Developing a great digital marketing strategy

If you have been reading the articles,or propaganda, on Internet marketing and social media you might think that if you don’t jump into digital marketing that your brand is going to perish.  That is not necessarily the case as any great marketing initiative starts with strategy development that seeks to answer the “why” and the “how” before spending money and doing something just because everyone else is doing it.  Here are some strategic questions that every company needs to answer when developing a great digital marketing strategy.

1ne:  What do we know about our current customers and prospects ?

This is probably the most important framework for a great digital marketing brand experience.  Brands need to understand how consumers make the decision to convert to customers and more importantly where that decision is made.  For example, is someone really going to go online and research Oreo cookies or is a POP display and shelf position more effective in driving conversion ?  You need to not only know what customers and prospects think but you also need to align your organization to leverage insights and act on them a lot quicker.

2wo: How many resources should we put into social media ?

This by far is the biggest mistakes a lot of brands are making as facebook has brainwashed a lot of people.  Ask yourself this; are people coming to our facebook page to determine if they want to be customers ?  Is our facebook page to be used to announce new products and will consumers who become a fan of our brand actually read our posts or is our current facebook page for existing customers ?    A new study from Omnicom’s OMD concludes that the average content posting by an advertiser on a Facebook page has a surprisingly low shelf life: about 18 hours.Shelf life is defined as the length of time that users provide feedback after content is posted, and for Facebook it appears to be far less time than other media platforms, said Colin Sutton, U.S. director of OMD Word, who runs the agency’s social media practice and oversaw the study. Remember that only 16% of your posts are going to be seen by your brand fans.

3hree: Do we have the resources to develop a great brand website ?

Brand websites lead to conversion more than anything you do on social media short of announcing a major promotional effort like pizza delivery chains.   Too many brand websites look more like giant billboards than product websites.  Do you know why people are coming to your site and what they want when they get there ?  Have you done usability testing or is your agency providing you with sites that look great but aren’t functional for consumers ?

4our: Content is king but only the right content

More people are using tablets than ever before and a good rule of thumb is that your content should never exceed to finger swipes to read.  There is a direct correlation between the length of content and people who don’t read the whole page.  Keep is simple and to the point and for God’s sake can the sales and marketing talk and treat visitors with respect.  You also need a media plan to keep your site updated and to keep visitors coming back and engaging with the brand.

5ive: Finally, do we have great emarketing talent and someone who can look at our web analytics and turn the data into actionable insights ?

A great emarketing person is part geek, has a great marketing background and has demonstrated real value with digital marketing leading to brand objectives.  Web producers are people who produce even if they know what they are doing is not in consumers’ best interests.   Anyone that sends you numbers like number of visitors, time  on site etc. is not doing their job.  What senior managers need to know is where are our visitors coming from and why and where are they going on our site ?  What is our bounce rate and bounce rate for keywords ?  Numbers don’t mean a hell of lot without insights and actionable recommendations.

 

 

About richmeyer

Rich is a passionate marketer who is able to quickly understand what turns a prospect into a customer. He challenges the status quo and always asks "what can we do better"? He knows how to take analytics and turn them into opportunities and he is a great communicator.

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5 Comments on “Developing a great digital marketing strategy”

  1. Loved your geek comment. I’ll go out on a limb and say that anyone who truly cares about their job and customers is a total geek… when it comes to the thing they’re good at! I also think you could write a whole blog post about number 4. I see plenty of people spewing out content because they heard somewhere that they had to. And it’s junk. Absolutely necessary to have the right kind of content that speaks to people. Shout it from a mountaintop! All excellent points!

    1. Thank you Carol Lynn. One of the best talents any emarketing can have is to be able to marry brand objectives to online strategy. To many web producers who just do without thinking and asking the right questions

  2. This is very knowledgable RichMeyer. To know what’s happening in the current trends in digital marketing, there is a webinar which is being hosted by Infosys BrandEdge on July 18, 2012 about ‘Accelerating Global Digital Marketing’. You can participate to get more information.
    Please follow the link below to register
    http://bit.ly/PLkpoM

  3. The benefits of having a digital marketing strategy can reach across all aspects of your business. By developing a digital strategy, whether it is for a website, a one off pay-per-click campaign or on-going search engine marketing initiatives, you are establishing goals to evaluate the effectiveness of your efforts.

  4. 2016 Update: Since 2012 we have run an informal poll to see how widely used digital marketing strategies are. The results have shown some big improvements over the years. A few years ago we found around two-thirds to three-quarters did not have a digital marketing plan. Now that number has shrunk to 44% in latest survey, although that is still quite high, and means many are doing digital with no strategy in place.
    Digital Marketing Updates

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