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Our Digital Marketing Strategy
Powerful campaigns must commence with well-developed, carefully considered Strategies. For those that do not, underperformance, disappointment and hair-pulling frustration are often on the cards. Not to mention wasted investment and sales opportunities.
Digital Marketing is perhaps one of the most rapidly developing and changing elements in business today. It makes perfect sense that, in order to keep up with these technologies and the sensational opportunities they have to offer, a business must plan and strategise.
What is Digital Marketing
Digital Marketing encompasses more than Internet Marketing. It consists of the marketing of businesses, brands , and products / services using any digital platform. Internet marketing is one segment of what has come to be known as Digital Marketing. In most contexts, Digital Marketing is an umbrella term used to describe a range of channels, including: online marketing (e.g. search engines, social media and email), mobile marketing (e.g. smartphones and wireless devices using SMS and Apps), radio (e.g. podcasts) and television.
In developing a Strategy that’s right for your business, our analysts undertake a number of steps:
Step 1: Analyse Your Current Landscape / Current Situation
This involves performing an audit of your current Digital Marketing situation, a SWOT analysis (Strengths, Weaknesses, Opportunities and Threats), competitor analysis, international benchmarking, available opportunities and internal resources.
Step 2: Your Target Audience
Our experts identify who exactly your customers are, their online behaviours, how they search online and what their needs and wants are. Only then are we in a position to develop a plan.
Step 3: Objectives & Key Performance Indicators
In order to establish campaign objectives, we must first be aware of your overall business goals and marketing objectives. Once these are developed, we can then generate the key performance indicators.
Step 4: Development of Action Plan & Marketing Methods
At this stage, ZOOZ Digital identifies the methods and tactics to be used to achieve campaign objectives. An overall Action Plan is also created.
Step 5: Implementation of the Action Plan
This is the practical part of the campaign where the plan is put into action.
Step 6: Measurement, Monitoring and Management
Digital Marketing possesses significant measurement capabilities. Post-implementation, our experts begin the process of measuring and monitoring. Precise statistics let us know what is working and what isn’t. Once this comes to light, we further improve the campaign, ensuring that it is on track and will achieve what it set out to achieve. In many cases, we exceed these targets.
A Digital Creative Strategy is a pivotal part of the overall digital marketing campaign. Without it, your digital campaign will more than likely fall flat on its face.
A Digital Creative Strategy is strategic in nature. Rather than just coming up with something that looks good and is attractive, the designer goes further to help the business achieve its goals and vision. It caters also to the bigger picture.
Digital Creative Strategy is deliberated, planned, structured and purposeful. A creative design strategy must extend beyond the traditional bounds of what looks good and aims to provide solutions to business problems.
The Purpose of a Digital Creative Strategy
The entire purpose of creative strategy is to instantly engage with a qualified lead, provide compelling design, design content to entice (e.g. website or app) and ensure follow up with a sale. This is further facilitated by the provision of a design that is user friendly, easily navigable and functional. Our Digital Creative Strategy process includes:
- Collaboration, ensuring design outcomes exceed client requirements
- Highly creative, innovative, inspiring and quality designs
- Customisation to suit your business, message and brand
- Delivering brand conveyance and identity recognition
- Guaranteeing resonation with your target market to attract and maintain interest
- Designs that deliver maximum results
- Compelling and engaging copywriting and web content
Design, Usability & Functionality: Key Components of Digital Creative Strategy
At ZOOZ Digital, our creative professionals can help you with:
- Website Design. Not only are our experts creative geniuses, they understand and are knowledgeable about website functionality. It’s one thing for a website to be attractive, but a quality site must also ensure superior user navigation and compliance.
- Social Media Design. Our professionals work to provide compelling designs and consistency across the entire range of platforms in use (e.g. Facebook, Twitter and YouTube). This is fundamentally important to the concept of brand messaging and also to site usability.
- Graphic Design. Whether it’s document templates, digital signatures or any other graphic design element, our professional designers are able to creatively deliver the brand message and maintain consistency throughout your designs.
- App Design. Our designers are experienced in creating interfaces for mobile device Apps (e.g. iPhones and iPads). Ensuring platform consistency, once again, is maintained; ZOOZ Digital experts develop interfaces that are user-friendly, functional and attractive.
Injecting the Social into Solid Business Growth & Strategic
Direction Online
For some campaigns, Social Media Marketing sits at the very core of an effective program. However, participation in this exciting platform will only produce meaningful results if the process is strategic.
Owing to the very nature of social media, a marketing campaign can easily become lost in the millions of posts, uploads, tweets, shares and messages. All too often, firms participate in social media to find that it has made absolutely no impact at all. This is because they lack knowledge, moving forward without a clear plan of attack.
At ZOOZ Digital, our experts won’t let you do this. With an effective Social Media Marketing Strategy in place, your business will be heard and returns on your marketing investment will be striking. These returns are measured in a myriad of metrics, including: posts per day, click-through rates, sharing rates, pages per visit and ad impressions per month.
Valuing Social Media Participation
A fundamental activity of the SMM Strategy is deciding whether participation in a particular medium is of value.
Some considerations for involvement include:
- Is your target audience present?
- Will participation help to have your brand recognised?
- Are your competitors participating in a particular social media platform?
- Will it help you and your business to be seen as experts in the industry
- Will it contribute to the development of buzz or chatter surrounding your business, products and services?
If there are benefits to be gained, strategic SMM is all about fitting participation within the overall business strategy and marketing objectives of your firm. Once this is determined, the objectives of the SMM campaign can be developed, methods to be used can be identified and the program can begin.
Components of a SMM Strategy
ZOOZ Digital SMM experts will consider all aspects when developing an effective Social Media Strategy for your business, including:
- Competitor and Key Influencer Analysis
- Landscaping / Benchmarking
- Content Posting and Networking
- Custom Profile Graphics
- Social Bookmarking
- Geo-social Promotions
- Blog Writing
- Social Media Optimisation
- Organisational Policy Development Assistance
- Social Media and ORM
- Social Media and Online IP
Amplifying Online Outcomes with Strategic Planning
In order to get where you want to go in the most efficient and effective manner possible, you must strategically plan. It’s as simple as that.
Internet Marketing – that is, tapping into the power of the Internet to increase lead conversion by employing techniques and tools such as search engine optimisation, social media marketing, email marketing and video marketing – is no different.
As we’re well aware, the online world is a big space. The truth is that all too often marketing efforts and dollars are lost in cyberspace – being swallowed up in all its vastness. Huge investment can make little impact without a strategy in place.
The problem is that it’s very common for many businesses to continue to conduct IM campaigns without strategising the way forward.
A powerful IM Strategy is one that delivers:
- Highly qualified lead generation
- Increased sales conversion
- Retention of existing customers
- Growth of your business and customer base
The Core Pillars of Effective IM Strategy Development
The three pillars of a highly successful IM Strategy include:
- Pillar 1: Alignment – Business Goals & IM
ZOOZ Digital IM Strategy process ensures that your campaign aligns with the business’ broader goals and objectives. IM is a powerful tool to push your business forward. As such, it makes perfect sense that it is in complete alignment with where the rest of your business is going. - Pillar 2: The Audit – Understanding & Customisation
The next step of Strategy Development is the audit. Whether your IM campaign hasn’t started or is currently in operation, ZOOZ Digital conducts an exhaustive audit of your business. This examines such areas as SEO, website design, paid advertising, keyword usage, competitor analysis, international best practice, online IP security, Google Maps, email marketing and m any more. A broad analysis, identifying opportunities and available options, underpins all decision-making processes at ZOOZ Digital. - Pillar 3: Plan of Action – Customised and Tactical
By gaining an advanced level of understanding, a customised and highly effective Action Plan is developed, determining such elements as techniques to be used, timelines to be adhered to and metrics to monitor and refine the campaign.