Digital marketing Strategy from Leadsology Guru

What is a digital strategy?

Digital strategy is a long-term plan based on the current external market situation and the activity of competitors, a plan of marketing activities in the digital environment, including:

Analysis of the client’s market in a digital environment by size and share
Customer Travel and Behavior Analysis
Analysis of the product and possible marketing messages
Analysis of channels for delivering messages to consumers
Analysis of required resources (budgets, HR, KPI)
Analysis of financial indicators (unit economics, funnel conversions, etc.)

A strategy can be based only on data and research results, and not on the opinions of individual experts, therefore a successful digital strategy is always based on data. Data sources for building a digital marketing strategy can be:

Research on market size and shares of major players
Researching ways to drive competitor traffic
Client travel research in digital channels
Studies of messages for different groups of the target audience
Research funnel conversion competitors

For various market situations and marketing tasks, there are many types of digital strategies that Leadsology Guru in its work. For example, we often perform the following tasks:

Informing the target audience with digital marketing tools about the new product and increasing brand awareness, as well as the capacity of the market itself
Keeping the unit-economy of customer acquisition (order, lead, etc.) within the established limits while scaling market demand
Improving the economic efficiency of the existing model of attracting customers in digital and improving the unit-economy of the order with budgeting marketing

Of course, digital strategy is part of the overall marketing strategy of the company, since digital itself cannot be isolated from the general marketing base, for example, client travel in an offline environment, communication options for product value, pricing and unit economics, and more.

Digital strategy

The basis for developing a digital marketing strategy is a deep understanding of the structure and goals of the client’s business, as well as the characteristics of the consumers of his product or service.

In the course of work on the digital strategy from inbound marketing books, the following are determined:

Actual “pains” of clients to create working messages;
unique advantages of the product for communication with the consumer;
demographic and social portrait of the target audience of the product;
basic metrics for measuring effectiveness and the KPI matrix for the project;
a set of digital channels for delivering messages to consumers;
placement and bidding tactics to optimize the unit economics of a business;
Performance analysis tools and tracking technologies.

Why and who needs a digital strategy?

The cost of digital advertising has grown significantly since the beginning of the 2000s, when Internet methods began to develop in Russia to attract customers. Previously, simple methods, such as search engine optimization or contextual advertising, were enough to get the result, and their cost was many times lower than advertising on TV and in the press, but now competition for customers has increased and the use of expensive tools makes no mistakes.

The digital marketing strategy allows you to take into account all aspects of the market and the product, explore all possible external and internal data and solve the problem as efficiently as possible with the help of digital marketing tools.

Developing an individual digital strategy helps customers with 5 important things:

Improving the cost effectiveness of digital marketing
Increasing sales and profit margins
Decrease in percentage of outflow of regular customer base
Increase in average order or purchase receipt
Achieving Referral Effects in Digital Marketing

What does a digital strategy contain?

Environmental analysis: market size, shares of major players, achievable market share for the client
Competitor analysis: goals in digital, customer travel models, channels and messages used, product strengths and weaknesses
Goal Matrix, i.e. tied to KPI business objectives, which will reflect the effectiveness of digital marketing and methods for measuring them
A communication strategy with product messages that allow you to rebuild from competitors (if such a strategy already exists, then recommendations are given for its adaptation in digital channels)
Input data for media planning: minimum terms for obtaining first results, test budgets, restrictions on placements in terms of brand safety, etc.
The project plan for the introduction of digital marketing tools, focused on the business tasks of the client and achieving maximum results.

10 main stages of work when developing a business strategy in digital