strategy for marketing.
It’s important to be able to make the business case to invest more in digital marketing since, if you can’t convince yourself or your colleagues to invest, then the future of your business is in jeopardy. It’s simple, you won’t be able to compete to attract new customers in the future. Incredibly, I originally suggested these 10 reasons to invest in digital marketing twenty years, ago, but they remain important so I have kept evolving approaches to develop digital strategies in line with the latest digital marketing trends. So, if you don’t yet have a strategy, or maybe you want to review which business issues are important to include within a strategic review, we’ve set out the 10 most common problems, that in our experience arise if you don’t have a strategy.
1. You’re directionless
I’ve noticed that businesses without any digital strategy (and many of them have one) don’t have a specific strategy of what they wish to accomplish online to gain new customers or establish stronger relationships with existing customers. And if you don’t set goals that are SMART in terms of digital marketing goals, you probably haven’t invested enough resources into achieving your goals, and you do not evaluate using analytics whether you’re meeting the objectives.
Our templates will help you in creating more realistic projections for investing in digital media and increasing conversion rates. Utilize our digital marketing dashboard RACE to streamline your reporting of Google Analytics goals for monthly reviews.
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2. You will not be able to determine your audience online or market share
The demand from customers for online services could be underestimated if you aren’t researching this. Most importantly you don’t know what’s happening in the market you’re in online. The dynamics of the marketplace will differ from traditional channels, with various types of customer profiles and behavior, competition, offerings, and choices to communicate with customers. Our templates come with a persona for customers and a template to assist you in developing personas that are more specific, and realistic which map messages and other needs for content through the customer’s journey. There are marketing tools available to aid your planning and research. The popular module for competitor analysis within the RACE Practical Digital Strategy Learning Path includes templates and matrixes that allow you to evaluate the performance of your top competitors. Additionally, learn more about the intentions of your target audience by using the Google Keywords planning tools.
3. Start-ups and existing competitors will expand their market share by improving their constantly-on marketing
If you’re not committing sufficient resources to digital or you’re using an in-the-moment approach that doesn’t have a clearly defined strategy Then your competition is likely to eat their digital meals! Always-on marketing is the term used to describe the investment in owned, paid, and earned media required across the lifecycle of the customer, as illustrated in figure 2.1. These are essential to keep their visibility and aid in retention and conversion continuously as customers look for and choose items online. We suggest using a 90-day approach to planning (template) to prioritize your work with the RACE process which identifies 25 crucial digital initiatives that you need to constantly refine by prioritizing the ones which are most important. As an active member of Smart Insights, we’ll also keep you informed of the most recent trends and developments within your industry. To ensure that you remain ahead of the curve and not get behind.
4. You don’t have a compelling online value proposition
When determining the opportunities available to you when applying a strategy toward digital advertising, it’s important to consider how digital experiences can enhance the brand’s appeal. This includes improving online services as well as interactive tools, and interaction with customers to improve service. A clear online value concept that is tailored to your specific customers’ personas will allow you to make your website stand out and attract new and existing customers to sign up and remain loyal.
5. It’s not like you know your online clients sufficiently
Digital can be described as the “most measurable medium ever”. However, Google Analytics and similar will only provide you with the number of visits, but not the feelings of the visitors and what they feel about it. You should use other types of research as well as websites that provide feedback to pinpoint your weaknesses and tackle them.
6. You’re not fully integrated (“disintegrated”)
It’s not uncommon for digital-related activities to be done in silos, whether it’s an expert digital marketer located in IT or an agency that is a separate entity. It’s simpler to bundle ‘digital’ into a compact chunk. However, it’s less efficient. Everyone agrees that digital platforms are most effective when they are integrated with the traditional channels of media, as well as response channels. This is why we suggest developing an integrated digital marketing strategy to ensure that your digital marketing can work for you! Once you have your integrated strategy put in place, digital marketing is now a component of your marketing plan and a part of your business normal.
7. Digital isn’t able to attract enough people or budget considering its importance.
Insufficient resources will be allocated to planning and executing the e-marketing. There’s a chance of an absence of expertise in e-marketing, which could hinder the ability to tackle threats from competitors effectively. As a Smart Insights member, you’ll be able to access strategies and planning tools like benchmarking of digital maturity and performance as well as monthly marketing data reports so you are able to keep track of your standing in a market that is competitive.
8. You’re wasting time and money by duplicating work
Even if you have enough resources but they could be squandered. This is especially the case in larger organizations in which different sections of the marketing team buy different tools or use different companies to perform similar tasks in online marketing. This is the reason you should put money into a strategy for marketing that will benefit you and your team to organize, manage and optimize your online platforms and channels. Get the results in marketing you need to reach your goals for the business and improve the ROI of your marketing.
9. You’re not fast enough to keep pace or keep pace
If you take a look at top brands on the internet, such as Amazon, Booking.com, Dell, Google, and Zappos, they’re all active – exploring new ways to increase or maintain their online audience. The 90 days of our RACE Growth system will help you develop similar processes to boost your performance.
10. You’re not optimizing your performance
Every company with a website will have analytics. But many senior managers don’t ensure that their teams make or have the time to review and act on them. Once your digital channel strategy enables you to get the basics right, then you can progress to the continuous improvement of key aspects like brand building, site user experience,
