Where do you begin when creating a digital marketing plan? Despite the fact that many businesses are aware of how important digital and mobile channels are today for attracting and retaining customers, it is still a common challenge. However, they lack a comprehensive strategy to foster digital transformation, drive top digital marketing Companies expansion, and efficiently engage audiences online.
Without a strategic digital marketing plan, also known as internet marketing, that is in line with your business strategy, your company will experience the ten issues I list below and lose out to rivals who are more technologically savvy.
Why has digital marketing become more crucial today?
Globally, the rate of inflation is skyrocketing. In June, the US saw a four-decade high of 9.1%. The BoE base rate in the UK increased from 0.25% at the start of 2022 to 1.75% as of last week on August 4th.
The Financial Times tracker shows that Europe and East Asia are also affected by inflation. In fact, the effects of inflation ripple throughout the entire world.
Therefore, it is crucial for all businesses to consider how this global phenomenon will affect their clients, employees, production, services, and more. Your digital marketing strategy is another crucial component of running and optimizing your business that demands more of your time than ever.
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Digital marketing: What is it? The foundational six.
Digital marketing, also known as online marketing, must support your marketing and business goals, so I define it as follows in my book Digital Marketing: Strategy, Implementation, and Practice:
utilizing digital technologies and media to accomplish marketing goals.
This is the big picture, and you need a strategy to support it. However, as we explain on Smart Insights, in order to compete across the key digital marketplaces that consumers and businesses use to find and choose products, you also need to have a firm grasp of the details.
The algorithms that run Facebook, Instagram, Google, LinkedIn, and the publishers determine your visibility and how much you pay, so digital marketers must master the most recent strategies to gain visibility. Because of this, despite the fact that my books on professional marketing have over 500 pages and only touch on the best practices covered on Smart Insights,
It’s helpful to simplify before going over the various digital marketing channels because business managers like owners, finance directors, or operations directors ultimately want to know what they need to invest in at the highest level and the returns they can expect. They want to make sure their team is investing time in the right activities and choosing the right media types to maximize the limited budget for online marketing for the year.
The six components of digital marketing
As suggested in our free template and when providing training and consulting on digital strategy, I advise classifying digital activities into these six categories, each of which requires a manager to oversee them and enhance outcomes.
Regardless of the size of the business, a focus on each of these is essential. The pillars demonstrate that, despite their importance, digital media and platforms are not the only factors in digital marketing success. Additionally important are developing a powerful digital experience, messaging, and high-quality content to support your digital strategy.
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In smaller companies, one person, such as a digital marketing manager, might be in charge of everything; in larger companies, one person might be in charge of each pillar with a large team. These are the six pillars:
Goals include analytics, strategy (segmentation, targeting, and brand positioning), integration, marketing and sales alignment, resourcing, structure, marketing technology, and data.
2. Objectives and measurement: KPI dashboards, forecasts, attribution, and customer insight
3. Media: Search, Social, and Display Ads, as well as Owned and Earned Media
4. User experience: apps and websites for desktop and mobile. customer support
5. Messaging: Personalization, customer service, email, chat, social media, and on-site interactions
6. Content: Using blog and product content as fuel for content marketing, Downloads of PDFs and interactive tools
More information on the crucial choices for each of these can be found in our free digital marketing plan template.
Students can learn more than just the intricacies of the various types with the aid of this straightforward division of digital best practices. This video was made by me to define these terms.
How do B2B and B2C digital marketing differ from one another?
Many of the biggest brands in the world today, including digital platforms like Facebook (Meta) and Google (Alphabet), are consumer brands, but it’s also important to take business-to-business brands into account when deciding how to use digital strategies. Many B2B businesses frequently provide services to B2C brands.
Our RACE Marketing planning framework was created by Smart Insights to be equally effective in B2B and B2C markets. Since it integrates your customers’ digital interactions with brands across Reach, Act, Convert, and Engage – the entire customer journey – this is the case.