Digital Marketing

Why You Need a Solid Digital Marketing Strategy in 2018

Written by Naven Pillai

There is a significant change in marketing over the years. Though the fundamentals of marketing remain the same, the medium used to reach potential customers and the consumer purchasing behavior has drastically changed. People are informed when they make purchases today with the information widely available online. Now, social media followers are potential customers.

Digital marketing has become an essential marketing strategy for organizations today. But not all companies are convinced to invest in digital marketing efforts. Although many companies are successful with their digital marketing efforts, they are not utilizing the full potential of digital marketing with a solid marketing plan.

If you’re serious about your business growth, you need to have a clear and actionable digital marketing strategy in place.

Still not convinced that your business needs a digital marketing strategy?  Here are the reasons why your company needs a digital strategy:

Help you focus on your digital marketing goals

Most businesses focus on their online reach by getting more following from social media networks like Facebook, Twitter, and Instagram. But, this does not provide clarity on the goal they’re looking achieve. It is important to determine and forecast the number of followers they are looking to increase and how many potential customers they can gain from that following. A successful digital marketing campaign requires effective action plan with clear goals.

If you’re not sure how to develop a digital marketing plan, check out the following resources:

7 Digital Marketing Strategies That Works

15 Step Guideline To Create Your Perfect Digital Marketing Strategy

Digital Marketing Strategy: How to structure a plan?

How to Create an Online Marketing Plan that Will Grow [Nearly] Any Business


Competitors will take away your potential customers

As all the industries have become digital savvy, the competition has increased. Even if you have the best products or services to offer, you will lose your market share to your competitors if you’re not actively competing on the digital platforms. The search engines and social media networks are accessible by hand with smartphones today. If you’re not appearing online, your potential customers will automatically go to your competitors who are serious about their online presence. This solid reason should be more than enough to urge the importance of having a digital marketing strategy for your business.


Help you gain more knowledge about your online customers

How can you market your products and services online if you have little to no knowledge about your online audience?

The dynamics of an online marketplace is different compared to the traditional marketing channels. The customer behavior will be totally different for the online audience. You need to find out your buyer persona, consumer behavior, and the ways to communicate effectively with your potential online customers. A digital marketing strategy will help you gain more knowledge about your potential customers and execute digital marketing campaigns respectively.


Identify what works for your business

A digital marketing plan will help you keep track with your digital marketing efforts. It will help you find out whether the efforts are actually providing expected results. When you have your strategy written, it will be relatively easier to check whether your methods are providing positive results. By doing so, you don’t have to waste your time and resources on campaigns that are not working for you and focus on the ones that do.

For example, Google Adwords is bringing in targeted traffic that has higher conversion compared to Facebook. You can easily reduce the advertising cost for Facebook and increase Google Adwords expenditure. With a digital marketing strategy, you can make regular “check-ups” on your campaigns and make changes appropriately.


Helps you manage your resources

If you’re working on your digital marketing campaigns without a strategy, it will be extremely hard to know the budget and expertise required for your digital marketing efforts to succeed. Of course, you can increase your budget and hire new employees with the required expertise when there is a need for it. But your efficiency will be affected in managing your detail marketing campaigns.

When you have a long-term digital marketing strategy in place, you don’t have to make sudden changes to your budget and hire more employees.


Improves the integration of digital marketing with traditional marketing 

Digital marketing activities often completed by a separate team in the company or outsourced to a digital marketing company. It is extremely easy to keep digital marketing as a separate entity. However, it will reduce the effectiveness of your digital marketing strategy. Research shows that digital media have greater performance when integrated with traditional marketing channels.

When digital marketing strategy is developed with the integration of traditional marketing it will be easier to incorporate into the overall company market plan.


Save time and money by eliminating duplication

Without a digital marketing strategy in place, resources will go to waste. When you look at companies like Nestle, they have different marketing departments. Imagine the marketing departments of the company hires different digital marketing agencies to perform the same task. To avoid duplication of digital marketing strategies applied to a business, a written digital strategy is a must.


You don’t have to be a digital marketing guru to create a digital marketing strategy. Just start with your company’s marketing goals and keep experimenting with strategies that work. It is common to have changes in your digital marketing strategies as your business needs to adapt to the digital trends. The most important part is creating one in the first place.

Why do you think you need a solid digital marketing strategy for 2018? Share your thoughts by commenting below!

About the author

Naven Pillai

Founder of Freelancewave & Digital Marketing Analyst at Exposureville. You can find me online, tweeting about current trends in the digital marketing industry, or playing Football Manager. Winners are not people who never fail, but people who never quit.

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