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10 reasons why you may need a digital channel strategy?

There are so many great digital marketing techniques ranging from search, social and email marketing to improving the digital experience of your website. Our article, What is digital marketing? shows how by using our RACE planning framework you can define a more manageable number of digital marketing activities which cover the full customer journey. Within each digital marketing technique there are lots of detailed tactics that are important to success, so they need to be evaluated and prioritized, for example from dynamic content for email automation, website personalisation to programmatic, re targeting and skyscraper content for organic search.

A recommended approach for developing a digital strategy

Whether you have a strategy or not, at the heart of the Smart Insights ‘Opportunity, Strategy, Action‘ approach to improving digital marketing, is benchmarking to compare where you are now to assess the potential against where you need to be in the future.

1. You’re directionless

I find that companies without a digital strategy (and many that do) don’t have clear strategic goal for what they want to achieve online in terms of gaining new customers or building deeper relationships with existing ones. And if you don’t have goals with SMART digital marketing objectives you likely don’t put enough resources to reach the goals and you don’t evaluate through analytics whether you’re achieving those goals.

2.  You won’t know your online audience or market share

Customer demand for online services may be underestimated if you haven”t researched this.  Perhaps, more importantly, you won’t understand your online marketplace: the dynamics will be different to traditional channels with different types of customer profile and behaviour, competitors, propositions and options for marketing communications. See online marketplace methodology post. There are great tools available from the main digital platforms where we can find out the level of customer demand, we recommend doing a search gap analysis using Google’s Keyword planner to see how you are tapping into the intent of searchers to attract them to your site, or see how many people interested in products or services or sector you could reach through Facebook IQ.

3. Existing and start-up competitors will gain market share

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 your digital lunch!

4. You don’t have a powerful online value proposition

A clearly defined online customer value proposition tailored to your different target customer personas will help you differentiate your online service encouraging existing and new customers to engage initially and stay loyal. Developing a competitive content marketing strategy is key to this for many organizations since content is what engages your audiences through different channels like search, social, email marketing and on your blog.

5. You don’t know your online customers well enough

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 think. You need to use other forms of website user feedback tools to identify your weak points and then address them.

6. You’re not integrated (“disintegrated”)

It’s all too common for digital marketing activities to be completed in silos whether that’s a specialist digital marketer, sitting in IT or a separate digital agency. It’s easier that way to package digital marketing into a convenient chunk. But of course, it’s less effective. Everyone agrees that digital media work best when integrated with traditional media and response channels. We always recommend developing an integrated digital marketing strategy and once digital transformation is complete digital marketing activities will be part of your marketing plan and part of business as usual.

7. Digital doesn’t have enough people/budget given its importance

Insufficient resource will be devoted to both planning and executing e-marketing and there is likely to be a lack of specific specialist e-marketing skills which will make it difficult to respond to competitive threats effectively.

8. You’re wasting money and time through duplication

(Image source: Unbounce)

Even if you do have sufficient resource it may be wasted. This is particularly the case in larger companies where you see different parts of the marketing organization purchasing different tools or using different agencies for performing similar online marketing tasks.

9. You’re not agile enough to catch up or stay ahead

If you look at the top online brands like Amazon, Dell, Google, Tesco, Zappos, they’re all dynamic  – trialling new approaches to gain or keep their online audiences.

10 You’re not optimizing

Every company with a website will have analytics, but many senior managers don’t ensure that their teams make or have the time to review and act on them. Once a strategy enables you to get the basics right, then you can progress to continuous improvement of the key aspects like search marketing, site user experience, email and social media marketing. So that’s our top 10 problems that can be avoided with a well thought-through strategy.

So, the good news is that there are powerful reasons for creating a digital strategy and transforming your marketing which you can use to persuade your colleagues and clients. There is also now a lot of experience from how other businesses have successfully integrated digital marketing into their activities as explained in the example digital plans, templates and best practices in our digital marketing strategy toolkit.

 

*info source: Dave Chaffey

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Internet Marketing Workshop

Your customers are looking for you online. Learn the Top 10 Strategies and tips to help them find you..

1-Day Internet Marketing Workshop

How to find your buying customers? Learn about the many channels to look for them by using online tools that are easily available at your fingertips.

Course / Workshop Details

Duration / Time: 1 Day, From 9:30AM to 5:30PM
Prerequisites: A basic knowledge of using Windows and the Internet is required.
Location: Lot 86, Jalan Putra, 50350 Kuala Lumpur.
What included: Course Handouts / Source-code for Hands-on A certificate of attendance.

Benefit

All websites are build to woo visitors.

  • Learn what you need to do to attract and retain them.
  • Learn the power of social network marketing.
  • Learn to use the web statistics to judge what is working for you and what is not

Who Should Attend

  • Small Business Owners, Web site owners, Corporate Sales / Marketing personnel, Webmaster / IT Manager , web site designers, and any business people who need to know how to increase qualified users visiting their web site.

What You Will Learn

  • Harness the free social marketing tools online to market your message, ie – facebook, youtube
  • How to use SEO and SEM to enhance visibility through search engines?
  • How to use emails effectively without being labelled a spammer?
  • Web statistics – results never lie, what are the key things must lookout.
  • Your site as case studies, learn to evaluate your website.

Additional Information

  • Laptop: You will need to bring your own laptop for hands-on practice and case study. Wireless internet access will be provided.
  • Accommodation & Transport: Details of local accomodation and transport can be found here.

Can’t wait for the workshop or looking for private workshop?

If you have a group of 4 people or more interested to attend above training or workshop, please contact us for private course.

To request special schedules, or further information or to discuss your requirements, please feel free to contact us at 603-40501644 or e-mail[email protected] with your training requirements.