Many companies don’t have a digital strategy (and many do) don’t have a clear strategic goal for what they want to achieve online to gain new customers or build deeper relationships with existing ones. And if you don’t have goals, you likely don’t put enough resources to reach the goals, and you don’t evaluate whether you’re achieving those goals through analytics.
Customer demand for online services may be underestimated if you have researched this. Perhaps, more importantly, you won’t understand your online marketplace. The dynamics will be different from traditional channels with different types of customer profile and behavior, competitors, propositions, and options for marketing communications.
A clearly defined digital value proposition tailored to your different target customer personas will help you differentiate your online service encouraging existing and new customers to engage initially and stay loyal. Developing an omnichannel marketing strategy is key for many organizations since the content engages your audiences through different channels like search, social, email marketing, and on your blog.
It’s all too common for digital marketing activities to be completed in silos, whether a specialist digital marketer, sitting in IT or a separate digital agency. It’s easier that way to package ‘digital’ into a convenient chunk. But of course, it’s less effective. Everyone agrees that digital media work best when integrated with traditional media and response channels.
That’s why we recommend developing an integrated digital marketing strategy, so your digital marketing works hard for you! With your integrated plan in place, digital will become part of your marketing activity and part of business as usual. Find out more.
Every company with a website will have analytics. But many senior managers don’t ensure that their teams make or have the time to review and act on them.
Digital marketing, specifically, refers to ‘Achieving marketing objectives through applying digital technologies and media.’
Digital technologies and media include:
One marketing planning framework splits up the customer’s digital experience over Reach, Act, Convert and Engage — the full customer journey.