Digital Marketing Strategy: a guide to digital marketing

What is Digital Marketing

What is Digital Marketing?

In the modern world, the ways of influencing a potential consumer are rapidly changing. One of the most popular in recent years has become Digital Marketing, capable of not only collecting accurate and objective information about the target audience, but also tracking the results of brand or product promotion. An integrated approach allows you to use the most effective promotion channels.

Digital Marketing is the marketing of goods and services using digital technology. It is used at all stages of interaction with consumers in the b2c and b2b segments. Unlike online marketing, offline channels are also involved in digital marketing. The effectiveness of this area is due to close interaction with consumers and the coverage of the target audience. Digital Marketing is actively used to promote well-known brands.

Digital Marketing vs Internet Marketing

Digital Marketing is often confused with Internet marketing, so it’s worthwhile to dwell on this in more detail. Although Digital includes all the tools of conventional Internet marketing, it is not limited only to online advertising and also uses digital channels that are not related to the Internet. This can be TV advertising, applications, SMS mailing, etc.

6 pros

We list the main advantages of digital marketing:

  1. If you need to introduce a fairly limited target audience to a product or brand, you should use contextual advertising, create joint projects with the sites most popular with this audience.
  2. If the proposal was created specifically for a young and advanced audience, then social media, mobile and Internet applications, as well as viral videos, will achieve wide coverage.
  3. If you need to talk about the offer to the widest possible range of potential consumers, but TV is not available, then you can use viral content, Internet PR and non-standard large-scale promotions. These are all elements of digital marketing.
  4. It is most convenient to tell in detail about a complex, multi-component product in Internet video.
  5. Often the choice is made on the wave of emotions, so a positive attitude is important. Beautiful images, dynamic animations and emotional videos will help you create it.
  6. Promotion of products / services requires constant communication with the consumer. A popular way to contact your audience is through social networks. This media space helps build brand loyalty.

Obvious cons

There is no ideal promotion tool, and digital marketing is no exception. First of all, it takes time. It takes months and years to succeed in the digital field. Digital marketing will not work when choosing a pair of channels and tools, you will have to constantly come up with something new, try everything to understand the approaches that are beneficial for this company.

And most importantly – in digital marketing you need to constantly be in the know, analyze and direct the work. Single use will not succeed. It is necessary to constantly monitor the situation and make changes.

Although digital marketing is one of the most effective types of marketing, many companies are not ready for its implementation. Businesses need leaders who can learn new technologies and implement them. Marketers need to analyze brands and predict the future. The most important element of digital marketing is the selection of the right balance between human resources and technology in accordance with the needs of the target client.


Digital marketing tools

Digital marketing tools

The digital field is one of the key success factors for promotion. Such advertising is used literally in any area of ​​modern business. Most of all, it is common in online stores, in the provision of services, in virtual training. They also use this advertising approach to promote startups and promote brands.

Ideally, each company should work with all the channels of digital marketing and choose the most effective set of basic and advanced tools.

Core tools

Digital advertising has different types. The choice of a tool for promoting a product, service or brand depends on them. Key Digital Marketing Tools:

  • Content marketing (publications on thematic sites, blogs, etc.);
  • Email marketing (mailing lists, which can also be part of content marketing);
  • SMM (promotion of groups on social networks);
  • Targeted advertising on social networks;
  • Contextual advertising;
  • Display advertising;
  • SEO (website promotion in search engines);
  • Partnership programs;
  • The site of the company;
  • Audio and video advertising (advertising in podcasts, online radio, etc.)

Content creation is the process of filling the media space with information (articles, videos, infographics, blogs, images, etc.) to attract the attention of an audience to a product or service. It is the basis of inbound marketing, an affordable replacement for intrusive and expensive advertising. By creating interesting and useful content, companies are gaining market share.

SMM or social marketing – attracting traffic / audience attention through social networks. Thanks to the huge active audience, social networks are used both for brand promotion, and for expanding the audience, and even for active sales. It also helps to find a loyal audience, get feedback and increase user activity.

The Landing page (or the whole website) that describes the product and its advantages is the face of the company and often not just a business card, but a tool to attract users (leads). Conversion is a key indicator of site performance.

The application store has its own promotion mechanisms: ratings, reviews, popularity, phishing. First of all, you need to quality product page. Advertising text, screenshots, videos, work with ratings and reviews – all this affects success.

SEO – receiving traffic from search results in search engines is a long-term tool, it requires working both with the technical part (optimizing the site architecture, working with HTML and links), and with content that not only increases the ranking in search results, but also forms trust in the product and company.

Working with the press , managing the dissemination of information through electronic and traditional media, has much in common with the creation of content, but here it is impossible to completely control the published information about the product.

User support is also important – the provision of services to customers before, during and after the purchase of a product. Good user support will help smooth out product flaws and reduce negative levels. The user should feel your concern and desire to improve your product.

Today, great importance is attached to such a concept as user experience – any aspect of human interaction with a product, including interface, graphics, design, content, physical interaction. It is necessary to achieve maximum user engagement and the completion of the target action. If your application / product is not unique in the market, then user experience will be one of the main indicators that influence the choice.

Do not forget about strategic partnerships – mutually beneficial relationships with other companies that work in the same field, but do not compete with your product. You can increase brand awareness, expand your audience, increase user loyalty through cooperation with other companies.

The exchange of affiliate links, joint campaigns and marketing campaigns make it possible to reduce advertising costs and increase audience reach.

It is useful to use an affiliate marketing channel – a promotion model with the help of other companies: resellers, distributors, marketing companies.

This tool often helps startups who have no experience, large advertising budget and human resources. The company carries minimal risks and pays for a specific result.

Email A traditional tool is to send product information via e-mail to a specific person or group of recipients. If you correctly configure it and correctly determine the mailing recipients, then this tool can become a fairly effective way of sales.

Ad networks are another online promotion tool close to affiliate marketing. Its essence is providing traffic / users to the customer and receiving payment for a specific user action. This is one of the most accurate and simple tools.

Each instrument has its own pros and cons. The most important thing is to determine which set of tools will be the most effective. Using only one tool will not give a serious result.

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Advanced tools

A valuable advanced tool is marketing influence. It is based on the creation or use of human authority and can change the attitude of customers to the product and its perception.

It is also worth taking note of the principles of strategic partnership with non-competitive firms: these can be joint actions, presentations and other events. Choosing a worthy organization, you can attract more potential customers.

Contextual advertising is another tool that is closely related to SEO optimization. In this case, the user’s search queries are automatically selected, based on which an advertising list is formed. Banner advertising means placing an advertisement on a particular site.

Targeted ads are usually posted on social networks. In fact, this is a link that takes the user to the advertiser’s site. Viral advertising is very effective: users themselves distribute the clips or advertising links that interest them, sending them to their friends or simply posting them on their social network page.

Native advertising. In this case, the mention of the product is organically inscribed in the text of the article. Native ads affect readers more than annoying pop-up ads.

Finally – advertising in mobile applications . It is embedded in games and applications for smartphones, tablets and other digital media.

So, we have examined in detail the basic tools of online digital advertising. But there is another type of advertising.


In offline advertising, an important role is played by ways of attracting an audience from real life to virtual and vice versa. The best device for this is a smartphone. You can send an SMS to a smartphone user with a link to the company’s website.

You can also place advertisements and interesting offers in public places: on roof installations, electronic displays, panels, billboards, brackets, banners, monitors, etc. The link to your site can be displayed on advertising, or presented as a QR code.

Since the opinions about your product expressed by consumers may become known to other people, potential customers and the media, it is better to cooperate with them. If you want to be written about you, be interested, but be prepared not only for positive reviews, but also for criticism.

However, the main feature of digital marketing is not that it can be online or offline, but in its measurability and manageability. That is, you can not only predict and roughly calculate advertising revenue, but also measure the results and make adjustments based on them.

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Promotion channels

What are digital marketing channels? These are social networks; self-service terminals; interactive displays; information and advertising digital signage; POS terminals Internet sites gaming consoles; offline stores; Computers, laptops and tablets digital television; smartphone apps; gadgets local area networks.

For example, if you want to advertise a brand or product among a rather limited target audience, then contextual advertising, as well as collaboration with sites that are popular with potential customers, are well suited.

If the product is aimed at a young and progressive audience, then through social networks, mobile applications, online advertising or viral video, you can reach a significant number of consumers. If you want to reach a large audience, you can create viral content, turn to online advertising and original large-scale offline promotions.

If your product needs regular interaction with the consumer, then the media space at the moment is the most popular way to communicate with a significant part of the audience. Such communication increases loyalty, allows you to organize large promotions, helps to understand the motives and behavior of potential customers.

Implementation examples

Here are some examples of digital marketing applications:

Digital televisionDigital television connects to Internet applications. Using a TV, people can already log into their accounts on social networks, watch a video and view a news feed.
Interactive screensThey are found in shops, on the streets and even in the subway, crowding out outdoor advertising. This channel allows you to closely interact with the consumer, attract him with a message and help in making a purchase.
Digital gadgetsDevices collect information, which is then uploaded to a phone or computer. For example, fitness bracelets, with which you can measure pressure, pulse, count the number of steps taken and calories burned.
Digital artDigital art is a form of art in which gadgets are used to create and reproduce a work of art. It can be a drawing, a melody, video, animation, a game, a website, performance and installation.

One classic example of digital marketing is the McDonald’s ad campaign. Thanks to active advertising on digital television, the brand is known to everyone. In addition to posting on TV, the brand uses social networks. Mention of the brand can also be seen on interactive screens, on the Internet, to hear about it on the radio.

Another example of the use of Digital Marketing is the mobile applications of some automakers. They allow when launching a new car to convey to the users the characteristics of the model, which is difficult to do in a short video on TV, and in the print press is not so effective.

Another interesting example is the LG viral ad. Her ad, which scored over 2,000,000 views on YouTube. The funny, unusual idea of ​​the video interested the users, and the video became viral.

A classic example of the success of digital marketing is Starbucks Coffee Shop. To update the concept, the company management decided to launch the My Starbucks idea project. Users registered in it could offer their ideas for improving coffee houses and vote on the ideas of other users. The most popular offers were realized, which again made coffee houses popular.

Every good marketer will have personal examples of good digital marketing.

Digital Strategy

Digital Strategy

Serious marketing strategies need certain investments and competent specialists. Only then will the results be most noticeable. Modern digital marketing is the App Store and Google Play, the use of all methods of attracting consumers. Do not ignore the advertising opportunities of digital marketing: create digital advertising and distribute it through product promotion channels. Pay attention to gaming applications – they also collect the audience and allow you to advertise.

In general, if you want to integrate digital into your marketing and business, then you need a strategy. Combine the goals of your business and the goals of digital integration, determine the target audience. Formulate your unique selling proposition. Think about which channels and tools to use, given what you already have and are using.

Think of a content marketing strategy as you deliver your content to your target audience. Prioritize tasks, implementers, deadlines, determine advertising budgets, think over ways to evaluate intermediate results (KPI), analyze them and adjust the strategy accordingly. It is necessary to constantly analyze key indicators, adjust, eliminate problematic, non-working places and work on improving the strategy.


Current trends in the development of digital marketing are aimed at creating new options for interacting with consumers, user experience. At the same time, advertising on social networks is gradually losing popularity. Studies show that they pay attention to only 10% of the ads.

Mobile messengers displace social networks as an easier and more convenient way to communicate. Competition among search engines is growing. More and more Internet users are looking for product information on commercial sites.

The popularity of text content in favor of video is falling, which activates the corresponding types of digital promotion.

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Stages of developing a marketing strategy

How is the digital strategy built? It is worth considering the process of its development in steps. You need to start with setting goals. Depending on the tasks, they can be different, but it is extremely important to correctly determine them initially. For example, the goals of a branding strategy are: increasing brand awareness and attracting a new audience (maximum coverage of target segments). The goals of the performance strategy: increase traffic, leads, sales; optimization of the cost of lead, sales.

The goal may be to launch a new brand or product on the market; change of positioning (moving to another price segment); increase in average bill; decrease in the cost of contact / sale, etc.

Competitor analysis is an important step. You need to select 2-3 main players in your segment (a similar field of activity and price positioning) and compare yourself with them in such parameters as market share, industry growth rates, strengths / weaknesses, marketing activities in Digital (what tools do competitors use, what they work well, in which channels it makes sense to compete, and which is better to find an alternative, etc.). This will make it possible to formulate the goals and objectives of the strategy more correctly.

Next is the definition of the target audience. Having defined the audience and identifying points of contact, you can proceed to the definition of advertising channels. With a properly drawn up plan, the action of one channel should strengthen the others. After choosing communication channels, you should prioritize them (from more important to less important), prepare a media plan and budget.

Each KPI is assigned for each advertising channel (since each tool has different ones). Implementation of KPI on all sites in aggregate should lead to the achievement of the main goal of the campaign. Such a result will be a confirmation of a properly planned and implemented Digital-strategy.

The forecast of results makes it possible to derive the main averaged figures and indicators of the entire campaign. For example, the total volume of traffic from all sites,% of conversion, the planned cost of contact and sales, etc.

Tracking Results (Examples)

Tracking is critical to any marketing campaign.

Tracking your results will help you evaluate your marketing efforts and fulfill your marketing budget. Ultimately, you can improve marketing.

What are the most relevant digital marketing metrics? The main metric is ROI. This is an indicator of the return on investment in advertising.

Total Visits – the total number of site visits during the reporting period. Monthly growth is an indicator of the quality of the product / service and the competent work of the marketing department. You can view Total Visits in web analytics systems (Yandex.Metrica, Google Analytics). For example, in Google Analytics, it’s located under Traffic Sources> Overview.

Bounce rate This is the proportion of visitors who visited the site and soon left it without committing any action.

By “soon”, Google Analytics means viewing only one page, and Yandex.Metrica means viewing one page for no longer than 15 seconds.

How to reduce the bounce rate on the site? Analyze the situation, see if the bounce rate depends on a specific channel or, for example, specific pages. Make sure your ad matches the content on the site. Ease of navigation, resource options, such as page loading speed, also matter.

The overall bounce rate for a site can be found, for example, in Google Analytics under “Audience”> “Overview”. The failure rate for each channel group is in the section “Traffic Sources”> “All Traffic”> “Channels”.

Site viewing depth (pages per visit, PPV) is the number of pages viewed in one visit. This indicator reflects the interest of visitors in the content of the resource. Sometimes it indicates problems with navigation. Depth of viewing is closely related to the time that the user spends on the site. The more interesting pages he finds, the further he will go around the site and the more time he will spend on it.

The depth of viewing the site can be found in web analytics systems. For example, in Google Analytics, in the Audience> Behavior> Engagement report.

TSS – time spent on site – time spent by the user on the site. This factor is taken into account by search engines when ranking a resource. A short time on the site is an indicator of low visitor engagement.

TTS is calculated by the counter and complements the picture that PPV shows. You can see this metric, for example, in Google Analytics under “Audience”> “Behavior”> “Engagement”.

ER – engagement rate – level of visitor involvement. A high level of user engagement indicates the quality and relevance of the resource, which improves the behavioral factors of site ranking by search engines. ER is calculated as the ratio of the number of actions on a page / site (scrolling to N%, comments, filling out a form, etc.) to the number of page / site views.

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Google analytics

Standard Analytics reports show the behavior of all the metrics that we talked about earlier: sessions, users, time on the site, bounce rate, number of new users, etc.

Let us dwell on them in more detail.

The demographic metric (Audience – Demography – Overview) allows you to find out the gender and age of visitors to your site. Location (Audience-Geography-Location).

New and returning (Audience-Behavior-New and returning) – you can consider in detail how many users first came to your site and who came back.

Frequency (Audience-Behavior-Frequency) and Engagement (Audience-Behavior-Engagement) reflect how much users are interested in the information on the site. Tables are built taking into account the number of sessions (visits) and time spent.

Browsers (Audience-Technology-Browsers and OS). The report will help you understand which browsers come to your site.

Devices (Audience-Mobile devices-Overview) – here you can see how many users come to your site from different devices.

Traffic Channels ( Traffic Sources-All Traffic-Channels). The report shows the channels from which traffic comes. PaidSearch – data from contextual advertising. Direct – direct transitions (the user enters the name of the site in the address bar). Referral – clicks on links from other sites. If you click on the name of each channel, you can see exactly which sites and how many users are coming.

OrganicSearch – transitions from search engines. When clicked, all search engines from which traffic came will be visible. (Other) – Transitions that Google couldn’t recognize. Social – transitions from social

Analysis of advertising campaigns (Traffic Sources-Campaigns-All campaigns) – all analytics will be fully collected in this section. In addition, you can go to any of the campaigns and see the details. With this report you can easily manage your marketing budget and activity.

Analytics of pages and user behavior (Behavior-Content of the site-All pages) – you can see statistics for each page (number of visits, number of unique users, average duration of page visits, bounce rate, etc.)

In addition, you can see analytics for any page of the site.

Login Pages (Behavior-Site Content-Login Pages) – allows you to track which page the user gets to in the first place, because in most cases, the user decides to stay on the site or leave within the first six seconds of being on the login page.

Below is the “Exit Pages” indicator, analyzing this metric, we understand which pages the user is leaving from and we can assume for what reason and fix errors in the shortest possible time (it’s possible the layout is on the site or there is no buy button).

Conversions and Goals (Conversions-Goals-Overview). If goals are set (these are the indicators on the site that interest you), then you can easily see the analytics in the “Conversion” tab.

These are the main metrics of Google Analytics, which will help determine the target audience, understand the dependence on technological characteristics, increase conversion.

Digital Marketing Case Study

Digital Marketing Case Study

Let’s take a look at the work of digital marketing using an example. For example, a marketer at a tactical level plans a series of posts, a subscription form, and prepares a free sample.

An SMM specialist begins to write supporting posts on the topic of such articles, perhaps even holds contests to reach more people, create a discussion involving around the event or company.

The specialist in email marketing creates a chain of letters, which is sent to the current database or to the database of downloaded free test sample.

A targetologist or contextual advertising specialist can promote individual posts on Facebook or launch an advertising campaign on Yandex / Google with a link to targeted landing pages on the site. He also places banners on media networks.

The online PR channels are turned on: industry experts write product reviews for the bonus, discussions develop in the comments on articles on the site (crowd marketing).

Thus, the synergy of actions of different departments or marketing specialists ensures brand recognition, as well as the generation of applications and incoming calls using all available channels, media and formats.

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Digital communication provides a unique opportunity – it allows you to interact with consumers at every stage of their purchasing decision. Therefore, it is important not only to indicate the socio-demographic characteristics and geography of the audience (in order to target advertising), but also to determine the groups of its interests. It is also necessary to analyze the behavior when choosing a product online (direct search for goods / services, reading reviews, watching a video about a product, visiting a manufacturer’s / supplier’s website, etc.).

However, in digital marketing there are many examples, “when something went wrong.” For example, contextual advertising may work fine, but due to problems with the site (long page loading, switching from an advertisement to an irrelevant landing page, difficult navigation, etc.), the bounce rate may be high, and paid traffic will not be converted to sales.

Or you may have a great site on which a potential buyer will find all the necessary information about a product / service and a “motivated” purchase will go to confirm their choice – read reviews from real users. And there he will encounter negative comments about the quality of the product / service or the manufacturing company and, as a result, will postpone or cancel the purchase.

Such situations, as a rule, arise when companies try to work in various advertising channels separately, without linking them to each other.

The purpose of the digital strategy is to identify, prevent such “inconsistencies” even at the planning stage and make the entire complex of Internet tools work as a single mechanism.


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