Digital marketing Strategy

What is a digital marketing strategy?

A digital marketing strategy is different from a digital marketing campaign when talking about digital marketing strategy. we are referring to a master plan or a blueprint to achieve a long term or macro goal. Campaigns on the other hand are the specific tactics used to achieve more micro short term goals within the digital marketing strategy.  

A digital marketing strategy involves setting marketing objectives based on the analysis of market information and target audiences, selecting digital marketing channels and platforms, determining channel-specific delivery tactics, and defining macro marketing KPIs to measure the performance of the digital marketing strategy.

On the other hand, an example of a digital marketing campaign centres around creating brand awareness through launching a viral marketing campaign (tactic) on a specific social media channel like Facebook.  short term (micro) KPIs are used to keep track of the progress and success of the digital marketing campaign.

A digital marketing strategy is a plan or course of action for achieving set marketing goals. Goals are determined by what your business objective is and other of priority. once these goals are set digital marketing campaigns will be developed and executed to achieve them. 

key components of a digital marketing strategy

Some key components of digital marketing strategy include:- 

 Defining the brand:- Utilities brand guidelines to define your brand. consider the unique selling points (USPs) of your business.

Developing customer personas:-  Understand demographic information such as age, gender, location, as well as the motivation that drives people to choose the product and service. Use google analytics to assist in creating buyers' persona and segment them according to the keywords in organic traffic.

Defining  S.M.A.R.T. (Specific, Measurable, Achievable, Relevant, Time-bound goals) marketing objectives and KPIs:- e.g  Achieve a 20% increase in lead generated for the content from white the next 6 months.

Identifying target markets:-  Use market research tools such as Google keyword planner. Google Trends, and Facebook audience insight to conduct market research and identify potential target markets. 

 Performing competitive analysis:-  Use the web and social analytics tools such as similar web, sem rush and social bakers to analyse your computers and conduct a SWOT analysis. 

Managing and allocating resources appropriately to achieve objectives:-  Resources include manpower (in-house team or outsource, external marketing agencies) and budget.

 Reviewing and optimising campaign performance:- Use digital marketing analytics tools such as google analytics to track, measure, and report your digital marketing campaigns' performance.

Conduct SWOT Analysis:-

A cornerstone of marketing strategy, SWOT analysis is an acronym for strengths, Weaknesses, Opportunities, and Threats. From this standpoint, SWOT includes both internal (strengths/ weaknesses) and external (opportunities/threats )

Strengths - Strengths and internal factors that help organizations reach and, potentially, exceed their goals, Examples of strengths can include high sales and profits, customer loyalty, long-term employees, or an attractive brand/culture.

Weaknesses -  Weaknesses are internal factors that prevent businesses from reaching their goals. Examples of weaknesses can include improperly marketed products or services, regular customer complaints, high levels of employee turnover, inadequate funding, or supply chain issues,

Opportunites - Opportunities represent potentially positive, external situations that might help an organization succeed in the future. examples of opportunities can include changing attitudes or aspirations, new laws or legislation, trade agreements, or removal of tariffs/ sanctions.

Threats - Threats represent potentially negative, external situations that might harm an organization in the future. Examples of threats can include shifts in the labour market, increasing supply costs, or new competition/technology. 

Engage in Market Segmentation

Market segmentation is usually a vital piece of an effective digital marketing strategy. This practice involves dividing an organization's target market or audience into smaller groups. By segmenting an entire customer base into digestible pieces, it becomes easier to tailor unique marketing tactics to each market segment.

Within the sphere of market segmentation, organizations typically start with four categories:-

Demographic -  Demographic segmentation occurs in the business-to-consumer (B2C) context and focuses on personal characteristics. Demographic segmentation utilizes factors such as age, education, gender, or geography to divide customers into categories.

Firmographic - Firmographic segmentation occurs in the business- to business (B2B) context and focuses on organizational characteristics. firmographic segmentation examines factors such as revenue, industry, location, or the number of employees to separate businesses into categories.

Psychographic - Psychographic segmentation can occur in either B2C or B2B contexts. Psychographic segmentation examines factors such as personality, opinions, goals, or lifestyle.

Establish SMART Business Goals

Another popular acronym in the marketing strategy context. SMART refers to business goals that are Specific, Measurable, Attainable, Relevant, and Timely. By establishing SMART business goals, organizations can help ensure that their marketing strategy moves forward in a positive direction. 

In order to establish SMART business goals marketers and leaders should evaluate the following questions:-

Specific - What am I trying to achieve, why is it important, and what will be required?

Measurable - How can I measure and track progress to meet deadlines and accomplish the end goal?

Attainable - Based on available resources and existing constraints, is the end goal actually achievable?

Relevant - In light of prevailing business needs/realities and overall environment, is the end goal valuable at this time?

Timely -  when can I expect to make progress toward the end goal? what benefits are expected immediately versus in the short, intermediate, or long term?

If you want to learn more about how to develop and implement a digital marketing strategy, sign up for our digital marketing strategy course or browse our range of digital marketing courses at HTL Infotech in  Noida online across multiple digital marketing disciplines, channels, and platforms. 

However, if you aspire to be a Digital Marketing Strategist, we have a pathway to complete all 20+core modules.

Not sure which course to take check out our course selection tool now. complete a 3 question survey and determine the course suitable for your needs.