Digital marketing is more crucial than ever before. Take immediate action to create, streamline, or optimise your marketing strategy to accelerate your results in the upcoming year.
Where should one begin when developing a digital marketing strategy? Many businesses recognise the importance of digital and mobile channels for acquiring and retaining customers in the present day. However, they lack an integrated plan to support digital transformation and business growth, as well as effectively engage their audiences online.
If your business does not have a strategic digital plan aligned with its business plan, it will experience the ten issues outlined in the remainder of this article and will lose ground to digitally savvy competitors.
I will also recommend marketing solutions and next steps for each of the ten issues in order to help you optimise your marketing strategy in 2022 to acquire more customers.
Digital marketing must support your marketing and business objectives, so in my book Digital Marketing: Strategy, Implementation, and Practice, I define digital marketing, also known as online marketing, as:
Utilizing digital technologies and media to accomplish marketing objectives.
This is the big picture that must be supported by a strategy, but as we explain on ASR Media Pro, to be successful in online marketing, you also need mastery of the details to compete across the major digital platforms that consumers and businesses use to find and select products.
The algorithms used to power Facebook, Instagram, Google, LinkedIn, and the publishers determine your visibility and how much you pay, so for digital marketers to gain visibility, they must master the most recent techniques. This is why my books on professional marketing are over 500 pages long, but they can only scratch the surface of the best practises we outline on ASR Media Pro.
Before we examine the various channels that comprise digital marketing, it is useful to simplify, as business managers such as the owners, finance directors, and operations directors ultimately want to know what they must invest in at the highest level and what the expected returns are. There will be a limited budget allocated to online marketing for the year, and they want to ensure that their team spends time on the right activities and invests in the most profitable forms of media.
When training and consulting on digital strategy, and as suggested in our free template, I recommend grouping digital activities into these six areas, each of which requires a manager responsible for improving results.
Regardless of the size of the business, a focus on each is essential. The pillars demonstrate that digital marketing success is not limited to digital media and platforms, no matter how important they are. Creating an effective digital experience, messaging, and high-quality content for your digital strategy are also crucial.
In smaller businesses, one person, such as a digital marketing manager, may be responsible for everything, whereas in larger businesses, one person may be responsible for each pillar along with a large team. There are six pillars:
As previously stated, success in digital marketing requires attention to detail.
A straightforward indicator of the significance of digital marketing is the amount of money spent on digital media. Recent IAB research on Advertising Spend and Revenue indicates that in the United States, digital media will account for over three-quarters of media budgets. We observe comparable IABS figures in the United Kingdom and Europe, so this phenomenon is global.
In addition, the IAB provides a budget breakdown for digital channels. This is helpful because it suggests a variety of marketing activities in which we should invest. Keep in mind, however, that the IAB data is based on information from the largest publishers and platforms, so it is less representative of smaller businesses and minimises the significance of organic search (Search engine optimization), digital public relations, and influencer marketing.
As expected, the data indicates that social media marketing and search engine marketing are important digital marketing investments. Nonetheless, the data also demonstrates the significance of digital display and digital video. Remember that this is a more accurate representation of the expenditures of larger businesses, which are replacing TV and print advertising with these channels.
Within each technique, there are a large number of essential, specific tactics. Therefore, they must be evaluated and ranked. For instance, dynamic content for email automation, programmatic website personalization, retargeting, and skyscraper content for organic search.
Not certain where to start? Access our dedicated marketing strategy solutions for Business Members in order to optimise your marketing strategy across ten of the most popular marketing channels and strategies.
Whatever you need to take the next steps in digital optimization, ASR Media Pro has the tools, training, and templates to help you improve your skills and boost your performance in a competitive marketing environment.
It is important to be able to make a business case for investing more in digital marketing, as the future of your business is in jeopardy if you cannot convince yourself or your colleagues to invest. You will not be able to compete in the future to attract new customers.
Unbelievably, I first proposed these ten reasons to invest in digital marketing twenty years ago, but they continue to be significant, so I have continued to evolve my methods for developing digital strategies in line with the most recent digital marketing trends.
If you don’t yet have a strategy, or if you want to review which business issues are essential to include in a strategic review, we’ve outlined the ten most common issues that, in our experience, arise when a company lacks a strategy.
I find that companies without a digital strategy (and many with one) lack a clear strategic objective for what they want to accomplish online in terms of acquiring new customers or strengthening relationships with existing customers.
And if you don’t have SMART digital marketing objectives, you’re probably not allocating enough resources to reach your goals and you’re not evaluating your success through analytics.
Our templates can assist you in developing more accurate projections for investing in digital media and boosting conversion rates. Utilize our SCALE digital marketing dashboard to simplify the monthly reporting of Google Analytics goals.
If you haven’t researched this, you may underestimate customer demand for online services. Perhaps most significantly, you may not comprehend your online marketplace. The dynamics will differ from traditional channels in terms of customer profile and behaviour, competitors, offerings, and marketing communications alternatives.
Our templates include a customer persona guide and template to assist you in developing more realistic, detailed personas that map messages and content requirements throughout the customer journey.
We have marketing tools to aid in your planning and research. Our popular competitor analysis module in the SCALE Practical Digital Strategy Learning Path is brimming with templates and matrices for evaluating the relative performance of your key competitors. Plus, learn more about the intent of your audience using our Google Keywords planning tools.
If you do not allocate sufficient resources to digital, or if you use an ad hoc approach without clearly defined strategies, your competitors will consume your digital lunch!
Always-on marketing refers to the investments in paid, owned, and earned media required throughout Figure 2.1’s customer lifecycle. Continually, as people search for and select products online, these are required to maintain visibility and support conversion and retention.
We recommend a 90-day planning approach (template) to prioritise your activities using the SCALE growth process, which identifies 25 key digital activities that you should continuously refine by prioritising the most important ones.
As a member of ASR Media Pro, we will also keep you abreast of the most recent developments and trends in your industry. So that you remain ahead and do not fall behind.
As part of defining the scope of opportunity when employing a strategic approach to digital marketing, it is useful to consider how digital experiences can enhance the allure of your brand. Improving customer service by enhancing online services, interactive tools, and digital audience interactions.
A clearly defined digital value proposition that is tailored to your various target customer personas will help you differentiate your online service, enticing new and existing customers to initially engage and remain loyal.
Digital is frequently described as the “most measurable medium ever.” However, Google Analytics and similar tools will only reveal the number of visits and not the opinions of the visitors. You must use additional forms of research and website user feedback tools to identify and then address your weaknesses.
It is all too common for digital activities to be completed in silos, whether by a digital marketer specialising in IT or by a separate digital agency. It is more convenient to package ‘digital’ in this manner. However, it is obviously less effective. Integrating digital media with traditional media and response channels is universally acknowledged as the optimal method for maximising their effectiveness.
Therefore, we advise developing an integrated digital marketing strategy so that your digital marketing is effective! With your integrated plan in place, digital will be incorporated into your marketing activities and become standard practise.
Both the planning and execution phases of e-marketing will be underfunded. It is likely that a lack of specialised e-marketing skills will make it difficult to respond effectively to competitive threats.
As a member of ASR Media Pro, you will have access to strategy and planning tools, such as performance and digital maturity benchmarking, and marketing data reports on a regular basis, so you can monitor your position in the competitive landscape.
Even if sufficient resources are available, they may be wasted. This is especially the case in larger organisations, where different marketing departments purchase different tools or hire separate agencies to perform similar online marketing tasks.
In order to plan, manage, and optimise your digital channels and platforms, you must invest in a marketing strategy that is effective for you and your team. Drive the marketing results necessary to achieve your business objectives and increase the marketing return on investment.
If you examine the leading online brands, such as Amazon, Booking.com, Dell, Google, and Zappos, you will notice that they are all dynamic, experimenting with new methods to attract or retain their online audiences.
Our 90-day SCALE Growth system approach will assist you in developing a similar method for enhancing your results.
Every organisation with a website will implement analytics. However, many senior managers do not ensure that their teams create them or have time to review and implement them. Once your digital channel strategy enables you to master the fundamentals, you can move on to the continuous improvement of key aspects such as brand building and lead nurturing.
The good news is that there are persuasive arguments for developing a digital strategy and transforming your marketing, which you can use to convince your co-workers and clients.
ASR Media Pro’s Digital marketing service is a no-brainer if you’re looking to integrate your marketing strategy. We offer options for small and large businesses, as well as consultants, agencies, and individuals, allowing you to develop your skills and expand your business.
Implement the SCALE Framework into your marketing strategy immediately and watch your results soar. It has been demonstrated that our tried-and-true marketing structure increases growth for businesses investing in digital marketing to achieve their objectives.
Why not schedule a consultation if you have questions about membership or just want to learn more about what’s available?
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