Digital Strategy
WHY HAVE A DIGITAL STRATEGY
IPSUM AGENCY LTD ADMIN - JUNE 05, 2018
Everyone is talking about digital, but is it right for every business?

MARKETING PRACTICES HAVE CHANGED DRAMATICALLY OVER THE LAST FEW DECADES. MARKETERS HAVE OFTEN BEEN LABELLED AS THE ‘COLOURING-IN CLUB’ WHERE BEAUTIFUL PRINT AND BILLBOARD ADVERTISEMENTS WERE THE MAINSTAY OF THE MARKETING DEPARTMENT. NOWADAYS, POTENTIAL CLIENTS USE SEARCH ENGINES SUCH AS GOOGLE TO OBTAIN INFORMATION ABOUT PRODUCTS AND SERVICES. THE USE OF SOCIAL MEDIA PLATFORMS HAS ALSO RISEN DRAMATICALLY; TWITTER, FACEBOOK, LINKEDIN, INSTAGRAM, YOUTUBE.

Times are changing

Businesses who will get the most out of their marketing budget will be the ones who recognise that the normal advertising approaches online are simply not enough. It is important to understand their customer and create tailored solutions. Avoiding a ‘one-to-many’ approach in favour of targeted messages about their products and services to clearly defined audiences.

1. Why have a digital marketing strategy?

A digital strategy enables businesses to set out a clear path with goals that are measurable through various tracking methodology. More and more customers are engaging with brands of all types online and this helps to strengthen the relationship with existing customers as well as attract new ones. Setting out clear objectives as to what you need your digital marketing strategy is super important in order to evaluate its effectiveness later on down the line.

2. Demand for online products and services

Some businesses fail to grasp the importance of their online presence because they feel that it’s not relevant to their current business model, digital isn’t going to go away. Being able to understand actual vs perceived customer behaviour is paramount – in our experience customers often tell the sales director one thing and do the exact opposite online.

3. Being able to do more with less

It is not a surprise when we say that having control over your budgets with effective marketing methods can lead to higher profits. Businesses should also see the role that marketers now play in driving new leads into an organisation. A digital marketing strategy can assist in predicting the future expenses and predicting how many new customers you need each month, quarter or year in order to meet your target inflows. Investing money in a well thought out strategy ensures time-saving, increased revenue with the added bonus of understanding which channel is working most effectively.

4. Digital is more flexible

You can devise a multi-channel digital marketing campaign and switch on the elements ‘one-by-one’, testing, evaluating and evolving as you go along. When you discover that one channel or one type of messaging is working better than another – you can adjust, switch off or dial up that particular area of your digital strategy, ensuring that you marketing budget is being used in the most effective way.

5. Your competition is already online

Across all industries now, whether traditionally face to face or not are online and are engaging with their customers digitally. Can you afford not to jump on the digital bandwagon? Not only can you reach out to your existing client base but you can interact with clients from all over the world with needs that you hadn’t considered could be satisfied with your products or services. The fastest growing, most agile companies such as Google, Facebook, Amazon are continually challenging their own business models and their doing it online!



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