In my Digital Marketing journey, I thought it would be best to share with you four fundamental key points in order to be successful in the field of Digital Marketing. The four key points are as follows:
- The Key to DM: Strategy and Planning
One of the focal points of an organisation is to create a strategic plan which in turn helps them with a long term plan to prioritise its resources. In Digital Marketing, it is the same. Effective Strategy enables organisations to engage with their target audience and deliver the brand message.
The main focus for the majority of companies is to prioritise and invest into a digital marketing strategy that fits their company structure.
Dino is a products focused company which produces and sells clothes mainly in Bulgaria. They feel that social media is the easiest way to connect with their customers and develop relationships with clients. In order for Dino to carry out their objectives on social media, they need to:
- Analyse their current market environment
- Formulate a high level strategy that is documented
- Execute the documented plan into a more operational action plan
- Evaluate and refine the performance
- External is just important as Internal
As part of strategic planning, an organisation always needs to have an understanding of customer, competitor, and external stakeholders as part of strategic planning. SWOT analysis identifies the strengths, weaknesses, opportunities and threats of a company to allow them to build a strategy and move forward in the marketplace.
However, according to the Harvard Business Review (Martin, 2014) SWOT analysis is not as simple as the generic Strength, weakness, opportunity or threat. For example, a strength is only a strength in context of a particular where-to-play and how-to-win choice such as ‘what are the aspirations and concrete goals for the business?’ or ‘how will you be able to win in those areas. Through answering these various questions consistently, you can then effectively craft a SWOT analysis template.
- Getting SMART with your objective
Companies set themselves objectives. In digital marketing, it is essential to not only set objectives but to do them SMART. For a company to make their objectives SMART, they need to meet the following criteria:
S – Specific (Clear to anyone that has basic knowledge of the project)
M – Measurable (Have the objectives been successful and how far away from completion they are)
A – Achievable (Can the objectives be realistically achieved)
R – Realistic (Are the objectives realistic within the availability of resources, time and knowledge)
T – Timely (Objectives to be achieved within a given period)
The Candidate Ltd. are a business in the Northeast of England that help candidates who are looking for new job roles in marketing and direct them to clients for recruitment. They have used the SMART model to create a business plan for a 3 year period. In addition, they have divided it up into yearly and quarterly objectives for every individual employee in the business so that they are able to be completely specific about the objectives that The Candidate put in place. They’re measurable, attainable, relevant and time-bound.
- Online Branding
Branding created for a company is very important if they want to differentiate themselves from their competitors. Its main purpose is to create a memorable brand for target audiences for an organisation.
In terms of branding for individuals, it’s important to work on your own personal online brand in order to advance in your career. Companies look for people who have demonstrated their fit between their personal brand and that of the companies.
To develop your online brand there are five steps to go about it:
- Understand and be your authentic self
- Develop your communications skills offline and online
- Create blogs/articles or participate in interviews
- Build your online presence
- Remain a student of your chosen industry
Skills and past experience may be important but companies are looking for job seekers who can culturally fit into their workplace in the long run, as it’s what makes them successful.