Content
Digital Marketing Strategy
A digital strategy is a marketing plan, the purpose of which is to promote and transform a business in general, popularize a sales offer or a brand. To achieve the set goals, they conduct market research, audience research, competitors, identify their own competitive advantages, select suitable digital channels and specific tools, and use up-to-date technologies. The success and expansion of any business depends on the digital strategy, which is subject to the information = content marketing strategy.
Researcher D. Kokrum wrote a lot about planning, and this is quite objective, since a clear plan helps to focus on key points and contributes to an incentive for sales growth.
Types of digital strategies
These strategies are of two main types:
- involves the use of network tools for pumping the marketing system of offline companies. We are talking about communications between departments and employees, as well as the allocation of resources, accounting, analytics and improving the quality of customer service.
- is associated with the development of new business models that operate on the Internet and use its base for the provision of services, sales, etc.
As you can see, the Internet plays the role of the main connecting element here. These are new generation companies because their processes and infrastructure are tightly connected to the network.
A huge plus of the Internet is the high speed of data exchange. If you need statistical information, you can create a survey or promotion, and in a couple of days you will get the representative sample that the marketer needs. And if you try to achieve the same result with traditional methods, it will take much more time and resources.
And one more thing – total fixation and collection of the database for almost every user. You can set up the site’s analytical services in such a way that they will record information on how someone came, what they were interested in and why they left.
As a result, you can use the information received to increase sales. And also to build forecasts on the success of advertising campaigns, content, relevant problems for the target audience. And as a result – the rapid development of a marketing strategy and a more efficient use of the marketing budget.
Sales levels 1.0, 2.0, 3.0
In modern marketing there is a theory about the development of sales and their levels. Of course, it contains a large degree of conventionality and many omissions, but it is interesting as an illustration of the development of marketing.
Sales Level 1.0
There is a client and there is a producer. A client buys a product from a manufacturer because there is practically no competition on the market, or alternative offers are clearly inferior to the main one. That is, the manufacturer, thanks to the manufacturability of processes, reduces the price so much that it is very difficult to compete with him.
An example is the G. Ford company at the beginning of the 20th century, built its famous assembly line and was able to sell cars at extremely low prices. This made the machines available to a wide range of people. And the manufacturer has earned a huge capital.
Features 1.0 – the almost complete absence of an alternative, there is a queue for the product, advertising and marketing are not particularly needed. Sales work “in the forehead.”
This is partly good, but there are also problems, the marketing of a key company does not develop, as soon as a young “toothy” competitor appears, it may lose its position. What happened to Ford after General Motors entered the market.
All sales in our country before perestroika belonged to the 1.0 model, since there was no competition, and there was a shortage.
Level 2.0 Sales
This level opens at the stage of market saturation and increased competition. Sellers fight for each client, use “white”, “gray” and frankly “black” methods of promotion to the market. For example: criticism of competitors’ products, manipulation, deceit, dumping.
Working with a client, the seller looks for and finds pain points, creates new needs. At this stage, marketing is already in high demand as a science of the market and sales.
Plus – rapid development, minus – the use of dirty marketing and economic manipulations. For example, a deliberate decrease in the quality of a product by a manufacturer in order to form a constant demand.
Level 3.0 Sales
Their history began 10-15 years ago, but this trend comes into full force gradually. In the “real” sector of the economy, these are sales for satiated people who have already seen everything and had everything. Tactile and aesthetic connotations prevail here, laziness, pleasure, comfort, drive, the desire to minimize problems. Also pleasant sounds, smells, colors, etc. We can say that this is the marketing of the period of hedonism. The client is offered special goods that can bring pleasure, and not just solve specific utilitarian tasks.
For example: luxury cars, high-end smartphones, designer clothes at outrageous prices. It doesn’t matter now whether it’s good or bad, for marketing such sales are a godsend that allows you to fully unlock its potential.
What else does sales 3.0 imply? High manufacturability, honesty, excellent quality products, and marketing expertise.
Expert in legal marketing. Head of marketing agency MAVR.
Business degree “Master of Business Administration” (MBA).