Digital Marketing Strategy

Don't get lost in the maze: Tools and Models for a digital marketing strategy

Digital marketing is essential for your business. With each passing day, more transactions are happening online. To keep your business in the game, you need a strong web presence. You can only achieve that with digital marketing. But it can be overwhelming when you are trying to figure out where to spend your digital marketing budget and which strategies are most effective to get the word out about your goods or services. Here are some models and tools to clear the path for you to have a solid digital marketing strategy in 2015.

 

Here is a look at the four most effective digital marketing models and eight capabilities. When you understand the factors involved, you can make the best decision about how to implement your digital marketing campaign.

 

Four Most Effective Models

 

Here is an overview of the four most commonly used models, effective over a range of industries.

 

#1. Digital Branders

Companies use this model focus their efforts on brand recognition and engaging consumers in their marketing efforts. They often use multimedia content on their websites and social media platforms to provide an easy way for consumers to interact with them.

 

#2. Customer Experience Designers

This is often used by financial institutions, airlines and hotels. They work on customer service, providing multiple spots for buyers to connect with the company. This builds loyalty among customers and keeps them coming back.

 

#3. Demand Generators

These are usually retailers who put their efforts into targeting and driving traffic to their website and getting lots of sales. They use the design of the website, SEO, mobile apps and social media to boost sales in any manner possible. The focus is on quantity and efficiency, less on a deep customer experience.

 

#4. Product Innovators

These companies are constantly producing new products and services for their online customers. Their interactions with visitors is geared to finding out what they need, what problems they want solved, so the company can provide the right new product.

 

Eight Capabilities

 

Each of these models uses an assortment of capabilities to produce an effective marketing strategy. Here is a look at the eight most effective capabilities in use online.

 

#1. Segmentation

This means analyzing transactions and engagement with customers and interpreting content in order to understand what the customer wants and how you can deliver exactly that to them.

 

#2. Measurement

Metrics are a staple of online advertising. You have to know what works so you can do more of it, and what doesn’t work so you can do less. It looks at engagement on Facebook, YouTube, coverage in other publications, advertising, the company website, as well as the actual purchase to make these critical decisions.

 

#3. Real time decision-making

This lets a marketer make changes during a campaign, to adjust for reactions from customers. This is done by monitoring sentiment by looking at content on social media and forums. It also looks at how customers feel about the brand during the campaign.

 

#4. Personalization and targeting

This uses household data, mobile data, standard web analytics and the customer’s behavior during a sale. This produces a profile of the customer that helps the company to target the right audience, and provide the content that user behind the screen wants to be seeing.

 

#5. Optimized content

Customers find products and services online by using search engines, so the content you have on all your platforms must be easy to search, responsive to the needs of the search engines and simple to navigate.

 

  1. Innovation

This means making the most of the input you get from customers on social media about your services and products. This information can help improve products by telling you exactly what customers are looking for and what they like and don’t like about your current wares.

 

#7. Social influence

This means getting customers to share their insights with contests, questions and other types of stimuli. It can even extend to non-direct benefits, like a charitable donation made on the behalf of the customer.

 

#8. Omni-channel experience

This simply means using marketing over all types of platforms, including mobile, social, ecommerce, and even traditional methods. The easier you make it for the consumer to engage with your company, the more useful information you get.

 

Each company will use just one or two capabilities for each model that is part of its strategy. And models and capabilities will change over time and with different products. There are many ways to succeed with digital marketing. It takes experience, the willingness to experiment, effort and money to create an effective digital marketing strategy.