Digitalnii.com, as part of assisting you with your digital needs, presents to you an article that needs to be read as it will be of great importance to you.
Digital marketing is on the rise in this modern world and will be appropriate for every brand or business to create, streamline, or optimize marketing strategies today. Their actions today can produce credible results in the coming year
Most people find it difficult to develop a digital marketing strategy that will enable their businesses acquire and retain new customers. They don’t have a plan to support digital transformation and business growth, and engage their potential customers effectively online.
If your business lacks a strategic digital plan aligned with your business plan you will suffer from the ten problems that will make you lose out to competitors who are more digitally savvy.
For each of the problems, I will also recommend marketing solutions and next steps to help you optimize your marketing strategy to win over more customers.
What is digital marketing?
Digital marketing must support your marketing and business goals. Digital marketing is also known as online marketing and can simply be explained as;
Achieving marketing objectives through applying digital technologies and media.
To be successful in online marketing, you also need mastery of the details to compete across the main digital platforms that consumers or businesses use to find and select products.
The algorithms used to power Facebook, Instagram, Google, LinkedIn and the publishers control your visibility and how much you pay, so to get visibility digital marketers need to get to grips with the latest techniques.
Before we review the different channels that make up digital marketing, it’s useful to simplify since business managers like the owners, finance or operations directors ultimately want to know what they need to invest in at a top level and the returns they will get.
IThere will be a finite budget assigned to online marketing for the year and they want to ensure their team are spending time on the right activities and investing in the right types of media to get a positive return.
Six Pillars of Digital Marketing
When training and consulting on digital strategy and as recommended in our free template, I recommend grouping digital activities in these six areas which each need someone responsible to manage them and improve results.
A focus on each of these is important regardless of the size of business. The pillars help show that success in digital marketing isn’t just about digital media and platforms, important as they are. Creating an effective digital experience, messaging and quality content to fuel your digital strategy are all vital too.
In smaller businesses, it may be one person such as a digital marketing manager responsible for all, or one for each pillar with many team members in larger businesses. The six pillars are:
- Strategy and governance (or management): Goals – Analytics, Strategy (Segmentation, Targeting, Brand Positioning), integration, marketing and sales alignment, resourcing, structure, marketing technology and data
- Goals and measurement: Forecasts, digital reporting including KPI dashboards, attribution and customer insight
- Media: Paid, owned, earned media including Search, Social and Display ads
- Experience: Desktop / mobile website and apps. Customer service.
- Messaging: Email, Chat, Social media, customer service, on-site interactions and personalization
- Content: Product and blog content to fuel content marketing, PDF downloads, Interactive tools
How does digital marketing differ for B2B and B2C marketing?
Many of the largest brands in the world today including the digital platforms like Facebook (Meta) and Google (Alphabet) are consumer brands, but when considering how best to use digital strategies, it’s important to consider business-to-business brands too. There are many B2B companies which often serve B2C brands.
Smart Insights developed our RACE Marketing planning framework so that it works equally in B2B and B2C markets. This is the case since it integrates your customers’ digital experiences interacting with brands across Reach, Act, Convert and Engage – the full customer journey.