Develop an Effective Digital Marketing Strategy to Increase ROI

You have to be aware of what your consumers want in this
digital day or age!  At present, there is
an array of tools that empower marketers to capture a wide range of data at
specific stages in their digital marketing campaigns. Gone are those days of
bulk, untargeted broadcasting. The era of digital marketing has brought widened
reach- but pinpoint targeting precision.

To make sure that your digital marketing department is
adequately contributing to your business, you must have an actionable,
data-driven strategy. Data can point out the exact strengths and weaknesses of
every part of your organization, enabling you to make strategic decisions that
serve your digital marketing efforts to become more successful. Nearly 87% of
marketers believe that data is their company’s most underused asset.

So why do you need to implement a data-driven strategy
into your business and start reaping the benefits? Let’s find out!

What is a Data-driven

A data-driven strategy is a set of methods and tactics
that leverages vast amounts of data to create efficient digital marketing
processes, targeting particular user groups and demographics at an individual
level. This data can provide better insights into customer behavior, and taking
advantage of it can be of utmost importance to your business.

Here are the 5 top tips for you to make sure you’re
utilizing the data-driven strategy to drive your digital marketing strategy

Build Your Team

Before you start interpreting data, it’s essential to
assemble a team to manage that data. This team must include members from
various departments and cross-disciplinary teams. It signifies that you have to
look for individuals ready to go beyond their fields of expertise. For
instance, Data scientists have to be prepared to learn about the emerging
skillset named digital marketing. Salespeople may need to learn about the IT
skill. Prioritize the collaboration between these separate individuals by
scheduling frequent, concentrated meetings in which everyone shares their ideas
and information and can take credit as a successful team.

Determine Your Goals

There’s one more step before you begin gathering data:
being aware of what data is worth accumulating. Decide what types of data can
have a positive influence on your digital marketing strategy. Leave data that
won’t be utilized to enhance the effectiveness of your strategy, and
concentrate on collecting data around critical KPIs that can genuinely move the

Collect Your Data

Once you’re equipped to start accumulating your data,
you’ll then want to make sure that you put it in one place for a more
straightforward analysis. Consider acquiring the following types of data:

  • Target audience
  • Competitors
  • Social media &
    digital marketing analytics (impressions, click-throughs, conversions, etc.)
  • Consumer data
    (including transactional data, persona, social network activity, online
  • Prospect data
  • Qualitative data

A person can get started by inquiring about your new
team’s various members on what types of data they generate and consume. Data
sometimes hide within your business’s inner resources—possibly with resellers
or dealers or of your product or service, or locked up in an IT vault.

Once the data have been interpreted, you can learn from
what’s happening at every stage of the consumer lifecycle, including
information such as concerns at the point of sale, complaints or service calls,
referrals, online recommendations, and back-to-back purchases.

Evaluate Your Data and
Take Action Accordingly

Assess your data against your KPIs; you can begin
utilizing that data-driven strategy to drive your digital marketing success:

  • Refine Your Content Marketing Strategy: You may already employ content marketing to attract and
    engage your audience. But you might not have a clear strategy behind your
    content! When you have the data to make the right decisions, however, you’re
    well on your way to success. You can even blend your sales and content market
    strategies effortlessly to earn more revenue.
  • Consider a New Submarket: With all of these data insights you have, you must decide
    to create a fresh submarket for your products or services. It doesn’t indicate
    that you have to change your brand entirely; possibly, you wish to modify who
    you’re selling to. The overall objective is to look for new niches and serve
    new audiences with your excellent products/services.
  • Remove Hurdles: Your
    data can help you find out the obstacles your potential buyers face during the
    sales process. Now, you must decide how to address those concerns. 
  • Explore Alternative Digital Marketing Channels: Have you discovered that your company isn’t reaching its
    relevant audience? If your website is the solitary channel you use to share
    your products or services, your company isn’t likely to be sustainable. Your
    data-driven strategy will encourage you to look into other channels and

Keep Experimenting with
New Things

While your data-driven strategy can help develop new
digital marketing strategies, it must be continuously managed and tested. The
testing of your digital marketing efforts with small experiments can be
performed in a day. The goal is to be capable to promptly and efficiently
collect valuable data so that you can continue to draw conclusions and develop new

Wrapping Up

From this brief overview, it is apparent that those who
intend to develop a digital marketing strategy cannot neglect such data. The
development opportunities are endless. It depends on the goals that are to be
reached. Each tip guides us in our decision for the most relevant actions: this
is the data-driven strategy. Just an excellent idea is not enough to create a
successful business.


  • 19 September, 2020
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