Evaluate the effectiveness of the chosen strategy

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2. Conduct a market analysis
Study your main competitors and the content of their digital strategy. You need to analyze:

the digital channels they use;
creative approaches;
approximate promotion budgets;
tools and methods of work.
3. Define the main goals of promotion
At different stages of the company's development, the goals of your work may differ. This could be, for example, increasing brand awareness or increasing the number of applications.

4. Choose tools and working methods
For the chosen goals, it is necessary to select the appropriate tools and methods of work. Moreover, they will also need to be divided into stages of the sales funnel or the Ben-Hunt ladder .

For example, for an innovative product, the first step is to talk about its czech republic phone number list value and increase awareness through content marketing and online PR. And only after that, launch contextual advertising with a direct call to purchase.

5. Test hypotheses
Allocate a small budget for each tool you choose and launch it for a limited period of time. Based on the results, decide whether to scale the approach.

There are a number of basic tools that are used in most companies. For example, an SEO-optimized website, contextual and targeted advertising for the desired audience, as well as accounts in the most popular social networks.

But there are exceptions to this rule. For example, a small production of designer handmade jewelry may need a Telegram group and a partnership with clothing designers to keep their craftsmen busy with orders and maintain the correct course of development for the company.

The main advantage of digital marketing is that many user actions can be tracked and measured. Therefore, it is relatively easy to evaluate the effectiveness of such promotion: for this, you need to calculate marketing metrics .

To evaluate the effectiveness of digital marketing, you can use these metrics: