Reasons why you need a digital marketing plan in 2022

Digital marketing is becoming more important than ever. To accelerate your success in the next year, take steps today to improve or create your marketing strategy.

How do you develop a digital marketing plan? This is a problem that many businesses still face. Many know how important digital and mobile channels are for acquiring and keeping customers. They don’t have a plan in place to support digital transformation, company growth, or engage their customers online.

You will not compete with digitally-savvy competitors if your business does not have a strategic marketing plan.

Each of these ten issues will be addressed by me. I’ll also provide marketing solutions and next steps that can help you improve your marketing strategy to win more customers in 2022.

What is digital marketing?

Particularly, digital marketing refers to “Achieving¬†marketing goals through the use of digital technologies and media”.

An omnichannel digital marketing strategy that integrates technology and media across all marketing activities will be truly multichannel. It will not organize according to the type of technology but rather according to campaign objectives.

Today’s digital technologies and media options are key to marketing campaigns.

There are many types of marketing technology:

  • Websites for companies
  • Mobile apps
  • Pages of social media companies
  • Search Engines
  • Advertising
  • Automation and email
  • Digital partnerships with other digital companies

To be truly successful with multichannel marketing communications, digital tools must be used in conjunction with traditional media like print, TV and direct mail. You must show the value of what you do.

Dynamic content can be used for email automation, programmatic website personalization, retargeting and skyscraper content to optimize organic search. Many details are crucial to the success of each technique. They must be evaluated and prioritized.

Are you unsure where to start? You will receive dedicated marketing training covering 10 of the most popular marketing channels and strategies.

Learn how your business can benefit from Business membership and get instant access to the best marketing tools and templates for growth. Many Business Members already use Learning Paths to help them strategize, grow and upskill. Campaign planning, email marketing, SEO, and content are just a few of the many benefits that Learning Paths offers.

Digital marketing: The challenges

My experience shows that a common problem is where to begin your digital marketing plan. Although it is easy to fear that a huge report will be required, lean planning is the best. All our Learning Paths are linked across the RACE Framework so that you can create one integrated strategy.

The plan does not have to be lengthy. We can help you get it right the first time as a Business Member. A strategy can be summarized on two sides of A4 using a table that links digital marketing strategies with SMART goals within the RACE Framework.

Digital marketing for beginners

According to my conversations with companies, creating digital plans is often done in two stages.

  • First, create a separate digital marketing strategy. This helps to show the problems and opportunities and gets buy-in. This stage is where you can create a roadmap by setting goals and defining specific strategies for digital.
  • Digital is integrated into the marketing strategy. It’s a core activity and “business-as-usual”. It doesn’t require separate planning except for the tactics. This stage is where your integrated omnichannel advertising will be most effective. We can help you achieve this goal.

How does your digital marketing compare?

The Managing Digital Marketing 2020 Report showed that almost half of all companies have a clear digital marketing strategy. However, almost half of companies with a digital marketing strategy have integrated it into their marketing strategy (the second step).

About 12% of respondents still use a separate digital file. This is the first step towards an integrated strategy.

What are your next steps in optimizing your digital marketing strategy for maximum results?

Many of these companies are likely to be using digital media well and could get great results through their email marketing, search engine optimization, and social media marketing.

However, I am equally certain that many are missing opportunities to improve integration or face the other issues listed below. These problems are more severe for large organizations, which have the greatest need for governance.

We offer a range of marketing solutions that can be tailored to fit the needs of both small and large businesses. You and your team will benefit from our step-by-step training in marketing to plan, manage, and optimize your marketing activities and long-term strategic actions towards your goals.

The RACE Framework integrates all our marketing templates and tools. This well-known marketing structure was created to provide managers and marketers with a concise, winning marketing strategy that will help them win more customers. Learn more.

Reasons you might need a digital channel strategy.

If you don’t have a plan or don’t know where to start, here are the top 10 problems arising from a lack of a strategy.

You’re directionless

My experience is that many companies that don’t have a digital strategy, even those that do, don’t have a clear goal of what they want online.

You don’t set goals with smart digital marketing objectives, and you don’t use analytics to evaluate if you are achieving them.

Your online market share and audience won’t be known.

If you don’t research this, customer demand for online services could be underestimated. You won’t understand the online market, and this is perhaps even more important. This dynamic will differ from traditional channels with different customer profiles and behaviours, competitors, propositions, and marketing options.

Marketing tools are available to help you plan and conduct research. The popular competitor analysis module of our RACE Practical Digital Strategy Learning Path includes templates and matrixes that allow you to compare the performance of your key competitors. Our Google keyword planning tools will help you understand your audience’s intent.

All of our marketing training will help you and your team create a winning strategy to reach, retain and convert more customers. This will also increase your digital marketing ROI. Sound good? Are you ready to take the next step towards a winning strategy? Get started today.

Market share will be won by both existing and new competitors.

Your digital competitors will eat your digital lunch if you don’t allocate enough resources or use an ad-hoc strategy with no defined strategies.

Smart Insights will keep you informed about your industry’s latest innovations and trends as a member. You can be ahead of the curve and not get left behind.

A strong online value proposition is not necessary.

You can differentiate your online service by creating a clearly defined digital value proposition tailored to each customer. This will encourage existing and potential customers to stay loyal and engage with you initially. Marketers skilled at adjusting their marketing strategies to attract leads and sales, both B2B and B2C, know how to effectively market.

This is why many companies need to develop an omnichannel strategy. The content engages your audience through various channels, such as search, social media, email marketing and your blog.

Your online customers don’t know you well enough.

Digital is often referred to as the “most quantifiable medium” ever. Google Analytics and other similar tools will not tell you the sentiment of visitors or what they think. To identify and address your weaknesses, you can use other website feedback tools.

You are not integrated (“disintegrated”)

Digital marketing activities are often done in silos, whether a specialist digital marketer sitting in IT or a separate agency. It is easier to bundle ‘digital’ in a single chunk. It’s also less efficient. Digital media works best when integrated with traditional media and response channels.

We recommend creating an integrated marketing strategy to ensure your digital marketing is working hard for you. Digital will be part of your business and marketing activities once you have an integrated plan. Learn more.

Given its importance, digital doesn’t have enough budget/people.

Planning and execution of e-marketing will require insufficient resources. There will likely be a shortage of e-marketing specialists, making it more difficult to respond effectively to competitive threats.

Smart Insights members have access to planning and strategy tools, including digital maturity benchmarking and performance, as well as regular reports on marketing data, which will help you keep track of where you are in the competitive landscape.

Duplication is a waste of time and money.

Even if you have enough resources, it is possible to waste them. This is especially true in larger companies, where different departments may use different tools or agencies to perform similar online marketing tasks.

To plan, manage, and optimize your digital channels and platforms, you must invest in a marketing strategy that works. You can achieve the marketing results to reach your business goals and increase your marketing ROI.

You are not agile enough to keep up with the pace or catch up.

Look at top online brands such as Amazon, Google, Tesco and Zappos. They’re all dynamic – constantly trying new ways to grow or retain their online audience.

Optimizing is not your goal.

Analytics are a must for any company that has a website. Many senior managers fail to ensure that their teams have access to analytics or take the time and review them. Once you have a solid foundation in digital marketing, you can move on to improving key elements such as search marketing, site experience, email marketing, and social media marketing.

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