Where do you start if you want to develop a Digital Marketing Plan?
It's still a common challenge since many businesses know how vital digital and mobile channels are today for acquiring and retaining customers.
Yet they don't have an integrated plan to support digital transformation and company growth and engage their audiences effectively online.
If your business doesn't have a strategic digital marketing plan you will suffer from the ten problems in this article, and you will lose out to competitors who are more digitally savvy.
10. You're not optimizing
Every company with a website will have analytics. But many senior managers don't ensure that their teams make or have the time to review and act on them. Once your digital marketing plan enables you to get the basics right, then you can progress to the continuous improvement of the key aspects like search marketing, site user experience, email, and social media marketing.
9. You're not agile enough to catch up or stay ahead
If you look at the top online brands like Amazon, Dell, Google, Tesco, Zappos, they're all dynamic - trying new approaches to gain or keep their online audiences.
8. You're wasting money and time through duplication
Even if you do have sufficient resources, they may be wasted. This is particularly the case in larger companies where you see different parts of the marketing organization purchasing different tools or using different agencies for performing similar online marketing planning.
That's why you need to invest in a marketing plan that works for you and your team, to plan, manage and optimize your digital channels and platforms. Drive the marketing results you need to achieve your business objectives and boost your marketing ROI.
7. Digital doesn't have enough people/budget given its importance
Insufficient resources will be devoted to both planning and executing e-marketing. There is likely to be a lack of specific specialist e-marketing skills which will make it difficult to respond to competitive threats effectively.
6. You're not integrated
It's all too common for digital marketing planning to be completed in silos whether that's a specialist digital marketer, sitting in IT, or a separate digital agency. It's easier that way to package 'digital' into a convenient chunk.
But of course, it's less effective. Everyone agrees that digital media work best when integrated with traditional media and response channels.
That's why we recommend developing an integrated digital marketing strategy, so your digital marketing works hard for you! With your integrated plan in place, digital will become part of your marketing plan and part of business as usual.
5. You don't know your online customers well enough
It's often said that digital is the "most measurable medium ever". But Google Analytics and similar will only tell you volumes of visits, not the sentiment of visitors, what they think. You need to use other forms of website user feedback tools to identify your weak points and then address them.
4. You don't have a powerful online value proposition
As part of defining the scope of opportunity when using a strategic approach to digital marketing, it’s helpful to think about which digital audience interactions we need to understand and manage through marketing communications.
A clearly defined digital value proposition tailored to your different target customer personas will help you differentiate your online service encouraging existing and new customers to engage initially and stay loyal.
3. Existing and start-up competitors will gain market share
If you're not devoting enough resources to digital, or you're using an ad-hoc approach with no clearly defined strategies, then your competitors will eat your digital lunch! So you can stay ahead and not fall behind.
2. You won't know your online audience or market share
Customer demand for online services may be underestimated if you haven’t researched this. Perhaps, more importantly, you won't understand your online marketplace.
The dynamics will be different from traditional channels with different types of customer profile and behavior, competitors, propositions, and options for marketing communications.
1. You're Directionless
I find that companies without a digital plan (and many that do) don't have a clear strategic goal for what they want to achieve online in terms of gaining new customers or building deeper relationships with existing ones.
In closing, now is the time to transform your marketing plan and accelerate your results today with T & J Digital Marketing.
So, the good news is that there are powerful reasons for creating a digital marketing plan and transforming your marketing, which you can use to persuade your colleagues and clients.