Having a digital marketing strategy framework helps your brand achieve a scalable route to success. Since all the components of your digital marketing strategy are structured and guided to run smoothly like clockwork, this ensures more consistent results in this non-linear and disruptive digital world. But before we deep-dive into the discussion of frameworks and how you can build an efficient one yourself, it’s important to establish first why it’s critical to have
one in your digital marketing. Chapter 1 In this fast-paced, information-driven, and technology-centric age going digital for your brand is simply non-negotiable. The question is, where do you start? Explaining what digital marketing is might be easy but practicing it can be a challenge, even for an
experienced digital marketing agency that has been doing it for years. It would be a mistake to think that there's a one size fits all strategy for all companies that will stand the test of time. The terrains of digital marketing are ever-evolving and businesses that can’t adapt to
these changes simply sink. But that's just one aspect of what makes it difficult and below, you'll find some other reasons that make sense of the typical digital marketing conundrum. Based on the latest digital statistics, there are 4.66 billion active internet users worldwide
which amount to 59.5% of the world’s population. Therefore, your potential customers may be coming from multiple cylinders. Some engage via social media, others leave comments on blog posts, some are more inclined to click on your ads. With that in mind, where do you start then? How will your digital marketing strategy address and connect the non-linear customer journey for both your online and offline touchpoints? Figure 1.1. Non-linear Customer Journeys. Today's customer journeys aren't as straightforward as they used to be. Often, many offline and online events may lead to either the abandonment or push towards the conversion. Photo by Propelrr. Customer attribution is messyBecause your target market may have different demographics and come from different cylinders, as a digital marketer, you may have carried out your online and offline marketing campaigns in different channels to increase your reach and leads. Because your customer’s journey is non-linear, how will you be able to determine which channels and messages in your digital marketing strategy were most effective in influencing your customer to purchase, subscribe, or take the next desired step? Figure 1.2. Why Customer Attribution is Messy. This is because audiences are, after all, people that are multi-dimensional and have various interests that they explore online, and that's just one aspect of what makes attribution messy. An effective digital marketer knows that they shouldn't be just looking at their customers from one lens, but rather many and equally relevant ones. Photo by Propelrr. The digital marketing approach is unique per businessEach business has a different objective, branding, content, channels, infrastructure, and data. These factors can even change as time goes by depending on the effectiveness of your strategy, your brand, and the latest digital marketing trends. Since the pandemic started in 2020, trends such as live videos, audio content, user-generated content, brand activism, branded content, and nostalgic marketing are in trend right now. Especially since a lot of people are still required to stay at home and most consumers dream of the good old days when life was simpler and "normal." These are just some of the pain points you may encounter in your digital marketing strategy. More may arise in the future as Google algorithms, customer behaviors, and your company’s needs and abilities change. The importance of a digital marketing strategy frameworkFigure 1.3. Benefits of Digital Marketing Strategy Framework. Implementing a digital marketing strategy framework won't just benefit you in terms of revenue, but ultimately in understanding your ideal customers online. The good news is, having a digital marketing framework can help you come up with a solid digital marketing plan that will help you:
Translating your strategy to a digital marketing framework can be hard at first but is highly beneficial in the long run. This process of creating your framework is similar to developing a formula. You consider the variables needed that will yield the results you want to achieve. Even though there might be updates in your strategies needed along the way, your framework will help you focus on what you need to improve, what you have, what you need to add, how you can execute, and how you can further improve. 1. A framework helps kick-off your digital marketing in the right directionFigure 1.4. A Framework is a Compass. That helps direct the steps you take on your digital marketing journey and helps makes sense of the chaos. With a proven digital marketing strategy framework, you will never find yourself at a loss for actions to take to overcome hurdles in your digital journey. The first step is always the hardest. That is the same with digital marketing. But if you have a framework, you get to assess where you should start and how you can start. More often than not, you always begin with your objectives when starting a digital marketing campaign. To know what objectives you can set up, it is best to evaluate what your company needs or what you can improve on. 2. Your strategies become process-orientedIt is important to take a systematic and organized approach when doing your campaign strategies if you want to be successful. Your digital marketing strategy framework will help you create a step-by-step process that you can take to fulfill your objectives. Your framework will help you to identify the exact steps you need to reach points A and B with ease. 3. Actions are scalableIn digital marketing, quality is better than quantity so you better ask, “how can you do more in the most effective way possible?” With the help of a reliable framework, you can scale your strategy and think of other ways you can increase your reach without increasing the work or costs involved. 4. Identifies granular improvements for better overall executionsFigure 1.5. Optimize, not Overhaul. A sound digital marketing strategy framework should allow you to make tweaks and optimize specific elements rather than always implementing drastic changes. Photo by Propelrr. As mentioned previously, the continuous changes in the algorithm, consumer behavior, and your company’s current state can alter the effectiveness of your strategy. Coming up with brand new strategies is not always the most practical way to improve your digital marketing strategy. Sometimes, a little bit of tweaking here and there is enough for you to save time and money and achieve your goals. By looking into your framework, you can see all the elements of your digital marketing strategy. That way you can pinpoint exactly what you can improve on that will have a huge impact on your executions. Digital marketing is not cheap. You have to be able to maximize your resources and achieve success without sacrificing too much funds or time. To achieve success, remember to always use your digital marketing strategy framework for all your marketing initiatives. With the help of your framework, you can pay attention to analytics trackers that can make or break your campaigns. Take into consideration customer experience, think data by design. Most of all, your digital marketing will only be effective if all elements of your framework are present. If you need professional help in crafting your framework, take a good look at Propelrr’s Digital Marketing Framework. It has been proven to be a framework that really works well for us throughout our more than 15 years of experience in digital marketing. We want to take this opportunity to show you how we’re able to map out all variables to consider and carefully plan a well-thought strategy and execution from top-to-bottom that ensures online success. Hopefully, you can apply it to your brand’s digital marketing as well. While most frameworks adopt a funnel structure, our digital marketing framework works more like a flywheel that gains momentum as each marketing component works together efficiently. If you want an in-depth understanding of how each element plays a key role in this proven framework, then read the succeeding chapters to learn the importance of each factor and how you can also implement it in your digital transformation framework. Are you ready to achieve online success with your brand? Then you should have a digital marketing strategy framework, to begin with. Let’s start by dissecting the digital marketing framework at its core -- which is establishing your objectives. Chapter 2 Setting digital marketing objectives can be difficult without the right framework. But if you’re looking to develop effective business strategies, you need well-planned, data-centric objectives that will lead you towards your desired business goals. In this chapter, you’ll get to dive deep into the roles, processes, and factors that go into your smart objectives with a comprehensive strategy framework. Are you excited about the road that lies ahead? Then let’s get you
started on your brand new digital transformation framework journey. The world of digital marketing is disruptive and fragmented, with audiences coming in from countless varied touchpoints. In this fragmented landscape, you must find a way to
ground your business in a stable framework that works for all your digital strategies. According to business strategist, digital marketer, and Propelrr CEO, Gary Viray: Figure 2.1. Start With Your Why. Everything we do in Propelrr is guided by an objective that the whole team works toward. Without it, none of your plans and strategies will fall into place and end up failing. Photo by Propelrr. His statement says it all: your objective plays a crucial role in your digital marketing strategy framework, in that it will provide a feasible, attainable, valuable, and straightforward direction for all your online marketing strategies. Our digital marketing framework can help you establish a digital objective first to provide a clear direction for all your plans. This element in the framework ensures the creation of scalable strategies that will work for any of your business plans. Are you curious about the rigorous process undergone in defining and setting an objective? Then read on to find out more about how our overall framework delineates your objective. Formulating your Business ObjectivesBefore you begin, your digital marketing endeavors will always begin with an objective. But before you start breaking that concept down into its key components, you must quickly review your company’s brand first. Ask yourself the following questions, and make sure that your current plans are completely aligned with your company’s brand:
Have you reflected on your answers enough? Once you have, you can use them to clearly, attainably, and feasibly define your business objectives for your upcoming marketing campaign. The Digital Marketing and Measurement Model (DMMM)Everything in your framework rests upon a clearly defined objective. But what exactly is an objective? What differentiates this concept from a goal, target, or key performance indicator (KPI)? At Propelrr, we apply the elements of Avinash Kaushik’s Digital Marketing and Measurement Model (DMMM) to provide clear definitions for these critical terms. These components of your objective will eventually become key players in the rest of your framework-based digital marketing. Let’s quickly go through Kaushik’s DMMM first to better understand what objectives, goals, KPIs, targets, and segments are, and why they’re all integral to the success of your business online.
Figure 2.3. DMMM by Avinash Kaushik. This model proposed by Avinash Kaushnik, provides online marketers with a concrete way on how to itemize goals, KPIs, targets and segments, according to corresponding business objectives. In summary, Kaushik’s DMMM explains that your overall objective can be broken down into smaller goals, which are measured with KPIs and targets, and segmented for certain audiences. Kaushik’s DMMM helps you understand what is important for your business, and where you can start in setting your objectives. You can practice utilizing the DMMM model for setting your or client's goals, action steps, as well as KPIs and Targets with this custom template we've developed at Propelrr. Applying the DMMM to the Digital Marketing FrameworkFigure 2.4. Applying your objectives under the DMMM. Your approach should be anchored on process-oriented and data-driven objectives that hold together the direction of your overall digital marketing strategy. Photo by Propelrr. Now that you have Kaushik’s definition and breakdown for objectives in mind, you can apply your learnings about the DMMM to Propelrr’s framework to set the best objective for your business’ digital marketing plans. Critical components for setting and achieving objectives Here are the critical framework components that you will need to identify your objective, set your targets, and execute your plans, all in the most strategic way possible.
Auditing and benchmarking can help you spot the holes in your framework or strategy so that you can patch these up with your next iteration. Through this component, you can regularly improve your strategies for even better performance over time
At the heart of all this strategy formation is, of course, your objective, which you identified in the auditing and benchmarking phase, and then established goals for in the target-setting phase. With a strategy formed around a strongly defined objective, you’ll have the structure you need to proceed with all your digital plans. Your objective is the heart of your overall digital marketing framework, and it is also the first step in your digital marketing strategy journey. But you still have a long way to go on this online marketing journey. The tools you gathered at this stage will ultimately guide you throughout your process and will help you deliver fantastic results through a scalable, data-centric digital marketing framework. With a long-winding road ahead of you, make sure to bear these objectives in mind as you move on to branding for your business. Chapter 3 Branding goes much further than visual aesthetics. Beyond the prettiness of colors and typefaces, branding is, at
the core, the act of creating a strong distinction for a product or service, which results in a positive perception among a target audience. In this tech-oriented era, businesses take this to the online platform, creating a digital branding. In a nutshell, you’re asking two important questions when you’re creating a strong brand: what sets our organization apart (distinction) and what our stakeholders think of us (perception). The logo and all the visual aesthetics that come with it are only tools that contribute to this big objective. When done right, branding strengthens positive reputation, generates new customers, and offers motivation and direction for your employees. When you cater
to clients, their branding should be your business, precisely because every single digital marketing effort and each SEO strategy you recommend and execute is anchored to it. As mentioned in the opening chapter, the Propelrr Digital Marketing framework incorporates digital branding in its key steps. When we reach this point, we basically ask clients: what’s the brand story you want to tell? Figure 3.1. The Branding Process. These three steps of the process are key to an effective brand identity that resonates both your business values and ideal audiences. Photo by Propelrr. Before you're able to tell the story of your brand, however, you should go through the branding process first. The branding process itself is an organized approach to creating and strengthening your brand identity – your distinguishing character. At the end of the branding process, you should be able to:
In a nutshell, the branding process is composed of three elements: conducting brand research, capturing your brand core, and crafting your brand design. Let’s break them down. Brand ResearchResearch is the first crucial step in the digital branding process. The data you gather will help inform your decisions pertaining to who you are as a brand and how you’ll project that identity to the world.
At the end of your brand research, you must be able to improve your brand core and understand your target audience and competitors better. Brand CoreThis is the heart of your brand – basically who you are, and is foundational to a digital branding strategy. After doing your brand research, collate all the information you got from the VoC and audit to craft buyer personas. These are semi-fictional depictions of your target audience, which can help you build your brand core, from the brand personality to the brand voice. Buyer personas are “semi-fictional” characters who simulate the demographics and behavior of your actual customer based on the market data gathered from your research. Create them by having these pieces of information: Figure 3.2. Your Brand Core should be audience-driven. Make your branding resonate with your target audiences by developing buyer personas grounded on your VoC data. Photo by Propelrr.
Remember that the answers to these questions rely heavily on your market research and VoC. This process shouldn’t be a hit-and-miss practice especially if you have data-backed insights. After creating buyer personas, you’ll have a better understanding of the market you’re trying to reach. Ultimately, this will help in further improving digital branding, especially your brand core, which is composed of these elements: Figure 3.3. Your Brand Core is the Heart of Your Brand Identity. Keep your branding intact with these brand core components. Photo by Propelrr.
Once you have all these elements — values, promise, personality, and voice — you’ve already ticked off the foundational part of the branding process, precisely because you know who you are already. With this, it’s time to move to the next part of the digital branding process, which focuses on the aesthetics of the brand identity. Brand DesignNow that you have ironed out the most basic elements of your brand, you will now move to project your brand in a visual way. Brand design refers to the visual features, from the logo to typography to web design. These elements contribute to the overall objective of the digital branding process, which is to create a distinction for your products and services, which results in a positive perception. These are the main brand design elements:
A solid brand identity embodies the brand core, backed by brand research, projected in brand design. Once you’ve pinned this down, your digital marketing campaigns will be grounded in that strong identity. Now it’s time to focus on the more technical side of things which is building solid, robust infrastructure that is responsive to your customers’ demand. Chapter 4 You finally checked your digital marketing objectives, and your branding is stronger
than ever. You might be wondering, what is up next? It’s time that you move on to the operational side of things. As you might know, having SMART objectives and
well-thought branding is not enough. If your webpages, landing pages, and other website features perform poorly, your chances for conversion are slim. This is why you need robust infrastructure. 1. Good infrastructure boosts positive user experiences. Fast, easy, and secured results — this is what most online users want. With a
well-built digital infrastructure, brands can easily address this need, and therefore, reach a wider market for their products. Good digital infrastructure ensures that you have stable and secured media channels that are 100% working all the time. But if your media channels often crash, have terrible navigation or feature listings, and have unsecured warnings for online transactions, you might drive your customers away in droves. 2. Good infrastructure maximizes your
resources. Time, money, and effort are all valuable assets that you need in building a digital transformation framework. And because they are valuable, you would only want them to go where you need them, without even a slight amount of waste. A good marketing infrastructure assures that these resources do not go to waste, because your media channels and apps are reaching all the right people with advanced and relevant services. 3. Good infrastructure promotes strong
digital branding. Your company may not be the only company in the world, but your digital branding will set it above the rest. Good digital infrastructure will ensure that your company’s digital branding is associated with the words reliable, fast, and secured. In no time, you will gain loyal customers, partners, and stakeholders who will attest to your tried-and-tested services, which will, in turn, gain you new ones! 4. Good infrastructure yields more success in
digital marketing efforts. Functionality is always greater than aesthetic. This is why positive market experience, an established digital brand, and an efficient digital marketing strategy are only a few of the reasons why you should look into strengthening your marketing infrastructure. But it can also positively impact your other digital marketing goals, such as gaining new customer insights, evaluating features that work and do not work, and improving personalized
communications with your target market. 5. Good infrastructure ensures compatibility in multiple devices, screens, and other tools. Different users means different preferences. One customer may prefer to use an Android smartphone to access your media channels, while another may opt to use his Apple tablet. Some users might also need assistive tools, like screen readers or voice recognition. With a good infrastructure, you can ensure that your website works with your
target market’s technology preferences. Definitely, a good infrastructure is an integral part of building a solid digital transformation framework. But of course, building and maintaining a good digital backbone includes many areas to look into. You need a framework that includes these vital components and subcomponents in every process of strengthening your digital infrastructure, which is exactly what the Propelrr Digital Marketing
Framework can help you cover. All good digital frameworks start with a solid plan, so you have to visualize your website’s design, features, sitemap, and user flows. As part of the onboarding process, both clients and experts discuss comments and suggestions as part of the overall considerations in building infrastructure. Figure 4.1. High-level Architecture. This is a sample of what a website structure looks like from a macro perspective. There are a lot of other elements that aren't apparent at first glance, but it's exactly for that reason that you have to carefully assess and keep watch over these elements of your infrastructure. Website architecture is your website’s overall design that connects every webpage in your media channel. A good website architecture will result in better sitelinks, improved search engine results pages (SERPs) crawling, and avoid duplicate web pages from competing websites. To ensure high-level architecture, some of the things to add to your ultimate web design checklist should include the symmetry in the website’s entire system, adopting a readable URL structure, and using great internal linking strategies. Design Conceptualization Features Listing and Mapping Figure 4.2. Optimize Sitemap and User Flows for Better Infrastructure. Developers use this to get a bird's eye view of your page infrastructure and page goals. The sitemap and user flows are two interconnected factors in a website. The sitemap is the high-level and general view of the website’s navigation structure, while the user flows are the low-level and specific views. These two factors are significant in digital infrastructure because they give the developers and designers insights on the probable stages of customer engagement, which can then help in improving the usage of tools for the customers. Optimizing your sitemap and user flows involve checking on the connected pages and groups on your website, identifying the primary and secondary goals of your target market, and pinpointing the frequent customer actions and the time involved in accomplishing these actions. Adopting a UX design involves making worthwhile and relevant customer experiences to your target market. And as one of the comprehensive and meaningful parts of crafting your marketing infrastructure, you will need to make a blueprint to jumpstart any UX design project. Figure 4.3. User Experience Process. Modern digital marketing bids goodbye to flat and poorly designed website experiences for users. With so much that can be lost due to friction or hurdles in the consumer journey, it's crucial that you take time to go through the process of designing a seamless and effective user experience for your visitors. Photo by Propelrr.
2. Design and DevelopmentOnce you are done visualizing your website’s overall design and features, and adding and removing features based on your customer’s preferences, you head onto the design and development of your website.
3. TestingYou have designed and developed your website and now, just like all traditional or digital products, you need to subject it to a set of tests. Figure 4.4. Put Your Projects to the Test. Before you launch your development projects, subject them to rigorous rounds of tests of the types stated above. This ensures that your infrastructure is sound on all fronts. Photo by Propelrr.
4. Pre-deploymentOnce you are done with all the testing, it is time to prepare your website for pre-deployment. There are tasks to accomplish in doing this, and that includes choosing a good web host. Make it a point to have a list of best qualities to look for in evaluating web host companies, so that you can make informed decisions for your website. Do not forget to use all the insights from your various tests to optimize your marketing infrastructure, and remember to assess any new changes that you apply. Also, be open-minded to the fact that you might still encounter other problems that may or may not be detected in your previous testing. A good digital marketing framework, however, will help prepare you for all the possible roadblocks to your deployment and equip you with backup solutions. 5. Deployment and TurnoverIn the final step of ensuring a powerful digital infrastructure, it is time to release your website to the live environment. Your users will now be able to access and check out your website, but it will not end there. Maintenance is still a must so that everything on your website works smoothly. A well-built digital transformation framework will have development resources or experts ready so that bugs or errors are always ready to be resolved. Still, you can also cover basic website maintenance like setting up regular malware scans and data backups, updating website themes, and checking your website’s loading time every once in a while. No doubt, optimizing digital infrastructure gives positive user experiences. With an infrastructure that focuses on giving the best customer experience through well-thought development and user-friendly designs, you can successfully drive the attention and maintain the trust of new and existing customers to your brand. But if you want to have solid proof that your marketing efforts really did pay off, you might want to look into another essential part of the digital framework, that is, a comprehensive analytics set-up. Chapter 5 Digital marketing makes use of digital analytics data to create a holistic approach that delivers what the consumer wants when and when they need it, resulting in a higher conversion rate. The desire to understand customers is growing, as is the need for precise real-time analytics. As social media and online use grow, so does digital marketing data. Social networking and other digital marketing tools will help
you figure out what your customers want, need, and how they feel about a product. Digital marketing analytics provides marketing professionals the information they need to determine which marketing campaigns are more appropriate for particular classes of customers. Big data provides marketing professionals with the insights they need to produce the most effective strategies possible,
whether it's identifying how different audiences react to different types of ads or using consumer analytics to map how product desirability varies depending on context and climate. The demand for reliable real-time analytics is growing in tandem with the need to understand consumers. Digital marketing data is growing along with social
media and internet use. Understanding consumer desires, expectations, and perceptions about a product can be aided by using social media and other digital marketing tools. Here are a few reasons why digital analytics is important for your digital marketing strategy framework: Tracking the success of the campaigns is critical because tests cannot be properly run without it. Work with analytics tools that provide
real-time reporting capabilities. You will use them to refine your plans and optimize your ad budget. Campaign tracking allows you to prepare for the next moves and make data-driven marketing choices. Acquiring clients necessitates understanding and forecasting consumer behavior patterns so that you can measure their response and customize your campaigns to meet their needs. Marketing automation tools help you understand consumer
behavior, helping you to build strategies that maximize loyalty and, eventually, revenue and profits. Predictive analytics would simply take the hassle out of testing, allowing you to spend more time developing smarter strategies. Predictive analytics allows you to metaphorically study your customers' acts under a microscope, scrutinizing even the most innocuous-seeming activities to
decide what their next step will possibly be in regards to your business. The digital analytics framework can be used to achieve a variety of goals. Yet, in its most useful sense, can be seen as a way to familiarize market customers with data that might be available to them, as well as to improve the quality with which that data is processed, and returned to the business. When it comes to using data in
your organization’s decision-making, the same principle applies. Your data will yield no useful insights if your resources and processes do not share a coherent approach. Building a solid analytics base requires a company-wide dedication. Here are four crucial steps to help you lay a solid base for your project. Figure 5.1. Process of Digital Analytics. Though it may look simple from a high-level look, the digital analytics process thoroughly inspects every possible circumstance that affects your digital efforts. When you zoom into the more granular levels of these steps, you'll find that it's a rigorous routine of scrutinizing your campaigns. Photo by Propelrr. 1. DefineThe first step in starting the data analytics project is to create a measuring system to ensure that all of your business priorities and strategies are in line with the data you're gathering. Define your short- and long-term objectives. Are there any data points that can help you benchmark in the future but don't seem to appear on your current performance? It's also important to have a plan in place for analytics governance. This involves a review of duties and obligations within the companies, as well as a pledge from the top down to enforce and manage data collection, interpretation, and reporting rules. Defining your assessment process and analytics governance approach is a crucial and required step in deciding your analytics roadmap. Set targets on how you'd like to use your analytics tools, keeping in mind your budget, money, and timetable constraints. 2. MeasureBefore you can start tracking and collecting data, you'll need to figure out what resources and platforms the company can use.
3. AnalyzeThe most effective data analysis considers several points of view, making it inherent that you bring together team members from different disciplines during the process. Solicit the help of both technical analysts and subject matter experts with specific business experience to scrutinize and process the data. The what, where, who, where, and how of your data can be better contextualized through collaboration. Do remember to be actionable, whether you're analyzing data in a paper or a dashboard. Until reporting on a certain KPI, consider whether you might make a conclusion based solely on that parameter. Does it tell you how good or bad you did on its own? If not, the measuring system would need to be revisited. 4. DecideYou've defined your approach, evaluated your data, and defined your next steps, now it's time to create an action plan and decide what to do next. Gather stakeholders to present your conclusions and make decisions based on your findings. This could prompt the company to make any minor adjustments or launch a brand new strategic initiative. You'll be stuck struggling to classify crucial findings and advice if you don't pay attention to the first three stages of the analytics process. To successfully use data to inform business decisions, you must first build a solid analytics base. Different types of analytics components and how to use themThere are hundreds of ways you can measure your analytics and optimize your marketing campaign based on the results. From websites to mobile applications, advertisements to CRM, you can easily track your digital marketing analytics using various components. 1. Web AnalyticsWeb analytics has become a tool that no company can be without in today's world of increasing data use and processing. Web analytics metrics are gathered continuously, even though you aren't looking at them, and can be used by the company to analyze and expand content campaigns and best practices. Page views, bounce rates, traffic sources, and conversion rates are all metrics from web analytics that can reveal what content people are interested in and which platform is the most effective. One of the first steps in getting started is to match the company practice with the appropriate analytics tools. Components of Web Analytics Figure 5.2. Google Analytics. Is a household name for web analytics tools. Here you'll see some metrics that allow you to assess how well your website is performing in terms of Users, Pageviews, Sessions, and others. When determining the success of your website, data and analytics must be the cornerstone. So, which metrics should you be looking at? Let's take a closer look.
Benefits of using web analytics
2. CRM analyticsCRM analytics, also known as consumer analytics, is the method of analyzing data in the CRM software to find useful information that can influence business decisions. The end-goal is to get a greater understanding of your clients so you can sell to them more efficiently. As a CRM must perform certain operations in order to run properly, another aspect of its functionality is data and analytics. The basis for successfully turning leads into customers and customers into brand champions is business analytics. Components of CRM analytics
Benefits of using CRM analytics
3. Mobile app analyticsThe method is the same, but it takes place on a mobile device. They are critical in assisting marketers in determining how their mobile app is doing for potential consumers. Mobile web analytics will also assist you in identifying regions or measures that need to be improved. The customers' path is made up of several data points that can be analyzed to see how people communicate with the app. Components of mobile app analytics
Benefits of using mobile app analytics
4. Business analyticsBusiness analytics is the practice of examining and evaluating the vast amount of data that your organization currently has and then using the data to make data-driven decisions. It goes beyond counting numbers to figure out what happened. Instead, enterprise intelligence aims to provide insight into why situations happened as well as recommendations for the next moves. Data consistency, professional analytics, and corporate dedication to using data to generate fruitful information that can help make better business choices are all essential components of an effective business review. Components of business analytics
4. Customer satisfactionIt's not just about sales and marketing. Tracking the success of your customer service is how you assess your credibility and effect. However, it is not a simple mission. To calculate customer loyalty, you must first consider how your customers feel. Customers are much more likely to have input if the consumer feedback queries are straightforward and limited to a single experience. You can use different emojis to figure out how customers are feeling about their marketing campaigns or blog posts or social media posts. Benefits of using business analytics
5. Social media analyticsFigure 5.12. Social Media Analytics. Analytics tools also aren't limited to your website. If you'd like to find out how your audiences are interacting with your brand on social media platforms, you can inspect these through social media analytics. You can view data like heat maps, which tell you when they are active, and how many unique users you've attracted with the help of your social media posts and campaigns. Figure 5.13. Platform-specific Analytics. Are tools you can access through your own brand's social media pages. The photo above is a sample of an overview of Facebook Analytics. Here, you can see data on how many people 'like' your pages, as well as overall engagement with your page and posts. The ability to collect and make sense of data collected from social networks to help business decisions — and assess the success of activities taken on those decisions through social media — is known as social media analytics. The principle of social listening is used in social media analytics. Listening entails keeping an eye on social media for issues and prospects. Listening is usually used in more detailed reporting that includes listening and performance monitoring in social media analytics tools. Components of social media analytics
Benefits of using social media analytics
6. Ads analyticsThis is the use of predictive data and resources to assist companies and advertisers in effectively monitoring their omnichannel marketing activities. Since these data sets have actionable feedback, advertisers may use them to ensure that their ads are targeting the right audience and using the right format. Components of ad analytics Analyzing Google and Facebook advertising analytics is a good place to proceed. Each metric mentioned below will assist you in measuring, comparing, and evaluating your campaigns in order to reach your promotional ROI targets Google advertising metric
Facebook advertising metrics
Benefits of using ads analytics
Chapter 6 Content is king and
it always will be. Content of course does not only refer to resources and media outputs your brand releases, it also includes a host of strategies, techniques, and tactics that you need to employ for your brand to establish itself. This means that having a solid and efficient content framework is imperative to quality production. Digital marketing heavily relies on dependable frameworks for your brand to compete in the trade. Developing a strategy for instance to target micro niche communities—that is,
targeting an ideal audience for your content—is crucial if you want to have a better reach for your brand. Along this is a favorable response from the market for including them in your demographic. But why settle for theory? Simply look at our digital marketing framework to help you set an effective marketing strategy. We take content to a whole new level by treating it as more than just a story, it
is a call to action thanks to its 10x approach to content production. Simply put, our strategies aim to involve the public in the narrative. After all, consumers respond positively when they feel and believe that they are involved in a company’s production process. Interested in knowing more
about creating an effective content strategy for your team? Check out the following to boost and propel your content to success: A content marketing strategy refers to the whole process of producing, publishing, and delivering content. It involves developing frameworks to meet the demands of the market, as well as determine its gaps for your brand to be
able to respond and adapt in the future. More importantly, it also refers to developing an identity for your brand through your content. Your content tells more about your brand’s identity and personality more than you realize. Take for example our philosophy in developing content by ensuring that all output follows F.A.V.S: Feasible, Attainable, Valuable, and Straightforward. One cannot only glean the thorough process of our content production, but it also reveals something about
our mission to deliver excellent digital marketing strategies and tactics focused on conversion and revenue increase for our partner brands and clients Again, a brand that has its identity well-put-together is more attractive to customers than one that they do not know anything about. You wouldn’t buy items from a stranger or someone generally unreliable, would you? Unsure how to develop content marketing strategies and
frameworks for your brand’s identity? Consider the following points to remember: Creating a competent digital marketing framework demands immersion in the content groundwork of your brand. This means that a company analyzes the performance of your existing content. A framework-based approach in digital marketing allows you to work hands-on to understand your brand’s content groundwork. This is done by
relying on reliable data with the help of Google Analytics and revisiting existing SEO keywords. Ensure that you have a content audit Figure 6.1. Doing Content Audits. This isn't just a simple tally of your pages, but rather a thorough scrutinizing of your pages for quality. During content audits, you're checking for the word count, links, as well as checking for how optimized it is for search engines. A content audit refers to a spreadsheet containing metrics and evaluations of your existing content. Think of it as a strategic map that you need to revisit and study carefully before entering the battlefield. There are specifications when auditing your content for data-backed topics. A content audit not only allows you to have an archive of the existing output that you publish on different platforms. It also allows you to monitor the progress and performances of these existing content to determine the proper action towards each item. Content audits provide you an omnipresent god’s-eye view of all content that your team has created. Make a content inventory of each platform that your brand utilizes This will help you check if your topics are up-to-date, and that your content is still relevant to your audience. It also helps you see how different forms of media complement and counteract with each other. It’s certainly helpful if you know how to optimize and recalibrate your existing content, instead of throwing everything down the can. This will avoid issues that will plague your brand such as keyword cannibalization in terms of efficient SEO writing. Avoid keyword cannibalization Imagine being in a conundrum simply because you are not paying attention to your own existing content!The best way to alleviate keyword cannibalization is to immediately act on it. Merge existing content to avoid redundancies, or perhaps redirect an existing article so that it will target specific audiences. Again, don’t trash things away, but instead, find ways to spin and extend the rope of life to your existing content. Your demographic might just see and appreciate how well you are adapting to the changes of market demands. Know your competitors and audit their content Enact your content framework and strategiesThese tips will talk about executing action plans that will optimize your brand and content. A content framework ensures that your content will have direction and purpose. It also allows you to monitor the lifecycle of your content to track whether it is hitting its goals and reaching its target demographics. Yes, you have a standout brand identity, but how exactly do you introduce yourself to the market? How do you determine your audience and convince customers to trust you when there are already tons of similar products they can choose from? Know what experts have to say on content marketing. Remember the following points to create a more proactive digital marketing content framework.
Publish smart and develop competitive contentSmart and competitive content drives your brand to success. This is why in connection to the last point, each output you publish must be carefully studied and strategically planned before writers and the content team act on it. We follow a three-step process to map out and address content gaps that you need for your brand. Take note of the following to see if you can also align these strategies with your brand.
Content PromotionHaving a social marketing strategy to help you determine when your audiences are most active can significantly boost the reactions and responses from your target market. Knowing your buyer persona, which represents your ideal customers allows you to target a specific audience and retain them in the long run. Take this data by Forbes that shows the best time to post content on Facebook and Twitter. Tech contributor Bruce Upbin states that content posted after 8 pm until 8 am has a difficult time gaining more traction. Consider also the date and day when you’ll be uploading content. Your audience may skip scroll past your article when they’re trying to relax on a weekend. Your content may also end up lost in a sea of posts when you upload during the height of a particular event such as sports headlines from news outlets during important international matches.
Framework-based strategies that include content auditing allows you to determine gaps in both your and your competitor’s site to determine content gaps that you can immediately address to boost your brand. Developing content follows a strenuous topic beginning from data-based research with the help of analytics before topic ideation is performed to determine what kind of content you need for your brand. Strategies to promote and publish content are just as important as producing an output. There are tons of framework-based approaches to publish your content that promote site traffic and solidify your brand’s identity. Chapter 7 In the digital world, your target market comes from different channels and touchpoints, making it hard for businesses to target it blindly. For a successful digital marketing strategy, you would need to come up with a holistic framework that guarantees a good customer journey
from beginning to end. Under the Propelrr Digital Marketing Framework, channels are considered one of the key factors in creating a marketing strategy. Target markets can
be found from various channels. How you catch their attention depends on what they are interested in and how the platform works from their perspective. Identifying your channels to be used for your digital marketing campaign is important because it helps you come up with a digital marketing strategy that directly targets your preferred audience. Where do they spend their time online? Social media or on Google search? Are you able to strike conversions with the audience in this channel? Are
you in total control of what goes on in the channel for your brand reputation? These are just a few of the factors you need to consider. Digital channels are divided into four categories: Earned, Paid, Rented, and Owned. Each of these has many platforms that businesses can use according to their needs. Figure 7.1. Channels. The use of channels aren't just limited to one, or two of them, but that also doesn't mean to say that you'll need to get to using all of them right off-the-bat. You must still assess the optimal channels that are relevant to both your business and your audiences. Photo by Propelrr. PaidAs the name suggests, paid channels are platforms that offer paid advertising where businesses can target potential and recurring customers in commonly-used digital channels. Here are a few platforms that your business can use. Google AdsFigure 7.2. Google Ads. Is a type of paid channel where you can instantly gain the top spots on SERPs. With a fair amount of investment, you can propel your website or relevant landing pages to the top of the search results page, for your pre-determined keywords. Google is the top search engine across the internet. It’s no surprise that it’s also one of the top advertising platforms online. Google Ads is Google’s official advertising platform that offers ad placements on its search results page or through the Google Display Network, where partner websites display Google ads on their landing page. Why Google Ads? For one, Google has over four billion users worldwide, allowing it to have a massive reach on the audience with the intention of looking for something. How does this work? Google advertisers choose from a list of keywords that are relevant to their product or services. Google ads work in an auction system where you can bid how much one is willing to pay when someone clicks on your ad. You only get charged whenever someone clicks your ad. This is called the pay-per-click (PPC) method This method helps businesses target people who are intentionally searching for something related to your business, and not just anyone scrolling on their phones. This is a channel to strategize with if you’re looking to target people interested in any related service or product. Social Media AdsSocial media platforms like Facebook, Instagram, Twitter have been quite the platform for advertisements over the years. Over 4.3 billion users have been recorded on social media platforms around the world at the beginning of 2021. What used to be the avenue for social interaction between friends and family is now also the best platform for customer engagement. Figure 7.3. Social Media Ads. Allow you to push ads to your audiences on the social media platforms they are present in. Depending on the platform, you can deploy these simultaneously like the convenience of Facebook's integration with Instagram. Photos courtesy of Palawan Pawnshop and Sanicare on both Facebook and Instagram. Using social media ads gives your business a more personalized approach to your target audience. Unlike Google Ads, you target people on your ads instead of their search keywords. It is important to be able to tag according to their interests to generate interaction between you and your customers. Facebook, for example, is one of the top digital advertising platforms to exist. Setting up your page and optimizing your Facebook ads correctly can help increase your brand awareness immediately with minimal effort. Keeping your audience engaged and interested is another story. Messaging AdsWith the evolution of digital marketing, your social media timelines are not the only ones businesses can target for ads. Your Facebook and Viber inbox is also a platform for businesses to engage with their customers. Messaging ads give businesses the opportunity to have real and organic engagements with the customer. Facebook messenger and Viber both offer messaging ads. It works almost the same as social media ads, but with a more personal approach. Messaging ads offer instant lead capture Spotify AdsFigure 7.4. Spotify Ads. Allows advertisers to push auditory ads to Spotify's regular subscribers. Although the platform does have a massive listener-base, there is the limitation that your ads aren't reaching premium subscribers. Photo courtesy of smartwater via Spotify. Everybody likes music and may have their own Spotify accounts. The world-famous music streaming service offers free accounts where businesses can place their ads periodically while a person streams their favorite music. These ads are the modern version of radio ads, and with over 100 million users it’s now more popular than radio advertising. Spotify ads work on a CPM or cost per thousand impressions. Spotify ads come with both audio and visual aid for up to 30 seconds. They also offer display ads and sponsored sessions. You can target your market based on their demographics, location, interests, and activities. This means you can target your audience based on the music they listen to. Native AdsFigure 7.5. Native Ads. Are called 'native' because they aim to look as naturally blended into a page as possible. These are the types you see in the middle of articles, at the home page, or even at the side-bars, appearing the same way as normal story pages and/or headlines do. Photo courtesy of BuzzFeed. Before the internet there was newspaper, television and radio commercials. These native ads are still present in the digital marketing world today, just in different channels. You can place press release ads on online news sites, audio advertisements on music streaming sites, and video advertisements on video streaming platforms. These are the type of third-party platforms you can pay for so they could publish your article or video. EarnedMoving on to earned advertising, this is where your brand gains additional exposure or engagement without paying for it. While these channels are somehow “free of charge”, it’s not something you can control in terms of brand reputation because the users are in total control of these channels. Word-of-MouthIn digital, word-of-mouth is the reviews, forums, and public discussion that all talk about your brand, which can happen organically or as amplified. Organic are ones where customers personally post something about the brand because they’re happy about it. It can come in the form of an online review, a shout-out on social media, or quite simply a referral when people are looking for a related brand provider. Amplified word-of-mouth is where the brand encourages people to share their insights about the product or service through various campaigns. For example, a milk supplement for infants can ask moms their experience on the product which you can use to your advantage 92 percent of consumers believe in customer feedback rather than actual advertising, and 72 percent of them identify word-of-mouth posts as a key influencer in their purchasing decision. Keeping an eye out for customer feedback and using them to your advantage, both in advertising and logistics, can help your brand improve accordingly. It is also your “proof of truth” for your products. Customer reviews can help you determine your unique selling point so you could make bold statements about your brand. Brand ReputationFigure 7.6. Brand Reputation. Is a type of earned channel that is the product of crisp and consistent branding on your part. This entails not just the observable display of brand service, but also the consistent delivery of good products and services. This is exemplified by the feedback you get from your customers like this customer reviews fold on knowledge entrepreneur solution platform Kajabi. This is a form of digital marketing where a business influences consumers’ perception of their product or service. The main goal of this is to bring in a positive image for your brand — and keep it that way. This means sending out factual information about your brand that will greatly influence consumers to buy your product. These advertisements can also use customer reviews and user-generated content to help build brand reputation. As mentioned before, consumers are highly influenced by other customer experiences. These posts can strategically help you improve the trust between consumers and the business. ViralityFigure 7.7. Virality. Is a channel made possible only because of the rising usage of digital channels. Although a note of caution here is that: you can actually go viral for both good and bad reasons. So while this is somewhat of a sought-after result for online content and campaigns, you must take absolute care with your executions, because they might end up working against you. Photo courtesy of RC Cola on Facebook. It’s easy to think that when a post or video goes viral online, it’s usually caused by a stroke of luck. Technically, it could work that way. But you would need the right type of content that’ll convince the users to personally share your post on their social media accounts. Virality marketing works in a way like an organic post. You post a video or a photo and let social media do its work. But keep in mind that becoming viral can happen in two ways: it can be for you or against you. This advertising strategy falls under the control of your users, your messaging can be misinterpreted and affect your brand negatively. So best to be careful. Link BuildingFigure 7.8. Link Building. Above, you can see top pages of Backlinko and how many referring domains a page has. Each link signals a 'vote of confidence' for the page, and helps it rank better on SERPs. Link building is generally the practice of adding in backlinks or getting other websites to link to your business’ website in order to improve search engine visibility. This strategy generally helps the SEO improvements of your website. With the Google search algorithm improving by the day, backlinking is generally the best way to earn higher rankings in search engine results. Organic link building is a long and difficult process, especially with authoritative websites. With the right combination of compelling content and partnership with reputable people with websites, you’ll be able to improve your search ranks in no time. RentedRented advertisement is the practice of using third-party platforms to promote your product or service. Many businesses use external platforms to easily reach their customers, and target other people with their advertisements. You might confuse rented ads from paid ads because they come from the same platforms. Basically, rented ads take on the more organic content versus paid ads where you can pay a certain amount so your content can reach more people. Social Media PlatformsTechnically speaking, when your business has a social media page, you really don’t own that page, but rather you’re just borrowing the space for your brand. Using social media, you’re able to reach your community easily without forcing them to visit your website. Whether organic or paid, social media plays an important role in advertising. As many are already on these sites, you don’t need to look elsewhere. You just need to strategize your content in a way that your audience is interested in. Be intentional when you post on social media; it would be hard to stand out in the flood of content there, otherwise. Make sure you tick off all the items on this social media content QA checklist so you can make sure that it's high-impact and valuable to your audiences. Directory WebsiteRemember those yellow page books we used to find someone’s contact number? There are now websites that do that exact same thing — an online catalog for websites and contact details where customers can look for you when researching a certain product or service. Advertising on online directories can help you reach audiences interested in your service. This strategy also allows you to improve your SEO ranking as well. When using these directories, it is important to communicate as much as possible about your services. This gives target consumers all the information they need before clicking your website Figure 7.9. Email. Are considered rented, because you use a third-party service like Gmail or others, to send out promotions, updates, or other content relevant to your audiences. These go straight into their inboxes and, through sophisticated emailing tools, you can measure their open rate, and other relevant metrics. Email marketing is another advertising strategy used to sell products and services, news, or even tell a story to your audience. Customer’s email is included when they agree to subscribe to receive email communications from your end. Basically, when subscribers visit your website, they’re obviously interested in your brand. Although email marketing can look spammy when not done right, it is important to come up with engaging content and templates to prevent your customers from clicking the unsubscribe button. Like many advertising platforms, it’s best to become a little personal with your subscribers. In creating an email list, it is as important to be as organic as possible with a signup form on your website. Buying an email list won’t do you any good because it’s illegal and will only increase your chances of not only reaching the spam folder but also getting a high volume of canceled subscriptions. SMSFigure 7.10. SMS from Paysons. The images above are examples of SMS promotions blasted out by Paysons, an online checkout solution for online businesses. SMS blasts are limited to a few characters before it gets truncated, so make sure that you get all relevant details to your promotion delivered in a crisp and clear manner. SMS marketing is the method where businesses use text messages to promote promos or services to their customers. Much like email marketing, SMS can only be used with the consent of the customer, but it's the easiest and quickest way to reach your customer as more and more are becoming attached to their phones. SMS marketing can be used for time-sensitive promotions, urgent updates. In order for your text message to be successful, it’s important to provide a link where customers can click to get more information from. This kind of marketing strategy can be used, especially for ecommerce websites. This is the best complement to your digital marketing strategy, because it can instantly give your website link (or any link for that matter) to your customers so they don’t have to search for it anymore. Push NotificationFigure 7.11. Push Notifications from Grab and GCash. These are good for sending quick updates, or promos, especially for app-specific services. Above are examples of notifications from a mobile wallet (GCash) and ride-booking (Grab) apps. If you notice some ecommerce apps or websites that constantly remind you of their next big sale, this is actually a marketing strategy that uses push notifications to promote their new promos. As smartphones continue to emerge, more and more businesses engage into push notification marketing — a strategy where they inform their customers of the latest promos and offers through their phone’s notification settings. This strategy has better outreach and engagement rate of 88% from consumers as well. Push notifications can be either done through mobile or even your browser when the customer visits your website. In making the most out of your ads, it’s important to personalize your notifications, these include reminders of their transactions, delivery notifications, and mix them up with promos they’re interested in. OwnedAnd last but not least, Owned Ads. These are platforms or channels that a company owns and has complete control over the content and the branding. These channels are the ones you should prioritize in having as you have complete control over them. These include the following platforms: SEOIf you want your website to be found on the first page of Google’s search results, then you would need to work on your site’s SEO to help improve the quality and quantity of organic traffic you’re receiving for better SERP performance. This can be done by looking at the following foundational SEO components: Figure 7.12. Four Pillars of SEO. There are various practices in SEO that don't just involve incorporating keywords into content and pages. There are also technical, off-page, as well as content SEO that can help beef up your overall efforts in optimizing for search. Photo by Propelrr. To help improve your SEO, it’s important to have a user-friendly website, and create content that can be easily digested by the consumer. WebsiteFigure 7.13. The Sanicare Website. Is a page dedicated to not just providing their users lifestyle content, but also serves as an ecommerce platform where their customers can purchase their products and send inquiries. Photo courtesy of Sanicare, Philippines.
Optimizing your website for the best user experience is a good way to help your customers remain interested. For instance, a mobile-friendly website with a good loading speed is a nice upgrade for users who are now more into smartphones and tablets. This helps avoid bounce rate and generate better sales for your brand. Email NewsletterNewsletters can help inform your customers of the latest news, promotions and services once they are subscribed to your newsletter list. Think of newsletters as a way of bringing your website content to the inbox of existing or potential customers. Email marketing is relatively cheaper versus other advertising strategies and it can help generate regular website traffic. BlogsFigure 7.14. Blogs. Like our own Propelrr blog, helps not just establish your expertise in your industry, but also help provide your audiences information that can help address their needs. On our blog, we provide quick tips, as well as updates on the digital marketing industry that help inform our visitors. A Blog is the avenue where your business can share its knowledge and expertise about a certain subject or topic in relation to your product or service. The right content can also help with improving your website’s SEO by using the top keywords that can help inform customers about our brand. In establishing a blog section to your website, it is important to choose topics that are timely and relevant to your customers. This way, you’re able to build a reputation that you are indeed an expert in your industry. Indeed, channels play an important role in digital marketing and one should be able to determine which of these are beneficial to your business. When it comes to choosing the best channels, it’s important to mainly focus on two important considerations:
With these diverse channels you can now include in your digital marketing strategy framework along with the important considerations you have to keep in mind for each you are now ready for the next big step which is Strategy and Execution! Chapter 8 As you continue your journey of upgrading your digital marketing strategy through scalable, data-centric approaches, you must comprehensively tackle the roles and importance of digital strategy and execution for your business as well. In this next chapter, you’ll get to break down the components of conversion strategy and execution. You’ll also find helpful tips to apply this
framework chapter to your own marketing for conversion rate optimization too. These two crucial components constitute the second to the last chapter of this article on building a digital marketing framework for your brand. The two go hand-in-hand, complementing one another
in this critical stage. With both these components in place, you gain the opportunity to anchor your tactics onto a crystal-clear planning stage for better digital marketing. After you establish your objectives, infrastructure, content, and the like, you may think that you’re ready to jump into action. But don’t jump in just yet - be as strategic as you possibly can to ensure smooth and successful
executions. Build a better business by diving deep into this critical chapter first. As mentioned before, these two components go hand-in-hand for this chapter. They’re two complementary sides of the same coin, and are the crux of any successful conversion marketing strategy framework. So first, let’s take a step back. Let’s break down these two components, understand their inherent connections,
and then map out the best way to bring your conceptual strategies to actionable executions in this digital transformation framework. Figure 8.1. Bridging Your Objectives and Goals. This is the purpose of your strategy execution. Don't get stuck in analysis paralysis and plot out concrete steps to achieve your goals with a strategy and execution plan. Photo by Propelrr. What is strategy in digital marketing? Outside the context of digital marketing, a strategy is defined as a set of steps used to accomplish a specific objective. When strategizing, you establish an objective, define its obstacles, and then map out specific steps to achieve said objective. Within digital marketing, a strategy is a data-driven set of steps used to accomplish a specific digital objective. Strategies are necessary in this field because of how messy attribution can get online; with users streaming in from countless different touch points, a data-driven approach is needed to ensure clear conversion rate marketing results. What is execution in digital marketing? Now, outside the context of digital, execution is defined as the set of techniques and tactics used to implement a strategy. One cannot exist without the other; executions exist to implement strategies, and strategies can only be implemented through executions. To that end, execution within the context of digital marketing is defined as the set of digital marketing techniques and tactics used to implement your conversion strategy. It’s the achievable, focused, and concrete means by which you reach your objective within your digital marketing strategy framework. Why do you need both for your framework? It’s always important to emphasize this point: you need both of these components for your framework because one cannot function properly without the other. They should always be included together in your framework if you’re looking for positive, conversion-focused results for your brand. Ensure your assets and resources are utilized through a set of tactics which are in line with accomplishing your objectives. Here’s a quick list of dangers when it comes to investing in only one of the two components: The dangers of using only one of both
These two components are two sides of the same coin. So make sure to factor them into your framework as a whole for excellently executed conversion strategies. Strategy and execution for your digital marketing frameworkFigure 8.2. Mapping Your Strategy. This should involve every identified aspect of your digital executions. Meaning, it should map out detailed tactics and steps for your campaigns, results tracking, documentation for improvement and, subsequently, future optimizations. Photo by Propelrr. Every business is different. As mentioned earlier in Propelrr’s framework, your brand’s objectives, branding, infrastructure, analytics, content, and channels are different from other brands. So it makes sense that these two framework components will end up being unique to your company’s needs as well. Since optimized strategies and executions are anchored to your brand’s unique needs, let’s instead focus on the best marketing tips and practices associated with these components. Depending on your brand’s objectives, utilize this list of tips to plan out the best possible strategies and executions for your business. Setting up campaigns
Tracking results
Documentation for improvement
Continuous optimization of performance
Congratulations! Now you’re ready to transform conceptual strategy into actionable executions. Once you take that first step, you enter the realm of the customer experience. Create positive experiences geared towards conversions and brand loyalty with the eighth and last chapter of Propelrr’s digital marketing framework: the customer journey. Chapter 9 Capping off your digital marketing framework is the customer journey. This final
section completes and closes our circular framework, and will make or break your success in delivering results for your business. In this last section, you will learn more about what a customer journey is, and why we at Propelrr hold it in such high regard. You’ll also get to find out about the different components that go into establishing and executing a great customer journey. With this comprehensive discussion on your clients’ experiences, you will uncover all the ways you can improve your business and its services. Deliver consistent and positive results with this framework-based strategy for
building excellent user experiences. The customer journey is located on the outermost ring of our digital marketing framework. It encompasses everything, from setting objectives for your ecommerce design, to executing strategies for your
search engine optimization (SEO). This all-encompassing experience inherently affects everything in your business deals. A user’s experiences with your business also defines their interest and loyalty in your brand. How your clients perceive you is defined by their interactions with you. Given this, if you want to optimize your conversions with them, then you need to make them feel good as a result of your fantastic services. Before getting into the nitty gritty details of the customer journey though, you might wonder what the differences are between a user’s journey and a user’s experience. These two concepts are intrinsically linked and are equally important to the success of your brand overall. What is the Customer Journey? A customer journey is the sum total of all the experiences a
client goes through with your company. Each client’s pathway will differ in their own unique ways, because each client will be coming from different touchpoints and experiences. The online user experience begins from the very moment a person learns about your company, through their different touchpoints and experiences. Each experience a user has with your business is an opportunity for success, or a chance for failure. Remember to tread carefully when it comes to this crucial part of your
digital marketing framework. With your digital marketing, you should also ensure that your strategies are up-to-date to address the ever-changing wants and needs of your audience members. Make sure their every experience is optimized for their enjoyment to ensure conversion-focused results for your business. What is customer experience? Meanwhile, the definition of a customer experience is pretty straightforward: it is the way by which your audience members
encounter your brand. The customer experience refers to the way your clients feel after interacting with you, whether through your content marketing or your direct products and services. This unique experience is inherently defined by your clients. When you integrate the importance of a good experience into every level of your strategy, you can deliver conversion-focused results more consistently. With
good client experiences, you will earn their loyalty and optimize more and more conversions with their invaluable trust. The better customer experience you deliver, the better your clients will feel about your business, and the more they’ll want to interact
with you. With all this in mind, it’s important to realize that your clients’ experiences are therefore the key drivers behind your business’ digital transformation. Given the importance of a client’s pathway and experience, a key factor to the optimization of their experience is the customer journey
mapping process. A customer journey map is a visualization of a user’s full experience path with your brand. Ideally, your map covers every client touchpoint, to fully portray their experiences with you. A great mapping model holistically illustrates what a user experiences with your business on a personal level, so that you can fully understand their point of view. Benefits of customer journey mapping There are countless ways in which your clients can come
into contact with your brand, especially in the online landscape. As you place more focus on your users’ experiences with your brand, make sure you make use of the many benefits of this customer journey mapping process. Identify your clients’ wants, needs, and opportunities. With any mapping model, you’ll gain the opportunity to see things from the client’s perspective. This allows you to pinpoint what they may want or need, and will help you predict
opportunities that you can take advantage of along the way. Optimize your clients’ onboarding process. With the right wants and needs in place, you’ll have a better idea of how to set up the right user expectations, too. The mapping process will help you optimize users’ onboarding process for improved client adoption. Benchmark the desired customer experience. By mapping and benchmarking their
desired experience, you can compare that against what they actually get, and improve their experience accordingly. Plot better courses of action to solve serious service problems. Aside from identifying opportunities, a mapping model will also help you find friction points in the user’s experience. With an extensive mapping model, you can discover and solve service problems before they even come up for any of your clients.
Create a logical order for your buyer journey. After you identify, plot, benchmark, and optimize your users’ experience, you’ll have the data you need to create a logical and systematic buyer journey for your business. Understand different buyer personas as they move through the sales funnel. Every user is different though, especially for online businesses like yours. With a well-plotted map, you can understand how
different buyer personas would act as they move through the sales funnel of your business. Encourage company teamwork with a united, organized plan. When you have a clear, well-visualized map, you have a better chance at organizing effective collaboration with the people in your company. With a clear experience map, your whole company can work together to turn a user into a returning client. Infuse user-centric
values at every level of your company. When you formulate a well-visualized experience model, your employees can easily adopt the model’s service values into their work. So make sure to share an effective model to your company’s employees to impart user-centric work practices in every business department. With all these fantastic benefits to the mapping process in mind, let’s get to all the qualities of a great customer journey that works for your brand. What are the qualities of a good customer journey map? Client experiences can get very complex, especially when you consider the number of channels, platforms, and touchpoints a client can access online. In order to create a good mapping model make sure to hit the quality points on this short list. Organized. It’s articulated and visualized in a way that you and your teammates can fully comprehend. It shows what a user goes
through on their experience path, and how they feel about their overall pathway as well. Iterative. User behaviors change constantly. Given this, your map model should change with your clients too, and be consistently iterative. Make sure you update your models on a regular basis, to keep up with these changing user behaviors. Data-driven. You can’t map out an accurate client experience without data-driven insights. So make sure you gather the right information to populate an effective mapping model for your business. Continuous. Surprise! Your map doesn’t actually stop after a client conversion. A buyer’s relationship and interaction with a brand continues long after a conversion is fulfilled, so your map should reflect the same as well. How to create a customer journey map Your business is as unique as your clients. How you map out your clients’ experiences will be different from your competitors, because you have your own wants and needs that are aligned with your unique brand. Want to learn more about how to create a customer journey map that works for your business? Check out these five general steps that you can take in creating your customer journey map: Define
your user persona. To plot out your user’s pathway, you’ll need to define your user first. You can do this by gathering client reviews from your digital platforms, or even by running a survey on your website to ask them why they chose your brand. Utilize your qualitative survey data and quantitative research to populate your user persona’s desires, friction points, and goals. Outline your user journey stages. Next, outline the
stages that your user may go through when experiencing your brand. The specifics will vary for every business, but a typical user pathway includes the awareness stage, consideration stage, decision stage, and retention stage. List all the possible touchpoints. Touchpoints refer to the times your clients interact with your brand, both online and offline. Now that you’ve outlined your user’s stages, it’s time to list down all the possible
touchpoints that your potential clients may encounter. Gather more data and research. With these stages and touchpoints, you’ll have the information you need to write out your user’s map model. As you write their experience from one stage or touchpoint to another, keep gathering feedback from your clients to make your model as detailed as possible. Identify friction points and improve accordingly. When
you’ve written the first iteration of your map model, you’ll have a better idea of the friction points your user may encounter along the way. Pay attention to where these points occur, and then implement the necessary changes to alleviate your users’ pains. As mentioned before, your customer journey map should be organized, iterative, data-driven, and continuous. While you guide yourself throughout the mapping process, make sure to hit those quality points too for a fully
optimized user experience. As unique as your model will be to your brand, you’ll still need a customer journey map template or two to start out your mapping process. Your model can be as simple as an excel sheet, or as complex as a multilevel experience map. Check out these user journey examples to get
started on your unique mapping experience: Figure 9.1. A simple mapping model for a software as a service (SaaS) company. Photo by Propelrr. Figure 9.2. Rail Europe experience map. Photo by Propelrr. Figure 9.3. Experience map for a telephone repair servicing company founded. Photo by Propelrr. What this final level to Propelrr’s digital marketing framework wants to remind you is this: excellent digital marketing is crafted with a scalable framework. No online client experience is truly linear; how your users interact with your brand will always be complex and layered, because of the fragmented nature of the online landscape. But that doesn’t mean that success is impossible for your digital marketing. In fact, your digital marketing strategies can find great success online, as long as you’re grounded in a solid marketing framework. Propelrr has gone through great lengths to provide you with a data-driven and battle-tested framework that you can scale to your brand’s needs. Find consistent success and gain conversion-focused results when you utilize Propelrr’s expert digital marketing framework for your business. Figure 9.4. The Propelrr Digital Marketing Framework. Through the past decade of our work, we've combined and distilled our knowledge and experience in navigating the digital landscape to develop this effective, and scalable framework. This is a framework tested and proven to work for clients of varying scales and industries. Photo by Propelrr. Chapter 10 Effective digital marketing can only happen when you have a proper scalable framework in place. In this confusing and disruptive world of digital a framework acts as a map and manual that tells you where and how to start your digital
marketing efficiently. Hopefully, this article has been fruitful for you to discover an effective way to start your digital marketing. Now that you have all the knowledge and tools in building an effective digital marketing strategy framework for your brand, it’s time to put it all into practice. Enjoyed this article? If you want to know more about
framework-based digital marketing here are helpful resources you can also read up on: But if you’re looking for a team (like us) who can effectively craft a digital marketing strategy framework for you with proven results, then we’d love to hear from you! Drop the Propelrr a line over at our
Facebook, Twitter, or LinkedIn accounts. Contact us today! Which type of digital marketing is best?5 Most Effective Digital Marketing Techniques. Paid Search Advertising. This could be anything from media buys to display ads. ... . Email Marketing. Email marketing is still considered one of the most powerful advertising media on the Internet. ... . Search Engine Optimization (SEO) ... . Social Media Marketing. ... . Video Marketing.. What are the 3 main types of digital ads?In short, there are only a few types of digital display advertising you can create. Those types of display ads are: Static, flash, and video. Most display ads are composed of an image with text, including a call to action. The most used types of digital display advertising are formatted according to very simple rules.
What are the four types of digital advertising?The four main types of digital advertising are social media, paid search, native, and display advertising. Using one or more of these ad channels can help you establish an online presence and convert prospects into real customers.
What is the most common type of digital ad?Display ads are the most common type of digital advertising, typically found on banners, websites and blogs, and consisting of some combination of images, text and animation.
|