5 Digital Marketing Strategy Tips

By Team - Doble Group, LLC 01/02/2017

Is your current marketing strategy driving customer loyalty? Are you happy with your current strategy? How closely aligned is your digital marketing strategy to your business objectives? Are you collecting the right data about your customer? Or, are you saying, “what digital marketing strategy?”

Check out these 5 Digital Marketing Strategy Tips

Define Your Digital Marketing Strategy

Tip #1: Put Yourself in Your Customers’ Shoes for Every Interaction

  • Identify how your prospects and customers interact with your brand.
  • Take note of the advertising, website and marketing messaging, content, call to action, process steps, data inputs, and duration between communications.
  • Uncover challenges your customers may face when interacting with your brand.

Tip #2: Inventory Your Existing Data Assets and Technologies

  • Identify the technology platforms (CRM, master data management, ad serving, etc) you already have in place. How do they impact your customer? How do they impact your customer’s experiences and interactions with your company.
  • Identify which systems store personal identifiable information (PII) and which don’t.
  • Record the unique identifies that exist in each technology. For example, customer ID, email—all of this information will be used to create data extensions and create your data model in the Marketing Cloud.

Tip #3: Prioritize Your Business and Customer Use Cases

  • Determine the level of effort, business impact, and customer impact for each of your customers’ challenges. Use a grading score of 1-5 to help score the challenges.
  • Identify quick marketing wins based on the challenges’ scores.
  • Identify any technology overlap and technology gaps.

Tip #4: Determine Your Success Criteria

  • Assign key performance criteria to each customer challenge. For example, clicks, opens, conversion, likes, shares, cost-per-acquisition, and cost-per-conversion.
  • Use and track your progress with SMART (specific, measurable, attainable, realistic, and timely) objectives.

Tip #5: Create a Single View of the Customer

  • Identify technology platforms that can be connected to use the most customer data possible. For example, connect your CRM platform to Marketing Cloud to track the effectiveness of your various marketing efforts on sales across customer segments.
  • Document the complete 360-degree view of your customer based on all the data you collect across platforms.
Source: Marketingcloud.com