As digital marketing continues to evolve and purchase cycles becomes more complex, marketers struggle to find ways to get the maximum returns on investment. 2012 was no different, as social media and mobile became the mainstream digital channels while content continues to be the primary fuel for digital marketing. Adding to the complexity of the digital channel proliferation, buyers are becoming much more sophisticated. In a recent survey conducted by Forrester Research, 82 percent of the buyers researched online before making a purchase. This crucial data point is a huge eye opener for marketers who are still hesitant to invest in online marketing.
With 2013 already in play, it is time to evaluate your digital marketing strategy and develop a solid model to drive improved results. In this post, we will discuss the critical components of a digital marketing strategy and how these components work together.
#1 PAM (Persona, Audience and Messaging)
The first step in developing an effective digital marketing campaign is to develop a persona. A persona is a very important aspect of any marketing campaign, and it should not be overlooked. Your business must have its own distinct persona and voice. A persona is basically a personality for your business, which you convey in your communications with your customers.
Your products or services could be perceived differently across your customer base. It is critical to understand the types of customers you serve and deliver your marketing message in accordance. As an example, if you sell mobile games, you need to cater your persona to suit this particular audience. If your customers see they can relate to your company, you will gain their trust and get them to buy your product or use your services. Make sure that your company uses the same persona, and communicates with the same tone or voice in all of your messages.
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