10 Reasons for a Digital Marketing Strategy
Where do you start from if you want to develop a digital marketing strategy? Well, I do not think it has to be a huge report, a strategy can best be summed up in two or three sides of Formula A4 in a table that links digital marketing strategies to SMART goals. However, it seems that many organizations still do not have a plan yet.
Do you have a digital marketing strategy?
Update: Starting in 2016, we conducted an informal survey to see how much digital marketing strategies are used. The results have shown some major improvements over the years. A few years ago I found that about two thirds to three quarters did not have a digital marketing plan. Now this number has fallen to 49% in the last survey, although it is still quite high and means that almost half still do digital marketing without a strategy in place.
When we did the research for our digital marketing management report, we were interested in seeing what this percentage looks like for a sample
What to do?
To help you get started, we’ve reviewed a number of landmarks that cover the global digital strategy and key tactics such as Search, Social Media, email marketing, and site / experience design.
But if you are one of the companies that do not have a digital strategy yet? Well, we have two simple alternatives to creating a plan that can suggest a way forward:
Start with a separate digital marketing plan that defines the necessary transformation by making an investment plan and changes in your digital marketing
Then, after approval, create an integrated digital plan that is part of the overall marketing plan – the digital is fully aligned and becomes a part of the business as usual.
So what are the tactics to act here?
The use of digital marketing without a strategic approach is still common. I’m sure many of the companies in this category are effectively using digital environments and they can certainly get great results from search, email, or social media marketing. But I’m also sure that many of them have the opportunity to better target or optimize what they do. Maybe the issues below are the biggest ones for larger organizations that need urgent management. There is clearly less need for a strategy in a smaller company.
Most companies in this research have a strategic digital approach. From talking to companies, creating digital plans often takes place in two stages. First, a separate digital marketing plan is being created. This is useful for obtaining an agreement and a buy-in by showing opportunities and problems, as well as setting specific digital goals and strategies, including by integrating digital marketing into other business activities. Secondly, digital technology becomes integrated into the marketing strategy, a business-as-usual basic activity, but does not justify separate planning, except for tactics.
If you do not have a strategy or want to see which business issues are important to be included in a strategic review, we’ve presented the most common 10 issues that our experience shows up if you do not have a strategy.
10 reasons why you may need a digital channel strategy?
YOU ARE WITHOUT DIRECTION
I believe that businesses without a digital strategy (and many others) do not have clear strategic objectives for what they want to gain online in terms of winning new customers or building deeper relationships with existing ones. And if you do not have goals, you probably do not allocate enough resources to reach the goals and do not evaluate by analyzing whether you reach these goals.
YOU DO NOT KNOW THE ONLINE MARKET
Customer demand for online services may be underestimated if you have not researched this. Perhaps, more importantly, you will not understand the online market: the dynamics will be different from traditional channels with different profile types and behavior of customers, competitors, proposals and marketing communication options.
THE EXISTING AND BEGINNING COMPETITIONS WILL WIN A MARKET
If you do not dedicate sufficient resources to digital marketing or if you use an ad hoc approach without well-defined strategies, then your competitors will eat your digital lunch!
YOU DO NOT HAVE A STRONGLY ONLINE PROPOSAL
A well-defined online customer value proposition will help you differentiate your online service by encouraging existing and new customers to initially engage and stay loyal.
DO NOT KNOW YOUR GOOD CUSTOMERS ONLINE
It is often said that the digital is “the most measurable medium”. But Google Analytics and the like will only tell you the visitor volumes, not the visitor’s feelings, what they think. You need to use other forms of feedback tools for website users to identify your weaknesses and then address them.
YOU ARE NOT INTEGRATED
It is too common for digital marketing activities to be completed in silos, be it a digital marketing specialist, or IT or a separate digital agency. This is easier to pack digital marketing in a convenient piece. But, of course, it’s less effective. Everyone agrees that digital environments work best when integrated into traditional media and response channels.
DO NOT HAVE YOUR PEOPLE / BUDGET, HAVING HELD IMPORTANCE
Insufficient resources will be dedicated to both planning and executing e-marketing and there is likely to be a lack of specific e-marketing skills, which will make it difficult to effectively tackle competitive threats.
LOSS MONEY AND TIME BY DUPLICATION
Even if you have enough resources, they can be wasted. This is especially true for larger companies where you see different parts of a marketing organization buying different tools or using different agencies to do similar online marketing activities.
YOU ARE NOT SUFFICIENT OF AGIL TO GO TO THE OBJECTIVE AND REMAIN THEM
If you look at top online brands such as Amazon, Dell, Google, Tesco, Zappos, they are all dynamic – trying new approaches to win or keep the online audience.
you did not OPTIMIZing
Every company with a website will have analyzes, but many high-ranking managers do not ensure that their teams have time to review and act on them. Once the strategy allows you to get the basics, you can progress to continually improve key issues such as search marketing, site experience, email, and social media marketing.
So these are the first 10 problems that can be avoided by a well thought out strategy. What did you find going well or not?