So, why you should concentrate yourself to digital marketing opportunities while you set up a business strategy? So, why is digital marketing so important? Because it is not only a rapidly growing force in the current marketing playing field, it is set to be the future of marketing, and it seems likely that digital media will soon replace more traditional forms altogether.
Additional, digital marketing is infinitely more affordable than traditional offline marketing methods. But one of the main benefits of conducting your marketing digitally is the ease with which results can be tracked and monitored. Rather than conducting expensive customer research, you can quickly view customer response rates and measure the success of your marketing campaign in real-time, enabling you to plan more effectively for the next one.
Digital is also fundamentally shifting the competitive landscape in many sectors. It allows new entrants to come from unexpected places. We’re seeing banks get into the travel business in some countries. We’re seeing travel agents get into the insurance business. We’re seeing retailers go into the media business. So your competitor set is not what it used to be.
So, what is about the strategy set-up? To set-up a digital strategy is the process of identifying, articulating and executing on digital opportunities that will increase your organisation’s competitive advantage… let’s start!
Digital Marketing Strategy Example and Framework
1. Step: Analysing current digital status quo
2. Step: Analysing and interpreting data and marketing information
First you have to define what you’re hoping to achieve for your brand, product, or service. To get started, you must take stock of all aspects of a brand, and break this information down.
Take a look at my checklist:
1. Identifying the key opportunities and/or challenges in the business
- Key opportunities
2. Competitor analysis
3. Audience analysis
- Target group definition
- Target group behaviours
- Needs of the company
- Goals of the company
- Perceptions of the company
- Emotional reaction to the brand
4. Inform yourself
- Get an overview of the current digital media landscape
- Get an overview of the current design & development trends
- Get an overview of the current consumer trends
5. Web Analytics Website via Google Analytics:
- How many people are visiting the website
- What are the most popular pages
- What are the most popular paths
- Where are people coming from
- Where do they drop off
- How long do they stay
6. Social Analytics via Social Media Monitoring:
- Virality: People organically participating in conversations
- Resonance: Reaction to the overall conversation about the brand
- What does the brand stands for?
7. Newsletter insights via Newsletter tool
8. Formulate the brand message:
- Define brand messages
- Defining the concepts
- What is the story telling the target group?
- Why does the target group care about this story?
- What sort of emotions does the story evoke?
- How does the story connect to the emotional needs of the target group?
- How will that story incite action on behalf of the brand, product, and service?
9. Choose the platforms
- How do the customers seek information about the product, service, or brand?
- What social platforms do they favor?
- What’s the purpose of the social platforms and technology you have chosen to use?
- How do these mediums play into the mobile strategy?
- What is going to differentiate you from your competitors?
- Checkpoints to assess the progress and success
11. Measurement plan
- Overview of the KPIs
- How we will reach the KPIs
- When we will reach the KPIs
3. Step: Implementation
4. Step: Quality assurance
In order to be successful, you’re going to have to be consistent and realistic. By creating a consistent presence across major platforms, you’ll ensure that you’re on track to meet the KPIs you set for yourself in the development phases.
5. Step: Building and running reports
6. Step: Measure and evaluate
The ultimate goal of engagement is to create a feedback loop that allows you to meet the goals you set forth in the strategy development phase. In order to be successful, you must continually evaluate and alter your digital strategy based on the information that you gain from your campaigns and digital initiatives.
Important points to keep in mind at the end:
1. Keep updated with digital business news
2. Coach other team members and clients on principles of the digital business