The life of marketers used to be far simpler. In the past there were only a few radio stations, TV channels and just a few top newspapers or magazines. In these days it was a simple task to reach potential consumers and if the marketer was able to create a compelling message, they were able to sell their product or service.
However, today there is tons of TV channels, thousands of Apps and millions upon millions of different websites, which has made a digital marketing strategy that much more difficult. For this reason there are a few principles that should be considered to guide the marketers of today.
Clarify The Objectives Of The Business
The aspects of good marketing strategies are not based on how many neologisms and gadgets are crammed into the campaign but rather how well the business is able to achieve their worthy goals. This involves evaluating three metrics that include advocacy such as customer referral, sales and awareness. While each business should be aiming at all three of these metrics, it is important to aim at the primary objective or the strategies begin to degrade.
Use Of Innovation Teams To Activate, Evaluate And Identify Emerging Opportunities
Marketing executives are typically very busy individuals. They are required to monitor marketplaces actively, identify any business opportunities and collaborate with the product people as well as run the promotional campaigns. For this reason it becomes essential for a digital marketing agency to have a specific team that is dedicated to running learn and test programs, meeting with the start-ups and identifying any emerging opportunities. In many cases the majority will fail, however, the winners will definitely make up for the losses.
Decouple Innovation And Strategy
Unfortunately in a number of organizations innovations and strategies are grouped together, due to the fact that these aspects are perceived as what “smart individuals” do. However, strategy is very different from innovation. Good strategies are used to achieve different types of objectives. Innovation is aimed at creating new things which in most cases takes a lot of time to work. This means that failure must be expected. However, these failures should be conducted cost-effectively so that the resources can be kept down to a minimum.
Build Up Open Assets In The Marketplace
The main focus behind a digital marketing strategy is to create advertising campaigns that are compelling and that will attract the attention of the consumer and to drive awareness. Once the potential customers become aware of a particular product, retail promotions and direct sales should then be able to close these deals.
However, that model is broken and today the effective types of promotional campaigns are unlikely to end up in sales and likely to result in Internet searches. This is where the behavior patterns of the consumers can be followed or tracked followed by re-targeting from competitors. This means just building awareness and then walking away will more than likely enrich the competition rather than the business. The successful brands are now associated with platforms and require more than just driving the consumers to buy. They need to inspire these consumers to participate. The focus groups are resulting in accelerators as well as creation towards co-creation.