2017 Digital Marketing Plans Survey Reveal Most Effective Strategies

— January 9, 2017

There’s nothing like starting the year with a well thought out marketing plan. A new round of 365 days brings an array of possibilities for your business and customers.


Ascend2 has just released its 2017 Digital Marketing Plans Survey and it shows the best channels and strategies used by executives and business owners of 265 companies. Most of them are bullish on digital channels with 88% saying that these platforms will increase their effectiveness. So what do marketers expect this year?


Increase in sales


Everything is geared toward sales. Marketers are tailoring their digital marketing plans to increase sales revenue and generate more leads. Rightfully so as more sales mean that the efforts are working and you are getting returns on your digital marketing investment. This year, set sales targets that are proportionate to your marketing efforts.


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Additionally, marketers are seeing that what really works for them in terms of their sales cycle is a long-term, complex one with the help of many influencers. Direct sales are not as effective as it used to be. Customers hate being sold to. In a digital world, where everything is searchable, customers find you. They are drawn in through inbound marketing where content, social media, and SEO all work together to pull customers to you.


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Aim for balance in resources


Digital marketing requires close monitoring as it often involves real-time engagement from customers. Hence, doing everything in-house isn’t ideal. Marketers are leveraging both in-house and outsourced resources to plan their digital marketing strategies. Outsource specialists like SEO experts, social media strategists, and virtual assistants to help you in executing your plans.


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Overcome barriers to digital marketing success


Just like in any business, you will encounter obstacles along the way. For digital marketers, two of the top three barriers involve sales and lead quality but the top hurdle is budget constraints. With social media continuing with its pay to play policy, you need to spend to make sure that your posts reach the right audience. Organic reach won’t get you anywhere.


Set a budget for every digital channel you will use and revisit it quarterly. Do not wait for a year before checking if you still have the resources to continue. By reviewing your budget within shorter periods, you will be able to gauge which channels are working and need more resources. This will allow you to adjust your strategies immediately.


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Invest in the most effective channels


Despite the popularity of social media, the two most effective digital channels are websites and emails. Your own website is where you can showcase your products, create sales funnels, and gather valuable data on consumer behavior. Make sure that your website is optimized for mobile viewing. It’s all about user experience when it comes to web browsing.


Email, on the other hand, has become stronger than ever thanks to smartphones and tablets where email notifications can be checked and responded to in real time. Allot resources for creating content that directs to your website. Also, keep your site updated. Be more proactive in email marketing and include more of that in your marketing plan.


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As you create your digital marketing plan this year, factor in these benchmarks. Identify your best channels, round up your resources, and calibrate throughout the year. While there is no such thing as a perfect digital marketing plan, you can create the most optimal one for your business.

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Author: Ivy Guerrero


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