Having a strategy and a digital marketing plan has become a necessity rather than an option for companies . And, in recent years, marketing techniques have changed radically thanks to technological development and the globalization of brands.
In fact, so much has been the emphasis of many companies in adapting to the new online behavior of users, who have chosen to create a digital marketing department , completely independent of the “traditional”.
An error that a few years ago had its explanation in the radical difference that existed between professional profiles.
However, to be successful in the current environment, we must stop making that differentiation. After all, users do not move exclusively in online or offline media.
The costumer journey of the people is mixed . We all navigate different devices (mobile, tablets, computers, …) consuming related content on websites, online newspapers, blogs, social networks … But we also have constant contacts with analog media, such as magazines, TV or live events.
Therefore, the first lesson when creating a digital marketing plan is not to automatically exclude offline media, as it can make a lot of sense in your strategy and greatly enhance digital actions .
A simple example: think of an advertising piece in a paper newspaper. Including a specific url in the Call To Action of the ad, you can know how many people are redirecting that specific ad to your website, where you can, for example, buy the product.
Advantages of having a Digital Marketing Plan
- Generation of engagement: if something has been commissioned the digital side of marketing is that the brand-user communication is no longer unidirectional. Until not long ago, the brand communicated and the user listened.Now, digital communication is bireering, it is a dialogue . This situation empowers the user in front of the brand, which has the capacity to claim, suggest or congratulate. And at the same time it offers the brand a showcase to get to know its customer better. Everyone wins.
- Hyper-segmentation: digital marketing facilitates the segmentation of our targets, which allows us to optimize and personalize the message according to the public.In this way, communication gains relevance for the user, attracting more attention and offering better results.
- Fully measurable: everything that is done in digital marketing is measurable and generates data. Not in vain, Big Data is becoming the oil of the 21st century.Today, companies are increasingly “data driven” , that is, they make decisions based on data, not intuition.
- Constant optimization: We can analyze our campaigns in real time , to constantly learn and optimize , and thus launch new campaigns capable of obtaining even more success.Likewise, it is not necessary that a campaign ends to improve it. If along the way we see that there are elements that can be improved, it can be done in real time, saving money and time.
Steps to create a Digital Marketing Plan
1. Current situation of the company and the market
For a marketing plan to work properly, the first thing we must do is analyze our situation and the trends in the sector . Knowing the virtues and shortcomings of the competition, the characteristics of the market and the moment that our brand passes with respect to it, will allow us to locate niches in which to positionourselves .
2. Objectives and KPIs
Then, we set our quantitative objectives (number of clients, income, time of permanence, etc.) and qualitative (brand recognition, positioning, transmission of certain values, etc.) according to that benchmarket.
For a correct definition of objectives, these should always be SMART :
- S pecific / Specific: determine exactly what the objective is, without generalizing.
- M edibles: in a way, quantitative to determine how much success has been achieved in achieving the goal.
- A chievable / Achievable: not put impossible goals
- R elevantes: important and with real impact on the business
- T emporales: they must be achieved in a given period
Associated with each objective of the digital marketing plan, we must choose the main KPIs in which we will focus so that we can analyze if we are on the right track or if we are not diverting.
3. Target audience
The next step is to locate and analyze our target audience, so that we know it to such an extent that we can establish a strategy to successfully impact them.
Tools such as the Costumer Journey will help us identify the opportunities for contact points that our public can have with the brand, from the moment they see it for the first time until they make the conversion (a purchase for example). We can even go further and plan how you will recommend us to other users.
This strategy must gather among other things our positioning in front of the target that makes up our niche, the USP, the Reason to Believe, as well as the media in which our brand will be present:
Own media: such as the brand’s website, social media profiles, the newsletter or other actions, such as brand events.
Paid media : advertising media, whether online or offline; in Social Networks, third-party websites, print or digital press, TV, search engines, etc.
Media gained: those third-party media in which our brand can have a presence, such as blogs, profiles of social networks of influencers, press, etc.
Knowing where, what and who we want to communicate is a time to determine the specific actions of our digital marketing plan. Here the options are endless and will depend on the specific objectives set.
To divide the shares according to the intention and the time of the consumer is usually used we use the funnel or funnel conversion . With it, actions are grouped around 5 phases: brand awareness, generation of interest, decision making, purchase and loyalty.
Finally, as we mentioned before, technology allows us to know the results of our digital marketing plan through data and analysis. This process must cover both quantitative and qualitative inputs (opinions and degree of positivity or negativity of the same, feeling of brand, intentionality of comments, etc).
Unlike quantitative analytics, which can be performed by a computer program that accounts for certain parameters, the qualitative requires the direct intervention of an analyst who interprets the data and offers an insight.
This combination of data not only allows us to measure the success of our digital marketing plan but also to learn and make decisions for future actions. At this time, the process begins again.
Now you know: creating a digital marketing plan is essential if you want your business to have some opportunity among the oversized offer of existing products and services.