Digital marketing strategies require an effective plan across the entire enterprise to address challenges like integrating varied digital channels and targeting the digital customer. While there are many tools and case studies available, each brand has unique needs. Standardizing processes between brands often fails because the digital landscape and customer base differs for each one. Additionally, digital marketing teams must be integrated with sales to support current promotions and leverage both online and offline efforts. Data should be used to target messaging at the individual prospect level rather than broad segments to ensure relevance and drive better results.

1. Digital Marketing Strategies in 2015
Digital Marketing being relatively new compared to traditional methods of
promotion, implementing an effective digital marketing plan and framework across
the enterprise is a challenge in itself. Whether it’s the retail, e commerce, travel,
finance, entertainment, media, banking, manufacturing or any other area,
digital influence can be witnessed via varied use of smartphones, social media,
tablets etc. The digital customer has become the core of all plans; ‘International’
market forces demand and supply has become an integral element in the way
businesses operate day-to-day.
Digital Marketing doesn’t just restrict to content marketing or search engine
optimization or website management; it can relate to any device oriented
promotion or digital frequency oriented promotions. To name a few - SMS
promotions, banner placement, mobile app promotion, app store
optimization, social media optimization, video marketing and image sharing.
Although, there are multiple case studies, tools, resources, blogs, white papers,
project plans shared on the web; each brand has a different story to tell and a
unique set of solutions to thrive. Standardizing and replicating strategic processes
and promotion techniques between brands is one of the biggest mistakes that
digital marketing veterans have noticed.Most of the time the errors that hinder
digital marketing efforts are caused by executives who are just not familiar with
the benefits and necessary mechanism that delivers value to the organization.
Lack of perceptibility and experience of the marketing heads to envision the entire
scope of work that needs resource allocation, orientation of goals, feasible
strategies, budget planning and process roadmap leads to other colossal
mistakes. Few noteworthy gaffes seen through digital marketing campaigns
through different organizations worldwide:

2. Link Sales and DM Team Campaigns
Most of the organizations do not let the digital marketing teams to connect with
the sales driven customers. Limitless times the same customer might be
contacted and disturbed via digital teams for the same product promotion due to
communication gap. There is always a need for digital marketing team to execute
campaigns that closely relate to current sales activities. Every time sales pitches
materialize - supporting collaterals need adequate visibility online and must be
device tailored. This helps in realizing the best of the traditional offline and online
procedural energies. Administration suffers when business units function within
the silos of their own plans, research, effort and content distribution.
Segment Prospects at The individual level
Sampling, geo-targeting, marketing automation and other methods of targeting
audience opinions must be focused on core personalization. It is not just any
individual in the group, not just any customer segment but the actual buyer traits
that matter. Organizational heads must ensure the actual use of principles of
relevance and personalization – these should not be misused or even overused
while targeting your ‘Hard Leads’. Only the buyer, decision maker can give you a
promising decision and not the buyers. “Billions on Facebook don’t buy your
product” – only data intelligence can show you the buyer’s traits and needs that
prompted that purchase.

3. Failing to Plan Is Planning To Fail
Haven’t got an idea on how to do it? Later, following the thought leaders publicly
suggested idea to put value on networks – leads to ultimate failure. Plan
effectively – thinking of your past, present and the industry future. Buy integrated
multiple channels while experimenting with your first installment. Data quality and
resource performance are critical factors that need to have a backup plan always.
Proper marketing strategies are a game changer. So, not including digital
marketing in the annual action list for 2015 is one of the most fatal bungles for any
business. An informed cross-channel strategy helps leverage historical data that
in turn helps market analysts digitally test new approaches & programs.
Hasten Campaigns & Compromise Quality
Are teams underperforming because they are time bound for deliverables? In
order to convert the current market business, top brands indulge in digital
marketing plans that lack the vision, preparation, and commitment that is needed
to deliver results. Digital marketers in a state of urgency to choose a product or
technology, might even compromise on quality of the vendors due to strict
timelines. All these and more inevitably warrant stop gap solutions later leading to
a series of failures.
Run-Of-The-Mill Plans Don’t Drive Value
Content marketing is one of the persuasive digital marketing trends – so every
marketer runs behind it. Brands produce irrelevant messaging that probably
doesn’t reach the right prospect. Out of sorts schedules and unsupported
initiatives mostly drive clientele to competition. It’s important to cement your right
messaging across all touch points to keep the clients interest invested in your
BRAND.

4. Monitoring the Wrong Metrics
Tools and Technology facilitate marketers to collect, analyze, and draw insights
from various transactions. The customer buying behavior and the after sales
rapport marks the critical incoming brand reputation touch points. And yet, digital
marketers have been noticed spending surplus amount of time on exit-oriented
data. Most of the new marketers now fail to see that business flows through
customer centricity and digital engagement.
Technology vs Resources
Automation has slowly made the job easy for resources - Stop over analyzing
every detail – sometimes all that business needs is a proper direction and a
capable project manager. Yes, skills of a proper strategic implementation lie
always with the execution and management capabilities of the resource. Only the
resource can understand how to effectively utilize technology and build on existing
systems and digital channels. This requires serious talent and actual investment
in time and money. Customers’ relations cannot survive without the enthusiastic,
proactive and responsible human touch.
Don’t Expect and Yet Evolve
Digital Marketing is so dynamic that before you start expecting results for your
previous campaign it would be time for your next strategic implementation. Don’t
waste time expecting results from your previous investments in equipment,
networking, and channel promotions. Nor should one get involved in the
buzzwords. No Digital Marketing agency can understand your business better
than you – learn their tools and techniques to work with them. Of course you need
a skillful extended team. Digital campaigns can take a lot of time. Don’t expect
results for any digital campaign before an average of 90 days. Scalable digital
trends need a lot of research and hand holding from marketers who have learnt
from their initial mistakes.
Companies must ensure that marketers get enough support, mentoring, budgets,
tools, and Omni channel presence and experience. Only then they can help you
lead with restraint, in the ever-changing digital age – where success is just one
click away.

5. www.themangomedia.com
Contact Information
Team Mango Media Private Limited
No. 100, Ist Floor, "Suvarnadarshan",
Gandhi Nagar 2nd Main Road,
Adyar, Chennai - 600 020, India.
+91 - 44 - 24466454/55
Mail: projects@themangomedia.com
http://www.facebook.com/themangomedia1
http://twitter.com/themangomedia