As technology advances, so does the world of marketing. While the conventional method will always be a significant part of product and service promotion, there’s no denying how digital marketing is slowly taking over the marketing scene in ways that no one would’ve imagined. But here’s the deal, if you don’t have a plan in place to accomplish your goals, then how do you expect to grow?
For decades, some of the biggest companies in the world employed various print marketing campaigns through the use of advertising flyers, brochure designs, billboards ads, and posters, just to name a few, to bring awareness toward their brand and generate better sales. For a while, these strategies were all they had.
But like everything else in life, this was bound to change one way or another.
With technology dominating today’s marketing scene, businesses have managed to keep up with the latest trends by implementing several digital marketing strategies to establish themselves in the industry. Though we haven’t quite reached the age of hover cars and teleportation devices just yet, digital marketing has made it easier and more convenient for a business to reach its audience in a creative and innovative way.
So what really is digital marketing?
To put it simply, digital marketing encompasses all marketing effort that utilize the Internet or an electronic to conduct a variety of advertising campaigns. Here, businesses leverage on digital channels such as search engines (for SEO marketing), social media, email, mobile apps, websites, and even digital billboards to connect with current and prospective consumers.
Given how technology and the Internet has become highly accessible these days, studies have shown the increasing number of people (children and adults alike) that use these channels every day. The average person generally spends much of their free time online, whether it’s surfing the net or catching up with friends and family through social networking. And since marketing has always been about developing a connection with a target audience in the right place and at the right time, digital marketing proves to be one of the most effective means of brand marketing in the contemporary times.
Here’s a quick rundown of some of the most popular digital marketing tactics employed in the field of business:
It’s safe to say that even the most notable brands in the industry have their own failing moments—*cough* Pepsi and their Kendall Jenner ad *cough*—but despite the hits and misses of digital marketing, many companies have discovered success through the key strengths of their marketing efforts.
Let’s take a look at how these famous brands go about their digital marketing strategies:
Some may argue that GoPro is fortunate enough to create immersive content thanks to the natural results of their products to encourage shares and public interactions. A simple video captured on a GoPro could immediately generate thousands of views and shares on globally-recognized social media platforms such as YouTube, Instagram, and Vine. At any moment, these videos could go viral across different platforms in the span of 48 hours.
But if there’s one element from this brand’s marketing efforts that has contributed to its success, then it has to be niche market.
One community that this brand has influenced the most is the extreme and adventurous sports market. The death-defying stunts and marvelous landscapes that these athletes have captured on their GoPro cameras continue to captivate thrill-seekers from around the world. The compact and convenient nature of the GoPro camera and its accessories allow outdoor-lovers to capture every single moment of their adventures for them to look back to and for their audience to enjoy. After all, it’s not so much about the camera itself, but the possibilities and experiences brought by this tiny contraption.
If brand popularity was solely based on one’s social media standing, then Heineken takes the crown for being the most popular beer brand in the world with over 20 million likes on Facebook.
The famous brand has always been known for delivering stylish ads that promote the brand’s global campaign, Open Your World. Since the brand has gained the most popularity among the millennial male audience, marketers have decided to invest heavily in sports sponsorship deals to keep their market engaged.
With a hint of creativity and a laser focused on this demographic, the brand’s use of social media to execute integrated marketing strategies has helped spread their campaign message in the most effective way possible.
In early 2012, Taco Bell surprised everyone with their rebranding efforts by focusing on social media to execute their campaigns. But rather than promoting their products, the brand took a different approach by producing relatable content that appeals to the consumer market. From Snapchat filters to their entertaining Stories, the Taco Bell’s commitment to social media has allowed it to spark conversations between the brand and its followers. This has made it easier for marketers to understand their audience and produce content that would generate positive responses.
Nike’s highly sophisticated brand culture is something that’s hard to beat. When you think of the brand, it’s more than just their products that comes to mind. This is because Nike has successfully built a brand image that centers on values and cultures that only those familiar with the brand can recognize. This identity was slowly developed over the years through the brand’s attempt to establish its name with the help of sponsorship deals, TV commercials, billboards ads, and even collaborations with some of the most famous athletes of all time. The constant exposure to the brand in various digital marketing campaigns has helped it gain a strong following of loyal customer.
Because in the eyes of its customers, the brand simply denotes success in every aspect.
A good marketing plan isn’t a product of an overnight task. It takes intense research and proper analysis to come up with something good enough to help your company prosper. When running a business, it’s always important to think about the future of the company and its growth. You don’t sit around and wait for a miracle, but instead, the magic happens when you make your first move.
It’s time to stop panicking about the future and start making your move. To do this, we’ve gathered five of the most crucial steps in developing a well-defined digital marketing plan for you to be guided.
Before anything, define your mission and objectives first. You need to be specific with your marketing goals so that your plan may be tailored toward achieving them. This will also guide managers and staff members to perform in such a way that complements your overall mission. Without a clear path to follow, your team could end up wasting a significant amount of resources on useless strategies.
Remember who you’re talking to. Individuals from certain demographics may possess different interests from those of another group, which is why your marketing plan must be centered on the problems held by your targeted audience. This includes their emotional desires, aspirations, fears, and goals.
Past successes and failures are all part of growth. By learning to accept them, you’ll also learn to analyze how you can improve your current operations to obtain better results. Having a record of your analysis will also help enhance future plans for continuous brand development.
There are three vitals components in executing a digital marketing plan: the people, the budget, and the channels. All of these resources must be taken into account before any decisions are implemented in the plan. It needs to be realistic, measurable, and attainable, otherwise, you’ll find yourself scrambling for resources that go beyond your capacity.
No matter how hard you try, your plan is never going to be perfect from the get go. Unforeseen circumstances may cause drastic changes to your plan, forcing you to be as flexible as possible. This is why you need to create a plan that is manageable, one that allows adjustments without losing sight of the company’s primary goal.
At the end of the day, there is no one-size-fits-all approach when it comes to successful marketing. Every business has its own identity to build and market to serve. By having a plan in place, a business may improve its operations and gain the trust of its customers to achieve better market performance.