Strategy for Digital Marketing

Strategy for Digital Marketing

Planning

Digital marketing planning is a term used in marketing management. It describes the first stage of the formation of a digital marketing strategy for a broader digital marketing system. The difference between traditional and digital marketing planning is that it uses digital-based communication tools and technology, such as Social, Web, Mobile, Scannable Surface. However, both are aligned with the company's vision, mission and overall business strategy. 

Planning stages

Using Dr. Dave Chaffey's approach, digital marketing planning (DMP) has three main stages: Opportunity, Strategy and Action. It suggests that any company that seeks to implement a successful digital marketing strategy should structure its plan when analyzing opportunities, strategy and action. This generic strategic approach often has phases of situation review, goal setting, strategy formulation, resource allocation and monitoring. [66]

1) opportunity

To create an effective DMP, a company first needs to review the market and establish 'INTELLIGENT' objectives (specific, measurable, actionable, relevant and of a fixed duration). [67] They can set SMART objectives by reviewing current benchmarks and key performance indicators (KPIs) of the company and its competitors. It is pertinent that the analyzes used for KPIs are customized according to the type, objectives, mission and vision of the company. [68] [69]

Companies can search for marketing and sales opportunities by reviewing their own reach and the reach of their influencers. This means that they have a competitive advantage because they can analyze the influence of their comarketers and brand associations. [70]

To cease the opportunities, the company must summarize the characters of its current clients and, from them, can deduce its digital marketing capacity. This means that a clear picture of where they are currently and how many resources they can allocate for their digital marketing strategy, that is, labor, time, etc., must be formed. By summarizing the shopping trip, they can also recognize gaps and growth for future marketing opportunities that will meet goals or propose new goals and increase profits.

2) strategy

To create a planned digital strategy, the company must review its digital proposal (what it is offering to consumers) and communicate it using digital customer-oriented techniques. Therefore, they must define the value proposition online (OVP), this means that the company must clearly express what they are offering to customers online, p. brand positioning.

The company must also (re) select segments and people from the target market and define digital targeting approaches.

After doing this effectively, it is important to review the marketing combination for online options. The marketing combination includes the 4P: product, price, promotion and place. [71] [72] Some academics have added three additional elements to the traditional 4Ps of the marketing process, place and physical appearance, which makes them 7Ps of commercialization. [73]

3) action

The third and final stage requires the company to establish a budget and management systems; These should be measurable contact points, such as the audience reached on all digital platforms. In addition, marketing specialists must ensure that the budget and management systems are integrating the company's own and earned means of payment. [74] The action and the final planning stage also require the company to establish the creation of measurable content, p. oral, visual or written online media. [75]

After confirming the digital marketing plan, a programmed digital communications format (for example, Gantt chart) must be encoded in all internal operations of the company. This ensures that all platforms used align and complement each other for the later stages of the digital marketing strategy.

Understanding the market

One way in which marketing specialists can reach consumers and understand their thinking process is through what is called a map of empathy. An empathy map is a four step process. The first step is to ask questions that the consumer would be thinking about their demographics. The second step is to describe the feelings that the consumer may be having. The third step is to think about what the consumer would say in their situation. The last step is to imagine what the consumer will try to do based on the other three steps. This map is for marketing teams to put themselves in their target demographic shoes. [76] Web analysis is also a very important way to understand consumers. They show the habits that people have online for each website. [77] A particular form of these analyzes is the predictive analysis that helps marketers determine which route consumers are on. This uses the information collected from other analyzes and then creates different predictions of what people will do so that companies can develop strategies on what to do next, according to people's trends. [78]

Shared economy

"Shared economy" refers to an economic pattern that aims to obtain a resource that is not fully utilized. [79] Today, the collaborative economy has had an unimaginable effect on many traditional elements, including labor, industry and the distribution system. [79] This effect is not insignificant because some industries are obviously threatened. [79] [80] The shared economy is influencing traditional marketing channels by changing the nature of some specific concept that includes property, assets and recruitment. [80]

The digital marketing channels and traditional marketing channels are similar in that the type of supply chain passes the value of the product or service from the original producer to the end user. [81] For example, a typical digital marketing channel is email. The organization can update the activity or promotional information for the user by subscribing to the email of the newsletter that occurred when consuming. In addition to this typical approach, integrated control, efficiency and low cost of digital marketing channels are essential features in the application of the shared economy.