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Digital marketing strategy is what separates the best in class. Our annual Genius list of brands outperforms others in terms of digital performance, maturity and digital investment. Download this report to discover: 45 brands that passed – and why they used digital marketing tactics, examples and results for inspiration and lessons you can apply in your organization
Marketing Strategy Guide
A cutting-edge digital marketing strategy allows brands to leverage the connections and connections between websites, social media, and digital advertising to target, acquire, and retain customers.
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For most organizations, digital marketing plays an increasingly strategic role in business growth. Best-in-class brands constantly focus on optimizing digital marketing channels, integrating digital and physical experiences, and emerging technologies that can provide competitive advantage. The pandemic has recently radically changed customer engagement preferences and the high digital experience to a central role in social and business relationships. Digital is no longer just a means to strengthen customer relationships; a key tool for building new relationships with target groups, whether they are employees, business partners or social influencers.
There is no single digital marketing strategy framework, but key components of any digital marketing strategy include: An overview of the role of digital marketing strategy and execution in business growth. For example, the drive to increase profits can become a business goal, such as increasing customer lifetime value. As a result, the marketing objective may be to acquire customers or to cross-sell/upsell customers. A clearly defined set of responsibilities for the digital marketing team and leadership. For example, digital marketing leaders set up and oversee budgeting, recruiting, technology selection, and campaign planning to support strategy execution. A detailed plan that outlines the digital marketing program’s short-term goals as well as long-term performance goals. Improving lead quality, increasing sales among identified potential customers and increasing brand awareness are key digital marketing goals associated with new customer acquisition. An assessment of the team skills, tools and processes needed to support digital marketing objectives – and a plan to close performance gaps.
A digital marketing strategy requires meaningful, personalized engagement with customers across multiple channels. To maximize the value of digital channels and engagement and their impact on changing digital customer behavior, marketers must comprehensively plan, execute and evaluate the impact of digital marketing efforts.
Multichannel is a marketing practice that uses more than one channel to communicate with customers and prospects. Top digital marketers drive business growth by leveraging omnichannel to reach multiple touch points with their target audience. These include websites, paid and organic social media, search and display advertising, TV, over-the-top (OTT) streaming media, digital video, email and mobile marketing (such as SMS, push notifications , in-app messaging and consumer messaging ). applications such as Facebook Messenger and WhatsApp) and voice endpoints (such as smart speakers and smartphone-based virtual personal assistants).
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Delivering personalized content and experiences at scale is one of marketing’s most important roles in managing effective digital experiences, and it’s important to align approaches to personalization with overall omnichannel marketing goals. According to the study, 63% of marketers face a moderate or severe problem in providing personalized experiences to customers. The challenge is how to connect the customer experience of “authenticity” with the digital marketer’s ability to measure and hopefully optimize “authenticity.” While 86% of respondents to a recent personalization survey said they are open to some personalized communication from brands, 55% say they would stop doing business if a brand communicated in a way they felt was invasive. Another 40% said they would go out of business if they didn’t see brand communication as unimportant. With such a fine line between good and bad personalization and great results, it’s no surprise that this topic continues to push the goals of digital marketing leaders as a critical element of their digital marketing strategy.
While personalization has a long history in marketing, external challenges in recent years (from fragmented privacy regulations to expanding channels) have exacerbated the pain of delivering on the promise of personalization. Specific challenges facing digital marketing leaders when it comes to personalization include: Scaling personalization efforts in a cost-effective way that doesn’t burden ancillary workflows Fall below expected ROI Increase conversion rate and revenue through better segmentation Increased pressure to secure increased funding Implications Management inertia and misalignment To combat these challenges, marketing leaders would do well to focus on the following areas: Alignment between business goals and personalization strategy Prioritize tactics to impact business outcomes, feasibility and customer perception Assess the technology landscape of personalization through clear business outcomes
Digital advertising consists of display, video, mobile and social advertising. To be successful, digital ads must connect with audiences through appropriate timing, context, content, and tone in the appropriate channels. Paid search refers specifically to advertising on search engines and other websites; ads are displayed based on the content and context of a specific search query. Digital marketing leaders responsible for advertising are at the forefront of rapid change due to macroeconomic disruptions and consumer behavior, as well as the ever-evolving landscape of adtech, service providers and agencies, new formats and platforms, and data and measurement partners. They also have to deal with issues like changing privacy policies and out-of-date cookies.
Digital advertising is essential to the success of modern brands, both for awareness and sales. The key to this success is the availability of data about the online behavior of prospects and customers, which helps to target and personalize marketing campaigns. However, changing consumer privacy laws and data usage regulations are forcing digital marketing leaders to change the way they collect, store and use that data. Outdating cookies and limiting third-party data will change the way ads are received, targeted and measured. To mitigate the impact of privacy and cookie regulation changes: Own, designate someone on your team or find a trusted partner to stay up-to-date on privacy, cookie and third-party data regulation changes and their impact on the brand’s business addressing key customers and strategic first party data assets by building direct buying relationships with key media partners Work with organization such as partnerships and legal team to ensure compliance with user data collection and digital media activation Media partners, as well as established and emerging technology firms, to test new targeting strategies such as Google topics, contextual targeting and data cleanrooms to mitigate the ultimate impact of cookie loss on existing media strategies
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Connect with CMOs and marketing leaders to get the latest information on marketing technology, trends, innovations and more.
Digital is no longer just a means to strengthen customer relationships; a key tool for building new relationships with target groups, whether they are employees, business partners or social influencers. A digital marketing strategy enables brands to use and connect across websites, social media and digital advertising to target, acquire and retain customers.
Delivering personalized content and experiences across touchpoints is one of marketing’s most important roles in driving effective digital experiences. It’s important to align personalization approaches with your overall omnichannel marketing goals.
There is no single framework for a digital marketing strategy, but key components of any digital marketing strategy include: Vision; a clearly defined set of responsibilities for the digital marketing team and leadership; a detailed plan outlining the goals of the short-term digital marketing program; and assessment of team skills, tools and processes needed to support digital marketing objectives. In this guide, we’ll outline a high-level marketing strategy that’s optimal for enterprise SaaS companies. This approach has three elements:
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The first step in developing an enterprise SaaS marketing strategy is the same as for any marketing campaign: Define your goals as precisely as possible. This will shape the rest of your strategy.
Once you have your goals defined, the next step is to figure out who your audience is and create personas for each of them. Are you targeting senior decision makers (eg C-suite, directors, VPs) or local users (eg engineers, designers, product managers) to become evangelists for your product? Your answer to this question will determine the language you use in your marketing content, the issues you address, and the channels you invest in.
The table below shows the audience you should target and the best channels to invest in for each common enterprise SaaS marketing objective, as well as which KPIs you should track for each.
Another factor to consider when creating a marketing strategy is which channels complement each other. For example, organic LinkedIn and email nurturing are simple additions to a content marketing campaign that can significantly improve your overall revenue without costing much.
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Two marketing concepts are worth noting here because they are particularly adaptable to other channels, and both relate to Google Search—the most common channel through which SaaS businesses acquire users.
Understanding keywords and keyword research is critical to both of the two most popular SaaS marketing channels: SEO and PPC. without