What is a digital marketing strategy?

Strategy, according to Merriam Webster dictionary is a careful plan or method for achieving a particular goal usually over a long period of time.

A digital marketing strategy is a series of actions that help you achieve your company goals through carefully selected online marketing channels. These channels include paid, earned, and owned media, and can all support a common campaign around a particular line of business.

When to create your digital marketing strategy?

The ideal time to create your digital marketing strategy is in the planning phase before starting any action. But it is never too late for doing any corrective action. If you are operating without any strategy, now is the time to evaluate your previous actions and situation and start building your digital marketing strategy.

How many organizations have a defined digital marketing strategy today?

According to a study by Smart Insight in 2018 analyzing the level of digital marketing adoption in organizations, they came up with the following results:

• 38% of companies have a digital marketing strategy that is integrated into the marketing strategy

• 17% of companies have a digital marketing strategy in a separate document

• 45% of companies are doing digital marketing with no defined strategy

Why Digital Marketing Strategy Should Be a Priority In 2020?

Traditional marketing has become less effective in today’s digitalized world. Nowadays, it is necessary for businesses to reach more people in less time and that is only possible via online marketing.

Check out the below reasons why it’s a priority to have a digital marketing strategy in 2020:

1. Get value for Money

When compared to traditional marketing tools, digital marketing is way affordable, but without a clear digital marketing strategy, you might end up wasting more money by duplication of activities. Without a strategy and action plan, different parts of the marketing organization will be purchasing different tools or using different agencies for performing similar online marketing tasks. A digital marketing strategy will help in avoiding any such situations.

2. Stay Optimized

A complete digital marketing strategy will help you easily benchmark your activities against competitors to show where you are behind the curve and clearly set out what goals you need to hit, enabling you to measure what’s working and what isn’t, and make the necessary changes. A proper digital marketing strategy keeps businesses optimized and helps them stay on top of the game all the time.

3. Obtain direction and focus

To know if you are moving in the right direction, you must have determined the direction and destination, in the first place. Without specific targets, it’s harder to know exactly what you need to do online, and later to measure how successful you were. That’s why you must have a digital marketing strategy with clear goals.

4. Know your online customers well enough

Measuring qualitative and quantitative data is not enough, you should be able to obtain sentiment to address the customer's pain points and get to know them better. So by defining and understating the target audience, you can deliver insights and make decisions quickly.

5. Manage reputation

“Institutions are becoming naked, and if you're going to be naked … fitness is no longer optional. If you're going to be naked, you better get buff.” — Don Tapscott

Managing reputation is important for each type of business and without a strategy, you won’t be observant to what people are saying about you. This is why you need a clear digital marketing strategy so that you will have total control over the online mentions.

6. Avoid Silos Clarity

provides focus and this will be easier for you to obtain if you have a written plan that spells out what you are aiming to accomplish, and how it fits in with the company’s other marketing priorities. Without a written strategy, every manager and director is free to project their own aims and priorities on the online activity, and all too often, the result is that everyone is working at cross-purposes without ever realizing it.

7. Measure Success

Defining the goals and knowing the target audience will facilitate the tracking action since each and every action on digital media can be monitored and handled for making sure that the time invested and the costs are not getting wasted.Digital marketing is no longer adding the online factor to your marketing actions it's about putting the correct plan in place to transform your business.

There are powerful reasons for creating a digital strategy and transforming your marketing efforts in 2019. Writing a strategy does not need to be complicated. Start off with one or two pages describing your goals, tactics, and KPIs . A simple table aligning these for each part of the marketing funnel is all you need to get started. If you need help in preparing your digital marketing strategy we can help you Click here.