What is the best digital marketing strategy for my business?

There is no single strategy in digital marketing that can be said as best digital marketing strategy. It depends on many factors. Four main factors are nature of your business, goals you wish to achieve, your budget and your audience or customer profile. These four factors can help you create a primary strategy for online marketing. Let’s understand each of them

Nature of business

A retailer, wholesaler, manufacturer, service provider, technology or an e-commerce player. Each of them has a different business model while they all may use a mix of same digital mediums but each medium has different efficacy. Maintaining inventory, managing delivery, payment modes, returns, replacement or after sales services all such factors are associated with nature of your business and also define your geographical reach which in turn helps decide your digital marketing startegy in terms of mediums and budgets

Your end goal or objective

Increase store walk in or online sales. Get more clients after reading positive reviews of your service. As a manufacturer you want more product centric digital marketing, hihglighting its features and quality. Wholesaler would want to keep actively engaged with its clients. E-commerce player would want to do many things, brand building, drive sales, awareness, engagement or remarketing.

End objective of digital marketing is 1^st thing that any digital marketer would want to know before carving out a digital marketing strategy for you.

Budget for online marketing

Once objective of digital marketing is clear, budget setting is easier. Brand building, customer engagement or drive sales and conversions mostly digital marketing objectives are categorised with in these three. Each of them has a different calculation for finalising budget for digital marketing.

Very broadly if we say, brand building can be derived from a fixed % of revenue share annually and then sub allocated quarterly depending on peak seasons. Drive sales or conversion are usually Return on Investment (ROI) or Return on Ad Spend (ROAS) driven.

Customer profile

This is one of the most important parts. Your marketing strategy be it online or offline, it will be as effective as is the accuracy of your customer segmentation and profiling.  Which customer segment and of what profile you wish to focus that’s the key for digital marketing.

For different type of good or services, customers preferred mode of purchase varies. Even for same product different customer profiles may prefer different mode of purchase.

An elderly person who uses a smart phone and laptop still for buying pair of eye glasses would prefer an offline store, where as younger tech friendly consumer may get attracted to offers and pulled to buy it online. Should you drive in store traffic or website traffic, your customer profile helps you decide.

To conclude

Consider these factors while you curate your digital marketing strategy. Although this is a broader outline of how to frame your digital strategy. It is more for thoughts then for action as it would need much deeper analysis. A well thought of action plan gives an impactful and effective outcome. We at Brand Adverbs, help you begin your digital marketing journey and ensure you stay ahead of your competition.

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