What Is a Digital Marketing Strategy? (And How to Create Yours)

 What Is a Digital Marketing Strategy? (And How to Create Yours)

what is digital marketing strategy and its process

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types of digital marketing strategies

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What is Digital Marketing?

Digital marketing is the marketing of products or services using digital technologies via the internet, social media, mobile phones, or any other digital medium.

It is also an umbrella term that encompasses different marketing strategies such as Social Media Marketing, Search Engine Optimization, and Email Marketing.

Compared to traditional marketing methods such as print, billboards, and TV, digital marketing is primarily data-driven. Many popular digital advertising platforms today provide access to campaign reports for comprehensive data analysis.

What Is a Digital Marketing Strategy? (And How to Create Yours)

With the combined forces of both the internet and technology, Digital Marketers today are able to collect and analyse data of different customer behaviour or user engagements, enabling them to facilitate more personalised content and advertisements toward clearly defined audiences for better engagement and results....

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3 Pillars of Digital Marketing

There are 3 Pillars in Digital Marketing. They are:

User-Journey

Digital Channels

Creative and Content

1. User-Journey

The first pillar of digital marketing is the user journey.

The user journey is a customer’s encounter and interaction with your brand across all channels digital and non-digital which shape his emotions and perceptions about your brand.

It typically starts from the awareness stage and ends at the purchase or advocacy (loyalty) stage:

Awareness: The customer is first aware of the brand.

Consideration (interest/evaluation): The customer needs to evaluate his decision and consider other brands.

Purchase (Desire/action): The customer is ready to make a purchase.

Advocacy (Loyalty): The customer spreads word of mouth and recommends the brand to his friends.

2. Digital Channels

The second pillar of digital marketing are digital marketing channels.

A marketing channel is a medium organisations use to communicate or deliver messages to consumers.

In digital marketing, digital channels are avenues where your customers come to know about your business and what it has to offer. This is where your traffic (users) come from.

Examples of digital marketing channels include:

Organic Search (e.g. Google)

Paid Search

Display

Email

Social Media

Referral (e.g. Traffic through other websites)

3. Creatives and Content

The third pillar of digital marketing are the creatives and content.

These are content in the form of visual graphics, text, and videos created and marketed by your brand that your customers interact with and digest, also referred to as Content Marketing.

Creatives come in the form of:

Ad banners

Video advertisements

Text ads

While Content comes in the form of:

Blog articles

Explainer videos

Infographics

10 reasons you need a digital marketing strategy in 2021

Digital marketing is more important than ever. Take steps to create or improve your marketing strategy today to accelerate your results

Where do you start if you want to develop a digital marketing strategy? It's still 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 support digital transformation and company growth, and engage their audiences effectively online.

If your business doesn't have a strategic marketing plan you will suffer from the ten problems I highlight later in this article and you will lose out to competitors who are more digitally savvy.

For each of the ten problems, I will also recommend marketing solutions and next steps to help you optimize your marketing strategy to win more customers.

What is digital marketing?

Digital marketing, specifically, refers to 'Achieving marketing objectives through applying digital technologies and media.'

Digital technologies and media include:

Company websites

Mobile apps

Social media company pages

Search Engines

Advertising

Email and automation

Digital Partnerships with other digital companies

Digital marketing for beginners

From talking to companies, I find the creation of digital plans often occurs in two stages.

First, a separate digital marketing plan is created. This is useful to get agreement and buy-in by showing the opportunities and problems. At this stage, you can map out a path by setting goals and specific strategies for digital.

Second, digital becomes integrated into marketing strategy, it's a core activity, "business-as-usual". But, it doesn't warrant separate planning, except for the tactics. This is the stage at which your integrated omnichannel marketing will be the most effective. This is the aim, and we can get you there..............

Digital Marketing Assets

Almost anything can be a digital marketing asset. It simply needs to be a marketing tool you use online. That being said, many people don’t realize how many digital marketing assets they have at their disposal. Here are just a few examples:

Your website

Branded assets (logos, icons, acronyms, etc)

Video content (video ads, product demos, etc)

Images (infographics, product shots, company photos, etc)

Written content (blog posts, eBooks, product descriptions, testimonials, etc)

Online products or tools (SaaS, calculators, interactive content, etc)

Reviews

Social media pages

As you can probably imagine, this list just scratches the surface. Most digital marketing assets will fall into one of these categories, but clever marketers are constantly coming up with new ways to reach customers online, so the list keeps growing!

Digital Marketing Strategies

The list of digital marketing strategies is also constantly evolving, but here are some of the strategies most businesses are using:

Pay-Per-Click Advertising

Pay-per-click (PPC) advertising is actually a broad term that covers any type of digital marketing where you pay for every user who clicks on an ad. For example,

Paid Search Advertising

Google, Bing and Yahoo all allow you to run text ads on their Search Engine Results Pages (SERPs). Paid search advertising is one of the best ways to target potential customers who are actively searching for a product or service like yours.

Search Engine Optimization (SEO)

If you don’t want to pay to show up in the SERPs, you can also use search engine optimization (SEO) to try and rank pages or blog posts on your site organically. You don’t have to pay directly for every click, but getting a page to rank usually takes quite a bit of time and effort (for a more in-depth comparison of paid search and SEO, check out this article).

Paid Social Media Advertising

Most social media platforms like Facebook, Instagram, Twitter, LinkedIn, Pinterest and Snapchat will allow you to run ads on their site. Paid social media advertising is great for building awareness with audiences that might not be aware that your business, product or service exists.

Social Media Marketing

Like SEO, social media marketing is the free, organic way to use social media platforms like Facebook or Twitter to market your business. And, just like SEO, organically marketing your business on social media takes a lot more time and effort, but in the long run, it can deliver much cheaper results.

Conversion Rate Optimization (CRO)

Conversion rate optimization (CRO) is the art and science of improving your online user experience. Most of the time, businesses use CRO to get more conversions (leads, chats, calls, sales, etc) out of their existing website traffic.

Content Marketing

Content marketing is another fairly broad digital marketing term. Content marketing covers any digital marketing effort that uses content assets (blog posts, infographics, eBooks, videos, etc) to build brand awareness or drive clicks, leads or sales.

What is digital marketing strategy explain with example?

Examples of digital marketing strategies include a social media campaign that includes partnerships with influencers, a content marketing strategy that uses online guides to drive leads, or a growth marketing strategy that uses social media and email build customer loyalty...............

How do you create a digital marketing strategy?

How to Create a Digital Marketing Strategy from Start to Finish

Determine What You Want to Accomplish. ...

Understand the Digital Sales Funnel. ...

Create Buyer Personas. ...

Determine Where to Find Users At All Funnel Stages. ...

Implement Specific Guidelines to Reach Your Goals. ...

Incorporate Automation & Personalization. ...

Look for Holes in Your Digital Marketing Strategy.