3 C's of Social Media Marketing: Content, Community & Commerce.What are the 10 steps to creating a digital marketing strategy? ›
- Step 1: Create a customer persona. ...
- Step 2: Identify your goals and tools. ...
- Step 3: Focus on blogging. ...
- Step 4: Evaluate existing digital marketing channels. ...
- Step 5: Automate marketing. ...
- Step 6: Nail mobile optimization. ...
- Step 7: Make it easy for customers to reach you.
- Leverage social media.
- Start a blog.
- Maximize search engine optimization (SEO).
- Create a call to action (CTA).
- Engage influencers.
- Build a mailing list.
- Create an affiliate program.
Outreach: Facebook ads, landing page, explainer videos, infographics, content marketing. Conversion: Social media, informational blog posts, case studies, quizzes. Closing: Email series, reviews, questionnaires. Retention: Exclusive offers, whitepapers, e-mails, contests, surveys.What are 3 benefits of digital marketing strategies? ›
- Global Reach. Traditional marketing is restricted by geography and creating an international marketing campaign can be hard, expensive, as well as labor-intensive. ...
- Local Reach. ...
- Lower Cost. ...
- Easy to Learn. ...
- Effective Targeting. ...
- Multiple Strategies. ...
- Multiple Content Types. ...
- Increased Engagement.
- Market Penetration Strategy.
- Market Development Strategy.
- Product Development Strategy.
- Diversification Strategy.
Explore the characteristics of the media of e-marketing using the 6 'I's of Interactivity, Intelligence, Individualisation, Integration, Industry structure and Independence of location.What are the 5 stages of the digital marketing life cycle? ›
- SETUP (0-3 months)
- TRACTION (4-9 mo)
- POSITIONING (10-15 months)
- EXPANSION (16-27+ months)
- VIRAL GROWTH (future)
- Know your Unique Value. This is key in any industry, but it is especially important in the crowded health care market. ...
- Know your Audience. ...
- Get Personal. ...
- Create Multichannel, Multimedia Content. ...
- Make Sure People Can Find You. ...
- Nurture Your Leads Throughout.
Customers: demographics, market segment, target markets, needs, and buying decisions.What is the most important part of digital marketing? ›
Responsive Website With Engaging Content
As the very first place that prospective customers will go to learn more about your business, your website is the foundational component of any marketing strategy.
For that reason, business leaders must understand the nuances of business transformation and digital transformation, and become familiar with the 3 pillars of digital transformation: people, processes, and technology.What is the latest trends in digital marketing? ›
Top digital marketing trends (2023):
01 Artificial Intelligence (AI) 02 The new wave of influencer marketing. 03 Personalized marketing. 04 Short-form video content.
Keywords are words or phrases in the content of your web pages that match the words and phrases users are entering into search engines as closely as possible. Keywords allow you to build an SEO strategy around specific target phrases in a way that's meaningful and measurable.What two things make digital marketing powerful? ›
There are a few major benefits of digital marketing: You can focus your efforts on only the prospects most likely to purchase your product or service. It's more cost-effective than outbound marketing methods.How long does it take to create a digital marketing strategy? ›
Usually it takes about 1-2 weeks to complete most short term marketing plans and 2-4 for longer term plans.What are the 3 trends that will shape e-commerce in 2022? ›
- Meet and exceed customer expectations. ...
- Tell the story of your client's brand. ...
- Authentically engage customers with social commerce. ...
- Create live shopping experiences. ...
- Rethink personalization to build truly tailored customer experiences.
- Treat your first-party data like gold. ...
- Use machine learning for paid media. ...
- Focus on personalization. ...
- Prioritize customer privacy. ...
- Command attention with TikTok and Reels.
- Use videos on social media. ...
- Focus on the user experience. ...
- Ensure your website is mobile-responsive. ...
- Incorporate tools for digital sales enablement. ...
- Create self-service options. ...
- Try account-based marketing. ...
- Take advantage of paid media.
There's little to no tolerance for poor digital experiences anymore. By 2025, Gartner expects 80% of B2B sales interactions between suppliers and buyers to occur in digital channels. COVID-19 has been a huge driver of transformation over the 2 years, allowing deployment of more advanced digital experiences.What is the future of e-commerce in the next 5 10 years? ›
By 2040, around 95% of all purchases are expected to be via eCommerce. Online stores with a loud social media presence will get 32% more sales on average those who do not. On average, 52% of eCommerce businesses have omnichannel capabilities.What are the top 3 e-commerce strategies that are the most effective? ›
There are three major ecommerce strategies to consider: product strategy, customer relationships, and corporate considerations. Each of these must work together to ensure the best possible outcomes for your brand.What products are in high demand right now? ›
- Beauty products, like false eyelashes and makeup.
- Pet products and carriers.
- Novelty T-shirts, especially those with unique and fun designs.
- Water bottles, especially self-cleaning bottles.
- Jewelry and fashion accessories (though trends change quickly)
Scope of Digital Marketing in India
According to Statista, a colossal growth of digital marketing will make it hit and create a market of up to INR 539 billion by the year 2024. Some other trends also suggest that Digital media is expected to grow with a CAGR of 22.47 percent to reach INR 23,673 crores by 2023 end.
Top digital marketing trends (2023):
01 Artificial Intelligence (AI) 02 The new wave of influencer marketing. 03 Personalized marketing. 04 Short-form video content.
- 1)Situation Analysis. Begin with a snapshot of your company's current situation. ...
- 2)Target Audience and Market. It is essential to understand and define your target audience. ...
- 3) Set Your Marketing Goals. ...
- 4) Outline Marketing Strategies and Tactics. ...
- 5) Marketing Budget.
The demand for skilled digital marketers will only increase in the coming years. According to LinkedIn, Digital Marketing is also one of the top skills to learn in 2023 to boost your career. All these factors show that now is the best time to learn new skills and kickstart your career!What skills will marketers need in 2025? ›
Machine learning, sophisticated analytics, and neuromarketing are seen as the most important skills in the marketing department in 2025, and the tools that enable these will sit on top of the shopping list.What is the future of digital marketing in 2030? ›
However, here are a few trends you can expect to see by 2030: Voice search / AI-powered chatbots will be used more often by consumers. As we move towards an AI-powered world, users increasingly rely on voice commands and artificial intelligence (AI) powered chatbots for their daily tasks.