Whether you are a brick and mortar business with a minimal online presence or are a pure-play internet business targeting online customers, you need an e-marketing strategy to plan your campaigns and achieve online success.
An e-marketing strategy has many benefits and businesses that fail to plan suffer from:
- Poor online targeting
- Resource wastage because of lack of focus
- Low ROI (Return On Investment)
So, planning is imperative and here are seven reasons why you need an e-marketing strategy:
1. Meet Customer Needs
People are bombarded with ads, banners, messages and emails on the Internet. In fact, the average person sees over 3000 adverts per day including offline messages and it’s difficult for any one business to attract and engage customers in the midst of all this noise.
So, it’s important to ensure that you identify customers who will benefit from what you have to offer and then create a compelling offer that cuts through the noise. Many tools and channels help you do this, including PPC programs like Google Adwords that are effective at reaching people who are searching for your products or services.
2. Boost ROI
These online resources are highly measurable too compared to traditional forms of advertising such as TV and print and it’s easy to track your spend and measure your returns.
With the help of tools like Google Analytics, you can track how many people see your ads (impressions), how many visit your site from your ads (clicks), how many of these purchase (conversions), how many return (% of return visitors) and a host of other metrics.
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So, all this data helps you easily calculate your return on investment and ensures that you are focusing your efforts on channels that are most profitable for your business.
3. Increase Loyalty
Developing an e-marketing strategy is beneficial in creating customer loyalty because it helps you identify the benefits that they are seeking on your website and all contact points, and then you adjust your offers accordingly.
Email marketing is one of the best channels for visitor and customer retention, and it should be an active part of your strategy whether you are an e-commerce store or B2B business.
With tools like Analytics, you can measure visitor loyalty by using such reports as New vs. Returning Visitors, and you can keep track of the conversion rates of new visitors and returning visitors to see how effective your strategy is.
4. Achieve Business Goals
Your goals are success measures, and your e-marketing strategy helps you create short term objectives that lead to success in your mission and goals. From the research that you carry out about your target markets and how they use the web to purchase or acquire services, you can create concrete and measurable objectives that are relevant to your business.
5. Check Competitors
Competitors will also be launching and managing their e-marketing strategies, and you will be targeting the same customers. Companies that win usually have a well-documented strategy of how they will meet customer needs and wants and what their objectives are as they relate to the market.
6. Monitor Progress
It helps you to monitor how your advertising and promotional activities are performing and how far you are from achieving your marketing objectives. You can also adjust any aspects of your strategy as the market changes and as new technologies enter the market.
7. Track Results
Using tools that you have identified in your planning as being important to tracking the results of your online campaigns, you can assess how effective you have been with your e-marketing strategy.