Select two digital marketing strategies, e.g. email marketing, social media marketing, etc., and identify four (4) measurements that you would like to capture and analyze for each strategy.
Select two digital marketing strategies
Select two digital marketing strategies, e.g. email marketing, social media marketing, etc., and identify four (4) measurements that you would like to capture and analyze for each strategy. Provide a brief explanation on why you selected these particular measurements.
Your initial post is due by Wednesday, 11:59 p.m., and your reply posts are due by Sunday, 11:59 p.m. A minimum of two replies to other students’ posts with constructive feedback or insight are required to earn a grade of 100.
You already know that digital media usage has been on a steady incline. One 2018 report found that the average adult user spends about 5.9 hours with digital media — whether that’s computers, phones, or other connected devices — each and every day.
In some ways, that screen addiction is scary. But, for businesses, it presents a real opportunity to proactively get their brand in front of these constantly connected customers.
That’s exactly where a digital marketing strategy comes into play. “Your digital marketing strategy is the series of actions that help you achieve your company goals through carefully selected online marketing channels,” explains Elissa Hudson, HubSpot’s Senior Marketing Manager for Australia and New Zealand.
Let’s face it — pulling together your own digital marketing strategy is a lot to wrap your arms around. So we’re breaking it all down here, including what digital marketing is, why it matters, and some solid examples you can use for inspiration.
What is a digital marketing strategy?
A digital marketing strategy is a plan to reach specific goals through your business’s digital marketing channels. It can include goals for both paid and organic media, and any of the digital platforms available to you, such as social media channels, web pages, content assets, or paid ads. Your digital marketing strategy should be unique to your business and to what you hope to achieve.
Why you need a digital marketing strategy
Here’s the short answer: Like with any other business activity, you need an overarching strategy to serve as your roadmap and maximize your efforts. That way you can make choices with an end goal in mind, rather than wasting energy with random, ad hoc ideas.
This is especially important for digital marketing, where there are numerous types of marketing efforts at play. What are the types of digital marketing? Well, they can include:
- Content marketing
- Email marketing
- Search engine marketing (SEM)
- Search engine optimization (SEO)
- Pay-per-click advertising (PPC)
- Social media marketing
- Affiliate marketing
So what is the main objective of a digital marketing strategy? It pulls all of those together into a cohesive plan that builds on itself, which can save you time, effort, and money.
How to create a digital marketing strategy
That sounds great, right? But now you need to tackle the task of creating your own digital marketing strategy. This can feel overwhelming and complex, but it doesn’t have to be.
Let’s start small and break down five simple steps to get you started on the right track with your own digital marketing efforts. Treat this as your basic digital marketing strategy framework, and you’ll get the ball rolling.
1. Understand your audience
Before you can market effectively, you need to understand exactly who you’re marketing to. That’s why your first step is getting to know your existing audience.
There are plenty of ways that you can do this, but some of the most popular and effective include:
- Analytics (from your existing website, email marketing platform, and social accounts)
- Surveys and feedback forms
- Conversations with your sales and customer support departments
These efforts alone will give you some great insight into who your customers are, what goals they have, what challenges they’re facing, and how your business fits in.
Armed with that information, you can build out different buyer personas to make it easy to remember who you’re speaking to through your marketing efforts — and target your messaging accordingly.
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