Digital Marketing Strategy
It describes how you plan to reach your audience. It is not a detailed document that has a solution to everything. It is always in motion, from one idea to another. You always keep the element of flexibility in your plan. Before making a marketing strategy you must understand that you are selling the results, the experience and the solutions to a customer. So, the basic few things to understand are: –
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- UNDERSTAND your product.
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- What is your VALUE PROPOSITION? (The benefits your product or service provides and how it helps to sell results and experience to a customer)
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- IDENTIFY your target market. (How your product or service solves their needs)
The important thing is to know that you simply can’t market your product to everyone. You always have room to make minor adjustments or tweaks in your VALUE PROPOSITION and your audience until it fits right. Your marketing strategy is built around your value proposition. If you are launching a new product or service, then your value proposition is of pivotal importance. It’s a sort of refining that keeps going on until you launch the marketing cycle. When you are selling the results and experience, it makes you think bigger.
Answer to the following questions should be very clear in your mind at this stage: –
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- What kind of competition do you have?
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- What’s the size of the market in your access?
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- Where do you stand in the mix?
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- How would you layer-in the marketing channels, alongside the customer journey?
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- How does a customer feel while engaging with your brand?
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- How does your brand provide the best solution to a customer?
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- Are you evolving your strategy and revisiting it?
AN EXAMPLE OF VALUE PROPOSITION
A very good example of a fine value proposition is the Apple iPhone. This product exists in a highly competitive market. Rather than marketing the features it focuses on the EXPERIENCE and EASE TO USE that it gives to a customer. Apple says that a phone should be MORE than a collection of features.
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