To get customers to your company, you need to do marketing.
Many people talk about digital marketing, but they don’t provide the content or the context behind what it means. Generally, it is the concept of raising awareness about your company’s brand, getting people to be educated about what you provide, and ultimately inducing them to take action (purchase or get a lead form).
Digital marketing changes all the time
When Covid 19 hit, it forced a major change in how people communicate with their prospects and their customers. Traditionally, most companies did some or most of their marketing offline. With the emergence of Covid 19, every company rushed into digital marketing, whether they had the skills, experience, and budget or not. Resultingly, there was a great deal of inflation in the cost of advertising online.
Now, we’ve gotten to a point where certain forms of digital marketing have become too expensive, such as digital advertising.
Сompanies are moving away from some forms of digital marketing
Companies are shifting to such forms of marketing as:
- Affiliate Marketing
- Mobile Marketing
- Marketing Analytics
- Social Media Marketing
- Content Marketing
- Email Marketing
- Search Engine Optimization
However, they’re also starting to go back to offline marketing because things have started to open up around the world as well. So, it’s been very turbulent for marketers over the last couple of years. It’s not just where but also how they advertise.
Three causes of digital marketing strategy changes
The underlying factors for the changing digital marketing strategy are the following:
- There has been a move to omnichannel marketing, which means that marketers can sell both online and offline.
- Marketing has transitioned from centralization to decentralization. About ten years ago, marketing buying was centralized among a few television stations, a few radio stations, and a few newspapers. However, with the growth of the internet, everything is becoming very decentralized and diffuse. That requires marketers to change how they make purchases.
- There has been a general shift from offline consumption by users to online media consumption.
“Must-haves” in marketing strategy creation
The creation of each and every marketing strategy starts with defining the target audience. Many marketers rely on past data or experience to accurately determine who their target audiences are. But prospective buyers are changing, and, if you’re not constantly reviewing who’s buying your solution or product, you’re likely to put forth a strategy that targets the wrong audience, and it will fail as a result.
There are a couple of common tools every CMO should use when they’re trying to put together a digital marketing strategy, such as Google Analytics and Google Search Console.
Google Analytics does an excellent job of analyzing who’s coming to your site and who’s converting. It also has demographic and location-based information, as well as other intent data, that’s very important for you to help identify those pockets of new customer opportunity to fit for your company today. Google Search Console, meanwhile, gives you a good viewpoint into types of content or searches.
Google Analytics and Google Search Console illustrate how well you are performing in terms of your site. For example, customers can use content and social media analysis tools to understand very clearly what their competitors are doing to align their services to fit with their target market much better and, at the same time, present the better.
Creating a great strategy in 2023
2023 will be a rough year for customers. We see already that the US and the global economy have officially slipped into recession.
This means it’s a dangerous environment for marketers. They have to rationalize and determine which programs to keep for 2023 and which to cut. CMOs and business owners should expect layoffs in the marketing industry within the next 12 months.
If you are a CMO, you should avoid adding staff that you can’t keep and explore outsourcing. This will give you the maximum flexibility to survive and keep your jobs.
Regarding all these future hard times, you probably still wonder what that important magic tool is to create a new digital marketing strategy. With Tempesta Media, your digital marketing strategy is safe. Contact us today if you would like to accelerate your success with managed content marketing.