What To Consider When Planning Digital Marketing
In the ‘What’ stage of your planning, you want to define the context of the problem, the market, and your product position within this market. The three elements to consider here are:
1.Goals: The marketing strategy should focus on the outcomes, not on the outputs, through clearly articulated, inspiring and measurable goals. The role of the goal is to set direction and check every decision against it. When thinking about your tactical choice, ask yourself: “
How do they help me reach the set goals?”. We will discuss goal setting in the next few slides, but globally the marketing goals should be aligned with business goals as the primary marketing function is to help a business grow and reach the market with a message.
It helps to think about your goal in terms of the buyer’s journey. How does your goal fit in the stage and is the goal set on moving the audience from one stage to the other? Does it keep them in this stage and reinforce the quality of the current leads? Goals are key in order to report and communicate with other departments, they help quantify your actions to legitimize budget spend and choice.
2.Value proposition: We have defined the value proposition in the previous slide as innovation, service, or feature intended to make a company or product attractive to customers, giving them a selling point that sets them apart from others within their market/industry. This is your selling point and should drive your message across all channels, this is the proposition that you should use to keep consistency and check your content against. When creating content, pause and ask yourself if it translates your value proposition. This key differentiator help set your position on the market and the consumers mind, the stronger and simpler it is to understand the more efficient it will be.
Market Trends: Market trend can be defined as when the trading market responds to the ups and downs of the prices associated with investments and securities. That is the strict business definition, applied to marketing, meaning that consumers might be spending more in a specific area of your industry or are starting to demand a different way to consume the product. There are multiple ways to uncover market trends that we will see in the next section.
But generally, the marketing team can position its product base on these trends in two manners: reactively or proactively. One marketer might be able to spot a trend before it breaks out and position its product as a leader on the market under this specific trend, while another will see that the market is growing under this specific trends and see competitors specializing and decide to follow the movement and position the product as a challenger on the market.
Studying market trends on a regular basis will help developing goals and value proposition, by better defining how your product stands to form a competitive point of view. It helps get an idea on product development or product re-positioning. Using trends is a way for marketers to attract attention to the product by promoting it under a new light to the market.
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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