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As modern culture is increasingly online, marketing today generally incorporates some form of digital strategy. This strategy may be simple, as in gathering customers’ email addresses to send promotional offers, or it may be complex and involve gathering online data and using complex analytics. Companies that ignore digital in favor of traditional marketing risk reducing their competitiveness and becoming obsolete.
Creating a digital strategy begins with defining your goal(s). You can define your goals by analysing your current marketing strategy’s weaknesses and strengths, qualifying your existing tactics and identifying where you need to improve; realizing what works and what doesn’t. You can then rate your objectives and determine what goals to strive towards. The final step is to determine what actions to take to reach your goals.
When identifying the means to attain your goals, you may decide to create personas or models of your prospective clients, to better understand how to most effectively market to them. You can create these personas through accumulating data about customer behavior and interests and in this way acquire a deeper understanding of your base. You may choose to employ analytics to better understand your audience as a whole, or to discover how well a given marketing campaign is performing. Gathering data from social platforms can enable you to have a greater understanding of trends and your own brand reputation. Digital strategy in regard to advertising and promotion involves creating content in some form, whether advertising on online platforms or maintaining a weekly blog posted on the company website.
One of the first decisions when deciding upon digital strategy involves choosing the type of media to use; there are three general types. You can choose to promote your brand via owned media (content marketing on your company website for example), earned media (as with search engine optimization to help you increase organic reach) or paid media where you advertise on search engines or social media platforms.
Your digital strategy can determine how you sell your product, how you market it, how well you understand your customer base, how you can attract new leads, and how you can improve your brand standing within your industry and the marketplace. Online marketing platforms are available to help in the process of creating and implementing a digital strategy.
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