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The importance of creating and using a digital marketing plan to support the digital transformation and growth of the company.
Where do you start if you want to develop a digital marketing strategy? It is a common challenge because many companies know that important digital channels and mobile phones are nowadays to acquire and retain customers. However, they do not have an integrated plan to grow and involve their audiences effectively. They suffer from the ten problems that lose them in front of their competitors.
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10 Reasons Why You Need a Digital Channel Strategy?
You’re directionless
I find that companies that do not have a digital strategy (and many) do not have a clear strategic objective of what they want to achieve online in terms of winning new customers or building deeper relationships with existing customers. If you do not have goals that have digital marketing goals, you probably do not put enough resources to achieve the goals and do not evaluate if you are achieving those goals.
You won’t know your online audience or market share
Customer demand for online services can be minimized if you do not investigate this. Perhaps, most importantly, you will not understand your online market: the dynamics will be different from traditional channels with different types of customer profiles, their behavior, competitors, offers and marketing communication options: there are great tools available from the main platforms where we can know the level of customer demand, perform an analysis of search gaps using the Google Keyword Planner to learn how to take advantage of the objective of the researchers. To attract them to your site, or find out how many people are interested in the products, services or sectors to which you can access through Facebook IQ.
Existing and start-up competitors will gain market share
If you do not devote enough resources to digital marketing or use a personalized approach without clearly defined strategies, your competitors will take your digital lunch!
You don’t have a powerful online value proposition
Providing the specific value for the online customer adapted to suit your different target customers will help you differentiate your online service and encourage new and existing customers to participate initially and stay loyal. Developing a competitive content marketing strategy is key for many organizations because content is what attracts its audience through different channels such as search, email marketing and blog marketing.
You don’t know your online customers well enough
It is often said that digital is “the most measurable medium”. But Google Analytics and the like will only tell you a lot of traffic, not the feelings of the visitors, what they think. You must use other forms of user feedback tools to identify and address your weaknesses.
You’re not integrated (“disintegrated”)
It is very common for digital marketing activities to be carried out in silos, be it a specialized digital marketer, an IT worker or an independent digital agency. In this way it is easier to assemble digital marketing into a convenient piece. But, of course, it is less effective. Everyone agrees that digital media works best when combined with traditional media and response channels. We always recommend developing an integrated digital marketing strategy. Once the digital transition is complete, digital marketing will be part of your marketing plan and business as usual.
Digital doesn’t have enough people/budget given its importance
Insufficient resources will be allocated for the planning and implementation of electronic marketing, and there is likely to be a shortage of specialized skills in electronic marketing that hinder the effective response to competitive threats.
You’re wasting money and time through duplication
Even if you have enough resources you can lose yourself. This is especially the case for large companies in which you see different parts of a marketing organization that buy different tools or use different agencies to perform similar online marketing tasks.
You’re not agile enough to catch up or stay ahead
If you look at the best online brands like Amazon, Dell, Google, Tesco and Zappos, they are all dynamic: they are finding new ways to win or keep their fans online.
You’re not optimizing
Each company will have an analysis of the website, but many high-level managers do not guarantee that their teams have the time to review and resolve them. Once the strategy allows you to obtain the right fundamentals, you can move towards the continuous improvement of key aspects such as search marketing, user experience, email and marketing through social networks.
These are the 10 main problems that can be avoided through a well thought out strategy. So, the good news is that there are solid reasons to create a digital strategy and transform your marketing that you can use to impress your colleagues and clients. Now there is a lot of experience in how to successfully integrate other digital marketing companies into their activities, as illustrated in the sample digital plan templates and best practices in our digital marketing strategy toolkit.
