Digital marketing strategy
The importance of creating and using a digital marketing plan to support digital transformation and company growth.
Where do you start if you want to develop a digital marketing strategy? It’s a common challenge since many businesses know how vital digital and mobile channels are today for acquiring and retaining customers. Yet they don’t have an integrated plan to grow and engage their audiences effectively. They suffer from the 10 problems I mentioned in the previous article and are losing out to competitors.
The challenges of creating a digital marketing strategy?
In our experience, a common challenge is where to start drawing up your digital marketing plan. I think there is a fear that a massive report is required, but we believe that lean planning works best. Your plan doesn’t need to be a huge report, a strategy can best be summarized in two or three sides of A4 sheet in a table linking digital marketing strategies to SMART objectives within our RACE planning framework. We recommend creating a lean digital plan based on our 90-day planning templates to implement your digital plan rapidly to gain customers.
Another challenge is the sheer scope and scale of digital marketing. There are so many great digital marketing techniques ranging from search, social media and email marketing to improve the digital experience of your website. Within each digital marketing technique, there are lots of detailed tactics that are important to success, so they need to be evaluated and prioritized, for example from dynamic content for email automation, website personalization to programmatic, re-targeting and skyscraper content for organic search.
A recommended approach for developing a digital strategy.
Whether you have a strategy or not, at the heart of the Smart Insights ‘Opportunity, Strategy, Action‘ approach to improving digital marketing, is bench marking to compare where you are now to assess the potential against where you need to be in the future.