How to formulate a digital marketing strategy [Basic][Part 2]
"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. Set the target products and services, define what role digital marketing will play in the overall marketing activities, and set indicators and numerical targets to measure the results.
2. Definition of STP
STP is a marketing term that is named after the three acronyms "segmentation", "targeting", and "positioning".
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 used 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 operation cycles 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
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Next, I would like to introduce digital marketing trends.
Mobile optimization
We are promoting mobile optimization so that we can access our websites and e-commerce sites on smartphones and provide apps so that we can access them anytime and anywhere and attract customers. 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.
Ad technology
It's about Internet advertising, including listing ads and retargeting. It is a mechanism to deliver advertisements to the optimal target group based on user browsing behavior on the Internet. The feature is that it is easy to measure the effect and it is easy to grasp the cost effectiveness. You can also use 3rd Party data to target and approach customers who have no contact with your company.
Social media marketing
It is a method to acquire fans by setting personas on your company's SNS on Facebook, Twitter, Instagram, etc. with "empathy" as the main axis. In addition, SNS is used not only as a means of promotion but also as a basis for customer service such as ordering from SNS and responding to inquiries.
Chatbot / Web customer service
We will increase the experience value of our customers by serving customers on our website and EC site in the same way as in stores. When a customer is in trouble, he / she can feel free to consult with him / her, and he / she supports the customer by automatically saying "Are you in trouble?
Video marketing
With the spread of video sites and the improvement of the mobile environment, an environment where video content can be used has been created. Videos that appeal to the story of products and services audiovisually and enable the transmission of a large amount of information have become a highly compatible method, especially among the younger generation.
Wearable
By leveraging the devices they usually wear, such as the Apple Watch and the glasses-type device Google Glass, consumers can approach advertisements without intentionally accessing information. Marketing that removes the barrier between customers and companies is realized.
VR (Virtual Reality)
Wearing a headset that enables VR, you can experience an extremely realistic visual sensation in virtual space. By providing a near-realistic experience online, you can increase the value of your customer's experience. It is used for experiencing sightseeing spots, viewing houses, watching sports, etc. In addition, there are cases where VR is used for a test drive experience of a car even in a real store. In the travel industry, you can tour the world with VR, and in the automobile industry, you can experience a test drive without visiting a store. You can use visual information more than ever to stimulate purchasing motivation.
The future of digital marketing in the future
Digital marketing is expected to evolve at an accelerating pace. There will be fewer face-to-face sales methods and more digital communication through the web to interact with products and brands regardless of time or place. In addition, AI will permeate society and enable communication that satisfies the detailed needs of customers. Then, "Marketing 4.0" that captures the potential needs of customers such as "self-actualization", "evaluation", and "approval" will become popular.
Summary
In digital marketing, it is important to develop a strategy that is close to the tastes and attributes of the target consumers, rather than publicizing or announcing products in the dark clouds. Therefore, it is necessary to formulate a strategy from the perspective of segments, stories, and customer journey maps, from objectives to data analysis and goal setting.
In addition, the person in charge always constructs the marketing method from the time axis surrounding the customer, the target, and the behavior pattern of the user. In the future, digital marketing strategies will enter the lives of customers even more, and we will enter a new era in which marketing itself is integrated with lifestyle.
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