Developing a digital marketing strategy could be a common challenge since many businesses know how important digital and mobile channels could be for acquiring and retaining customers. However, there is no integrated plan to support digital transformation and business growth and engage the audiences effectively online. If your business doesn’t have a strategic digital plan aligned with your business plan you would suffer from various problems.
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Digital Marketing and Its Six Pillars
Digital marketing should support the marketing and business goals. It is something that could help you achieve marketing objectives with the help of digital technologies and media. The big picture which you would need is a strategy to support and succeed in online marketing. You would also require mastery over the details to compete across the main digital platforms that the consumers or businesses make use of to find and select products. The algorithms used to power social media pages help in controlling your visibility and how much you pay. You have to gain the right visibility digital marketers need to get to grip on the latest techniques. Before you think of reviewing different channels that could make up digital marketing, It could be useful to simplify as business managers such as the owners, finance or operations directors ultimately like to know what they need to do to invest at a top-level and get the returns they look for.
There would be a specific budget which is assigned for online marketing every year and they would want to make sure that the team is spending time doing the right activities and investing in the right type of media to get a positive return. When training and consulting on digital strategy, you could recommend grouping digital activities in certain areas that need someone responsible to manage them and improve results. A focus on each of the important regardless of the size of the business. The pillars help show that success in digital marketing is not just about digital media and platforms. Creating an effective digital experience, messaging and quality content to fuel the digital strategy is vital.
In smaller businesses, it might be one person such as a digital marketing manager responsible for all, or one for each pillar with many team members in larger businesses. The six pillars are:
- Strategy and Governance: Analytics, Strategy, Integration, Marketing and Sales alignment, Resourcing, Structure, Data and Marketing technology.
- Goals and Measurement: Digital reporting and Forecasts that includes KPI dashboards, Attribution and Customer insight.
- Media: Paid, Owned and Earned media including Search, Social and Display ads.
- Experience: Desktop/mobile website and apps. Customer service.
- Messaging: Customer service, Email, Chat, On-site interactions, Social media and Personalisation.
- Content: Blog and Product content to fuel PDF downloads, content marketing and Interactive tools.
How different is Digital Marketing from B2B and B2C Marketing?
Many of the largest brands in the world today including the digital platforms are consumer brands but when considering how best to make use of digital strategies, it’s important to consider business-to-business brands too. There are various B2B companies which would often serve B2C brands. RACE marketing planning framework works equally in B2B and B2C markets. This could integrate the customer’s digital experiences interacting with brands across Reach, Act, Convert and Engage for the full customer journey.
How Important is Digital Marketing?
A simple measure to find out the importance of digital marketing is how much money is spent on digital media. The budget breakdown could be for different digital channels. This is useful since it has the ability to suggest a mix of the type of marketing activities that needs to be investigated. You could expect social media marketing and search marketing are important digital marketing investments. Digital display and digital video are significant. It is more representative of spending by larger businesses who are now using various channels to replace investment in TV and print advertising.
Some people are of the mentality that we are living in a post-digital age since digital marketing is equal to marketing. Hence, it should be considered separately from a strategic point of view. While the figures above strongly support the statement that digital marketing is marketing. It would be dangerous to assume that digital marketing is not evolving and becoming even more important. The forecasts show that digital marketing would continue to grow in importance over the next few years.
Another way to assess the importance of digital marketing today is to look at the number of jobs now in digital marketing. Recent research shows that the changing marketing jobs landscape shows the importance of digital marketing. One in every two of the top marketing jobs listed on social media fall into the digital or media space.
The top fastest-growing roles of the past six months from the highest to lowest rates of growth are media coordinators, search managers, marketing analysts, social media coordinators, search engine marketing managers, media managers, email marketing specialists, and search engine optimisation analysts and digital media managers. Job roles like digital account executives, social media managers, copywriters, digital marketing managers and digital strategists are of High-demand.
Digital Strategy advice for Businesses
There are various detailed tactics that are essential for success. They have to be evaluated and prioritized. You could begin by gaining access to various digital marketing strategy solutions from Blurn to optimize the marketing strategy across the various marketing channels. Whatever you might be looking for, you could take the next steps in digital optimisation. You could get access to various tools, training, templates and so on which would be used by the experts in the field to help in improving the performance of the brand and website in a challenging landscape for marketers.
