You’ve probably heard about Digital Marketing repeatedly and have even been told that it is essential for the growth and development of a company, but what is digital marketing? Do not worry! In this guide, we will explain the first steps to take part in this wave.
What is Digital Marketing?
Starting with why it is digital marketing: it is merely a term used to describe the marketing strategies that connect a company digitally with its audience. The blogs, forums, videos, webinars, Google searches, publications on social networks, Chatbots, and all advertising strategies that are held in these form part of the digital media marketing.
The Choice and Setting of Objectives
When talking about marketing and strategic decisions, we have to understand that immediacy, the culture of “impatience,” is a burden that we must part with if we want to seek effectiveness.
It should be noted that strategic marketing decisions ( marketing objectives and strategies) are the most important within our Plan, although, in the short term, they are the ones that show less visible results. Before entering the third stage of the Marketing Plan, we have to be able to differentiate what strategic decisions represent (medium-long term) and what operational decisions seek (short term).
At present, the non-adaptation to the cultural change that we are living in the business environment can make us make erroneous strategic decisions.
Basic principles of objective formulation
However, marketing objectives will always be subject to corporate goals and strategies.
However, they must be concrete, realistic, voluntary, the engine of commercial work, and consistent with each other as with other organizational objectives.
Requirements for writing marketing objectives
- They must be consistent with the available resources.
- The purpose is consistent with the company’s policies and practices.
- They must be realistic and attainable.
In general, the objectives that are well written begin with an action verb (increase, exploit, consolidate, penetrate), propose a crucial single result and a lead time.
Most common Digital Marketing goals
However, depending on its nature, we have two types of marketing objectives: quantitative objectives and qualitative objectives.
When we talk about quantitative goals, we refer to those who propose measurable achievements for the organization, expressed in concrete figures. Frequently, these objectives apply to:
- Increase in market share.
- They increase profitability.
- Increase in sales volume.
- Level of satisfaction and customer loyalty.
- Improvements in distribution coverage, penetration, benefits, or contribution margin.
Since the qualitative objectives set goals more generic and less “tangible,” but just as important as the others. We can highlight the following:
- Notoriety and product image.
- Service or brand.
- The relative market position we want to reach.
- Minimum desired dimension to continue in the market.
Meanwhile, quantitative and qualitative objectives can be interrelated so that the achievement of one can help the performance of another and vice versa.
It is usually advisable to go for a single objective, and otherwise, if more than one is set, they should be consistent with each other and never contradictory. However, the purposes are always conditioned by the differential competitive advantage of our offer compared to the competition.
How to build a Comprehensive Digital Marketing Strategy?
However, it is essential to define who will be the object of desire of our strategy to be able to determine all the factors and possibilities that will compete. Furthermore, taking into account the target audience, the best plan create the successful strategy. Since, the Buyer Persona represents your ideal client, which can be one or several. The ideal is not to have more than ten not to turn the strategy into something more generic.
To create them, it is essential to rely on real data and not make assumptions about your audience, since relying on preconceptions can make your marketing strategy take the wrong direction. So, we recommend you to carry out a thorough investigation of your clients through surveys, interviews, the use of measurement tools such as Google Analytics, and more.
But what kind of information is essential to create your Online Marketing strategy based on your buyer people?
Select your digital marketing channels
When we talk about channels, we mean digital media. However, not all of them are appropriate to develop your strategy. At this point, we recommend you evaluate the ones you already own, determine which your target audience is in and which ones would be useful to make present in your strategy.
Here are the different digital media:
Own digital media
Meanwhile, with this term, we refer to the media over which we have complete control. Be it your website, your social profiles, the contents of your blog, or the images.
Digital Media Won
These media refer to the exposure you have gained through word of mouth and the recognition you have earned. However, some ways to win these media are press mentions, positive reviews, and shares (or shared) in Social Networks. Furthermore, an essential part of this strategy is made up of SEO, public relations work, and the experience offered to users.
Paid digital media
Payment methods refer to any vehicle or channel in which you invest money to capture the attention of your potential customers. However, this includes things like Google Adwords, paid posts on social networks, native advertising (such as sponsored messages on other websites), and any other vehicle for which you pay directly for visibility.
Furthermore, in short, digital advertising is an excellent way to connect with your audience. Besides, take advantage of marketing strategies and research to get the attention of the consumer in the channels you use most in your day today.
However, do not forget that due to the great diversity of platforms, formats, channels, and segmentation possibilities, you currently have an arsenal of resources to enhance your marketing strategy and, also, one of its fundamental aspects: digital advertising. Therefore, check this place regularly for more updates on the latest trends and techniques related to Digital Marketing and various other development strategies.