Digital marketing is also known as internet marketing or even online marketing and it’s about identifying, anticipating and satisfying customer requirements in the digital sphere while achieving your business goals.
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It encompasses a wide range of on the web channels including pay per click advertising, seo, social media marketing, email marketing, affiliate marketing and many more.
It also involves tracking, measuring, monitoring and managing online campaigns to meet company goals, while satisfying target markets needs and wants. So , all of activities start with goals and objectives and customers are at the heart of most operations.
For true success along with digital marketing, it’s important to create a marketing and advertising plan or strategy that helps lead your activities and this is what you should include in it:
A good analysis is a health and wealth check of your business to assess how well you are performing on electronic channels. It helps you to review your company to see what you lack and what you have to do to achieve your mission.
An evaluation also involves researching your competitors to find out who they are and how well resourced they are. Competitors come from all directions including international businesses that are selling to your local target market and you can’t ignore all of them.
Your analysis will also look at your own target customers to find out who they are and exactly what they need or want. You will determine their demographics and assess if you are able to meet their requirements whether they are consumers or business customers.
From your marketing evaluation, you will have a wealth of information that will help you to craft your marketing objectives. Remember, your objectives are short-term and so they should be in line with your mission plus goals.
They should be specific, measurable, attainable, relevant and time-related and you should consider your business resources as you create all of them.
Your objectives will guide your own strategy so it’s important that you take some time generating them and ensure that they are important to your company.
In your marketing evaluation, you will have identified customer segments that you want to target with your products or services. Now you will have to identify which segments to target depending on your objectives and the resources that your business has.
This is one of the most challenging parts of your digital marketing program and it’s important that you pick only the sections that will be profitable. So you should avoid targeting all segments because which will likely dilute your efforts and exhaust your budget for little in return.
Online marketing strategy
The marketing strategy is the bulk of your digital marketing plan and covers your marketing mix elements for example product, price, place, promotion, people, process and physical evidence. So these are all the marketing tactics that you have to implement to achieve your objectives
Much of what you include here will have come from the research that you carried out in your review and analysis.
Budgets and Controls
Lastly, you should set a budget that is sufficient enough to implement your marketing tactics. If you have a small budget, you should only include those jobs that are most important to your success.
Handle is about identifying contingencies and choosing what to do when things go wrong, as they usually do. So you need to frequently check and review progress and be sure that you are on the path to achieving your objectives.