10 Reasons Why You Should Have a Digital Marketing Strategy
10 Reasons Why
You Should Have a Digital Marketing Strategy
1. It gives you direction.
Businesses without a digital strategy (of which there are many) don't have a clear strategic direction for what they want to achieve. Are you looking to gain new customers or building deeper relationships with existing ones?
If you don't have goals, you’re probably not allocating enough resources to reaching your goals and you don't evaluate whether you're achieving them.
2. It tells you who your online audience are or what your market share is.
Your customers demand for online information could be underestimated if you haven’t researched it.
More importantly, you won't understand your digital “marketplace”- the expectations may be different to traditional channels with different types of customer profile and behaviour, competitors, propositions, and marketing communicaations options.
3. It protects you from losing market share.
Whether you like it or not, the online marketplace is here to stay If you're not devoting enough resources to digital marketing or you're using an ad-hoc approach with no clearly defined strategies, then your competitors will eat you up for their digital lunch.
4. It gives you a powerful online value proposition
A clearly defined customer value proposition (CVP) tailored to your online target audience will help you differentiate your online services. Developing a content marketing strategy is key to this and engaging your target audiences through different channels like search, social, email marketing and on your blog.
5. You’ll know your online customers better
It's often said that digital is the "most measurable medium ever". But Google Analytics and similar will only tell you volumes of visits, not the sentiment of visitors, what they are thinking. You can use other online feedback tools to help identify your weak points and address them quicker.
6. You’ll be more integrated
It's common for digital marketing activities to be completed in silos. It's easier to package digital marketing into a convenient chunk. Digital media work best when its integrated with traditional media and response channels.
7. Increases importance of your Digital resources
Insufficient resources (people or budget) devoted to both planning and executing your digital marketing activities is likely to lead to a lack of specific specialist digital marketing skills, which will make it difficult to respond to competitive threats effectively.
8. Stop wasting money and time through duplication
Even if you do have enough marketing resources, it may be wasted. This is especially true in larger businesses where different parts of the marketing or sales department purchase different tools or using different agencies for performing very similar digital marketing tasks – sometimes without even realising it.
9. Be agile enough to catch up or stay ahead
If you look at the top online brands like Amazon and Google, they're all dynamic - testing new approaches to gain or keep their online audiences. They lead from the front.
10. Maximise your opportunities
Every company with a website will have analytics and data, but lots of businesses don’t have the time to review and act on them. A strategy enables you to get the basics right and focus on continuous improvement of the key aspects like search marketing, user experience, email and social media marketing.
The good news - there are lots of reasons for creating a digital marketing strategy which you can use to persuade your colleagues and clients. There is also now a lot of experience and lessons learnt from how other businesses have successfully implemented digital marketing into their business.