As a recent study by Smart Insights shows, 45% of companies lack a clear strategy even though they use digital marketing. This is a clear progress compared to 2012, when the same figure reached about 70-75%. However, the number of companies that are still not fully exploiting the potential of digital marketing is still large.
I decided to understand why some companies are not getting as much from digital marketing as they would like, and I talk about the importance of building a clear strategy.
First, let’s look at 10 key reasons that your digital marketing company needs a smart digital marketing strategy. These same problems are likely to arise sooner or later, in those companies where this issue is not given sufficient attention.
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You Do Not Know Which Direction You Are Going
Experience shows that digital marketing company that do not have a digital strategy (and some of those who do) have a poor idea of what goals they are trying to achieve in the online space. This applies to attracting new customers and increasing the loyalty of existing ones.
Many digital marketing companies also fail to make full use of the resources available to accomplish their goals and analytically assess whether a goal has been achieved.
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You Don’t Know Who Your Audience Is & Where You Are in The Market
You can underestimate your audience’s need for online services if you don’t do the research. And, perhaps more importantly, you will not understand your position in the online commerce market. It is necessary to understand that the dynamics of the brand’s relationship with the audience online is different from the dynamics in offline. Consumer requests and behavior, competitors, offers and communication opportunities also differ.
Many large digital marketing companies offer excellent tools for measuring consumer demand. For example, you can use Google Keyword Planner to measure how well you are using keywords in your online content.
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You Are Not Familiar with Your Online Audience Well Enough
The digital marketing company is often referred to as the “most easily measured environment”. However, Google Analytics and similar tools will only show you the number of visitors, not their intentions and brand attitudes.
IBM polls showed that while 81% of digital marketing companies believe they are familiar with their audience, only 37% of consumers agreed with this statement. Therefore, it is important to take a more personalized approach and conduct additional surveys among buyers.
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You Feel Like You Are Being Crowded Out by Competitors & Startups
If in matters related to digital marketing, you do not fully use the resources available, or you do not have a clear strategy and you make decisions on the fly for your digital marketing company, your competitors will take your place.
A joint study by the CISR Information Systems Analysis Center, Stewart Information Services Corporation and Trust Financial Corporation showed that over the selected period, digital marketing companies with IT-savvy executives saw revenue growth 38% higher than those of their competitors who do not fully utilize digital resources. least.
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You Don’t Have a Winning Offer in The Online Marketplace
A well-crafted online offering tailored to the needs and interests of different groups in your target audience will help your brand stand out from the competition. As a result, you will be able to increase the interest of your consumers and maintain their loyalty for your digital marketing company.
For many organizations, developing a competitive content marketing strategy is a key decision because it is the content that engages your audience through a variety of channels, be it email newsletters, news feeds, or social media posts.
CMI’s Content Marketing Research Institute polls show that 72% of manufacturers believe content marketing increases consumer engagement; the same percentage of respondents noted an increase in the number of potential customers.
According to the survey, one social media post is enough to complete a sale: 69% of consumers admitted to purchasing a product because they read about it on Twitter.
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Your Digital Plan Doesn’t Fit into Your Overall Marketing Strategy
The approach used by most successful digital marketing companies involves developing a strategy in two stages. First, a separate digital marketing plan is created. It helps build consensus among team members by demonstrating opportunities and potential challenges.
Also, at this stage it is convenient to determine the tasks that will lead to the final goal and understand how to proceed to the second stage – integrating the digital marketing plan with other business activities. In the end, the digital strategy fits organically into the daily work of the company and does not need separate planning
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Not Enough Budget & Resources Are Allocated for Digital Activities
Digital marketing companies that do not pay enough attention to planning and completing digital marketing tasks are often faced with the fact that they lack the budget, and their specialists lack the qualifications to successfully cope with the challenges of the market and competitors.
The situation is aggravated by the fact that companies that do not get along well with technology find it difficult to find and retain truly “strong” professionals.
A survey by Randstad US found that 80% of job seekers find job offers in companies that use the most advanced digital tools attractive. In addition, 40% of those surveyed admitted that they left their previous job due to the fact that they did not have access to advanced technologies.
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You Waste Time & Money Duplicating Tasks
Even if you have sufficient resources, there is a possibility that you are wasting them. Situations like this are especially common in large digital marketing companies, where different marketing departments acquire different tools and turn to different specialists to perform similar tasks related to online marketing.
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You Lack the Flexibility to Catch Up with Competitors or Maintain a Lead
Top online brands like Amazon, Ozon and Google are very dynamic: they are constantly trying new approaches that can help them retain their audience and attract new ones.
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You’re Missing Out on Opportunities
Any company that has a website uses analytics tools. However, management often does not make sure that their employees study the available statistics and make decisions based on them.
GetApp found that 42% of the companies they surveyed are lacking in statistics, and another 16% are not getting the insights they need. It also happens that team members simply do not have time to pay attention to analytics. Only half (58%) of companies surveyed by GetApp said that at least two employees are exclusively engaged in processing statistics.
Having a clear strategy helps lay the groundwork for further action. You have the opportunity to continually improve various aspects of your digital marketing company, such as search engine marketing, brand engagement, and social media marketing.
The Final Verdict…
When creating a digital marketing strategy, the main thing is to find the strength to start. Many digital marketing companies are frightened by the idea that huge complex reports will be required, but, as practice shows, the more concise and simpler the plan is, the better it works. The whole strategy can fit on 2-3 A4 sheets. For clarity, you can use tables and diagrams.
Another complication is that there are a huge number of digital marketing tools – from email marketing to methods for improving the quality of user experience with a website – that need to be sorted out.
Every digital marketing technique has many features, each of which can affect your success in one way or another. Therefore, it is important to consider the different methodologies separately, assess how well they fit your business, and prioritize them.
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