How well is your digital marketing plan performing? Has it been created in reaction to our fast-evolving digital world? Or has it been built on a holistic – and sound – strategy?
Over the last fifteen years, marketing has become heavily weighted towards digital, thanks to the prevalence of fast wireless connections, smartphones, social media and data analysis. In fact, for many businesses, it no longer makes sense to discuss digital as a separate channel: marketing is digital marketing. Everyone ‘does’ digital now.
But let’s pause for a moment. A recent survey by Smart Insights revealed that 47% of businesses utilising digital marketing don’t have a digital marketing strategy. It seems many brands are ‘drowning’ in digital: using it as a default setting and creating a marketing plan for digital without a clear sense of how it connects with wider business goals.
Of course, each organisation will have short, medium and long-term goals – and these can range from increasing profit or revenue, to increasing brand awareness. And yet, to deliver against any of these requires more than a plan to roll out content or brand communications across digital channels, calling it a ‘multi-channel approach’ – it requires a solid digital marketing strategy.
Planning and executing digital strategy
For senior marketers, building a digital marketing strategy means gaining insights in order to make informed decisions, and understanding how the customer’s entire digital experience can be improved by optimising touch points across all channels.
If it’s your job to implement a digital strategy, ask yourself the following:
- How do you intend to drive digital experience? Do you understand the customer’s journey across your digital platforms? Have you located areas for improvement? How effective are you in using digital metrics and analytics to gain insights and report on customer experience?
- Do you know where your organisation can use digital to be disruptive, and how to use this strategically to acquire, convert and retain customers? To do this, do you understand changing customer behaviours and how to respond to them across key channels and with digital content?
- How well have you mastered your digital channels? Do you know when you should use them and why? Are you compliant with legal regulations in your digital campaigns and with the data you hold, and with customer expectations of how you use that data? Have you implemented brand safety measures online?
In a fast-changing digital world, it’s also especially important remember that strategy is not a fixed plan – a strategy must incorporate scope to meet the various evolving scenarios your organisation will face, and be able to keep your business moving forward.
Strategy should underpin any digital to-do list. For example, CIM’s Level 6 digital diploma has been created to drive strategic understanding and improve management of digital channels. It is aimed at marketers who need to apply their digital marketing knowledge and integrate it into an overall marketing strategy to deliver the customer experience that drives business growth. The diploma develops a wide range of technical skills, but also takes a more holistic approach to understanding the digital customer experience.
Whether it is by developing skills across a range of digital mini-modules, or honing knowledge in a specialised area of interest, the qualification will enable marketers to take hold of their digital strategy to deliver better value for the organisation – and the customer. Find out more about CIM’s Level 6 Digital Diploma in Professional Marketing.