We all know that it’s a rapidly changing digital landscape in India. And having a solid digital marketing strategy is crucial for business success. We all also know digital marketing also allows us to target better, reduce ROAS and measure better. So, why is it still so difficult to actually create a good strategy and implement it?
Here are a few things that I have found as challenges for clients – Founders and marketing folks alike:
1. Challenges in setting clear goals
Before embarking on any marketing campaign, it’s essential you have clear, measurable goals. But, you know there is a clear need to build brand awareness, while the business puts in pressure to show numbers that are achievable through more performance driving campaigns. And this is thrust on you due to a funding milestone to reached. Then what do you prioritise on? Awareness, leads, or drive sales?
Unfortunately, there is no clear answer here. One has to go with the other and that is the nature of the beast. But, what you can do is prioritise spends in media in a time-bound fashion. Rely on your agency to give the right campaign schedule where they will think for you on what could be the right approach. Once you get a clear understanding of what can be achieved, you can execute your strategy accordingly.
2. Investing in the Right Channels
With so many different digital marketing channels available, it can be overwhelming to know where to focus your efforts. Some of the most effective channels include search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, email marketing, and content marketing. Consider your target audience, budget, and goals when deciding which channels to invest in.
Sometimes, there are platforms that you would never have heard of but would be ideal to target, say, 18-24 year gamer kids. This is where insights and data come in handy and some common sense also plays a role.
3. Developing a Data-Driven Approach
Data is a valuable tool for optimizing your digital marketing strategy. Regularly analyzing metrics such as website traffic, conversions, and customer behavior can help you make informed decisions about where to allocate your resources. This data can also provide insights into what’s working and what’s not, allowing you to make tweaks and optimizations for better results. The question to ask is do you do this regularly, religiously and rigorously?
4. The Power of Personalization
In the new world, ONE SIZE DOES NOT FIT ALL. Personalization is one of the most effective ways to engage with customers and drive growth. By tailoring your marketing messages and offers to individual customers based on their interests and behavior, you can build stronger relationships and drive conversions. Whether it’s through email marketing, website content, or social media, personalization should be a key component of your digital marketing strategy.
No matter what, it’s essential to stay on top of the latest digital marketing trends and continuously evaluate and optimize your strategy for the best results. If you are bogged by internal politics, unnecessary metrics etc., rely on an agency that questions, challenges and brings perspective.
