If your business is like most organizations, you've probably been focusing on digital marketing for years - posts on your website, CTAs on social media, email campaigns. But what about your other marketing channels? Are they still as important as they used to be?
The short answer: no! In today's world, not only are more customers, in terms of raw numbers, interacting with businesses through digital channels than ever before, but higher percentages of interactions between customers and companies are digital, and both numbers are increasing rapidly. What does this mean for you, and the success of your marketing campaigns: you need to reach your customers where they are at, at a time that is relevant to their purchasing decision. Simply put, if you’re not focusing on digital first, you’re making a mistake that will take years, and cost multiples of your existing budget, to remediate.
Here's why: Digital media is more measurable than traditional media, it's more engaging, both of which make it more cost-effective. Investing in a strong digital presence will help ensure that your company is able to reach its target audiences and achieve its business goals. All of this sounds great, but…..how do you go about getting started?
Creating a successful digital marketing strategy is no easy task. It requires careful planning, the right tools, and an understanding of how to best reach your target customers - what are they looking for, how are they looking for it, and where are they in their purchasing cycle. But if done correctly, it can be hugely beneficial for your business. A few things you'll need to consider when developing your digital first strategy include:
• Building a strong web presence – This should include creating an engaging website with relevant content and optimizing it for SEO purposes. Additionally, build out social profiles on popular platforms like Facebook and Twitter, as well as devoting time to email campaigns and other forms of online advertising - stay engaged with your customers. Don’t sleep on analytics-driven personalization when it comes to your website: making it easier for your customers to find what they’re looking for, and giving them a personalized experiences, help build and reinforce the relationship between your individual customer and your business.
• Investing in data-driven tactics – Data is the key to unlocking the full potential of your digital first strategy, helping you to identify your target audience, understand their behavior, and track the success of your campaigns. Using data-driven tactics like A/B testing and analytics are essential for optimizing your digital marketing efforts. Understanding analytics, and how to apply them to your business, is simply essential to being successful in the digital ecosphere.
• Utilizing automation – Automation is a great way to ensure that your campaigns are running smoothly and on time. You can use automation tools to streamline processes such as scheduling posts or sending emails so that you don't have to do it manually every time. Many - most, even - of the enterprise digital marketing platforms (Sitecore, AEM, and Sitefinity, for example) have deeply ingrained automation packages that tie together your website, your user’s browsing patterns, your digital marketing campaign analytics and how browsing patterns are affected by those campaigns. All of this, tied together by deep AI-driven automation to create new campaigns, interactions and touch points, all geared towards goals and objectives that you define.
By focusing on digital first, you'll be able to effectively reach more customers while also saving yourself time and money in the process. Investing in a strong digital presence should be one of the top priorities for any business—no matter how big or small. With the right tools and strategies in place, you can maximize your digital marketing efforts to get the results you want.
Let’s Wrap It Up!
To be successful in today’s rapidly evolving business ecosphere, make sure your company has a strong online presence with relevant content and optimised SEO, take advantage of data-driven tactics like A/B testing and analytics, and use automation tools to streamline processes. Doing so will help you reach more customers while also saving time and money. It's essential for any business – no matter how big or small – to prioritize their digital marketing strategy for maximum ROI.
The world of marketing has changed drastically over just the last two years, and the pace of change is accelerating. Businesses now more than ever need to focus on digital first strategies if they want to survive in this constantly evolving landscape. Investing in a strong digital presence will help ensure that your company is able to reach its target audiences and achieve its business goals. So if you haven't already, it's time to start focusing on digital first.
While a “digital first” strategy requires heavy commitment from the organization’s top down leadership, focusing on the points above will be a good starting point.
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