How to Successfully Implement Your Digital Marketing Strategy

1. What is a digital marketing strategy?
2. That's why you need a digital marketing strategy
3. How to develop a successful digital marketing strategy
4. 1. Know your target audience
5. 2. Formulate smart objectives
6. 3. Check your status quo
7. 4. Determine your resources
8. 5. Plan your content
9. These tools support you in digital marketing strategy
10. About Amplitude
11. Conclusion: How to successfully position yourself with a digital marketing strategy

Marketing looked very different 20 years ago, didn't it? In times of analog television and other mass media, simple advertising strategies were the order of the day, such as choosing a suitable broadcast time based on demographic target group characteristics (age, gender, etc.).

20 years later we live in a large digital and global world that has a range of new digital channels and touchpoints and expands the Customer Journey by many times over. And social media like Instagram, Twitter, and Co. play an increasingly larger role in our society. Those who used to watch analogue television now watch a live stream on Twitch or a series on Netflix.
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Marketing strategies have thus become much more complex than before and have also become much more measurable. Through digital tracking and monitoring of big data across all marketing channels, you can make campaign effectiveness transparent and thus provide important data for digital marketing strategies. In this post, we'll show you what a digital marketing strategy means and why it makes sense to implement a digital marketing strategy in your company. We will also show you suitable tools that can support you.

What is a digital marketing strategy?

A digital marketing strategy describes how a company can achieve its business goals across digital channels and platforms. With it, you are able to prioritize personas, recognize customer needs, and consider them in your customer journey. The customer plays a central role in your digital marketing strategy. With the help of valuable user data, marketing and product teams can design campaigns based on your customer behavior - and not demographic data.

User data is data about customer behavior - how the customer relates to the product, what his/her comprehensive customer journey looks like, and what activity motivates him/her to return to the product over time. In the best case, you should collect your user data yourself, in the form of first-party cookies, so that you are not dependent on third-party providers and can directly receive the customer information. First-party data comes directly from your app or website and is usually sent to a product analytics tool, where the data can then be analysed to discover these important customer insights.

By collecting relevant user data via your own apps, websites or products, you can free your company from the dependency of third-party providers (third-party cookies) and demographic information.

That's why you need a digital marketing strategy

As already described, the digital world is becoming more and more complex and increasingly requires a holistic view of customers by marketing and product teams. Digital products are available in all widths and forms and have gained more and more importance since the Corona pandemic. Not only has the demand for digital products increased, but their use itself.

Therefore, it is important to lay the foundation with a digital marketing strategy for a cross-channel consideration of digital products in marketing and product management. The digital product should itself be understood as a marketing tool in order to draw important insights from the product and the associated user data. Because the use and development of digital products is directly related to key business objectives, such as sales increases or even sales figures.

Product analytics provide companies with insight into user behavior with their product, including visits, events, or even interactions. Thus, companies are able to track first-party data about their entire product to find out what appeals to users and what does not. This makes the customer tangible for marketing, without having to speculate or guess like 20 years ago.

How to develop a successful digital marketing strategy

To market your digital products optimally and to view holistically the customer journey of your customers, a digital marketing strategy is essential. That's why we've explained here the basic steps to developing a successful digital marketing strategy.

1. Know your target audience

In the first step, you need to determine who you want to reach with your digital marketing measures. With so-called buying personas, you use a generalized representation of your ideal customers. These should ideally be based on first-party data and not just refer to demographic characteristics. What problems, wishes or fears do your customers have that you can solve with your products?

2. Formulate smart objectives

First, define based on your overarching company objectives, which mission you want to pursue with your digital marketing strategy. Be as specific as possible to be able to scrutinize these objectives definitively in the future. How to define your marketing goals right and target to reach, you will learn in this post.

3. Check your status quo

What does the current customer journey of your customers look like? The customer journey describes the path that a buyer must take to become a returning customer or regular customer.

Take a close look at all existing user data and derive which touchpoints and channels are relevant for your digital products. Besides your own website, you should examine all affected channels such as e-mail marketing, content marketing and/or SEO as well as social media marketing. It's best to sort these afterward by relevance and priority based on your user data.

4. Determine your resources

The more information you have, the better. Without the necessary resources and means, your digital marketing strategy will just stay a strategy on paper. Therefore, specify exactly which means and interfaces are needed with regard to your digital marketing strategy - including your number of employees, budget, and helpful product analytics tools for connecting to your platforms, APIs, services, and other data integration points.

5. Plan your content

The end of developing your digital marketing strategy is the content plan. Here you determine based on your research, target group, and objectives which content you should use best and get a roadmap for your further procedure. What added value Content Planning offers you and how you can implement the whole thing for yourself, you can read here.

These tools support you in digital marketing strategy

Marketers should also use behavioral data in their digital marketing strategy in addition to common click and conversion rates. Product analytics software enables product managers to critically evaluate their digital product development. With the detailed insights that such tools provide, product teams can optimize performance, remove obstacles, and increase customer satisfaction.

One example of a suitable tool is Amplitude, which we want to introduce to you more closely now:

About Amplitude

Amplitude is a digital optimization system used by successful brands and innovative teams to understand and personalize their digital products and optimize the business value of product innovations. Amplitude is a product analytics solution that is suitable for both large enterprise customers and start-ups and scale-ups. The tool helps companies analyze the behavior of their own product users in order to optimize metrics such as conversion, activation, and retention. Over 40,000 digital products from over 180 countries worldwide are supported by Amplitude.

These are the advantages:

• 360-degree insight into the entire customer journey
• Analysis and personalization suite for continuous measurement and adaptation
  of campaigns
• Easy integration into your existing data ecosystem
• Comprehensive Product Analytics

On our software review platform OMR Reviews, we have compiled a list of additional Web analytics tools for you, which include, among others, the following:

Google Analytics

Heap

mixpanel

Smartlook

Adobe Analytics

Conclusion: How to successfully position yourself with a digital marketing strategy

In the future, marketers will continue to need to stay up-to-date on changes in the industry and customer behavior to create better and more effective customer experiences. Since the beginning of the pandemic, our world has changed massively, shifting the focus primarily to digital products. The most important insight is that understanding the digital behavior of customers should be the heart of any strong digital marketing strategy. If you understand the needs, desires, and behaviors of your customers, you can create better experiences that resonate with all target groups and lead to real conversations, engagement, and loyalty.