How to formulate a digital marketing strategy Basic
"Digital marketing," which is often seen and heard as a method for achieving the goals of marketing strategies, can be said to be an indispensable marketing method in this era. However, it is not possible to obtain sufficient results simply by blindly increasing the number of channels, such as posting product information on SNS, enriching information on the official website, and delivering direct mail.
In order to effectively utilize digital marketing, it is important to develop a proper strategy before implementation. Let's start by learning the basics of digital marketing strategy.
Basic flow of digital marketing strategy planning
Many companies have already started digital marketing, but there are also concerns that the effect is not visible and that the cost is too high to achieve the desired results.
In digital marketing, it is important to connect a wide range of channels such as stores, events, DM, SNS, websites, and EC sites to make them function effectively.
By centralizing customer data collected and accumulated across channels, customer behavior can be seen. On top of that, we will take the best approach to our customers.
1. Clarification of purpose
The first step in a digital marketing strategy is to clarify your goals. Define what you will achieve through your activities.
Goal settings need to be specifically defined. We set target products and services, define what role digital marketing plays in the overall marketing activities, and set indicators and numerical targets to measure the results. For the example, Increase the number of new customers by 20% and Increase LTV by 10%
2. Definition of STP
STP is a marketing term named after the three acronyms "segmentation (market segmentation)", "targeting (market determination)", and "positioning (position of the company)".
By segmenting the market, in order to bring the ideal customer image closer to the actual purchaser, we will classify the expected number of customers, characteristics, lifestyle, etc. of our customers in the entire market by segment.
Then, determine the market that seems to be profitable, determine your position compared to other companies, and clarify your superiority.
3. Create customer journey map
A customer journey is a journey that compares the behavior and psychological state of a customer who encounters a product or service to the actual purchase. A consumer behavior model is used as an approach to creating a customer journey.
Various behavior models such as AIDMA, AISAS, and SIPS have appeared with changes in the consumption environment. It is important to select an appropriate behavior model according to your company's products / services and measures to be implemented. What kind of actions should customers take and what kind of attitude change should be taken to reach the goal through the creation of a customer journey map? To do this, design what kind of communication with the customer through what kind of channel.
Digital marketing in particular requires capturing customer behavior across digital and real and creating a cross-channel customer journey map.
4. KPI settings
Set a KPI to evaluate the measure when the measure is developed from the customer journey map. By setting KPIs, we will measure the effects of each measure and continuously improve each measure through the operation cycle such as OODA *. This is the basic flow of digital marketing strategy design, but in order to connect it to execution, it is also necessary to build an internal system to run the operation cycle, coordinate with related departments, and develop tools. I will.
* Note: OODA is a method for making decisions according to the situation. It is an action that predicts the future while looking at the situation, and decides and executes future actions.
Strategies for Digital Marketers
After formulating the above strategy, the person in charge of digital marketing analyzes the data and embodies it based on the result, paying attention to the three points of "time axis", "target", and "user behavior pattern". I will continue to do.
Regarding the "time axis", various trends and events that customers receive, such as holiday seasons such as Golden Week, Obon, and New Year, holiday seasons suitable for travel, etc., centering on seasons, days of the week, and time zones, based on trend calendars and company data. Consider the effect of time.
In addition to gender and age, "target" is analyzed from detailed attributes such as whether it is a company employee or self-employed, married or unmarried, and whether or not there are children. At the same time, it is necessary to check the number of access to digital content by article, page transitions within the site, bounce rate, etc., and reflect the "user behavior pattern" in the strategy.
Digital Marketing Strategy Trends
Next, I would like to introduce digital marketing trends.
Mobile optimization
By making websites and e-commerce sites compatible with smartphones and providing apps, we are promoting mobile optimization so that customers can be accessed anytime and anywhere. In addition to simply supporting smartphones with content, the usage scene is expanding, such as improving the convenience of services such as mobile membership cards and coupon apps, and promoting according to customer behavior through push notifications that utilize location information.
How to formulate a digital marketing strategy Basic
"Digital marketing," which is often seen and heard as a method for achieving the goals of marketing strategies, can be said to be an indispensable marketing method in this era. However, it is not possible to obtain sufficient results simply by blindly increasing the number of channels, such as posting product information on SNS, enriching information on the official website, and delivering direct mail.
In order to effectively utilize digital marketing, it is important to develop a proper strategy before implementation. Let's start by learning the basics of digital marketing strategy.
Basic flow of digital marketing strategy planning
Many companies have already started digital marketing, but there are also concerns that the effect is not visible and that the cost is too high to achieve the desired results.
In digital marketing, it is important to connect a wide range of channels such as stores, events, DM, SNS, websites, and EC sites to make them function effectively.
By centralizing customer data collected and accumulated across channels, customer behavior can be seen. On top of that, we will take the best approach to our customers.
1. Clarification of purpose
The first step in a digital marketing strategy is to clarify your goals. Define what you will achieve through your activities.
Goal settings need to be specifically defined. We set target products and services, define what role digital marketing plays in the overall marketing activities, and set indicators and numerical targets to measure the results. For the example, Increase the number of new customers by 20% and Increase LTV by 10%
2. Definition of STP
STP is a marketing term named after the three acronyms "segmentation (market segmentation)", "targeting (market determination)", and "positioning (position of the company)".
By segmenting the market, in order to bring the ideal customer image closer to the actual purchaser, we will classify the expected number of customers, characteristics, lifestyle, etc. of our customers in the entire market by segment.
Then, determine the market that seems to be profitable, determine your position compared to other companies, and clarify your superiority.
3. Create customer journey map
A customer journey is a journey that compares the behavior and psychological state of a customer who encounters a product or service to the actual purchase. A consumer behavior model is used as an approach to creating a customer journey.
Various behavior models such as AIDMA, AISAS, and SIPS have appeared with changes in the consumption environment. It is important to select an appropriate behavior model according to your company's products / services and measures to be implemented. What kind of actions should customers take and what kind of attitude change should be taken to reach the goal through the creation of a customer journey map? To do this, design what kind of communication with the customer through what kind of channel.
Digital marketing in particular requires capturing customer behavior across digital and real and creating a cross-channel customer journey map.
4. KPI settings
Set a KPI to evaluate the measure when the measure is developed from the customer journey map. By setting KPIs, we will measure the effects of each measure and continuously improve each measure through the operation cycle such as OODA *. This is the basic flow of digital marketing strategy design, but in order to connect it to execution, it is also necessary to build an internal system to run the operation cycle, coordinate with related departments, and develop tools. I will.
* Note: OODA is a method for making decisions according to the situation. It is an action that predicts the future while looking at the situation, and decides and executes future actions.
Strategies for Digital Marketers
After formulating the above strategy, the person in charge of digital marketing analyzes the data and embodies it based on the result, paying attention to the three points of "time axis", "target", and "user behavior pattern". I will continue to do.
Regarding the "time axis", various trends and events that customers receive, such as holiday seasons such as Golden Week, Obon, and New Year, holiday seasons suitable for travel, etc., centering on seasons, days of the week, and time zones, based on trend calendars and company data. Consider the effect of time.
In addition to gender and age, "target" is analyzed from detailed attributes such as whether it is a company employee or self-employed, married or unmarried, and whether or not there are children. At the same time, it is necessary to check the number of access to digital content by article, page transitions within the site, bounce rate, etc., and reflect the "user behavior pattern" in the strategy.
Digital Marketing Strategy Trends
Next, I would like to introduce digital marketing trends.
Mobile optimization
By making websites and e-commerce sites compatible with smartphones and providing apps, we are promoting mobile optimization so that customers can be accessed anytime and anywhere. In addition to simply supporting smartphones with content, the usage scene is expanding, such as improving the convenience of services such as mobile membership cards and coupon apps, and promoting according to customer behavior through push notifications that utilize location information.
No comments