6 Questions to Help Digital Marketing Strategy

By Varcoe, Erin | Telegraph - Herald (Dubuque), November 9, 2017 | Go to article overview

6 Questions to Help Digital Marketing Strategy


Varcoe, Erin, Telegraph - Herald (Dubuque)


Similar to how the summer months seem to fly by, so does the world of digital marketing.

While there was a time when marketers could assess performance and develop new strategies once per year, those days are long gone. Similar to how we make a conscious effort to do regular, seasonal tune-ups on our vehicle, we also need to assess our digital strategy on an ongoing basis.

Marketers are probably familiar with the almost-daily feeling of uneasiness that comes with needing to know and prove that their digital marketing activity is not only simply achieving something, but it also is making a difference for their business as a whole. With the ever-changing tools, trends and algorithms that come with the industry, it can be challenging to make sense of it all, let alone figure out what's working, what's not and how to get back on track.

The following digital strategy tune-up guide outlines six questions to help marketers evaluate if their digital marketing strategy is doing what they need it to.

Are you gaining a deeper understanding of your target markets and what influences each group?: For many B2B companies, the answer, unfortunately, is no. The gap in knowledge goes beyond understanding the end customer's basic needs. It extends to how consumers evaluate brands, what and who influences their decisions, what makes them tick and what influences their purchasing behavior. To maximize performance, companies must leverage data and research to build a holistic approach to understanding their customer experience at every stage of their journey.

Is the organization enabling marketing?: Many organizations believe their strategy is a combination of being marketing and customer-driven. However, that isn't always the case. When different internal departments have varied goals, disproportionate resources and dissimilar perspectives, these dynamics could result in a lack of focus. If key stakeholders don't fully embrace the concept of integrated marketing communications, it will be difficult to be effective in increasing awareness, deepening relationships and converting loyal customers.

Are the tools you're using adequately supporting publishing, discovery and analytics needs from a technical integration standpoint?: Most digital marketers understand the technical elements to review in a social, SEO and website audit. The goal of reviewing these factors is to ensure all the time spent building creative campaigns, conducting keyword research and researching benchmarks pays off.

While you should evaluate these factors, there's value in looking into existing tools and methods, and assessing whether there are more effective tools available. Digital marketing is driven by customer data and actions, so it is vital that the data be complete, clear and helpful in developing actionable insights.

Is your CRM strategy helping you engage with the right people at the right time?: The Radicati Group Inc., a technology market research firm based out of Palo Alto, Calif., reported that in 2017 the total number of emails sent and received per day will reach 269 billion. …

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