The importance of a Digital Marketing Strategy: With the majority of digital marketing being self-service, it’s easy to dive right in, and honestly, many businesses are in such a rush to take advantage of the opportunity that they fail to build out a proper strategy.
Being digital for the sake of just having a presence in these channels is not the answer.
The key is to build out a dedicated strategy that results in a strong return on investment. Without investing time in a strategy, you’re not only going to miss great opportunities, but you may find your business left behind.
Because online marketing is so broad, it’s easier to look at your overall strategy as three distinct strategies that all share a common goal. These strategies cover your business, your customer and your marketing.
The goal is develop a cohesive online marketing strategy. And to do that, you’ll need to understand the plan for your business at a high level, how you intend to be perceived by your market, who that market actually is, how your customers are using digital technology, and what channels you’ll build into.
Having a clear and well-thought-out strategy keeps you focused, and it serves as your roadmap as you explore new marketing channels. Now, there isn’t a one-size-fits-all solution here.
Every business needs to create its own strategy, and that makes sense. If you’re selling custom t-shirts to sports fans online, your plan will bear little resemblance to a local restaurant.
Your strategy will vary, but the focus is always to create shared value.
Shared value is when the goals of your customer overlap with the goals of your business. Your entire marketing strategy should be built with shared value in mind.
Forget for a moment that you’re selling a product or a service and instead adopt the mindset that you’re selling an experience.
So, as we look at our three distinct strategies, I want you to focus on building each of them out with the idea that at the end of the day you want to have a shared value experience, and that experience will contribute to your marketing success.
Why is a Digital Marketing Strategy important?
A digital marketing plan is an essential tool for your business. Developing a digital marketing plan will help you identify what makes your business unique and how to get your message out to your audiences through a variety of digital channels.
An in-depth and detailed approach to laying out your digital marketing strategy can reveal new opportunities and expand your reach. Focusing on a specific audience and identifying that audience’s needs, interests and pain points, will help deliver a more effective plan in achieving your marketing objectives.
Digital Marketing Strategy examples
Online affiliate Marketing was created in 1997 at a cocktail party. A young lady asked Jeff Bezos (founder of Amazon) if he would like her to promote some of his books on her website for a commission payment in return.
The model of affiliate marketing was not an invention these days because it already existed in offlinebusinesses. A partner who is called affiliate promotes products or services from another company which is called merchant. Affiliates put for example banners or links of the merchant’s website on their own websites to acquire customers.
This strategy means to contact customers directly with e-mails. It is a very popular strategy because of saving costs. This kind of e-mail is usually personalised and it consist of the company’s brand, a message and a link which guides the customer to the website of the company. More common are e-mails which also show one or more pictures about the promoted product and a connection to the company’s Facebook page to support social media marketing as well.
This strategy means to put paid banners on results pages of search engines. Goto.com was the first company which had used this strategy in the year 1998.
2002 Google copied it and created the foundation of its contemporary success. Keyword-advertising became more meaningful in the world of online marketing for companies which was proven in 2008 by a survey from INTERNET WORLD Business which says that at this time 45.9% of all interviewees did find a new online shop while using a searching engine.