Digital Marketing Planning & Strategy Development

Traditional marketing may yield accelerated results with strategy and planning but would do fine without them. However, in the case of digital marketing, strategy and planning are an integral part; and without them, we cannot obtain proper results.

A. Digital Marketing Planning & Strategy w.r.t Bid Type, Target Type, and Filters

Both social media advertisements and search result advertisements (such as Google paid search ads), provides different options for the bid type, target type, and use of filters.

 

 

Use of Filters in Digital Marketing Planning

Good digital marketing planning involves judicial and smart use of filters. Both social media marketing and paid search result marketing (Google) facilitates the use of filters to make the target audience-specific. These filters are but not limited to the following types: location, age, gender, educational qualification, job, employment category, interest, behavior, etc. Filters may be limited w.r.t. to the advertising platform with Facebook offering the maximum number of filters.

All the bid and target types and filters must be used judicially and in combinations to achieve good results. Running one campaign with a specific target and some filters would yield poor results. Multiple campaigns with different bid types, target types, and filters in cross-combinations must be run simultaneously or in alterations. There has to sufficient AB testing; but not mere experimentation with regards to the impact of the campaigns and audience reaction. The Digital Marketing Agency would thus have a huge role to play in this regard and act responsibly.

 

B. Digital Marketing Planning- the use of images, graphics, content and ad campaign designing

The digital media platform is highly potential but very challenging. In traditional marketing, for example, hoarding or a newspaper ad banner, we have plenty of time to show or force the ad. It is because here we can expect the audience to look at it for a while.

On the other hand, in case of a social media advertisement, we have only a couple of seconds to grab the attention of an audience. If we fail, he may scroll past the ad. Sometimes even irrespective of the fact that he required that product and its product is of very high quality.

We have estimated that we get only 1 second to grab the attention and 3 seconds to make a psychological impact.

To elaborate, let us take the example of an audience scrolling through the updates on his timeline. He would continue to scroll through ads in between the updates unless his attention is caught by an announcement that depicts a product that he requires.

If the product is not clear on the first glimpse, the viewer will scroll past it. If we can catch his attention, he would pause for just 2-3 seconds. Within this time, we must be able to attract him to click on the ad and read the entire message.

Thus, we have to set the campaigns and its contents must in such a way that on the first glimpse, the product is evident. Next, after a few seconds of watching, the message must be clear. Additionally, the design has to be clean and such that it fascinates the viewer and in no way confuses or annoys.

C. Minimizing Negative Outlook

In digital marketing, via one ad campaign, the audience comes to know about many aspects of the business, which is a high plus point but possesses a big challenge in itself.

Say if we are running a Facebook ad for a business. The client via the ad can come to know about the entire Facebook page, the website, and the detailed information about the organization. If these details are not updated or broken, it will create a negative impression.

Thus, while running a Facebook ad, a great commercial or campaign is not enough. We must set the page well, and the website must also be up to date and clean. Similarly, while running a Google ad campaign, in addition to a good website, an excellent social media presence is also advisable. It is the responsibility of the digital marketing agency to research these and keep the client informed.

D. Digital Marketing Planning- Campaign Switching

All the digital media companies deduct the ad budget on a bidding basis. There are times during which the competing advertisers place a very high bid so that their ads are shown more frequently. Also, there may be times when there may not be any potential traffic for a specific product, or the sentiments of the audience may be harmful. It may be due to unexpected factors such as riots, civil movement, natural calamity, aggressive display of advertisements on a particular festive day, e.t.c.

The advertisement agency has to pause specific ad campaigns while running others at this particular time of the day. This curbs unnecessary wastage of ad budget or a negative impression. Apart from this, the advertiser must also recognize the reason behind non-performing campaigns or ads and switch or replace them from time to time.

E. Digital Marketing Planning- Geographical Impact

An excellent advertiser must keep a close watch on the impact of different types of campaigns or campaign designs in different geographical locations for every campaign of a client. He must immediately take steps wherever necessary. He has to take care that the ad budget for a campaign in a particular region is not too concentrated or dilute. In this context, he must also suggest the client about a proper ad budget for a specific geographical region or a group of such regions.

F. Product Impact Planning & Suggestion

The advertiser has to track the audience’s response to the products of the client and make suggestions for improvements wherever necessary.

G. Digital Marketing Planning- Impact of Audience Psychology

Customer or audience psychology or emotion plays a significant role in digital marketing. I must mention here that robotic results such as robotic page follows or post likes or video views or whatever, is absolutely futile and only a lousy advertiser would suggest such a waste. ‘Robotic result,’ is a mere showoff rather than marketing.

Sometimes good brands with the right products fail due to bad advertisements that cannot bind customer emotion. On the contrary, occasionally not-so-good brands do well owing to the great advertising. I do not here recommend that you should cut down on the quality while concentrating on a better ad; you must be committed and dedicated to your customers for long time success.

Justified digital marketing planning and strategy mold customer psychology and are vital for success. Repetition of an ad over a long time leads to the memorization of the brand name. It directly or indirectly influences the choice and preference of the customers. However, such repeated ads must be supplemented by campaigns with variation to generate keen interest in the product. Campaigns portraying emotional attachment with the customers or quality assurance would deepen the impact. The ads must be clean and sleek to increase ‘reputation’ & ‘hype.’ Furthermore, the reasons for ineffectiveness must be worked upon!

 

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The above content is an ‘extract’ from the ‘Mage Orange Publishing & Digital Marketing Magazine 2020.’  Any part of this article cannot be published, reproduced, or copied in any form whatsoever, without the permission of the publisher.

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