Advertising Agency Kaise Khole – Digital marketing is now more important than ever. Create, streamline or optimize your digital marketing strategy (also known as internet marketing) today and protect your business from inflation
Where do you start if you want to develop a digital marketing strategy? It’s still a common challenge, as many businesses know how important digital and mobile channels are today to customer acquisition and retention. However, they lack an integrated plan to support digital transformation and business growth and effectively engage their audience online.
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If your business doesn’t have a strategic digital marketing plan (also known as internet marketing) in line with your business plan, you’ll suffer from the ten problems I’ll highlight later in this article and lose out to competitors who are more digitally savvy.
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For each of the ten digital marketing examples, I also recommend marketing solutions and next steps to help you optimize your marketing strategy in 2023.
The level of inflation is at its peak worldwide. In the USA, the highest in four decades was reached at 9.1% in June, and in July-August 8.5% and 8.3%. In the UK, the BoE base rate has risen from 0.25% at the start of 2022 to 2.25% last week on September 22nd.
The effects of inflation are also felt in Europe and East Asia, as the Financial Times monitoring program shows. In fact, the inflationary effects are felt all over the world.
So, critically, all companies must consider the effects of this international phenomenon on customers, production, services, personnel and more. And one important aspect of managing and optimizing your business that needs your attention more than ever is your digital marketing strategy.
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This is the big picture you need to support your strategy, but as we explain in Smart Insights, to be successful in online marketing you also need to master the details to compete across the main digital platforms that consumers or businesses use to find and choose products.
Algorithms used to power Facebook, Instagram, Google, LinkedIn and publishers control your exposure and how much you pay, so to get exposure, digital marketers need to embrace the latest technologies. This is why my professional marketing books are over 500 pages long, but can only cover the best practices detailed in Smart Insights.
Before we look at the different channels of digital marketing, it is useful to simplify, because business leaders, such as owners, CFOs or operations directors, ultimately want to know where they need to invest at the top level and what returns they will get. Online marketing has a limited budget for this year and they want to make sure their team spends time on the right activities and invests in the right type of media to get a positive return.
When you train and advise on digital strategy, and as we recommend in our free template, I recommend grouping digital activities into these six areas, each of which needs a person in charge to manage and improve results.
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Focusing on all of these is important regardless of the size of the company. The pillars help to show that success in digital marketing is not only about digital media and platforms, but that they are important. Creating an effective digital experience, messaging and quality content to drive your digital strategy is also important.
In today’s demanding digital environment, marketers face internal and external pressures to continue growing during inflation.
Organize your marketing plan around a funnel that’s proven to work. Become a free member of Smart Insights to get instant access to our free digital marketing plan template to hone your skills and get the results you need.
Free digital marketing plan template Our popular marketing planning template is structured based on the Smart Insights RACE Framework. Join Smart Insights as a free member to download our digital marketing plan template today. Use a free digital marketing plan template
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Our six pillars of marketing represent six types of marketing activities, categorized by the role they play in customers’ experiences with your brand.
In smaller companies, it can be one person, such as the head of digital marketing, who is responsible for everyone, or one from each pillar with many team members in larger companies.
1. Strategy and governance (or management): objectives – Analytics, strategy (segmentation, targeting, brand positioning), integration, marketing and sales targeting, resourcing, structure, marketing technology and data
This simple division of digital best practices can also help students learn beyond the complexities of different types. I have created this video to introduce these terms.
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Many of the biggest brands in the world today, including digital platforms like Facebook (Meta) and Google (Alphabet), are consumer brands, but when considering the best use of digital strategies, it’s important to consider business-to-business brands as well. There are many B2B companies that often serve B2C brands.
Smart Insights developed our RACE marketing design framework to work equally well in B2B and B2C markets. That’s because it integrates your customers’ digital experiences as they interact with brands in Reach, Act, Convert and Engage – throughout the customer journey. You can download our free digital marketing plan to learn more.
As I’ve mentioned, being successful in digital marketing requires mastering the details. In my book I explain how these 16 examples of different types of marketing techniques span 6 digital media channels as well as different paid media, owned media and earned media options.
However, for digital technologies to be truly successful, they must also be integrated with traditional media such as print, television and direct mail as part of multi-channel marketing communications. More importantly, now more than ever you need to be able to demonstrate the value of your work.
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The purpose of this article is to reveal 10 reasons why you need a digital marketing strategy, but you can read more about the 16 types of digital marketing techniques and more recommendations and examples in Dr. Dave Chaffey’s article What is Digital Marketing?
A simple measure of the importance of digital marketing is how much money is spent on digital media. The latest IAB advertising spend and revenue study shows that more than three-quarters of media budgets in the US go to digital media. We see similar figures from the IABS in the UK and Europe, so this is happening globally.
The IAB also gives an indication of the allocation of the budget to digital channels. This is useful because it suggests the mix of marketing efforts we should invest in.
However, keep in mind that IAB data is based on data from the largest publishers and platforms, so it is less representative of smaller companies and downplays the importance of organic search (SEO), digital PR and influencer marketing.
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The data shows that social media marketing and search marketing are, as expected, important digital marketing investments. However, the data also shows that digital display and digital video are important.
Keep in mind that this is more representative of spending by large companies who are now using these channels to replace investments in TV and print advertising.
As discussed in the latest edition of my book, some have said that we are living in a post-digital age, because now digital marketing is equal to marketing, so it should not be considered separately from a strategic perspective.
While the numbers above support the argument that digital marketing is marketing, it is dangerous to assume that digital marketing will not evolve and become more important.
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IAB forecasts show that digital marketing will continue to grow in importance over the next few years.
This makes it even more important to have your own digital marketing strategy that is integrated and aligned with your marketing and business strategy to develop digital maturity.
Learn more about designing and integrating your digital marketing channel with the RACE framework with our free digital marketing plan.
Another way to gauge the importance of digital marketing today is to look at how many jobs there are in digital marketing now. LinkedIn’s recent research on the changing marketing working life shows the importance of digital:
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One in two of LinkedIn’s most popular marketing jobs falls into the digital or media space.
The fastest growing roles in the last six months, from highest to lowest growth, are Media Coordinators, Search Managers, Social Media Coordinators, Search Engine Marketing Managers, Media Managers, Marketing Analysts, Email Marketing Specialists, Search Engine Optimization Analysts and Digital Media Managers. LinkedIn reports that other roles in high demand include digital account managers, social media managers, digital marketing managers, copywriters and digital strategists.
As you can see from the visual, the number of remote roles has increased dramatically due to the pandemic. While only 2% of marketing roles were remote on March 1, 2020, today nearly one in ten are remote. At the time of publication of the article, the number of remote job advertisements for marketing positions had increased by 177% in the last six months.
Each technique has many detailed tactics that are important for success. So they need to be evaluated and prioritized. For example, dynamic content
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