Digital Marketing Strategy

… due to the complexity of digitization.

Marketing leaders know that they need to have a vision and a digital marketing strategy, because teams need a sense of purpose and goals that can be derived from this strategy.

This intellectual work is unavoidable, but it is often neglected and often falls by the wayside in hectic everyday life. Get support where you lack the resources so you can build that important foundation for yourself and your team. In addition: for a data strategy data insights is a must have. For a digital marketing strategy data analytics are a super nice to have.

Firstly, the most important thing: There is no magic formula for strategies. But there are frameworks, business models, standards. And most importantly, there is your marketing data. The use of frameworks depends on what the scope and goal of the strategy should be. Is it about the further development towards a high-performance digital marketing department? Or does the company want to increase market share in a targeted manner? Or maybe the expansion into a new market is imminent? Whatever the task, it must be clearly defined from the beginning.

What all good strategies have in common, however, are analyses of the current situation. This can be done on the basis of data evaluations, through exploratory interviews of certain employees and customrs, workshops with customer facing colleagues and through the research of your competition.

One of the biggest challenges that companies currently experience is the digital transformation. If you are in this situation, you should have a strategy sooner rather than later as to how and when and to what degree digitization should be achieved and how much it will cost. Not doing so can mean a lot of unrest, blind actionism and unnecessary costs, not to mention the emotional hurdles for those who will see their jobs threatened.

If you are further ahead in your transformation and you are pushing the envelope to become data driven, a data strategy is certainly helpful. This includes knowing your data are trustworthy, your technical infrastrcuture  is planned in tandem with your IT, and your KPI’s are defined.

For a digital marketing strategy, critical questions, data analysis and data mining as well as exploratory interviews are recommended in order to find out where possible weaknesses in the marketing sales funnel are currently located and how to differentiate yourself from the competition. This often reveals opportunities that have never been considered before. Or even business cases for cognitive data models. In addition, of course, the strategy has a major influence on the marketing team. Therefore, it is important to note that employees should be trained and further developed so that the strategy can actually be implemented together with them.