Many companies do not have a digital strategy (and many do) and do not have a clear goal for what they want to achieve online in order to gain new customers or to establish deeper relationships with existing customers. When you do not have goals, you do not allocate sufficient resources towards achieving those goals, and you do not evaluate whether you are achieving those goals through analytics.

5 Reasons

1. Your life is aimless

Companies without a digital strategy (and those that do) lack a clear strategy for what they want to achieve online in order to gain new customers or build deeper relationships with existing ones. If you don't have goals, you probably won't invest enough resources to reach them, and you won't evaluate whether you're achieving them through analytics.

2. You won’t know your online audience or market share

If you have studied this, you may have underestimated customer demand for online services. More importantly, you may not understand your online marketplace. With different types of customer profiles and behaviors, competitors, propositions, and marketing communication options, the dynamics will be different from traditional channels

3. You don’t have a powerful online value proposition

Defining a clear digital proposition tailored to your target customer personas will enable you to differentiate your online service, encouraging existing and new customers to engage and stay loyal. The development of an omnichannel marketing strategy is key for many organizations since the content engages audiences through different channels including search, social, email marketing, and your blog.

4. You’re not integrated

Digital marketing is all too often handled in silos, whether by a digital marketing specialist, an IT department, or a digital agency. This is an easier way to package 'digital' into a convenient chunk. However, it is less effective. All agree that digital media work best when integrated with traditional media and response channels.

That’s why we recommend developing an integrated digital marketing strategy, so your digital marketing works hard for you! With your integrated plan in place, digital will become part of your marketing activity and part of business as usual. Find out more.

5. You’re not optimizing

A company with a website will have analytics. However, many senior managers don't ensure their teams are making these decisions or have the time to review and act on them.

Digital Marketing

Digital marketing refers to the application of digital technologies and media to reach marketing objectives.

Media and digital technologies include:

  • Company websites
  • Mobile apps
  • Social media company pages
  • Search Engines
  • Advertising
  • Email and automation
  • Digital Partnerships with other digital companies

The full customer journey is split into four phases: Reach, Act, Convert, and Engage.

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