Everything works with strategy on Internet. Learning about strategy is definitely crucial.
Following a strategy in content writing works to the success of earning more views, comments and shares. When it comes to content marketing, strategy is a must. Strategy is all about having a plan. This could be about content or content marketing.
More relative term as practiced online is content strategy. In the same pattern, digital marketing strategy also holds its firm place.
What is Digital Strategy?
It has to go through a clear process of planning that achieves the final output successfully. The core areas of digital strategy are:
- understand what is possible
- understand your business and market context
- understand your customer
- understand potential challenges you face
- plan your strategy for optimal delivery
- understand the possibilities within the relevant digital channels
- measure and evolve your strategy
- gain buy-in
Integrated Planning Always on+ campaigns
Traditionally, though the website has been the best online marketing tool to provide best and enhanced user experience, mobile websites, mobile apps, social media page, email marketing and many virtual techniques are being implemented for more effective user and customer experience.
This is due to the fact that customers are either connected to a mobile phone, laptop, tablet, TV etc., and these are the main platforms for digital marketers to evaluate and manage. Customers also find it much easier to interact with brands with smart devices.
Content Marketing has its very own special significance in developing content that is not only customer-centered, but also achieves the purpose and goals behind the writing of content.
Again, in content marketing, content types are many and each piece of content need an outline and specific user persona to help enable achieve knowledge, benefit and advantage of reading content.
A satisfied reader engages with the content and it becomes interactive. While long-form of content is widely published for blog posts, SEO keyword articles, social media marketing content is limited and aims at informing the audience what the content or the product is about.
Following SOSTAC formula can help in achieving the goals of content marketing strategy.
SOSTAC
- Situation Analysis : Where are we now?
- Objectives : Where we want to be?
- Strategy: How do we get there?
- Tactics: Which tactical tools do we use to implement strategy?
- Actions: Which action plans are required to implement strategy?
- Control: How do we manage the strategy process?
The following tasks are most commonly done in digital marketing for positive results.
- SEO Organic search
- Paid-search adwords
- Social Media Marketing
- Email Marketing/Marketing Automation
- Multi-channel analytics
Apart from the above, it is also important to have marketing strategy models in digital marketing.
- The 4 Ps to establish marketing model (Product, Price, Place, Promotion)
- To find view of competitor's positioning (Also called as Porter's five forces)
- Brand positioning mapping
- Customer lifetime value
- Segmentation, targeting and positioning
- Product categorization
For the purpose of digital marketing, the 4Ps provide a valuable marketing mix. These are :
- Whether your product will sell online
- Channels open for you to marketing your product
- Are there opportunities to reach mobile audience?
- Does your product deliver value as compared to competitor's brand and offering?
- Is it being updated, maintained and serviced effectively for keeping it strong?
- Are there any features to add or delete to make it more effective for digital customer?
The 4 Ps - Product
Example:
Mary offers freelance writing services from her website. She lives in SanDiego, California.
She offers blog, SEO keyword articles, whitepapers, press release and editing & proof reading services.
She has loyal customer like small business owner Mr. Smith who owns a electrical repair store. He looks for SEO keyword articles to market his services. Mary has met the marketing needs of Mr. Smith for his repair services online marketing locally in SanDiego, California.
Mary regularly checks her website for traffic, customers choices of writing services and their regular content requirement. To make it more effective for customers, Mary keeps a page for updating her portfolio to inform her customers about her recent clients and their businesses.
This encourages her new customers to avail her services with her expertise.
Understanding the user habits with different motivations is vital in digital age for getting your marketing right.
The 4 Ps - Pricing
The second P is pricing and it is a science more than art. Certainly, some times prices drive away customers. To keep it properly positioned and competitive, much need to be ascertained. The best economics to ask is - "willing to pay" - will your customers be ready to pay for your price? Ask this question before fixing your price.
Some of the strengthening factors for pricing include - brand value, product reviews, quality etc.,
For the purpose of digital marketing - cash back, discounts, vouchers and coupons have helped greatly. That is why, you see the trend of offers continue to attract customers for many products to buy products and save more money.
The 4 Ps - Place
While the location of your business adds value to your business, if you have an online store or a website, from the point view of digital marketing, SEO, paid search and other digital acquisition channels must be in place. Example - Email, CPC, Organic.
It is also important that your product stock or services must be readily made available when customer places an order. Attending to the queries of customer must be taken up on priority.
The 4 Ps - Promotion
Promoting your business online gives a great convenience with banner advertising, SEO, Facebook, LinkedIn and Twitter advertising. Choosing your audience first who are majorly available in specific channels should be followed by picking advertising plan.
Digital marketing strategy inspires selling through email, direct, paid search and SEO.
Conclusion
Now you know how digital marketing strategy helps with 4Ps in marketing your product online. Taking research to design a strategy with marketing mix brings many benefits and advantages to be successful in your business.
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2 Comments
I think this era is that of digital marketing. The 4P model is very much applicable to digital marketing also. In fact, digital marketing is just an adaptation of the traditional marketing techniques. I also agree with your views on the need for a digital strategy. My interest in digital marketing came when I started looking for mobile marketing as well as text marketing for real estate agents.
ReplyDeleteYou're absolutely right. Thank you for the review and valuable feedback. Please continue to come back to this blog offering your expert views for the benefit of other readers. Best,
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