The Digital Marketing Plan and its importance for companies
Having a digital marketing strategy and plan has become a necessity rather than an option for companies . The fact is that, in recent years, marketing techniques have radically changed thanks to technological development and the globalization of brands.
In fact, so much has been the emphasis of many companies on adapting to the new online behaviors of users, that they have chosen to create a digital marketing department , completely independent of the “traditional” one.
An error that a few years ago had its explanation in the radical difference that existed between professional profiles.
However, to be successful in today’s environment, you have to stop making that differentiation. After all, users do not move exclusively in online or offline media .
The costumer journey of people is mixed . We all navigate on different devices (mobile, tablets, computers, …) consuming related content on websites, online newspapers, blogs, Social Networks … But we also have constant contact 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, since they can make a lot of sense in your strategy and greatly enhance digital actions .
A simple example: think of an advertisement in a paper newspaper. By 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 they can, for example, buy the product.
Advantages of having a Digital Marketing Plan
- Generation of engagement:if the digital aspect of marketing has been in charge of something, it is that brand-user communication stops being one-way. Until not long ago, the brand communicated and the user listened. Now, digital communication is two-way, it is a dialogue . This situation empowers the user in front of the brand, which has the ability 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, the communication gains relevance for the user, attracting more their attention and offering better results.
- Fully measurable:everything that is done in digital marketing is measurable and generates data. Not surprisingly, 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 learn and optimize constantly, and thus launch new campaigns capable of obtaining even more success. Similarly, it is not necessary for a campaign to end to improve it. If along the way we see that there are improvement elements, 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 trends in the sector . Knowing the strengths and weaknesses of the competition, the characteristics of the market and the moment our brand is going through with respect to it, will allow us to locate niches in which to position ourselves .
2. Objectives and KPIs
Next, we set out 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 :
- Specific / Specific: determine exactly what the objective is, without generalizing.
- Medibles: in a way, quantitative to determine how much success has been achieved in attaining the goal.
- Achievable / Achievable: not setting impossible goals
- High Rs: important and with a real impact on the business
- Temporales: must be achieved in a given period
Associated with each objective of the digital marketing plan, we must choose the main KPIs that we will look at so that we can analyze if we are on the right track or if we are not deviating.
3. Target audience
The next step is to hire digital marketing consultant who can locate and analyze our target audience, so that we know them 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 audience may have with the brand, from when they see it for the first time until they make the conversion (a purchase, for example). We can even go further and plan how it will recommend us to other users.
This strategy must include, among other things, our positioning against the target that makes up our niche, USP, 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.
Earned media : those third-party media in which our brand can have a presence, such as blogs, social media profiles of influencers, press, etc.
Knowing where, what and to whom we want to communicate, it is 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 actions according to the intention and the moment of the consumer, we usually use the funnel or conversion funnel . With it, the actions are grouped around 5 phases: brand awareness, interest generation, 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 its analysis. This process must cover both quantitative and qualitative inputs (opinions and degree of positivity or negativity of these, brand sentiment, intention of comments, etc.).
Unlike quantitative analytics, which can be performed by a computer program that accounts for certain parameters, qualitative requires the direct intervention of an analyst who interprets the data and offers 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 next actions. At this point, the process starts over.
Now you know: creating a digital marketing plan is essential if you want your business to have any opportunity among the over-saturated offer of existing products and services.