Digital marketing is more important today than ever. Take steps to create or improve your marketing strategy today to accelerate your results in the coming year
The challenge is where to start if you want to develop a digital marketing strategy. It’s still common 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 the digital transformation company growth and engage their audiences effectively online.
If your business doesn’t have a strategic marketing plan in place 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.
10 reasons why you may need a digital channel strategy?
If you don’t have a strategy, or if you feel your current strategy could do with a refresh, there are a number of common problems that can arise. Here we’ve listed the 10 most important issues that we experience in our day-to-day work.
1. Lack of Direction
I find that companies without a digital strategy (and many that do) don’t have a clear strategic goal for what they want to achieve online in terms of gaining new customers or building deeper relationships with existing ones.
In business, success is dependent on setting goals and creating a plan to reach those goals. SMART digital marketing objectives are a great way to set the right goals and evaluate whether you’re reaching them.
2. You Don’t Know about your Market Share or Online Audience
Customer demand for online services may be underestimated if you haven’t researched this. Perhaps more importantly, you won’t understand your online marketplace. The dynamics will be different from traditional channels with different types of customer profile and behaviour, competitors, propositions, and options for marketing communications.
3. Existing and Upcoming Competitors will gain Market Share
If you’re not devoting enough resources to digital, or you’re using an ad-hoc approach with no clearly defined strategies, then your competitors will eat your digital lunch.
4. You don’t have a powerful online value proposition
A clearly defined digital value proposition tailored to your different target customer personas will help you differentiate your online service encouraging existing and new customers to engage initially and stay loyal. Savvy marketers tailor their marketing techniques to attract B2B, B2C of D2C sales and lead effectively.
Developing a strategy that is omnichannel is key to marketing for many organizations. The content is what engages your audience through different channels like search, social, email marketing, and on your blog.
5. You Don’t know about your online customers
It’s often said that digital is the “most measurable medium ever.” But Google Analytics and similar will only tell you volumes of visits, not the sentiment of visitors, what they think. You need to use other forms of website user feedback tools to identify your weak points and then address them.
6. You are not Integrated
It’s common for companies to run digital marketing activities separately, whether that be a specialist digital marketer or an IT department. It’s easier that way to package ‘digital’ into a convenient chunk. However, it’s less effective. Everyone agrees that digital media work best when integrated with traditional media and response channels.
That’s why we recommend developing an integrated digital marketing strategy, so your digital marketing works hard for you! With your integrated plan in place, digital will become part of your marketing activity and part of business as usual.
7. Don’t have enough Budget
Insufficient resources will be devoted to both planning and executing e-marketing. There is likely to be a lack of specific specialist e-marketing skills that will make it difficult to respond to competitive threats effectively.
8. You are wasting money and time
Even if you do have sufficient resources, they may be wasted. This is particularly the case in larger companies where you see different parts of the marketing organization purchasing different tools or using different agencies for performing similar online marketing tasks.
That’s why you need to invest in a marketing strategy that works for your business and team, to plan, manage and optimize digital channels and platforms. Use a strategy to drive the results you need to achieve business objectives, and boost your marketing ROI.
9. You are not agile enough to catch up or stay up ahead
If you look at the top online brands like Amazon, Dell, Google, and Tesco they all took dynamic approaches to gain or keep their online audiences.
10. You are not optimizing
Every company with a website will have analytics. But many senior managers do not ensure that their teams have or make the time to review them. Once you have your digital marketing strategy in place, you can move on to making continuous improvements of key aspects like search marketing, site user experience, email, and social media marketing.
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