Reviewing Your Current Digital Marketing State

As the year 2012 dawns, digital marketing professionals around the world are working to create new digital marketing campaigns for the coming year. Many are facing obstacles while formulating these plans, which range from office politics to lack of information to shifting budgets. Most such digital marketing professionals would be happy to find a tested approach, which would gain strong internal support for planning and action.

However, before such a strategy is developed, it is important for digital marketing specialists to agree on what that strategy is. A strategy is not the allocation of a budget, neither is it the formulation of a goal (no matter how well you define that goal). Instead, a strategy is a well defined plan on how to move from your present state to the state you desire. Below is some information that will help digital marketing specialists understand their current state, to move ahead in the field of digital marketing in 2012.

• Review the results of the past year: In the digital marketing industry, the previous year’s results should be principally viewed as a directional guide, as most channels have usually been modified in significant ways during the course of the year. While you shouldn’t ignore the statistics, it is important to look beyond them at directional insights on consumer behaviour, channel preferences etc., which can be used to derive value from current opportunities.

• Begin by comparing the results of the past year with goals. Check impacts that are specific to channels. Identify past efforts that brought you the most bouquets and brickbats, and analyse why the losing strategies failed as much as they did. Collect statistics from all channels (website, social media profiles and email marketing lists), and explain drops and spikes in user activity.

• Review changes in the digital marketing environment, and new realities. As the world is continuously changing, you should ensure that your digital marketing plans are relevant to the new reality. Identify potential risk factors as well as key opportunities. Has the competition increased? Is a social media channel offering a new digital marketing feature? Will the government approve new regulations? Are there supply chain issues? Will a new Internet technology benefit you?

Keep a record of competitor activity, and track their progress to see if they are gaining in any particular sector. Also, check for changes in your digital marketing audience after gathering behavioural data.

Qudos Digital is a leading digital marketing agency, and can be contacted on 0845 388 5583 or info@qudosdigital.co.uk.

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