Digital Marketing Strategy

Digital Marketing Strategy

A digital strategy is a written plan that clarifies your online goals and helps you put the right technology and processes in place to achieve these goals. Your online goals relate to your overall marketing objectives and what you want your business to achieve online.

For example, if one of your online goals is to improve sales from your website, your strategy would cover all aspects of this activity, from the eCommerce platform you use to your customer service policies.

• Value proposition and unique selling proposition:
  Many companies choose to employ a simple SWOT analysis to determine their strengths, weaknesses, opportunities, and threats.

• specific marketing strategy objectives
  The objectives you choose should be measurable and should be given a specific timeline for completion.

• Understand the target audience and competitors https://www.thedigitalorbis.com/2023/08/competitor-analysis-in-marketing.html

• Examine the 4 Ps of the marketing mix:
  Product, place, price, and promotion all need to be clearly outlined. what your company offers, who it offers it to, where customers can purchase it, and how it will be promoted to them.

A successful digital strategy requires a cross-functional team with executive leadership, marketing and information technology (IT) members.

Both a marketing plan and a marketing strategy are important parts of an organization's success. Your marketing strategy comprises what you've identified your company needs to achieve its goals, while a marketing plan includes the steps you'll take to realize your marketing goals and support the established strategy. The marketing strategy is your approach to achieving your competitive advantage — the marketing plan contains the activities that will get you there.

Most marketing strategy types can be broken down into two categories: outbound marketing strategies and inbound marketing strategies.

outbound marketing strategies:

(more financial resources and reach a wider audience)

• Television, radio, print, and billboard advertising
• Digital advertising https://www.thedigitalorbis.com/2023/08/digital-advertising.html
• Native advertising https://www.thedigitalorbis.com/2022/07/performance-marketing.html
• Cold calling
• Email marketing
• Event marketing
• Content syndication 

inbound marketing strategies:

(typically cost less but reach a smaller, more targeted audience)

• Social media marketing https://www.thedigitalorbis.com/2023/01/social-media-marketing-digital-marketing.html
• Search engine marketing https://www.thedigitalorbis.com/2023/08/search-engine-marketing-sem.html
• Content marketing https://www.thedigitalorbis.com/2023/05/content-marketing-digital-marketing.html
• Event marketing

A combination of inbound and outbound strategies will be the best option to bring in and retain customers.

Sections in Marketing Strategy Document

Executive Summary

Consider the executive summary an outline or table of contents before you jump into the comprehensive strategy.

Background

The background describes your business goals, marketing goals, and challenges. It can also include your previous marketing activities and initiatives.

Market Analysis

This asset describes the market opportunities, sizing, segments, and potential impacts, such as trends, the economy, and seasonality. A SWOT analysis(strengths, weaknesses, opportunities, and threats) analysis will help you capture this piece of your marketing strategy.

Target Audience

This section of your marketing strategy is the detailed version of your buyer personas and their characteristics, including demographics, goals, pains, and buying patterns. In this section, you’ll also want to include examples of negative buyer personas.

Competitive Analysis

https://www.thedigitalorbis.com/2023/08/competitor-analysis-in-marketing.html

Next, include the different categories of competitors and their characteristics including threats, market share comparison, differentiation, and barriers to entry. This will provide an overall look at what your competitors are doing digitally and how their activities seem to be performing from a keyword, paid advertising, and social perspective.

Offering

This includes what product or service you deliver to the market, the features and benefits for each segment, and how you intend on delivering those features and benefits. You’ll also want to document how your product or service is better than competitors’ offerings.

Message

Your message is your opportunity to show prospects that you understand their challenges and that your offering is the key to solving those challenges. It should have variations that speak directly to each of your personas rather than trying to reach everyone with a single message.

Selling

Write down the channels you sell through and who is involved in selling through each step of the sales process. This is also a good place to document whether this is an impulse or planned purchase for your audience.

Additionally, describe the steps customers take through each stage of the buyer journey and understand their buying criteria. This will inform the content you can create and use in your marketing materials.

Pricing

Every customer has unique needs. In some cases, the price may not be an important criterion in the buying process. Is this true for your segment?

What is your pricing model? Is it tiered? Are there discounts? Make sure to include competitive pricing, the perceived value of your product or service compared to the price, services that you include in the price, and how consumer trends could drive the price up or down.

Digital Marketing Plan

A digital marketing plan is a document that outlines a company's goals for promoting products and services online and how they expect to connect with them. These documents focus on the methods the marketing team plans to use for communicating information about the company's offerings to its target market.

link to details

https://digitalorbis.blogspot.com/2023/06/digital-marketing-plan.html

Goals (KPIs)

Define your online goals with clear timeframes and ways that you can measure the success of your digital strategy. It should be specific, measurable, attainable, relevant, time bound.(SMART)

• Specific – what are your objectives?
• Measurable – what will you use as a measure of success?
• Achievable – are the objectives possible for the business?
• Realistic – do you have the knowledge and resources to achieve your objectives? don't expect all too soon.
• Timely – in what time frame do you want to achieve your objectives?

Examples

The following online goals are examples of measurable goals:

• Set up a website in 3 months.
• Grow online sales by 12%.
• Rank in position 1 to 3 in Google for 5 target keywords.
• Grow your database by 200 subscribers.
• Build 2 new connections with other businesses a week.

Action Plan

Create an action plan to help turn your goals into reality:

• List the tasks that must be completed for each goal.
• Assign the task to a person and set a due date.
• For each activity or task, write down what you expect it to achieve for your business – this helps you make sure that the activities in your action plan feed directly into improving and growing your business.

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Are you offering latest and best thing?

1. know your online goal / set realistic expectation
2. track what you doing / how it working: Use analytics (where are people coming from & which campaign working well)
3. always keep up-to-date and adapt to technologies

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Online business strategy - all ideas in head to business format

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marketing strategy vs. marketing goals

It’s a great idea to establish your goals first, then set a strategy, including budget allocation, to reach those goals. This will help you determine what budget you need to achieve your desired goals.

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