There are a
lot of digital marketing channels available and it has become really hard to
keep up with the trends and the complexity in the buyer behavior. The lack of
alignment with the business goals and lack of technology has contributed
greatly to the frustration of digital marketers in an already complicated
industry. However, information is key and we gathered some crucial points to
note for a seamless digital marketing campaign.
Have a clear
goal in mind
Set up
specific goals for your campaign. You want to increase sales? Make it more
specific like increasing your sales for the holidays coming ahead by doing a
flash sale on your website for 3 days. By making your goals specific you can
then determine the next steps. Create a realistic framework. Identify
Appropriate KPIs. Narrow it down to the ones that most closely represent your
key target areas and will help you to stay on track and understand which of
your marketing actions are actually working.
Identify your
market
Collecting
data to build your buyer personas has never been easier. Free analytics tool
are available online and can be integrated to your campaigns. Thanks to this,
we can now get insights to the buying behaviour of our customers through
historical and real-time data. We can also see which devices they are on the
most and what age group are they from and many more. Once we have correctly set
up a buyer persona, we are now ready to make an outline of each phase of the buyer’s
journey and find out which marketing channel would be ideal for our campaign.
Choose your
digital marketing channel(s)
After
researching our market, it is now time to choose our messenger. This is very
important as this will be our medium to communicate with our customers.
There are a lot of Digital Marketing channel available –
Email/Newsletter, PPC, SEO, Display, Video, Content Marketing, Social Media, Online PR and many more. Finding the right channel
isn’t as hard as you might think especially once you thought of your goal.
Going back to our previous example, the goal was to increase the sales for the
coming holidays by doing a flash sale on the website. Since the duration of
this goal is set to 3 days we can do a combination of PPC, Display, Social
Media and Email Marketing. By doing a Shopping Campaign on PPC/Display you can
now attract consumers who are looking for similar products on those 3 days
while using Social Media and Email Marketing can help you build up the excitement by doing
consistent ads on the days leading to the sale. Read More…
