Overview

The first step in developing a digital marketing strategy is conducting comprehensive research and analysis to identify insights that will drive the formulation of a data-driven digital marketing strategy. This research and analysis should include:

• Detailed online research: This involves researching online to understand market trends, customer behaviour, and other relevant insights.
• Keyword and search trends research: This involves identifying and analysing the most relevant and high-priority keywords that your target audience is using to search for your products or services.
• Competitor analysis and reverse engineering: This involves analysing your competitors’ digital marketing strategies to identify gaps and opportunities in your own strategy.
• Audit and optimization of the current digital ecosystem: This involves evaluating the current state of your digital ecosystem, including your website, social media, and other digital assets, to identify areas for improvement and optimization.
• Digital advertising feasibility studies: This involves assessing individual target markets for viability and suitability for digital campaigns and analysing the subsequent data.

Keyword Research

Keyword research is a critical step in developing a digital marketing strategy. It involves researching and analysing the most relevant and high-priority keywords that your target audience is using to search for your products or services. The output of a keyword research project is a defined list of priority keyword themes and an assessment of performance of the primary website in the search engines for a sample of high-priority keywords.

Digital Audits

A digital audit is a comprehensive health check of the current status of your digital ecosystem. A typical audit includes thorough scrutiny of each of your organisation’s digital assets. We gather existing data from various sources and evaluate their performance against predetermined KPIs that are important to your business. This evaluation is done keeping industry best practice, industry analysis, and competitor behaviour in mind. Our digital audit process usually culminates in the delivery of a detailed document covering the data and the resulting insights, our assessment of your digital health status, and a set of tailored recommendations keeping your organisational goals in mind.

Audience Research

Understanding your target audience is critical to developing an effective digital marketing strategy. Our consumer research methodology focuses on five key areas which assist in the formulation of the overall strategy:

• Understanding the customers/consumers (termed ‘User Personas’). Who are the users?
• Understanding what the users’ objectives are when they visit the site (termed ‘User Scenarios’). What needs are the users trying to fulfil?
• Understanding how the users navigate through the site to meet their set objectives (termed ‘User Journeys’). How do we meet the user’s needs in a logical, user-friendly, and efficient manner?
• User experience audit of current website to identify what are the current journeys and using analytics to assess how these journeys are currently performing with a view to scoping necessary improvements in the new website to enhance conversion.
• Market and competitor analysis to give further insights into the overall competitive digital landscape.

Advertising Feasibility Studies

The rationale behind advertising feasibility studies is to find out what is the most cost-effective and top-performing channels, territories, and formats prior to investing resources and budget into advertising initiatives. Advertising feasibility studies involve understanding which advertising platforms are most effective in driving conversion for the core product, which audiences show the highest affinity for the product, what messaging is most effective in engaging these audiences and driving conversions, which territories show the highest engagement and conversion for the product, and financial marketing metrics including CPA & Return on Ad Spend for each variable.

Digital Strategy Formulation

At the end of the research phase in a digital project, data is collated, organised, analysed, and interpreted. This data forms the foundation for developing a digital marketing strategy aimed at executing a full-scale digital marketing activation campaign, localised to each target geography identified, and executed over an appropriate time period in line with the company’s strategic objectives. The digital strategy will be dynamic and will have ongoing active optimization and reflective data and insight analysis to ensure optimal customer acquisition and minimal media spend wastage.

Full Scale Campaign Planning & Execution

Once the digital marketing strategy has been developed, it’s time to execute it. This involves creating content, running advertising campaigns, and other marketing initiatives in line with the strategy.

Campaign planning is a critical step in the execution of a digital marketing strategy. It involves developing a detailed plan for each marketing campaign or initiative, outlining the specific tactics and activities that will be used to achieve the campaign’s goals. The following are key components of effective campaign planning:

• Campaign Objectives: Define specific and measurable campaign objectives, such as driving website traffic, generating leads, or increasing sales.
• Target Audience: Identify the target audience for the campaign and understand their needs, pain points, and motivations.
• Messaging and Content: Develop messaging and content that resonates with the target audience and aligns with the campaign’s objectives.
• Channel Strategy: Identify the most effective marketing channels to reach the target audience, such as social media, email marketing, search engine advertising, or content marketing.
• Budget and Resources: Determine the budget and resources needed to execute the campaign effectively.
• Timeline and Milestones: Develop a timeline and milestones for the campaign to ensure that all activities are completed on time and within budget.
• Performance Metrics: Define performance metrics and establish a process for tracking and measuring the success of the campaign.

During the execution phase, it’s important to closely monitor the performance of each campaign and initiative. This involves tracking key performance metrics such as website traffic, lead generation, sales, and return on investment (ROI), and using data analytics tools to gain insights into what is working and what is not. Based on these insights, adjustments can be made to improve campaign performance and optimise results.

One of the key benefits of digital marketing is its scalability. Insights gained from feasibility studies can be used to identify new markets and opportunities for growth, and to tailor digital marketing initiatives to these markets. For example, if the feasibility study shows that a particular product or service is in high demand in a specific geography, a localised marketing campaign can be created to target that audience. By adapting campaigns and messaging to local languages, cultural norms, and customer preferences, businesses can increase their reach and engagement in new markets.

To ensure success in new markets, it’s important to thoroughly research and understand the target audience and competition, as well as any cultural and regulatory factors that may impact marketing initiatives. The insights gained from feasibility studies can be used to inform this research and guide the development of new campaigns and initiatives.

Execution and optimization is an ongoing process that involves continuous testing, measuring, and refining of digital marketing initiatives. By leveraging data and insights to guide decision-making and continuously adapting to changing market conditions, businesses can ensure that their digital marketing strategy remains effective and relevant over time.

360 Review after Execution

Once the digital marketing strategy has been executed, it’s important to conduct a 360 review to evaluate the effectiveness of the strategy and identify areas for improvement. The 360 review should involve a comprehensive assessment of all aspects of the strategy, including research and analysis, campaign planning, execution, and optimization.

The review should begin by analysing key performance metrics to assess the overall success of the strategy. This includes metrics such as website traffic, lead generation, sales, and return on investment (ROI), as well as any other relevant metrics that were identified during the strategy development phase.

In addition to performance metrics, it’s also important to gather feedback from key stakeholders, including customers, employees, and other business partners. This feedback can be collected through surveys, interviews, and other forms of communication, and should be used to identify areas for improvement and opportunities for growth.

Based on the results of the 360 review, adjustments can be made to the digital marketing strategy to optimise performance and ensure that it remains aligned with the company’s overall business goals. This may involve fine-tuning the messaging and content, adjusting the marketing channels and tactics, or expanding the strategy to new markets.

The 360 review should be an ongoing process, with regular check-ins and assessments to ensure that the digital marketing strategy remains effective and relevant over time. By continuously evaluating and adjusting the strategy, businesses can stay ahead of the competition and achieve long-term success in the digital marketplace.

If you are planning to develop a comprehensive digital marketing strategy and would like some help and guidance, we will be happy to assist you in your project.

by :

Eamonn O'Raghallaigh, PhD