Part 3
After having clear knowledge and overview of your company, its business goals, marketing goals, media channels, and consumer behavior, it is possible to set the means on how to achieve the marketing goals.
Naturally, the next step is to determine the means on how to achieve and to measure the online marketing goals. There are different ways to achieve these set goals. For instance, when the goal is to increase loyalty, means could be as follows:
- marketing actions on Social Media, increasing the sales number of regular customers.
- marketing via email by sending out newsletters (setting up a mailings list) about latest deals and offers, only to those customers who specifically granted permission by opting in for the newsletter.
Before determining the means on how to measure these goals, you should learn about the available measurement techniques. There are two techniques, namely:
1. Qualitative; which is based on the investigator’s experience of the consumer’s behavior. The qualitative analytics provide you analysis of the user’s behavior on / within your website. The methods in here are as follows:
- observation (online behavior)
- interview (for consumer’s opinion)
- survey (for consumer’s opinion)
- focus groups (for consumer’s opinion)
- structured (for consumer’s opinion)
- non-structured (for consumer’s opinion)
The results are useful to optimize the navigation and improve online experience of the user on your website.
2. Quantitative; statistical tools used to predict the consumer behavior to your website. The quantitative analytics provide you numeric analysis of the user’s behavior coming to your website. This technique is used in digital marketing to get insights on how users landed on your website, via which channels (online and offline channels). These methods are as follows:
- experiments (online tracking)
- surveys (online survey how the user learn about your business)
- panel (how users learn about your business)
These methods are conducted online with the use of suitable tools like Google Analytics, Adobe Analytics, Comscore, Unbounce, Clicktale, Crazyegg or Optimizely.
The different ways that can be determined on how to measure the online marketing goals, could be as follows by:
- Consumption; analyze the consumption of users, like purchases made, the frequency, size of purchase and type of products / services purchased (thus referring to the consumption behavior).
- Content; which keywords are used to find your website, what content is frequently read and search for on your website etc.
- Leads; which channels provide you more leads, so more people that sign up for your newsletter or want to receive more information.
- Sales; analyze the volume of sales as an effect that stems out from the set marketing goals and efforts made to achieve them (the development of the number of sales online; is there an increase or decrease)
- Registration; analyze the number of registrations on your website for an online account or registering for an event / webinar etc.
More on Web analytics and how to measure the goals in another post.
In summary, the steps to take into account when creating a Digital Marketing Strategy are:
- Do research on your own business and competitors (make a SWOT analysis).
- Analyze and explore the different media options both traditional and digital, which the use of both types is called Cross-Media Marketing.
- Create interesting, entertaining, educational and visually intriguing content that is relevant, short and easy to read. This is called Content Marketing.
- Analyze consumer behavior and identification, to know in which consuming stage the customer is at that particular moment and include the result in the process of setting the marketing goals.
- Identification and understanding of the set business goals and the means applied to reach these goals.
- Set the marketing goals which are SMART and include KPIs (more on KPI in another post).
- Determine the means how to achieve the marketing goals.
- Identify the measurement techniques
- Determine the means how to measure the online marketing goals.
- Draw up the Digital Marketing Plan and strategy.
Now you are all set, and ready to create your Digital Marketing Plan with suitable strategy.
Read other posts Creating Digital Marketing Strategy Part 1 , Creating Digital Marketing Strategy Part 2.
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