Digital Marketing Strategy for an Effective Campaign

Digital Marketing Strategy for an Effective Campaign
Digital Marketing Strategy for an Effective Campaign

In today's hyper-connected world, we should be aware of the importance of finding the right digital marketing campaign strategy to deliver a great customer experience. But how to do that? In todays post we would like to dive a little bit deeper into this and try to help you create an effective campaign.

Define digital marketing

In many cases, digital marketing can simply consist of increasing your ranking in Google's search engine, posting to social media or email marketing. However, we define digital marketing as the collective use of all electronic marketing channels to build and maintain mutual relationships with customers, in every interaction with the brand. 

Essentially, digital marketing is the means by which your brand and customer experience is promoted to your audience. It is also a very effective means of regularly requesting feedback.

The right digital marketing strategy is crucial

In addition to those listed above, there are of course many other online channels, so it is extremely important to ensure that all your campaigns and activities are part of a clearly defined outside-in e-marketing strategy. In other words, your brand should strive to personalize the right message, to the right person, at the right time.

It's easy to believe that digital marketing is all about acquiring customers through lead generation. However, customer behavior is extremely fluid these days. In a recent survey, up to 79% of loyal customers said they are considering switching brands.

Tailor your digital activity to customer needs

Given the ever-present risk of customer churn, it's important to ensure that your digital marketing strategy is as close as possible to the needs of your target audience. Digital channels can be grouped into three media types:

Winning media understands the value given to your brand when third parties, such as customers, press and the public, voluntarily share and promote it. In other words, media that protects your brand.

Own media consists of resources and channels that your brand owns and that you control and do not pay for basic use. Examples include your website, email database, blog, Facebook page, and YouTube content.

Paid media is media that you pay to use an external channel, such as paid search, display ads on third-party websites, events, and sponsorships.

All these types of digital marketing strategies have variable response rates. They will also generate different ROI (Return on Marketing Investment) values ​​based on their campaigns and audience profile.

Some common challenges?

Some common digital marketing puzzles include:
  • How do I promote my products or generate leads if I don't have an effective email database?
  • How do I get involved in social media?
  • Given my tight budget, should my brand focus on just one channel?
These situations require a strategic and tactical approach so that your investment in a particular channel increases brand awareness and/or generates customers. An effective digital marketing strategy is to involve at least two or more types of media to ensure the most engaged audience. With today's demanding consumers, your brand needs to effectively manage as many different touchpoints as possible.

Optimizing your online marketing

While every aspect of your digital marketing activity can be measured using advanced analytical tools like Google Analytics, it's not a perfect science. Therefore, your best approach is to constantly test and optimize.

Here are some challenging and common scenarios:
You don't have a valid SCV because you can't manage all your channel and agency data
Your customer's data is of poor quality, making your digital marketing campaigns ineffective
The integration between customer relationship management (CRM) and other customer-facing digital systems and assets is poor, limiting your 360-degree view of customer interaction.

Starting your digital marketing journey

So how do you begin your path to success in digital marketing? We recommend that you make a thorough assessment of customer touch points and available data from previous campaigns as a starting point. From there, you can use as much analytical (clean) data as possible to monitor related customer perceptions and behavior. Next, you need to establish clear objectives for your digital campaign, related metrics, and key performance indicators (KPIs). All this gives you the best chance of achieving your goals.

About the author:

Hello, my name is Ron Hoekstra and I am the founder of The Liberty OnDemand. I hope you like my content, and if you want to know more about me, please read more here or subscribe to my newsletter where I will keep you up to date with new posts and other useful content.

Thank you!