How to Build a Digital Marketing Strategy
An effective marketing strategy is sure to have a positive impact on business results and other goals, such as finding, retaining and expanding potential customer audiences, increasing brand awareness and bringing sustainable growth to the business.
This article helps businesses better understand how Optimus develops a professional digital marketing strategy.
Which businesses need a digital marketing strategy?
1. Businesses that want to expand into the online market
Businesses currently operating offline, with products or services suited to selling across multiple online channels and a large potential customer audience online.
Those with a marketing budget of at least 50 million VND/month and a need to market on 2 or more channels (for example, Google, Facebook, Instagram or Zalo)
Those unsure where to start with effective digital marketing to optimize costs
Those without experienced staff to build a strategy
2. Businesses already doing digital marketing without effective results
Their online marketing channels operate separately and do not support each other
They cannot find the right way to measure performance and lack the data to optimize marketing costs.
The outcomes a marketing strategy needs to achieve
Understand the industry market and direct and indirect competitors (strengths, weaknesses, messaging and communication methods).
Better understand the company's products or services through analysis from a marketing perspective
Identify potential customer audiences on online channels.
Understand the customer journey map to learn customer behavior and expectations at each stage of the purchase process, then identify the objectives the business needs to pursue at that stage.
Define the role of each digital marketing channel and a specific strategy for it.
Have an implementation roadmap and a table of estimated costs and results.
What sets Optimus apart from other providers
Experienced, knowledgeable staff: the marketing strategy team includes key members with many years of experience in marketing and e-commerce, who previously worked for extended periods at Tiki and The Gioi Di Dong.
Strategy detail: many agencies in Vietnam develop marketing strategies, but most stop at a general overview without enough detail for businesses to implement themselves (if they have marketing staff). With a detailed strategy and execution plan from Optimus, businesses can implement it themselves without external staff.
Strategy implementation effectiveness: 100% of strategies receive satisfactory customer ratings and are put into practice.
Steps to build a strategy
1. Market research
Industry: research supply and demand and prices across product segments
Competitors (direct and indirect):
Analyze important factors such as messaging, pricing strategy and target customers to understand how competitors communicate.
Use this data to identify the competitive advantages the business needs to communicate.
2. Product analysis
Analyze every aspect of the product (differentiation, pricing, quality, consumer feedback and more) to identify its strengths and weaknesses.
3. Target customers
Use Facebook and Google tools to identify potential customer audiences by combining criteria such as geographic area (province, city), age, occupation, interests and relevant behaviors.
4. Messaging
Based on market research and product analysis, Optimus creates the main message and supporting messages.
The main message stays associated with the brand through each stage or campaign. Alongside it, Optimus creates supporting messages suited to the objectives (increasing engagement or sales) of each channel: Facebook, Google, Zalo, Instagram and more.
5. Channel selection and strategy
Each digital marketing channel has its own strengths. Developing a suitable strategy for each channel is considered one of the important parts of an effective marketing strategy.
First, define the role of each channel in communication and how the channels connect. Then choose suitable ad formats for each channel, define how to use each format, plan an implementation roadmap and set up tracking to measure KPIs and optimize performance.
Budget allocation and expected results:
After defining the role and implementation strategy of each channel, Optimus allocates a share of the overall budget to each one.
The budget is then broken down by campaign, target customer group and ad type to produce a detailed budget table.
Next, define specific KPIs for each channel and show them in the Expected Results table. KPIs are based on several factors, including the advertising channel's characteristics, the business's products and services, market benchmarks and OTM's historical data from similar industries.
6. Implementation roadmap
With experience implementing projects at large companies as well as small and medium-sized enterprises (SMEs), Optimus provides a roadmap with specific tasks and deadlines. It also includes work involving teams such as IT - Technical, Design and Sales - Merchandising, giving the business an overview of all the work required.
Businesses can use the complete, detailed strategy developed by Optimus to implement it themselves, or choose Optimus's marketing services so we can execute the strategy and help them achieve their business goals.
If you need a marketing strategy development service, leave your information so we can contact you for a consultation as soon as possible.
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