Digital marketing is a concept that means something much different today than it did 30 years ago. We have gone from an era of keyword stuffing and spammy backlinks to a much more sophisticated practice of big data, personalization, and a whole host of different strategies.
The practice is now more complex than ever and you will get left behind without a solid digital strategy framework. With everything you need to keep an eye on when engaging in digital marketing, it can be easy to miss certain elements that may make or break business success. This is why one of the most important things you can do before delving into the nitty-gritty of strategies and campaigns is to have a clearly defined digital strategy framework.
If you are still trying your hand at systematizing your marketing process, you will not have to start a digital strategy framework from scratch. There will be basic models you can pattern yours after.
So what exactly is a digital marketing framework or digital strategy framework? Pur simply, it is a document that outlines the flow of the marketing process, identifying critical requirements and key touchpoints. It will ensure you miss nothing in the process.
There are many different digital strategy frameworks, tackling an assortment of aspects, from communications to planning to strategy. Some will integrate all, while others target a specific aspect. When creating your own, you need to know your business needs and priorities to come up with a model that suitably accommodates objectives. Use basic digital marketing models to guide you through the process of creating yours.
Created by learning platform Smart Insights, RACE stands for Reach, Act, Convert, Engage. The four steps refer to online marketing activities a person must have to engage with customers in different channels in different stages of their journey.
At its core, RACE Planning helps draw up an effective digital marketing strategy as it identifies key activities for each step in the customer journey.
Plan your action steps for RACE:
One of the most used digital strategy frameworks, shows the journey customers take when engaging with a brand, starting with finding out products and services to buy. A marketing funnel has four levels:
On an e-commerce platform, the stages are highly trackable. A potential customer visits the website (awareness), clicks on a product and reads through the description (interest), adds an item to their cart (consideration), and checks out (action).
RACE Planning identifies key action points in the digital marketing process but the Marketing Funnel summarizes the customer journey and therefore helps identify roadblocks to conversion. It all informs a digital marketing planning framework, enabling you to list opportunities in leading people to your desired action.
When a company is getting only less than half of the people who added the item to their cart, it may have to send automated messages to remind them of products in their shopping bag.
With the marketing funnel, draw up your action steps for each stage:
The Flywheel is a model created by Hubspot and puts customers at the heart of all business processes. It is better understood in contrast with the marketing funnel. In the funnel, the customer is the end-all-be-all, but the Flywheel makes it the driving force. It will be the thing that “spins” or energizes the entire strategy.
When customers are at the center of a digital strategy framework, they will be surrounded by sales, marketing, and support teams, each one aiming to enhance the purchase experience, which largely includes minimizing “frictions” or anything that slows down the spin of the flywheel. Similar to other models, it shows the buyer journey, summarized in three phases:
Because the Flywheel model is designed to create synergy among business teams, it minimizes gaps in handoffs. Moreover, it speeds up digital marketing because it reduces friction at every stage of the customer journey.
Our very own adoption of the Flywheel in the Propelrr digital strategy framework puts the objectives in the center of our approach as the force that will dictate the movement of the various levers. From there, take a multi-pronged or multi-channel approach to achieve and communicate your objectives and brand message, and then integrate these into the strategy and execution.
Such executions, once rolled out to an audience or customer, should provide the most optimal customer experience, guaranteeing a pleasant and seamless customer journey that will keep them delighted with your brand and business.
The right digital strategy frameworks can help people come up with better strategies and make success consistent. As you choose or create your own, these are the things you must remember:
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