Understanding 3i Principles In Digital Marketing
In my previous article, I have looked at some of the facts that you need to know about 360 Marketing campaigns. In this article, I want to look at all that you need to know about 31 principles in Digital Marketing. Follow me as we are going to look at this together in this article.
In order to help you achieve your marketing goals, the Digital Marketing Institute has developed 3 principles to focus on when planning your digital marketing strategy.
The goal is to get you thinking about the end-to-end digital process your organization needs to go through in order to adapt your strategy:
The initiation process is about going back to basics, by focusing on what the customer wants from the digital journey you are setting up. You want to start with what the customer is actually doing and work backwards towards your strategy. What are the key pillars that you need to think about? What will add value to your organisation and customer experience? This is expressed through the use of customer research; to understand how your customer would like to be talked to.
You can use consumer research, past data collected from your campaigns and dedicated research ordered specifically for your company. Research the key roadblock your strategy needs to overcome in order to efficiently reach the audience. By starting with the customer and translating customer view and insights into a tangible digital strategy you increase your chance of achieving your goals.
The iteration process is about how to iterate that strategy your created and pilot it in order to confirm its efficiency. The iteration phase is focused on developing your strategy by proceeding to in-market testing. It allows you to understand in real-time how your customers answer to your strategy, content, creatives. You can then take this information to get a real-life understanding of how the audience would respond to the actual campaigns you are about to push.
The benefits of the iteration phase are that, by testing on small groups of representative individuals, you can interrupt and optimize your strategy based on success and failure. In addition after testing, you have the ability to reach out to the customer and ask for feedback. This is expressed through beta testing your new content platforms or A/B testing your campaigns creatives and content by targeting small sets of your audience.
You can conduct focus groups around your strategy and assets to get real-time feedback and understand the sentiments towards your message choice. This applies across time, as you can use your learning throughout and after each campaign to continually get insights from your online engagement with your customers and acting upon the results.
The integration process is focused on involving and integrating other digital channels coherently. Once you have tested the strength of your message and creatives, it is time to spread it across all your digital assets. You want to make sure you have the buy-in of your organization to move on with your strategy.
The integration stage is focused on two parts: selling your strategy and getting approval from the business organization to move forward, and then integrate your findings and strategy across the different channels.
In order to achieve the first part, you can rely on the data uncovered during the initiation phase and apply the findings to relate to the broader business goals and challenges by showcasing how your strategy solves for the business. Additionally, if you plan on using new channels or testing new digital marketing software you want to think about how these integrate into the existing processes and organization of your team.
I know you might agree with some of the points that I have raised in this article. You might not agree with some of the issues raised. Let me know your views about the topic discussed. We will appreciate it if you can drop your comment. Thanks in anticipation.
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