A digital marketing strategy is a set of planned actions that are taken online to achieve specific business objectives. In simple terms, this means taking consistent actions at the right time through the most appropriate online channels to increase revenue and improve relationships with your audience. The term digital marketing refers to the use of digital channels to market products and services in order to reach consumers. This type of marketing involves the use of websites, mobile devices, social media, search engines, and other similar channels.
Digital marketing became popular with the advent of the Internet in the 1990s. Any type of marketing that uses electronic devices and that marketers can use to convey promotional messages and measure their impact along the customer journey. In practice, digital marketing generally refers to marketing campaigns that appear on a computer, phone, tablet, or other device. It can take many forms, including online video, display ads, search engine marketing, paid social media ads, and social media posts.
Digital marketing is often compared to “traditional marketing,” such as magazine ads, billboards, and direct mail. Interestingly, television is often bundled with traditional marketing. First, a marketing strategy is a proactive, data-driven approach to marketing and communication activity across all channels and touchpoints. The marketing strategy informs all marketing activities that are carried out for the company, since all marketing plans are derived from this overall structure and vision.
Once the strategy is established and communicated, marketers use tactics to implement their actions that lead to the result. A digital marketing strategy is a plan to achieve specific objectives through your company's digital marketing channels. You can include goals for both paid and organic media, and for any of the digital platforms available to you, such as social media channels, web pages, content assets, or paid ads. Your digital marketing strategy should be unique to your business and what you hope to achieve.
Common digital marketing initiatives focus on delivering a brand message across search engines, social media, apps, email, and websites. Digital marketing uses many of the same tools as inbound marketing, email, and online content, to name a few. The complexity of a digital marketing strategy depends mainly on the size of your company and your long-term goal. When you realize what works and what doesn't work for your digital marketing strategy, you need to streamline processes by automating them.
For many small businesses and beginning digital marketers, getting started with digital marketing can be difficult. The most popular digital platforms for social media marketing are Facebook, Twitter and Instagram, with LinkedIn and YouTube not far behind. Search engine optimization, or SEO, is technically a marketing tool rather than a form of marketing in and of itself. Marketing analysis is the use of data to evaluate the effectiveness and success of marketing activities.
Marketing technology, also known as MarTech, describes a range of software and tools that help achieve marketing goals or objectives. Digital marketing platforms can help develop KPIs to test them and provide metrics on how their value compares over time. A digital marketing strategy is to eliminate speculation from the equation and focus your tactics based on accurate information or, at least, well-founded estimates and approximations, in the beginning. This can help you refine the scope and purpose of your digital marketing strategy, and advocate for investment in digital marketing.
Technological advancements, such as AI and machine learning, make marketers better equipped with the marketing technology they need to reach consumers through digital devices at the right time. Developing an omnichannel marketing strategy is key to this for many organizations, since content is what attracts their audience through different channels such as search, social media, email marketing and on your blog. . .
