Digital Marketing Strategy

Digital Marketing strategy

1.      Understanding customer journey

2.      Segmentation (customer persona )

3.      Identify your business objective

4.      Set up your marketing objective

5.      Identify K.P.IS

6.      Budgeting

7.      Implement your digital strategy

8.      Evaluate

·         Understanding customer journey

McKinney developed circle model to understand customer journey

Alternative to the traditional marketing funnel

  

This is circular customer journey to identify which channels your customer uses?

What is your consumers touch points that you can control it or influence it ?

·         Segmentation

Identify customer personas will guide you to the right segment: brief description of your typical customer’s age – work – behavior – economy level – work – preferences.

Use your customer data if available in this step to choose the segment you want to serve

Analytics report show to you how your customers behave in real world

Customer feedback is useful tool.

·         Identify your business objective

For example increase sales by 5 % for 6 months period in showrooms area for new car launch

·         Align your marketing objective with business objective

For examples: increase footfall to the showrooms locations.

·         Set up your K.P.Is

To set up a clear marketing objective you have to set up benchmark to compare the result to it

·         Implementation and evaluation

1.      Channel selection

According to you customer personas and Marketing objective

Social media and display ads very strong tools for awareness

Email marketing to build loyalty at the level of current user for long time period and increase sales

PPC for acquisition to new customer and conversion for short time period

SEO help for long term strategies to build customer considerations and influence purchase.

Integrations of channels

·         Evaluation your strategy

Digital marketing give the marketer very powerful metrics to use I which they can generate useful information for performance and update and tailor their strategies while campaign is running for example web analytics

Finally do not forget digital media campaigns impact on your offline channels

For example buy online collect on stores

Printable discounts vouchers

Mobile offers codes.

Thanks.