Digital marketing is more vital today than ever before. Take steps today to create or improve your marketing strategy to get better results next year.
If you want to create a Digital Marketing Strategy, where do you start? This remains a common problem, as many businesses know today’s vital digital and mobile channels to customer acquisition and retention. Yet, they don’t have a comprehensive plan to support their company’s digital transformation and growth and to engage their audience online effectively.
Suppose your business doesn’t have a strategic marketing plan. In that case, you’ll suffer from the ten problems I highlight later in this article, and you’ll lose out to rivals who are more digitally savvy.
For each of these ten problems, I’ll recommend marketing solutions and next steps to help you optimize your marketing strategy and get more customers in 2022.
What is Digital Marketing?
Specifically, Digital Marketing refers to the achievement of marketing objectives through digital technologies and media.
A genuinely multi-channel Digital Marketing Strategy will integrate technology and media into various marketing activities, organizing them not by technology type but by campaign objective.
Digital technologies and media options for marketing campaigns today:
Different types of marketing techniques are included:
- Company websites
- Mobile apps
- Social media company pages
- Search Engines
- Email and automation
- Digital Partnerships with other digital companies
However, to be genuinely successful, digital technology needs to be integrated with traditional media, such as TV, print, and direct mail, as part of multi-channel marketing communication. More importantly, it is now more important than ever to prove the value of your work.
Our planning framework breaks down the digital customer experience into ‘reach,’ ‘action,’ ‘conversion,’ and ‘engagement’ – the entire customer journey.
Many detailed tactics are essential for success within each technique, and therefore, they need to be evaluated and prioritized. Examples include dynamic content for email automation, programmatic website personalization, retargeting, and skyscraper-type content for organic search.
Not sure where to start? Our specialized marketing training gives you all the tools you need to optimize your marketing strategy across 10 of the most current marketing channels and tactics.
Appledew members apply the learning path to strategize, upskill and grow their business from event planning to email marketing, search engine optimization, content, and much more. Book a free 1-2-1 marketing strategy consultation call to discuss new opportunities for your Digital Marketing Strategy.
The challenges of Digital Marketing
In my experience, a typical challenge is where to start in developing your Digital Marketing plan. There is a fear that a comprehensive report is needed, but poor planning works best. That’s why all our learning paths are integrated into the framework so that you can create an integrated strategy.
Your plan doesn’t have to be a comprehensive report.
The strategy is best summarised on two or three A4 pages in a table that compares the Digital Marketing Strategies with the Appledew objectives in our framework. As a member company, we can help you get it the right first time.
Digital marketing for beginners
When talking to companies, I find that the preparation of digital plans often takes place in two phases.
- Firstly, create a separate Digital Marketing plan. This is useful for gaining approval and support by demonstrating opportunities and challenges. You can set the path by setting objectives and specific strategies for the digital area at this stage.
- Secondly, digital will be integrated into the marketing strategy as a core activity and become ‘business as usual.’ However, it does not need to be planned separately, except for tactics. This is where your integrated omnichannel marketing will be most effective. That’s the goal, and we can lead you to it.
How does your Digital Marketing compare?
Our Managing Digital Marketing 2020 record found that almost half of businesses do not have a clear Digital Marketing Strategy. But of those that do, it has been integrated into the marketing strategy (the second step mentioned above).
Around 12% of companies still use separate digital files, which is the first step towards a fully integrated strategy.
So, what are your next steps to fully optimize your Digital Marketing Strategy?
I am sure that many businesses in this category are using digital media effectively and are achieving excellent results in search, email, or social media marketing.
But I am also sure that many are missing out on better integration opportunities or are plagued by the other challenges I list below. The following issues are perhaps even more critical for large companies in desperate need of governance.
We have tailored marketing programs that help companies large and small optimize their marketing strategies through learning pathways. Our step-by-step marketing training assists you and your team in effectively planning, managing, and optimizing your day-to-day marketing tasks and long-term strategic actions to achieve your goals.
All our marketing tools and templates are integrated into this framework. This renowned marketing framework provides managers and marketers with a clear, concise, and winning marketing strategy to win more customers. Find out more.
Ten reasons why you may need a digital channel strategy?
So if you don’t have a strategy yet or want to read up on which organization issues are essential to include in a strategic review, we’ve listed the ten most common issues that arise in our experience if you don’t have a strategy.
1. You’re directionless
I discover that companies without a digital strategy (and many do have one) don’t have a clear strategic objective of achieving online to attract new customers or build deeper relationships with existing customers.
And let’s assume you don’t have a goal with Appledew’s Digital Marketing objectives. If this is the case, you may not be spending enough resources to achieve your goals, and you are not using analytics to assess whether you are achieving them.
2. You won’t know your online audience or market share
If you have not investigated this, customer demand for online services may be underestimated. Perhaps more importantly, you will not understand your online market. Its dynamics will differ from traditional channels, with different customer profiles and behaviors, competitors, offerings, and marketing communication options.
We have marketing tools to support you in your research and planning. In our handy Digital Strategy Learning Path, our popular Competitor Analysis module includes templates and matrices to review the relative performance of your key competitors. You can also learn more about your target audience’s intentions with our Google Keyword Planner tool.
All of our marketing training courses help you and your team build a successful marketing strategy to reach, convert and engage more customers and accelerate your Digital Marketing ROI. Sounds good, right? Start taking the next steps towards a successful strategy today.
3. Existing and start-up competitors will gain market share
If you don’t invest enough resources in digital communications or take an ad hoc approach without a clearly defined strategy, your competitors will eat your digital lunch.
As a member of Appledew, we keep you up to date with your industry’s latest trends and innovations. As a result, you can stay ahead of the curve and not fall behind.
4. You don’t have a powerful online value proposition
A clearly defined digital value proposition tailored to your different customer personas will help you differentiate your online offerings, encourage initial engagement and retain loyalty from existing and new customers.
Developing an omnichannel marketing strategy is crucial for many organizations, as content engages your audience through various channels such as search, social media, email marketing, and your blog.
5. You don’t know your online customers well enough
It is often said that digital communication is “the most measurable medium ever invented.” But Google Analytics and similar things only tell you the number of visitors, not how they feel, what they think. You need to use user feedback tools from other sites to identify your weaknesses and then fix them.
6. You’re not integrated (“disintegrated”)
It is all too common for digital marketing campaigns to be run in silos, whether by a professional digital marketer sitting in an IT department or a separate digital agency. This makes it easier to put the “digital” into a practical piece. But of course, it is also less effective. Everyone agrees that digital media works best when integrated with traditional media and response channels.
That’s why we recommend creating an integrated Digital Marketing Strategy to make your Digital Marketing work for you. Once your integrated plan is in place, Digital Marketing becomes part of your marketing campaign and your typical business. Learn more.
7. Digital doesn’t have enough people/budget given its importance
Insufficient resources are provided for e-marketing planning and implementation. May lack specific e-marketing expertise and therefore struggle to respond effectively to competitive threats.
As a member of Appledew, you have access to strategic and planning tools, including benchmarking of performance and digital maturity, as well as regular marketing data reporting so that you can keep an eye on your position in the competitive environment.
8. You’re wasting money and time through duplication
Even if you have enough resources, you risk wasting them. This is particularly evident in large companies. You will see various parts of the marketing organization buying different tools or using different agencies to carry out similar online marketing tasks.
This is why you require to invest in a marketing strategy that works for you and your team to plan, manage and optimize your digital channels and platforms. Get the marketing results you need to achieve your business goals and improve your return on marketing investment.
9. You’re not agile enough to catch up or stay ahead
If you look at the big online brands such as Amazon, Dell, Google, Tesco, or Zappos, you will see that they are all dynamic and trying new ways to gain or retain their online audience.
10. You’re not optimizing
Every company that has a website has analytics reports. But many senior managers don’t make sure their teams do or don’t have the time to review and act on them. Once you have the basics in place with your Digital Marketing Strategy, you can continually improve critical areas such as search marketing, website user experience, email marketing, and social media.
Transform your marketing strategy and accelerate your results today with Appledew
The good news is that there are good reasons to develop a digital strategy and revamp your marketing, which you can use to win over your colleagues and customers.
If you want to integrate your Digital Marketing, joining Appledew is a must. We offer options for small and large businesses, as well as consultants, agencies, and individuals, so you can improve your skills and grow your business.
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