What Is a Digital Marketing Strategy?
A digital marketing strategy outlines the online marketing channels you plan to use to accomplish your business goals. It’s the framework on which you build goals for your digital marketing campaigns. A digital marketing strategy is important because it outlines how you plan to accomplish the goals, with what resources, and in what timeframe.
The most common pitfall when developing a digital marketing strategy is being too broad. For your digital marketing strategy to be effective for your business, you need to define goals and audiences thoughtfully and selectively and align them with the marketing channels that make the most sense.
How Do You Create a Digital Marketing Strategy?
A digital marketing strategy is a list of your goals, how you will achieve them, and when you hope to achieve them by. Here are some steps to help you craft an effective digital marketing strategy: understand your audience, take stock of resources and budget, identify goals, and plan around them.
- Understand your target audience: You need to know what is most likely to work for the client base you are trying to reach before you decide which platforms to use and how to deliver your content.
- Take stock of what you have: Before crafting your goals, it is helpful to take inventory of your budget, current digital marketing strategy, and in-house resources.
- Build goals and plans: Once you know who you're trying to reach and what you currently have, you can begin building achievable goals and planning out how to get them done in a set timeframe.
How Has Technology Changed Digital Marketing Strategy?
Digital marketing is constantly evolving as technology advances. Perhaps the most important change that technology has brought to digital marketing strategy is the level of involvement and intimacy that current customers expect from digital marketing.
In the past, digital marketing looked more like traditional marketing. Broad-reach ads were placed relatively generically in hopes of reaching potential customers.
Today's digital marketing strategies, however, require making a meaningful connection with customers on the platforms they use and creating content that they find valuable. The ability of your customers to talk to you and their expectation that you will engage with them has completely changed the way businesses craft their digital marketing strategies.