The importance of strategy in Digital Marketing | SiteMap 34

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Hello everyone, we are back for another SiteMap and today we open a new phase in this guide to digital marketing.

We started this section by introducing and explaining some fundamental concepts of digital marketing; then, we presented its different areas of intervention; and then, for each of them, the services or tactics that a digital marketing agency can put to work to achieve the marketing and sales objectives of companies.

Once this stage is complete, in the next programs we will try to provide you with answers to specific digital marketing challenges . For example: if you have decided to make a serious investment in digital marketing, we will tell you the first steps to take; if you need a new website, we will tell you what you should consider; if you are aiming to increase the part time data number of visitors, we will show you some of the available options; if you are going to work with an agency, we will give you some tips to help you make the right choice. And so on.

“BETTING” ON DIGITAL MARKETING WITHOUT UNDERSTANDING IT
In today’s programme we highlight what we believe to be one of the biggest mistakes companies make when they decide to invest in digital : the lack of a clear strategy. Often they do so because of a vague notion that “digital is the future” – we have heard this phrase hundreds of times –, others because of what they see their competitors doing online and still others because of a desire to respond to customer requests.

In other words, the investment in digital marketing often continues not to derive from a full understanding of its importance and an analysis of the business and market trends, but rather as an attempt at a response and experimentation somewhat forced by circumstances and which rarely involves an integrated vision.

QUESTIONS THAT ARE IMPORTANT TO KNOW HOW TO ANSWER
For example, many companies that contact TRIGGER start by asking us for a website or online store. However, some of the most important issues have not yet been addressed at this stage:

What are the objectives to be achieved?
How to capture the attention of potential customers?
What to do to attract visitors – no, having a website is not enough.
What is the content update strategy?
What can you do to turn visitors into leads or contact information?
How to maximize sales and return on investment ?
What indicators will allow me to evaluate the performance of the actions implemented?
Finding answers to these questions really does involve involving a digital marketing agency in the process. Often the first meeting with a potential client ends up being the occasion when the initial idea “I want a website” ceases to exist in isolation and the website starts to be perceived by the client in the way it really should be: as a piece of the digital marketing puzzle. A fundamental piece, mind you.

KEEPING THE FUTURE OPEN
The problem is that companies often choose partners who cannot provide them with this type of consultancy because they do not have the know-how , the team or the 360º perspective of digital marketing. As a result, it is precisely at this stage that mistakes are made that affect the entire future digital strategy, as is the case with the typical example of a client who has just created a website and then comes to us with the aim of positioning it in search engines. Unfortunately , most of the time the way the website was structured and developed affects the work that can be done later.