WHAT IS DIGITAL MARKETING?
Digital marketing is a field of marketing that provides the necessary promotions to sell products and services online. In today’s world where technology is constantly evolving, the concept of marketing has taken its place from digital. Although digital marketing was introduced as a concept in 1990, it is accepted that its foundations were laid in 1994 with clickable advertisements. It has managed to come this far with the developments it has experienced.
Digital marketing activities initiate the rapid branding process of businesses. As businesses start making more sales with digital marketing, profit margins also increase. As a result, the business begins to provide services on a large scale. In the future, the business begins to appear on international platforms. Business promotion can be done at any time, without any time or place restrictions.
What is Digital Marketing Strategy?
A digital marketing strategy is an action plan that helps you achieve your company goals through digital channels. These channels consist of paid and free channels and the aim is to make your brand more recognizable in the digital world.
Depending on the scale of your brand, digital marketing plans may include multiple steps and these steps may vary depending on sales goals. Digital marketing strategies that last from the time the customer meets the brand until he receives service from the brand; According to the results, it also provides answers to how much you can improve the customer experience.
“Digital marketing strategy” provides a framework that specifies which online marketing channels you should use and how to achieve the right goals. The action plan that is then prepared, which is often called the “digital marketing plan”, will allow you to successfully create and launch your online marketing strategy within this strategy.
Why is Digital Marketing Strategy Important?
Creating a digital marketing strategy is important because businesses can reach their target audience, increase brand awareness, and make more sales by reaching new potential customers.
Reach Your Target Audience Easier
The main importance of a digital marketing strategy is that it makes it easier to reach its target audiences. Thanks to today’s digital marketing technologies, it is easier to reach and target audiences at the right place, at the right time and in the right way.
Increase Your Brand Awareness
Digital marketing strategy also helps you increase brand awareness. When you include digital marketing tools in your strategy, you can attract the attention of your target audience and increase your brand awareness.
Generate Leads
Digital marketing strategy is also very important for obtaining potential customers. You can reach your target audience and obtain more potential customers with a correctly designed digital marketing strategy. Thus, you can increase sales and grow your business.
How to Create a Digital Marketing Strategy?
Creating a digital marketing strategy requires a step-by-step plan. Here are the basic steps of this plan:
Knowing and Analyzing the Target Audience
The first step for a brand is to know the target audience in detail. The target audience’s demographic characteristics such as age, gender, location, interests, online behavior and consumption habits should be analyzed. For example, a youth brand might target teens who are active on platforms like TikTok and Instagram, while a company that offers a professional service might target professionals who are active on LinkedIn.
Setting Goals
Strategic planning aims to achieve specific and measurable goals. Goals can generally be divided into categories such as sales increase, brand awareness and customer loyalty. According to a research conducted in the field of digital marketing in 2022, 70% of brands have determined increasing conversion rates as their primary goal.
Choosing the Right Marketing Channels
The appropriate digital marketing channel for each brand is different. When making this choice, one should act according to target audience analysis and determined goals. For example, a fashion brand may prefer Instagram and Pinterest, where visual content is important, while a B2B company may prefer LinkedIn or email marketing.
Creating Content and Campaigns
Content is king in digital marketing. The content presented to consumers increases the likelihood that they will engage with the brand. Therefore, quality and original content suitable for the target audience should be produced. For example, campaigns that offer guides on popular routes, travel recommendations or discounted packages can be created for a travel agency.
Strategic Tracking and Optimization
Digital marketing is a constantly evolving and changing field. Therefore, the implemented strategies must be monitored regularly and optimization must be made where necessary. For example, by monitoring the open rates and click-through rates of an email campaign, optimizations such as changing the content or sending time can be made.
Digital Marketing Tools and Channels
Digital marketing includes many tools and channels. These tools and channels enable brands to communicate effectively with their target audiences.
Social Media Marketing
Social media is one of the most popular digital marketing channels through which brands interact directly with their target audiences. According to 2022 data, there are more than 4 billion active social media users worldwide. Therefore, brands being active on platforms such as Facebook, Instagram, Twitter and LinkedIn increases brand awareness and customer interaction.
Email Marketing
Email marketing is one of the most effective digital marketing tools through which brands can communicate directly with their target audiences. Email campaigns, especially those prepared with personalized content, can increase conversion rates.
Search Engine Marketing (SEM) and SEO
Search engine marketing (SEM) includes advertising campaigns, especially through Google Ads. SEO (Search Engine Optimization) is the work done to ensure that websites rank high in search engines. A good SEO strategy leads to increased organic traffic and therefore higher conversion rates.
Content Marketing
Content marketing is based on producing informative content that adds value to the target audience. With content such as blog posts, infographics, and e-books, brands can gain a position of authority and gain the trust of consumers.
Visual and Video Marketing
Visual and video content is very effective in attracting consumers’ attention. Especially videos shared on platforms such as YouTube and Vimeo are an excellent tool for brands to promote their products and services. According to a 2021 study, 72% of consumers prefer to watch videos to get information about a product or service.
Digital Marketing Measurement and Analysis
In order to measure the effectiveness of the digital marketing strategy and make the necessary optimizations, it is essential for the digital marketing specialist to use the right measurement and analysis tools.
Google Analytics and Web Analytics
Google Analytics is a tool for analyzing user interactions of a website in detail. Thanks to this tool, demographic information of website visitors, which pages they spend more time on, through which channels they came to the site and many other critical information can be accessed. For example, in 2021, an e-commerce site may have made the most sales through organic searches, according to Google Analytics data.
Social Media Analysis Tools
There are various tools available to analyze interactions on social media platforms. Thanks to these tools, data such as how effective the shared content is and which content receives more likes and shares can be accessed.
Conversion Rate Optimization (CRO)
CRO refers to optimization efforts aimed at increasing conversion rates on the website or mobile application. Conversion rates can be improved with methods such as A/B tests, on-page surveys and user experience analysis.
Digital Marketing Budget and ROI
Effective use of the budget determined for digital marketing activities allows increasing ROI (Return on Investment) values.
Determining the Digital Marketing Budget
The budget setting process depends on goals, target audience, marketing channels to be used, and many other factors. For example, for a brand with a young target audience, social media ad spend may make up a large portion of the budget.
ROI – How to Calculate Return on Investment?
ROI measures the return on digital marketing activities relative to their cost. Simply, it is calculated with the formula (Return Achieved – Expenditure Incurred) / Expenditure Incurred. For example, if a £10,000 advertising campaign generated £50,000 in revenue, the ROI would be calculated as 400%.
Digital Marketing Trends
The world of digital marketing has become a field that is constantly evolving and changing with technological developments. Following these changes closely and adapting is critical for brands to gain a competitive advantage.
Artificial Intelligence and Marketing Automation
Artificial intelligence has created a huge revolution in digital marketing. Artificial intelligence applications that analyze customer behavior, offer personalized content recommendations and automatically optimize marketing campaigns increase the efficiency of brands and reduce their costs. For example, chatbots improve user experience by providing automatic and fast responses in customer service.
Targeting and Personalized Marketing
Consumers prefer content specially prepared for them. Therefore, targeting based on demographic, geographical and behavioral data and providing personalized content are among the leading digital marketing trends. For example, offering special discounts based on products a consumer has viewed in the past can increase conversion rates.
Our Services in the Field of Digital Marketing Strategy
Get a head start on data-driven value propositions, efficiency and product personalization through technology-enabled acceleration.
Content Marketing Services
Preparing blog posts
Visual content and infographics
video production
E-book and white paper reports
Email Marketing Services
newsletter design
Automated email campaigns
A/B tests
Performance analysis
Digital Advertising Campaigns
Banner and video ad management
Target audience analysis
Retargeting campaigns
Digital Marketing Analysis and Reporting
web analytics
Ad performance reporting
User experience analysis
Conversion optimization
Artificial Intelligence and Marketing Automation
Automated marketing campaigns
Segmentation and targeting
Customer journey analysis
Web Design and Usability Analysis
Website design and redesign
design
speed optimization
mobile compatibility
SEO (Search Engine Optimization) Services
keyword research
On-site optimization
Link building
Technical SEO
local SEO
SEM (Search Engine Marketing) Services
Google Ads campaign management
Advertising text and visual preparation
Conversion tracking
A/B tests
Social Media Marketing Services
Social media account management
Creating ad campaigns
Content planning and calendar
Engagement and community management
Would you like to review a sample working process?
By contacting us, you will be able to have preliminary information about our working process with a sample SEO planning process that will be sent to your e-mail address.
Frequently Asked Questions About Digital Marketing Strategy
What is the Difference Between Digital Marketing and Traditional Marketing?
Digital marketing covers marketing activities carried out using the internet and digital devices, and these activities are among the fundamentals of digital marketing. Traditional marketing is advertising and promotional activities carried out in classical media such as TV, radio and newspapers. Digital marketing is measurable, targeted and often more cost-effective.
Which Digital Marketing Channel Should I Use?
This depends on your business goals, your target audience, and your budget. For example, if you are aiming to reach a young audience, social media marketing channels may be preferred. If you have a B2B business model, LinkedIn and email marketing may be more effective.
What Should I Pay Attention to When Choosing a Digital Marketing Agency?
You should consider factors such as the agency’s experience, references, scope of services and pricing. You should also pay attention to whether the agency offers specific solutions for your industry.
How to Evaluate a Digital Marketing Campaign?
Digital marketing campaigns are evaluated with metrics such as conversion rates, click-through rates, and number of page views. Google Analytics, one of Google’s digital marketing tools, is especially valuable for measuring the effectiveness of campaigns.
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