29 Aug
ASDigital

Creating a Winning Digital Marketing Strategy

How to Make a Digital Marketing Plan in 7 Steps

It’s important to know what you want and set goals to get there. So is getting clear on what you need to do to get there.

Digital is becoming more and more a part of what a business is, what it does, and how it grows. So, a digital transformation plan becomes a more important part of how a company markets itself. But even though we live in a digital age, it would be a mistake not to plan for digital as a different thing.

Digital is a part of all marketing, but “all-digital” is more than just what’s obvious in standard marketing. We’ve put together a full guide to building a strong digital marketing plan for 2020 because of this. We’ll talk about what digital marketing is, what its main parts are, and how to start.

What is a strategy for digital marketing?

A company’s digital marketing plan shows how it can reach its business goals by using digital channels, platforms, and ways of thinking. It sets clear goals, puts audiences in order of importance, acknowledges customer wants and behaviours, and describes how channels should be used and what platforms are needed. Simply put, it tells you how to plan and use technology to keep being important.

“All-digital goes beyond what is obvious in traditional marketing.”

Digital marketing overlaps with identity, customer relationship management, user experience, customer experience, and customer care.

AI and the Internet of Things (IoT) make the brand a part of how we experience the goods.

Content strategy includes not only standard marketing assets, but also any content that can help a business grow.

New services, goods, and experiences are being made possible by digital innovation. These are things that are worth marketing.

How to make an effective plan for digital marketing

Through our work with clients in many different industries and markets, we’ve found that a modern digital marketing plan is made up of seven steps

1. Figure out what could happen

The status quo has changed, and you need to be digital to stay up-to-date, competitive, and appealing in the market. What kinds of ways do your customers talk to you? What are your rivals doing in digital to be transformative? How easy is it to find your brand, and how many of the leads that come to you have turned into sales? Probably, you’re already behind if you don’t know.

2. Explain what role digital marketing plays.

In what ways does digital marketing help the business? This shouldn’t be a long list of marketing goals, but rather a clear vision and set of choices that show what digital marketing can and should do for the business.

Make sure you know how digital marketing relates to other parts of your environment. These parts often include your brand, data, marketing, content, CX, UX, CRM, support/customer care, product innovation, and media. By writing down what’s at stake and what chances are available, you can quickly figure out where you want to put your attention. On the basis of this evaluation, you can then create key performance indicators (KPIs) that show your senior team how digital is affecting the business.

3. Know who you want to reach.

Make detailed digital profiles of your customers, including what they want, how they act, how to connect with them, and who else they talk to. Map the customer’s journey and look for places where they exchange value along the way. Most of the time, these profiles start with traditional segmentation, but you need to go a step further to understand how people act, how they connect, and what they need in terms of content, functionality, and experience.

Digital profiles for many clients, especially in B2B, aren’t always made based on who the customers are, but rather on what goals the target audience is trying to reach. Goals versus jobs. When you do this early on, you stay aware of what your customers want and can set your goals to meet those needs.

4. Use more than one way to reach people

Make a modern channel plan by using and turning on key channels like search, the web, social media, and email. Some platforms and connections may need their own “channel charters,” which spell out how to use them best for the brand and the business and what’s needed on the inside to make it happen.

Think of social media as a way to drive sales, not just as a way to share news or help customers. How can you use social to reach your business goals?
Search should be clear. Can organic or paid search engine optimisation (SEO) help build the credibility of a brand, drive people to a website, or keep competitors away?

Try new things with the web. Is your website set up to get leads, keep them, and turn them into customers?

Do you keep in touch with past, current, and possible clients using email or marketing automation platforms?

5. Figure out what you need.

Use the information in the chart above to figure out what you need to carry out this plan. This includes the number of people you need, your budget, and your marketing technology system (platforms, APIs, services, and data integration points). Mayur Gupta of Spotify said, “Technology is the interface of marketing” and “the pipes connecting the different pieces together.”

Governance is very important. Make rules and playbooks for people (their jobs, responsibilities, and skills), processes, and tools. Governance is important, but many companies don’t pay enough attention to it. However, people need to know what their part is and how it affects the success of the programme. Also, if you’re a global or complex organisation, you’ll need to set up “market types” to help local leaders see where they are and understand what they need to do to grow in a new way.

6. Create a Roadmap for Execution

Organise and prioritise your projects into a plan that will take you from strategy to implementation, even if it takes six, twelve, or twenty-four months. Don’t be too slow or too careful, and don’t wait for the annual planning stages. Instead, be ready and flexible, and have a few different plans in mind. The digital transformation of an organisation may take some time, but marketing should be the most agile and ready to act on chances as they arise.

7. Back up your strategy for digital transformation

Find out how digital marketing can do more than just its regular job well and become a powerful tool in this new digital change era. It could be done by sharing creative stories, improving digital services, or letting the customer’s voice affect how much money is spent on media, find new ways to get people involved, and find new audiences. Using digital in your marketing can be a catalyst for change within your company, as the chances of digital transformation make your culture more at ease and give it more confidence.

29 Aug
ASDigital

Building a Strong Brand Identity Online: Tips for Consistency and Impact

By “Brand Identity,” we mean the way a brand looks, which is how potential customers can recognise it right away. In simple terms, a brand’s brand identity is how it plans to show itself to customers. A brand’s current market place is related to how it works and what it stands for. This is how stability is made possible by getting the whole organization involved.

Identity of a brand vs. image of a brand

The brand image shows how customers see a business and reflects its personality, character, and authenticity from the outside. Here, what can be seen and how people think of the company are very important.

On the other hand, brand identity is how a brand “dresses up” with visual features to be seen by its potential customers.

A brand image is what the audience thinks about the brand, and it shows how the customer sees the brand. A business’s brand identity shows what the company wants to do and what its mission, vision, goals, and objectives are.

The Six Things That Make Brands Successful

The business Identity prism model says that there are six things that make a business successful:
  • The logo, packaging, colour scheme, online space, and other marketing tools that go with the business.
  • Personality of Brand Character: How the brand communicates with marketing, which can be seen in the colour scheme, design style, writing style, and recommendations from famous people.
  • Culture: A brand's behaviour is based on its beliefs and principles, which are its roots and what it stands for.
  • Relationship: The bond between the company and the people who are most likely to buy it.
  • Reflection: Customers who buy a brand because they fit a certain type. There could be more than one type of person buying the brand's products.
  • Self-Image: Customers can see how much of the brand they can buy.

How to Make a Brand Identity: Seven Steps

Since markets and goods are always changing, there will always be brand establishment and changes. Brand personality is the same. When a business is making a brand identity design for the first time, there are seven general steps that should be taken to make the process easier:

i. Have a good understanding of yourself

First, you should know a lot about what your business does, your mission, how you solve customer problems, how your company helps, and how your brand makes people feel.

ii. Find out who your customers are

Know in detail who your target customers are so that you can figure out what they want and how to get it to them. Do market study and make customer personas that you can use to find out what buyers want.

iii. Learn as much as you can about your competitors

How are other companies in your space doing, and do your similarities and differences help your rivals figure out how to beat you? How different your goods and services are from those of your competitors and how unique your brand is are both very important.

iv. Find your own unique voice

Now is the time to decide on what to say and how to say it. Plan the content to show what your business is all about. In short, ``talk`` to the crowd to introduce yourself.

v. Choose fonts, make a logo, and think about colours.

Create the visual pieces that will make up your brand's identity. Choose your logo, colours, fonts, icons, and drawings with care so that your brand stands out from the rest.

vi. Tell Us About Your Brand

Make rules or guidelines for how the parts should be used to build a brand's identity. Bring everything together, whether it's a multi-page presentation on business identity or a simple one-page explanation.

vii. Start to evaluate, and then make changes.

Once the logo, colours, and fonts have set the brand, the brand standards need to be followed. Your customers need to know what your business goals are.

How can you combine all the important design elements to make a strong brand identity?

Before creating, some of the most important parts of the branding process must be put in place.

  1. Form and Shape

When a customer sees the shape and form of a brand’s goods, they click the CTA button. The same as –

Straight Lines: Lines that go up and down give off strong vibes. Horizontal lines show quiet and peace.

Ovals, circles, and eclipses are round shapes that show unity and love.

Edged Shapes: Rectangles, triangles, and squares should be combined with strong design elements to gain customers’ trust. It makes an impression on me.

  1. How to write

For a strong brand identity, the font picked for the brand’s logo or the font used on the brand’s marketing materials should be one of four types, such as Serif Fonts, Times New Roman, or Garamond. These fonts have forms like anchors, which gives the brand a reliable and traditional look.

Sans Serif Fonts – Franklin Both Gothic and Helvetica don’t have feet that look like anchors. These show that the name is up-to-date.

Fonts to Show – The unique lines and other artistic elements in Metallica fonts show that the brand has a strong personality and a bold image.

Script Font: The handwriting effect of the Allura and Pacifico fonts gives the impression that the names are expensive and girly.

A pleasing colour palette is a good way to build brand recognition because it has a psychological effect on buyers. By using carefully chosen brand colours in everything, you can change how people feel, what they think, and how they see you.

Simple brand colours make people want to keep reading until the end. The simple colours show who the brand is and work best for brand names –

  1. Black is classy and elegant
  2. Pink makes you feel feminine, soft, and rich
  3. Red means youth, vitality, and life.

Every business wants to be known by everyone, and brand identity is what makes that happen. By creating a strong brand identity, a company can set itself apart from its rivals, both literally and figuratively. By making a strong brand identity package, you can stand out from the crowd and look at your brand to make it better.

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