In today's digital age, having a well-executed digital marketing strategy is essential for the success of any organization. A digital marketing strategy is a proactive, data-driven approach to marketing and communication activities across all channels and touchpoints. It involves an evaluation of specific objectives that can be achieved through online channels. This type of marketing involves the use of websites, mobile devices, social media, search engines, and other similar channels. Once the strategy is established and communicated, marketers use tactics to implement their actions that lead to the result.
These tactics can include own, paid and earned media. Another effective way to leverage digital channels to reach target audiences is with influencer marketing. Brands can partner with celebrities, sites, or others who consider themselves experts in their field and who share similar values. Brands can reach the followers of these influencers with branded offers and content. Mobile marketing initiatives can include many of the digital marketing strategies mentioned above and will typically leverage a combination of text messaging, social media, email, push notifications, and mobile apps.
The importance of mobile marketing is increasing, as the number of mobile shoppers is expected to increase to approximately 187.5 million users by 2024. With the clear transition to mobile devices, marketers need to think about how they can optimize their current mobile marketing efforts to deliver a seamless and user-friendly experience. Now that you know you need a digital marketing strategy, let's outline an overall digital marketing strategy. This is particularly the case for larger companies, where you see different parts of the marketing organization buying different tools or using different agencies to perform similar online marketing tasks. No two companies have exactly the same needs, so it's important that your digital marketing objectives are relevant to your company's needs. The goal of digital transformation is to improve digital maturity across your company while integrating “always-on” digital marketing activities with in-company brand and product marketing. Digital marketing platforms can help develop KPIs to test them and provide metrics on how their value compares over time.
An overall marketing strategy will highlight achievable goals for both traditional (print, radio, broadcast) and digital channels. A web marketing strategy will help you grow your business by generating more valuable traffic to your page and getting more leads that convert into conversions. The complexity of a digital marketing strategy depends mainly on the size of your company and your long-term goal. When you have a digital marketing action plan in place, you'll keep your business focused on achieving your goals.