5 Reasons Why You Need a Digital Marketing Strategy
Editor | 15-03-2017
Journal Social Media
There is a huge misconception that a digital marketing strategy is required only for big brands with deep pockets. However, the fact is that having a digital marketing strategy, irrespective of the size and scale of your business, can make a huge difference to your end results, if executed properly. A digital marketing strategy is a must for any business that is looking to grow and sustain itself in the long run.
Industry reports reveal that 47% of businesses undertake digital marketing initiatives without a defined strategy. As a result, firms engage in multiple experimental campaigns and end up burning their marketing budgets unnecessarily. While experimenting is good and also recommended by industry experts, it’s important that you set timelines to draw results out of your experiments and also decide on course corrections. An in depth analysis of your ROI out of your digital marketing campaigns and consistent optimization are both critical for achieving great results.
Now that you have understood the importance of having a digital marketing strategy, let’s take you through the top 5 reasons why a digital marketing strategy is required for every business.
1. For a clear DIRECTION
You may have a general idea regarding what you want for your business from the digital space. Try to pen down these ideas, along with how you would achieve them? I’m sure you’ll be struck by the numerous thoughts that flow in and you will soon realise that a casual approach wouldn’t help you progress with the general digital plan you initially had in mind.
You’ll begin to think more deeply about your customers, goals and objectives, target market, brand and its unique selling points and a lot more. The process could be pretty overwhelming especially if you’re a beginner or new to the digital environment. But, I bet if you fight this battle and draft a digital marketing strategy for your business, you’ve taken the first step towards achieving your desired results.
2. To COMPETE in the online space
Many businesses fail to realise the importance of having an online presence and the proportion of customers they’re losing out only because their business can’t be found on the internet. The loss could be huge and in some cases, your absence could be in fact paving growth for your competitor who has already established himself in the online space. So, make sure you think through these scenarios and carve out your strategies accordingly.
By defining a strategy, you’ll gain a better understanding on how you can leverage your business to attract more online share and what are the essential steps to be taken in order to achieve this. Also, always keep an eye on what your competitors are doing online and what marketing strategies are working for them. You can take lessons from these and improvise & implement your plan in a far more efficient manner. Keep this in mind – your digital plan shouldn’t be just to acquire new clients, it should also focus on engaging existing clients that would make them stay loyal to your brand.
3. To INTEGRATE your entire marketing strategy
Digital Marketing works best not when it is performed in silos but when it’s integrated with offline marketing activities. One marketing tactic alone will not help any business. You will have to identify, try and test several channels for your business and mix them in various proportions to achieve full potential.
These days, a mix of online and offline marketing is what most businesses opt for. But when you choose this, it’s important that your entire marketing plan is integrated with both online and offline marketing activities. This is crucial in order to maintain consistency in all your marketing messages among all audiences and across all channels. The key here is to have an integrated marketing plan that publish and distribute integrated messaging across all channels including website, social networks, advertising campaigns, newsletters, catalogues and so on.
4. To ANALYZE, OPTIMIZE & to achieve EFFICIENCY
A digital marketing that clearly lists out the metrics you will measure in each stage will help you analyze your results against set benchmarks and also optimize your campaigns to get closer to your defined KPIs. A strategy that is well drafted and integrated would also help your business achieve operational efficiency by avoiding duplication and through better utilisation of available resources. Further, it would help in tracking progress and also re-tuning the strategy in response to changes in the market and evolution of technology. A strategy that is flexible to incorporate such tweaks based on industry trends can become invaluable in helping you ensure that your marketing tactics stay optimized over time and do not fall behind.
5. Since the world is
Yes, the world is no longer ‘going’ digital. It’s already become digital and this is pretty evident by the increasing number of users who are getting online. Checking on a brand’s online and social presence to understand brand maturity or to assess product (or service) quality through online customer reviews and feedback has become a crucial step in almost every customer’s buying journey. Therefore, it’s important your business reaps the benefits out of this mass audience who are present on the internet by formulating a digital marketing strategy tailored to your needs that will ultimately enhance your business profile in the long run.
During Valentine’s week, more brands are now trying to lure customers into a bond of love with them, even if they do not sell Valentine’s Day related products. It is now a custom for many brands to play cupid by injecting some love into their marketing campaigns leading up to February 14th. We look at 5 examples of brands seeking to help their customers fall in love with their loved ones, as well as with the brands, through digital media marketing campaigns.
#O2Tweetheart Twitter Contest
In 2013, Telecommunications firm O2 hosted a Twitter competition in the UK where they asked people to tweet their Valentine’s Day messages to their loved ones using the hashtag #O2Tweetheart. These tweets of love were broadcasted on screens in stores across the country – taking online conversations into the real world. One lucky tweet selected at random won a £500 bag of vouchers for Malmaison Hotels, so a couple could arrange a romantic getaway. Also, 20 selected tweets received £50 vouchers.
Flipkart Gif Delivery Microsite Campaign
In 2016, one of India’s largest e-commerce company took to the business of delivering gifs. The brand built a microsite housing 50 gifs for different kinds of love, and you can choose any and send it to the person it reminds you of. There are adorable gifs capturing the little moments of love in our everyday lives, and there’s one for everyone – families, spouses, lovers, BFFs, pet lovers, and more. Along with gif deliveries, the microsite is also driving sales for its Valentine’s Day gifts and gift cards.
— Flipkart (@Flipkart) February 14, 2016
— Flipkart (@Flipkart) February 13, 2016
#PilotLoveGuru Social Media Campaign
Pen brand Pilot says that love has been commemorated with handwritten love notes for centuries, but it is often difficult to pen and post a Valentine’s Day message in this busy digital age. That’s why, for the past several years, the brand runs its ‘Pilot Love Guru’ campaign, which brings the heartfelt written word into the digital space by creating custom one-of-a-kind handwritten notes to send to those we love, through social media.
To participate, customers can tweet, tag, comment or share their valentine’s name with the hashtag #PilotLoveGuru on Twitter, Instagram, or Facebook. Pilot’s specially trained ‘Love Gurus’ will hand-write a personalized and heartfelt message and send it to the valentine via the selected social network. Each message is customized based on the customer’s original message to Pilot. The brand says the #PilotLoveGuru campaign has already played cupid for hundreds of lovers and friends. Pilot has seen a 20 percent increase in love messages each year.
— PilotPenUSA (@PilotPenUSA) February 15, 2016
— PilotPenUSA (@PilotPenUSA) February 15, 2016
Cadbury Dairy Milk #SayItWithSilk Microsite Campaign
In 2016, the premium chocolate brand from Mondelez India was all out with its flagship Valentine campaign #SayItWithSilk that enabled couples to express their love to each other with a microsite that created personalized videos. On the microsite, one needed to answer a few questions like what their partner means to them, select appropriate stickers and submit along with email id. A video is generated that is shareable on social media as well as downloadable. Adorable visuals and gifs were used to amplify the social reach, and drive more people to visit the microsite.
— CadburyDairyMilkSilk (@cadburysilk) February 12, 2016
— CadburyDairyMilkSilk (@cadburysilk) February 8, 2016
Krispy Kreme UK Love Roulette Online Game
In 2012 and 2013, Krispy Kreme UK ran a ‘Love Roulette’ game to help singles find love and a free doughnut, with just one spin. Users can access the game through the Krispy Kreme UK website or its Facebook page, and are asked to provide their Twitter name, and their sexual preference – male or female. The roulette then matches the user with a potential partner and any successful pairing who strike up a conversation using the #krispykremeloveroulette hashtag will be automatically entered into a prize draw for the chance to win a dozen Krispy Kreme doughnuts. As an added incentive, participants received a voucher for a free doughnut of their choice when they bought any of the Valentine’s special range of donuts.
The International Advertising Association (IAA) India chapter marked its 25 years of existence and our own Kochi hosted its 3-day summit – the biggest marketing and communications summit in the country.
1. “Branding is not about advertising… It’s important to build a brand that converges with what’s on ground,” said Amitabh Kant, Secretary, Industrial Policy and Promotion, Government of India. “Brand India will rise if India continues to grow.”
2. “I’d like to thank you for my learnings, and I can’t thank you enough for my earnings,” said the King of Bollywood, SRK. Adding to it, “my belief is that the next big star will not be from the film world or TV world, but will be from the digital world.”
4. Advertising needs a new business model. A new world order is where you make money because you do good. Today’s marketing is about co-creation; tomorrow’s marketing is about co-action. Cindy Gallop, Founder and former Chair of BBH, USA and founder of the MakeLoveNotPorn, New York
7. Social is set to disrupt all that we believed is gospel in marketing . All the four Ps are set to be disrupted But social media cannot make your brand better: Simon Kemp, Regional Managing Director, We Are Social, Singapore
10. Content is no longer about newspapers and magazines. It’s about creating properties that are exclusive. It’s important to be in the Content Business and not the Advertising Business: Rahul Welde, Vice President – Media, Unilever Asia, Africa, Middle East, Turkey & Russia
Whyletz CEO, Mr. Ahmad Vaseem at the WHAT’S COMING NEXT on the second day of the IAA Summit.
The IAA, headquartered in New York, is an integrated advertising trade association with membership representing advertising agencies and the media. It comprises of corporate members, organisational members and educational affiliates, as well as 56 chapters with individual members and young professionals from 76 countries.
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