It promotes brands that use all digital channels such as digital marketing, television, radio, internet, mobile communications, and more. Unfortunately, the practice of using digital marketing tools? This is only an assimilation of the experiences of the United States and European countries.
The emergence of digital marketing is the emergence of information technology and the Internet. Before the active promotion of digital and email marketing, the agency’s radio and television advertising was not considered digital marketing? So, but today it has drastically changed. Therefore, companies need to have the right digital strategized plan in place for their promotional activities.
Strategy development steps
Marketing agents today have online and online marketing communication strategies. Continue the process of creating a communication strategy in the digital environment immediately. There are many tricks, but you need to follow the basic steps.
The activities of digital strategists begin with an overview of the company’s marketing plan:
1. Product/service description. This article says, “What does the company offer in the market?” You need to answer your question in detail.
2. Market evaluation. Main idea? With market information that can affect the potential success of the brand. You must provide all answers. What about the other brands in the category? Will they launch innovative products or new brands shortly?
3. The source of business development. The following points need to be clarified as accurately as possible from the marketing plan: how are they planned to increase market share? Attracting new customers in the category, attracting consumers from other brands, encouraging trial purchases, encouraging repeat purchases.
4. Evaluation of the competitive environment. Do you need to understand what consumers think of your competitor? What creative strategies do competitors use? The market situation must be clearly understood through the marketing communications of competitors.
5. Marketing goals. What marketing goals should a brand achieve? Here, you need to understand not only the marketing goals of the brand, but also the market goals and sales volume. Usually, these figures are included in the marketing plan.
In classic communication, the development of a brand communication strategy or a separate campaign has become an integral part of successful and quality communication according to the advertising community. However, in the field of digital communications, the development of the strategy remains subject to significant challenges. This is because, by the nature of digital communication, it is the youngest area of advertising communication related to childhood illness.
The most important thing to note:
- Thus, the lack of professionals with sufficient experience to prepare a classic strategy, such as analyzing the market situation, analyzing the target audience, and setting goals and objectives, creates a digital strategy in several ways.
- Strategy Lack of “industry standards” in the field of digital strategy. The various institutions present the necessary sections in such a document in their way, and even the place of the digital strategy in the marketing plan.
Focus on switching tactical decisions. Tactical decisions are usually a substitute for strategic initiatives.
In today’s world of medium and large companies, marketing determines the strategy’s work. It also generates a branding strategy, a marketing communication strategy. This in turn generates an integrated marketing communication strategy where the distribution of assets is already established (public relations, advertising, direct marketing), and then the media designers create a strategy through channels (television, press), radio, internet).