Three elements to be followed in the simplification of digital marketing strategy

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Having too many choices in digital strategies and execution scenarios often means that we may mistakenly confuse the richness and complexity of an activity or project, and thus lose the focus that enables business objectives to evolve forward. In most cases, simplicity is usually better, and the electronic marketing strategy is no exception. Adding a lot of absurd tactical elements to your marketing strategy will not get a badge of honor, nor will it make the activity more effective. A highly dispersed digital strategy can make tracking more difficult, maintain costs higher, require more time to optimize, and make it more complex to analyze the recommendations for operability. In this case, the following three rules are the most basic elements:

One, the sale of products or to make users closer to the purchase status;

Building something or creating future opportunities for users, including building trust or interactive platforms and marketing platforms;

Learning, obtaining advice or testing some method or hypothesis.

If a numeric element fails to meet one or more of these three main goals, you should strongly doubt why the element is included in your plan.

I. Sales

Each brand or business wants to promote sales through marketing or online marketing. Some just have faster, more direct ways. E-commerce Enterprises can obtain real-time feedback, but also for a large sales target through a variety of digital activities and projects to carry out a variety of key tests. Can this adjustment generate more revenue within the cost and profit margins? Website transformation optimization, SMS testing, discount test, landing page test, etc. are. For FMCG brands, sales feedback will be delayed, but also vague, but through careful planning, to achieve sales goals, sales feedback also plays an important role. Business-to-business businesses may have longer sales cycles and other different issues, but the ultimate goal of marketing is to promote sales. Depending on the vertical web site, decision and purchase process, the road to sales may include attention to branding, sales activities, educational branding commitments, offering trials or many other events. You cannot narrowly define sales as the end point for actual purchases.

This is a good investment if your marketing plan is able to push your target audience to the sales process in a timely and cost-effective manner.

Ii. Building the Platform

If you can't turn users into consumers right away, then you need to focus on extending those users ' information to other future opportunities, at least until you can be sure they are no longer potential customers. If you succeed in motivating user transformations by providing a positive experience, you still want to be able to secure future contacts by capturing anything that is possible, more productive, more relevant to the user, and more comfortable for the user. Marketing platforms like email lists and social communities can allow you and provide you with the opportunity to continue communicating with your users. These platforms create many opportunities for the future, including conversion, marketing, access to advice, or learning something. Here, scale is important, because sometimes only the user base or data collection reaches a certain depth, it is possible to create opportunities. If you have only hundreds of people on your email list, you may not be investing deeply in it, and even if you do, it may not be rewarding unless it is in a very special, segmented situation. The social platform can also achieve additional goals for the brand, in the promotion and promotion of the brand or product can promote the consumer and the past in a completely different way to continue to interact, but also to create a brand spokesperson for consumers.

If your activities can gradually provide users with a better, more relevant experience, then this activity is also worth your advertising budget.

Iii. Learning

Sometimes the best way to use advertising budgets and resources is to learn something, improve your marketing style or activities to get better marketing results. Setting learning goals should be as much a part of your marketing plan as any other goal. To do this, a deliberate and financially supportive plan may also vary depending on the culture of the enterprise and the process of development, as few companies have a proper understanding of the importance of learning activities. Think broadly about what problems companies need to answer, prioritize them based on their potential impact on the business, and then set aside time and money to get your answer. Just like any other important thing, schedule your learning activities and manage them, and then get timely, operable advice to help the business move forward.

If your activities are more intelligent over time, and there are systems in the system to ensure that important insights are available, your investment is also sensible.

With the above three rules, you can make your digital strategy simpler, without being overly complex.

(Original starting on May 2, 2012, compiled: Zeng Cui)