A digital marketing strategy is an action plan that helps you achieve your company goals through digital channels. These channels consist of paid and free channels and the aim is to make your brand more recognizable in the digital world.
Define the Brand
Getting to know a brand (do SWOT analysis); To see the brand’s position in the modern market, to create a sustainable framework for the brand to become stronger.
• Strengths = Strengths
• Weaknesses = Weaknesses
• Oppotunities = Opportunities
• Threats = Threats
• What are the missing and superior points of the brand compared to rival companies? What aspects of us do other companies see as superior?
• What do we need to change?
• Which factors reveal our weaknesses, at which points do we become stagnant?
• What kind of opportunities are there in the service area? What kinds of innovations and changes make my job easier?
Set Your Digital Marketing Goals
The SMART technique, the goal recognition strategy in project management, allows you to anticipate all the road segments you may encounter in a digital marketing plan.
How do I draw a SMART plan?
• Specific
The goal to be achieved should be clearly defined and defined.
Instead of a general goal like “I will sell more personal care products”, a direct customer-oriented roadmap such as “I will sell more lipsticks to women aged 18-25” will be the beginning of a more realistic SMART strategy for your brand.
• Measurable
Your goal should be measurable. You need to master the numbers related to your target. How many sales can be made, how much marketing budget can help your business grow? What should be the cost of investment/return on investment ratio?
• Attainable
A realistic goal lowers the level of dreaminess. Saying that I will produce 1000 T-shirts a day while owning 2 sewing machines is the product of a dreamy goal. Because your capacity is as much as the amount of t-shirts that only 2 sewing machines can produce, and your total sales are realized within this framework. You should put your most accurate goal first so that it can support you fundamentally as you try to reach your higher-barreled goals.
Define Your Marketing Goals
Your marketing goals should be tied to the fundamentals of your business and should work in that direction. In order to measure the results of your goals, it is necessary to be able to define them according to your own values and as a result, move on to the part of measuring the returns.
Create a Content Strategy
Elements in the digital world consist of images, videos and content. These items are linked to searchable phrases. In order to reach a group of potential customers, they should search for a phrase they need, identify an image that can grab their attention, and design a video that won’t stop after 5 seconds. You should make studies that will reference your brand and ensure that they are distributed as much as possible.
8 Marketing Strategies
Personalized Marketing
Today, special marketing campaigns are made for these consumer groups by creating certain consumer profiles, usually under the name of personalized marketing. However, with the new technologies, the way to reduce personalization in marketing to the individual has been opened and brands have started to offer special campaigns and products to each consumer. If you remember, Coca-Cola has presented a very nice example of personalized marketing by including names on its bottles in the past years. So that; Some people ask, “I wonder if I have a name too?” They looked for their own names on Coca-Cola bottles in the markets. This marketing move was highly appreciated by the brand’s customers and had a very positive effect in terms of creating customer loyalty. After all, Coca-Cola is one of the most successful companies both in Turkey and globally when it comes to marketing strategy.
Live broadcast
It is a fact that the consumption of video content has increased rapidly, especially in the last few years. However, there is something that has gained importance under the title of video content lately, and that is live broadcasting. Streaming live takes much less time than producing a fictional video content. Secondly, live broadcasts allow you to interact with your audience instantly, thus making your audience more loyal to you.
Podcast
Especially if you are a content producer, you should not ignore the podcast world. According to Podcast Insights, there were more than 30 million podcast episodes in total as of January 2020. Of course, this number is quite low compared to the total number of video content worldwide. However, podcast is a rapidly growing channel, and with this growth rate, it is highly possible for video content to reach popularity in the coming years.
Voice call
One of the important trends of recent years is voice search. The biggest reason why voice calls gained importance -especially in the US market- was the rapid increase in sales of smart speakers such as Amazon Echo and Google Home, and accordingly the use of voice assistants. With the proliferation of smart speakers, users have become more accustomed to voice assistants, and this will in the long run lead to people making mostly voice calls rather than text-based calls.
Augmented Reality
In the past years, we have witnessed that brands such as IKEA and L’Oreal have implemented some augmented reality applications. The common features of these applications were that they carried the opportunity to see and experience the product one-to-one, which is normally possible in physical merchandising, to the digital environment. Augmented reality technology, which will become a part of the consumption culture in the coming years, will not only take the customer experience one step further in physical retail, but also make the experiences in sectors such as clothing and cosmetics suitable for e-commerce, and will remove the obstacles to digitalization for such sectors.
Virtual Reality
Although not as much as augmented reality, we will see the effects of virtual reality technology in the marketing world in the coming years. Because virtual reality technology offers brands the opportunity to implement highly creative experiential marketing campaigns. In 2014, when virtual reality technology was just beginning to make a splash, Marriott offered newlyweds the opportunity to travel to London and Hawaii in a virtual environment in the experience area it set up in front of the City of New York City.
Experiential Marketing
Experiential marketing, which has many names such as interaction marketing, event marketing, live marketing and loyalty marketing, aims to create experience-oriented campaigns for brands to interact directly with their target audience. Experiential marketing campaigns can come in many different types, from product tests to events.
Why Associate Marketing
We can define cause-related marketing, or in other words, purpose-oriented marketing, as a marketing technique in which brands aim to improve the society while increasing profitability.
One of the best examples of this in recent years was implemented by Nike in 2018. The sportswear brand stood up during the national anthem ceremony before the matches in the NFL, the national football league of the USA, due to the racism and police violence that black people living in the USA are exposed to.
By Elif Taskin