How to develop a marketing strategy in the digital age?

The concept of digital marketing is relatively new. The term was first used in the 1990s. Digital marketing was born from the impetus of new technologies, media evolution, economic globalization, changing consumer habits and easier access to information for consumers.

From new advertising methods to new ways to reach unexplored markets, brands are taking advantage of the opportunities presented by the evolution of digital marketing. If you’re still unsure how to plan your company’s marketing strategy, here are the steps you need to take

Conduct market research and define your audience

Businesses need to do research to know the needs, preferences and even how their potential buyers feel, in order to reach their target audience. Understanding your audience is one of the most valuable phases of a marketing strategy, as it will allow you to choose the right channels to reach them.

The study you do should also include the behavior of the competition, taking into account their actions, in order to propose better strategies to follow, and you should be aware of the threats, opportunities, strengths and weaknesses (SWOT) related to your business to make the best decisions and obtain benefits.

Set your goals

At this point, you should know that the goals you set must be achievable based on the reality of your business. To do this, we need to evaluate issues such as the size of the company and the budget that is managed for the digital marketing strategies that will be implemented. It is up to you to decide if you are going to be able to carry out this strategy yourself or if you are going to hire an online marketing professional, while taking into account your budget.

Choose the digital marketing techniques to implement

Based on the previously defined audience and taking into account the SWOT and the goals to be achieved, it is time to choose the marketing techniques to be implemented, which include: search engine optimization, branding campaigns, content marketing, email marketing, online advertising campaigns and social media.

All of these techniques are implemented with the help of marketing technology, which includes tools to track results.

Produce quality content

Now that you’ve come up with the techniques you’ll use to reach your customers, you need to think about the content you’ll present to them, which must be original and of high quality; otherwise, it won’t have the impact you’re looking for. You also need to decide on the format in which you will send it, i.e. whether it will be articles, images, videos, etc.

Finally, all you have to do is implement your strategy. If you don’t have the specialized knowledge that digital marketing requires, you should hire a marketing agency to help you. Remember, creating a good digital marketing plan is essential for your business to gain visibility in search engines and social media.