Companies without a digital strategy (and many that do) don’t have a clear strategic goal for what they want to achieve online in terms of gaining new customers or building deeper relationships with existing ones. And if you don’t have goals with digital marketing objectives you likely don’t put enough resources to reach the goals and you don’t evaluate through analytics whether you’re achieving those goals.
Customer demand for online services may be underestimated if you haven’t researched this. Perhaps, more importantly, you won’t understand your online marketplace: the dynamics will be different from traditional channels with different types of customer profile and behavior, competitors, propositions, and options for marketing communications. There are great tools available from the main digital platforms where we can find out the level of customer demand, we recommend doing a search gap analysis using Google’s Keyword Planner to see how you are tapping into the intent of searchers to attract them to your site, or see how many people interested in products or services or sector you could reach through Facebook IQ.
If you’re not devoting enough resources to digital marketing or you’re using an ad-hoc approach with no clearly defined strategies, then your competitors will eat your digital lunch!
A clearly defined online customer value proposition tailored to your different target customer personas will help you differentiate your online service encouraging existing and new customers to engage initially and stay loyal. Developing a competitive content marketing strategy is key to this for many organizations since the content is what engages your audiences through different channels like search, social, email marketing and on your blog.
It’s often said that digital is the “most measurable medium ever”. But Google Analytics and similar will only tell you volumes of visits, not the sentiment of visitors, what they think. You need to use other forms of website user feedback tools to identify your weak points and then address them.
It’s all too common for digital marketing activities to be completed in silos whether that’s a specialist digital marketer, sitting in IT or a separate digital agency. It’s easier that way to package digital marketing into a convenient chunk. But of course, it’s less effective. Everyone agrees that digital media work best when integrated with traditional media and response channels. We always recommend developing an integrated digital marketing strategy and once Digital Transformation is complete digital marketing activities will be part of your marketing plan and part of business as usual.
Insufficient resource will be devoted to both planning and executing e-marketing and there is likely to be a lack of specific specialist e-marketing skills which will make it difficult to respond to competitive threats effectively.
Even if you do have enough resource it may be wasted. This is particularly the case in larger companies where you see different parts of the marketing organization purchasing different tools or using different agencies for performing similar online marketing tasks.
If you look at the top online brands like Amazon, Dell, Google, Tesco, Zappos, they’re all dynamic – trialing new approaches to gain or keep their online audiences.
Every company with a website will have analytics, but many senior managers don’t ensure that their teams make or have the time to review and act on them. Once a strategy enables you to get the basics right, then you can progress to the continuous improvement of the key aspects like search marketing, site user experience, email and social media marketing. So that’s our top 10 problems that can be avoided with a well thought-through strategy.
So, the good news is that there are powerful reasons for creating a digital strategy and transforming your marketing which you can use to persuade your colleagues and clients. There is also now a lot of experience from how other businesses have successfully integrated digital marketing into their activities as explained in the example of digital plans, templates and best practices in our digital marketing strategy toolkit.