Why Brands Today Need a Strong Digital Marketing Strategy
Today, ‘digital marketing strategy’ is a term used by almost anyone who knows even a little bit about the digital space.
Extremely expansive, there is no end to how much an individual or a business can benefit from it every single day.
This article focuses on what this ‘term’, in its essence, truly means.
What is Digital Marketing Strategy and Why Do Brands Need it?
Brands need to continuously adapt, modify and re-work their marketing strategy to survive and grow.
In today's highly digital world, if a company does not have its website, it can prove to be detrimental to its very existence.
Without a digital presence, no customer or client would even know about a company or its operations. As a result, if a business can’t build customers, it can’t build trust either.
A digital marketing strategy is a roadmap that companies chart out for their online success. It is based on the goals the brands want to achieve in the digital space.
Brands have realised that the internet is the first medium which people turn to whenever they require information. As a result, it has become the preferred medium for businesses to reach out to a potential global market.
The most popular third-party platforms for companies to build, grow and establish their presence across social media include Facebook, Twitter, YouTube, LinkedIn, Instagram and Snapchat.
Here are a few mind-boggling statistics which show how important it is for every company to have an effective digital marketing strategy.
- Google drives 94% of organic traffic and 96% of mobile search traffic
- A video is shared 1200% more than text and links combined
- Search engines drive 93% of all website traffic
- The top 3 paid ad results capture 41% of the clicks on the search engine result page
These stats are a drop in the ocean of the vast amount of statistical proof in favour of digital marketing. These clearly show how brands can benefit from a robust digital marketing strategy.
Therefore, companies who want to curate or revamp their digital marketing strategy can take the help of digital experts.
Benefits of a Powerful Digital Marketing Strategy
A well-planned strategy will enable a business to reach the right customers. Furthermore, at a much lower cost than traditional marketing efforts.
A well-devised strategy enables a business to identify its target audience. It also allows it to focus their efforts on converting them into their customers.
An effective strategy lets companies track their efforts and measure the impact of their plan.
It enables them to identify gaps and alter their strategy, as required.
A significant advantage of a good strategy is that a business can personalise their offerings for individual customers.
As a result, it engages the customers satisfactorily and drives sales for the company.
It is crucial for companies to engage with their customers regularly in some form or other, to grow across the digital spectrum
By using social media platforms, they can do just that.
Such an engagement amplifies brand presence. It also builds brand loyalty and recall, which are crucial for the success of any business.
Better Conversion Rates
The ultimate purpose of any business is to earn revenue through sales.
A well-planned strategy enables businesses to reach and engage with a higher number of people. Which, in turn, increases their customer conversion rate.
As mentioned in the benefits above, a crucial aspect of any company's digital marketing strategy is targeting people.
Nowadays, people spend so much time online on different platforms that it has made the internet a virtual marketplace in itself.
Businesses can target people all around the world to sell their products or services based on their online activity and their behaviour on social platforms.
Even though it is possible to target people all over the world, businesses need to target the ‘right’ set of people.
Targeting the ‘right’ set of customers is vital for a business to create a significant customer base.
It signifies ensuring the brand reaches the people who are looking for precisely what it is providing.
For instance, ‘right’ people for an e-commerce platform would be those who want to shop from the comfort of their home.
There are multiple ways or channels for brands to reach the audience they’re targetting.
These channels are broadly classified as paid, unpaid and owned channels.
Paid channels are those for which a business has to pay a third-party entity to boost its visibility on social platforms. Also, to improve its ranking on search engines.
Such paid channels are also known as paid media.
One such example is Google Ads. Here businesses have to pay Google to improve their ranking on Google’s results page.
Unpaid channels are the ones for which a company doesn’t shell out any money.
They are also known as ‘organic’ channels or ‘earned’ media.
Firms don’t have much control over this type of advertising as the factors which drive this medium are mostly external.
The primary unpaid channel of advertising is word-of-mouth, which is also most effective in the majority of cases.
Owned media consists of mediums over which a business has proprietary ownership.
Website, blogs, videos, social media pages and handles are a few examples of owned media.
The impact of owned channels or owned media is directly proportional to the efforts that a company puts into these channels over a sustained period.
Within paid, unpaid and owned media, a few key constituents which should be an integral part of any company's digital marketing strategy include
- A responsive website
- An SEO strategy suitable for their type of business
- A pre-planned social media calendar for visually attractive feeds and paid media plans for branding or lead generation
- Engaging content, which is ideal for their platform
- Pay-per-click marketing targeting and budget allocation
- Blogs on the website to keep the users engaged
- E-Mail Marketing, to reach out to their user database
At ANTS Digital, we understand the need for companies to establish their presence on social media, irrespective of their size, and work with them across the entire digital spectrum.
We believe that creating an effective digital marketing strategy can be broken down into four easy steps
- Setting the objective and goals on which to devise the strategy.
- Identifying the target audience and channels of advertising to reach them.
- Reach the target audience on the identified channels and engage them continuously.
- Measure the impact of the efforts and identify gaps for further improvement
The digital space, in its entirety, can be quite intimidating. This is so, not just new businesses, but also for those who are looking to upscale their operations.
Charting out a proper strategy can help companies structure a method out of the madness that is the digital spectrum.
Only by leveraging these platforms effectively can businesses survive and thrive in today’s ever-changing and dynamic environment.