Digital Marketing Strategy

Digital marketing refers to all marketing that is done using the internet or other ‘digital’ tools.

Nowadays, the target audiences for almost all businesses spend a huge amount of time online, in one way or another. That time online can be anything from browsing the internet and using mobile apps, to communicating with loved ones over messaging applications, to interacting with a smart device.

According to a survey conducted by Pew Research Center in 2019, at least 81% of adults go online at least daily. 28% of adults report that they go online “almost constantly”, up from 21% in 2015. In fact, the real figures are likely to be even higher, as it’s not always as easy as it sounds to identify whether an activity we’re engaged in is actually “online” or not.

If you’d like some assistance in creating your Digital Marketing Strategy, or evaluating your existing strategy, reach out today to find out how Optiminder can help. We can support your team in analysing your data set, and measuring the effectiveness of your historical and ongoing digital marketing initiatives, to help you establish the optimal ways to leverage the various digital marketing channels available to you.

Similarly, we can help you establish your user and customer personas, to gain an understanding of not just who your business needs to target, but how to reach the right users, using the right channels, at the right time in their user journey, to truly maximise the effectiveness of your digital marketing strategy.

Reach out today to find out how Optiminder can help you achieve digital marketing success.

A solid business strategy will incorporate the overall business objectives, goals and mission, and will include an action plan that should drive the business in the desired direction. Typically, they will also include targets and KPIs, while also establishing accountability in accordance with the company structure.

A company’s marketing strategy should support their overall business strategy. A marketing strategy will include analysis of the company’s target marketing, and the various ways in which the company will the assets and channels available to them to reach this target market and achieve the business’s objectives. This over-arching marketing strategy will typically be used to formulate more granular marketing plans, which will be shorter term marketing initiatives that the company undertakes to hit certain targets.

Your marketing strategy is “essentially a formula for how a business is going to compete, what its goals should be and what policies will be needed to carry out these goals." (Michael Porter, Competitive Strategy: Techniques for Analyzing Industries and Competitors , NY, Free Pres).

Businesses have a variety of digital marketing channels and strategies at their disposal when it comes to trying to acquire new customers online. The optimal mix of marketing channels, and the various ways in which each channel should be used, will vary from business to business. In fact, even within the same business, these variables will almost certainly vary over time, as your user base grows and changes, and your brand becomes more established.

Nevertheless, the most common digital marketing channels are as follows:

• Search Engine Optimisation (SEO / Organic Search)
• Pay-Per-Click Advertising (PPC / Paid Search)
• Direct Traffic
• Email Marketing
• Affiliate Marketing
• Display Advertising
• Social
• Paid Social