Learn about digital marketing strategy and how it impacts customer support and satisfaction. Discover the difference between goals, objectives, and strategy, and get tips for developing a successful strategy.
The video discusses digital marketing strategy and clarifies the difference between goals, objectives, and strategy. The speaker emphasizes that strategy is the overarching approach to achieving goals and objectives. He also highlights the importance of clarity in strategy documents and the need to review them regularly.
so what is digital marketing strategy
so this is an interesting one because
everyone gets mixed up between goals
objective strategy tactics and how it
and also we have this thing like we're
doing a strategy document so you know
the strategy is the overarching plan
strategy is the overarching approach
you're taking to deliver on your goals
and your objectives
so this is part of the framework yeah so
this ghost framework
um is your goals so what are you trying
to achieve overall your objectives the
measurable things that are going to help
you achieve that goal then you've got
your strategy which is your overarching
approach to try and Achieve those and
the tactics are actually Hands-On things
that you're doing as well but that that
definition of strategy you have another
great one yeah but I just think
sometimes strategy is just like closed
in far too elaborate Garb okay it's a
quite simple thing really and the
podcast I've got to interview a
brilliant strategist called Mark Pollard
um if you've not listened to his
sweathead podcast check it out very very
um but I I was late for the podcast and
I hadn't planned it so I like literally
in five minutes quickly what am I going
to ask him not obviously What is
strategy and what he came out with
absolutely blinded me he said strategy
it's not fact
this hasn't happened yet I'm like yeah
okay he said it's kind of like a shared
fantasy right that you take other people
on and I quite like that because
actually it's not just a shared fantasy
you've got to put a little bit of meat
bone on like why why that's your
approach to take other people on that
Journey with you and very often that's
the purpose of a strategy document is to
get to get necessarily like sign off on
budgets and approval and get everybody
else behind it I think it's a really
brilliant way of looking at it that's it
so can you have multiple strategies yeah
because that and that's the thing that
people think oh there's just one
strategy but actually you have multiple
strategies to try and Achieve
um your goals from that point of view
and those objectives and can you give us
an example of this and practice that yes
so let's so a goals level you might say
well we want to become the market leader
in online digital marketing education
this the the objective that went with
that would be right we're going to
directly grow or direct a customer
business by 100 within a year so it's a
measurable time-bound objective that's
when the strategy comes in and that
would be you know we're going to
innovate our learning platform to
LeapFrog the competition so our whole
strategy is about Innovation at that
point and then the tactics are going to
be right all the campaigns we run to
demonstrate how Innovative our platform
is and how that is better than our
so when you look at it from that
perspective you can see that you're kind
of coming down layer by layer from your
goals your objectives your strategy and
um and you have one overarching goal you
might then have multiple objectives that
you're trying to achieve multiple
strategies to achieve those and lots of
tactics it's a bit of a pyramid from
that point of view as well but by having
Clarity on this
that's going to help us but the
important thing is you review this
regularly and you go back to it because
otherwise it's exactly this this fantasy
that goes on a document goes in the draw
and then no one ever looks at it
When it comes to digital marketing strategy, there can often be confusion around what it really means. However, it's important to understand the different components that make up a successful strategy.
The first step in creating a digital marketing strategy is to establish your goals. What are you trying to achieve overall? These goals should be specific, measurable, attainable, relevant, and time-bound (SMART goals). For example, one goal could be to become the market leader in online digital marketing education.
Once you have your goals in place, it's time to think about your objectives. Objectives are the measurable things that will help you achieve your goals. In our example, a relevant objective could be to directly grow your customer base by 100% within a year.
Next, you need to develop your overarching approach or strategy. This is the plan that will guide your actions and tactics. Going back to our example, a strategy could be to innovate your learning platform to leapfrog the competition. This strategy is focused on innovation as a means to achieve your objectives.
Finally, it's time to think about the tactics or hands-on actions you will take to implement your strategy. In our example, the tactics would be the campaigns you run to demonstrate how innovative your platform is compared to your competition.
It's important to note that you can have multiple strategies to achieve your goals and objectives. Each strategy will have its own set of tactics. However, it's crucial to have a clear hierarchy and alignment between goals, objectives, strategies, and tactics.
While the focus of this blog post has been on understanding digital marketing strategy, it's worth mentioning the impact it can have on customer support.
A well-defined and executed digital marketing strategy can lead to improved customer support. By clearly identifying your goals and objectives, you can develop strategies and tactics that address your customers' needs and pain points.
For example, if one of your goals is to improve customer satisfaction, your digital marketing strategy could include tactics such as creating informative and helpful content, providing responsive customer support through various channels, and utilizing customer feedback to make improvements.
Additionally, a comprehensive digital marketing strategy can help streamline and optimize your customer support processes. By leveraging technology and automation, you can enhance efficiency and provide a seamless experience for your customers.
In conclusion, understanding digital marketing strategy is essential for success in today's digital landscape. By clearly defining your goals, objectives, strategies, and tactics, you can create a roadmap for achieving your business objectives. Furthermore, a well-executed strategy can also have a positive impact on customer support, leading to improved customer satisfaction and streamlined processes.
Marketing can improve customer satisfaction by effectively communicating the value proposition of a product or service. This involves creating targeted and compelling messaging that highlights the benefits and unique selling points of the offering. By clearly articulating the value that the product or service provides, marketing can help set appropriate expectations and build trust with customers.
Digital marketing increases customer engagement through personalized content and targeted advertising. By leveraging data and analytics, digital marketers can create relevant content that resonates with the target audience, leading to increased engagement. Another way is through interactive and engaging content formats such as interactive quizzes, polls, contests, and visually appealing, shareable conten that encourages participation.
Customer experience (CX) is a crucial part of digital marketing because it ensures that every interaction and touchpoint a customer has with a company online is positive and aligned with their expectations. This involves creating personalized content, responsive customer support, and seamless online transactions to enhance their overall experience and drive satisfaction.
Direct marketing is a targeted strategy that seeks to achieve specific actions from consumers. It allows for high segmentation and targeting, optimizing marketing budgets, increasing sales with current and former customers, upgrading loyalty strategies, creating new business opportunities, and testing and analyzing results. It involves communication formats such as email marketing, social media ads, and search engine marketing, and allows for direct data on user interaction.
Localization is crucial for reaching a global audience. It adapts content to different markets, attracting more visitors and improving customer support. SEM, including search engine advertising, offers benefits such as highly qualified traffic, brand visibility, and conversions. It is measurable and allows for tight budget control. However, it comes with long-term costs, high competition, and interruptive nature. Google Ads, Microsoft Advertising, and Yahoo Advertising are popular SEM platforms.
Digital marketing ROI is crucial for making profitable decisions. Calculating ROI per channel is essential for focusing budget on high-performing areas. For example, organic search generated around 29k in sales per month, while paid search brought in about 38.5k per month. Direct traffic, on the other hand, resulted in 58.7k in sales, making it a highly profitable traffic source. Additionally, understanding the average order value and cost per acquisition is important for making informed decisions about digital marketing investments.
Marketing objectives are crucial for guiding actions and strategies. They should be specific, measurable, achievable, realistic, and time-bound. Examples include increasing brand awareness, launching new products, and improving ROI.
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