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So your digital marketing isn’t working? There’s a reason for that!

Posted date:
31/01/2017
Author:
Rebecca Scott, Business and Marketing Consultant

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So you feel like you're doing everything right in digital. You're reading all the blogs, listening to advice from colleagues, you've built a website and you're active on social media. Despite increasing your effort and investment tenfold, you still aren't seeing the results you were expecting. So what's going wrong?

Many businesses are now investing more in digital than ever before in order to keep up with customer demands. Almost all online Australians have used the internet to do some form of purchasing activity; and approximately one in four purchase items online at least once a week. So it is not surprising that many businesses are now embracing online marketing opportunities in order to grow their business.

However, in order to be effective online, businesses don't only need to establish an online presence, they need to make sure they're reaching the right audience, in the right place, at the right time, with the right message. The reality is, this is where some businesses are struggling; with most having an ad hoc approach across all digital activities with no clear direction.

So what can you do to fix it and start to get your digital working for you, instead of against you? Well you can start by creating a digital strategy.

What is a digital strategy?

Simply put, a digital strategy is essentially a plan that outlines how your business can achieve the results (i.e. goals you have for your business) you are striving for. It includes the online channels you will be utilising to reach your intended audience and outlines the tactics (i.e. actions that need to be taken) you will implement per channel when carrying out your strategy. It also details who is responsible for each action, as well as the timeframes involved in the process. A comprehensive digital strategy also often includes the metrics for how to measure or assess the performance of the tactics that will be executed per channel. When developing a strategy, it is important to consider your target market as well as the business, marketing and digital objectives of the business.

Why is it important to have one?

Engaging in digital marketing without a strategy may result in a waste of resources. Businesses that do not follow a digital strategy often end up with disjointed marketing efforts or channels that work in silos. This approach is inefficient, as the business ends up with digital marketing activities that lack direction and a clear focus.  

Having a digital strategy that outlines exactly what needs to be done, how and when to do it, and who will be responsible, will allow you to efficiently execute your online marketing efforts. It ensures that all your activities serve a clear purpose and are helping you to move in the right direction.

What do you need to consider?

When developing a digital strategy, it is important to consider:

  • The purpose of the strategy and the goals you want to achieve through engaging in digital marketing activities.
  • Your target market to ensure that your digital strategy is tailored to their wants, needs and behaviour.
  • How your brand and key messaging can be represented in all the online channels you will be utilising.
  • What offline activity you are (or will be) undertaking to ensure an integrated marketing effort.
  • Lastly, don’t forget to always monitor and measure the outcomes of your activities.

For businesses to thrive in the era of online connectivity, they must be able to use digital opportunities to their advantage.

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