Aiming at developing a digital marketing strategy, where should you make the first start? The challenge is still common, as the present-day business owners have good knowledge of the way the digital and mobile channels are being acquired for customer retention. Nevertheless, they lack an integrated plan for supporting digital transformation initiating company growth and effectively engaging their audiences online.
If a business lacks a strategic marketing plan, then the business will be suffering a loss to the competitors, who have digitally strengthened themselves. A lack of a strategic plan will result in ten different problems, but these problems even have marketing solutions to guide the business owners to take the next steps for optimizing marketing strategy for winning more customers.
Digital Marketing Explanation In Brief
Specifically, digital marketing means achieving setup marketing objectives by applying digital technologies and media. Digital technologies and media comprise of -
- Mobile apps
- Business Websites
- Search Engines
- Social Media Business Pages
- Digital Advertising, in the form of PPC or Google Ads, Facebook Ads etc.
- Email and Automation
- Digital Partnerships with Relevant Digital Companies
The RACE planning framework, for the full customer journey, splits up the digital experience of the customers over Reach, Act, Convert and Engage.
How To Develop A Befitting Digital Marketing Strategy?
‘NOW” - it is the right time for planning out on a digital marketing strategy and moving ahead. Two simple alternatives are effective to create a digital plan for suggesting the way to proceed, and they include-
- Begin with the plan defining the transformation the business needs by listing out opportunities and subsequent problems. Decide on the investment changes for digital marketing. Then create the possible steps to take up through goal settings and specific digital marketing strategies, as well as planning on integrating digital marketing into relevant business activities.
- Integrating the approved digital marketing plans into the general marketing strategies, as the core activity. As your digital plan becomes fully aligned, it will become a business as usual.
Several businesses are using digital marketing, but with no strategic approach, and receiving excellent results from their emails, searches and even social media marketing. But they are missing out on the potential opportunities for better optimization or targeting, and are thus having a hard time coping with the challenges, that we shall discuss now.
10 Significant Reasons for Implementing A Digital Marketing Strategy
Whether you are not yet having a strategy or you have to review the business issues in need of special attention and so have to be included within a strategic review - here are 10 general problems, stating a digital marketing
strategy must be planned to avoid these situations.
i. Still Looking for The Direction
A dearth of clear strategic business goals means zero planning on a defined digital strategy. Hence, you will have sleepless nights to define what actually you are willing to achieve online. Unless you are having clearly defined strategic goals, then it is certain you are having no idea about resource allocation. Eventually you will be able to evaluate and measure your success level.
Solution - Be sure about your products and services, servicing area, the offers you are offering and definitely your target market. Hire digital marketing experts and follow their guidance on digital marketing strategies and planning.
ii. Have No Idea of Online Audience and Market Share
A business will prosper online only when you are on intimate terms with the marketplace. The marketplace is all crowded, and competitors are never at rest to capture the market share.
Solution - A digital marketing strategy planned on time will be helpful in generating insights into audiences. Implementing the strategy across the business will initiate conversion rates improvements. Through analytics and keyword analysis, it becomes flexible in finding out what should be done for getting traffic visits through the website, and what exactly are the audiences searching for. This is the knowledge useful in satisfying the customers' demand with accuracy and discover the method for broadening the brand's appeal.
iii. Easy for the Existing and Start-Up Competitive Firms To Gain Market Share
Competitors, will in no time, sweep past the landslide and land to a better position, if you are casual and not devoting sufficient resources to digital, or else you are using only the ad-hoc approach devoid of clearly defined strategies.
Solution - Never fail to follow when your hired digital experts are updating you regarding the latest trends and innovations taking place in your niche. Stay ahead, keep on upgrading and updating so you are not falling behind.
iv. Lack of Powerful Online Value Proposition
Tailoring the clearly defined digital value propositions to different personas of target customers help in differentiating online service to encourage the existing as well as new customers for engaging initially and staying loyal for long.
How to Do it? - With the help of digital marketing experts, develop an omnichannel marketing strategy, as the content keeps the audiences engaged through varied channels like social, search, email marketing, Facebook marketing, videos on YouTube and blog content.
v. Online Customers Are Not Known Well
Digital might be the most measurable medium, but Google Analytics will show the volumes of visits and not the visitors’ sentiments on what they are thinking.
Solution - Source the responsibility to the Internet marketing specialists for using other website user feedback tools for identifying the weak point, addressing them and solve them strategically.
vi. Being Disintegrated
Digital marketing activities will be completed in silos will be a common matter. Packaging “digital” into a combo is easier, but often it is less effective. Digital marketing works best on being integrated with traditional media as well as response channels.
Solution- Develop an integrated digital marketing strategy for it to function and deliver results. Having the integrated plan in place means, digital will be a major part of marketing activity as well as part of the business.
vii. Given its Importance, Digital is Not Having Enough Budget or People
When insufficient resources are devoted to planning and execution of e-marketing, then there is a possibility of a scarcity of specific e-marketing skills. The result will be posed difficulties in effectively responding to competitive threats.
Solution - Do not fail in having access to strategies and planning tools, which include performance as well as digital maturity benchmarking, along with regular marketing data reports. Retaining these necessities will help in keeping a track of position in the competitive landscape.
viii. Time and Money Being Wasted Through Duplication
Regardless of having sufficient resources, they are likely to be wasted - the larger companies often exhibit the risk, when different marketing organization parts purchase different tools, or they are using various agencies to get a similar online marketing job.
Solution - Invest in a functional marketing strategy the team can handle, and for planning, managing and optimizing the digital platforms and channels you are having. In this way, you will be able to drive the marketing results needed for achieving business objectives, eventually boosting marketing ROI.
ix. Inability to be Enough Agile In Catching Up and Staying Ahead
Have a look at the top online brands, like Zappos, Tesco, Google, Dell, Amazon and more - they follow the dynamic approach. They keep on trailing for new approaches for gaining as well as retaining their online audiences.
What Should You Do?- Find out their marketing strategies, follow their campaigns to improve yours, check their website and social media profile presentations to improve and implement your own. Do as your digital marketing experts say on conducting market analysis, so you do not lag.
x. Failing To Optimize
All the company websites have analytics. When you fail to review or act on your website analytics, then you are the one at loss.
Solution - As soon as your decided digital marketing strategy has enabled you in getting the basics right, then you have to go ahead to continue developing the key aspects like site user experience, search marketing, email campaigns and social media marketing.
A brand having an online presence, should not be allowed to be lost in the Internet space due to a lack of digital strategy. You need to exactly figure out what you need from your online presence to ensure you are practising an accurate as well as a successful digital strategy.