Creating sharable content is one of the strengths of digital marketing communications. The success of a digital marketing strategy can be measured by the resonance that marketing communications content receives with its target audience. Organisations are looking for ways to develop digital content that is relevant to their target audience and then to measure how that audience engages with the content.
It is important, for the successful implementation of a digital marketing strategy, to target the right channels with the right messages. For example, social media is often used for awareness raising, so may be inappropriate for sales related content.
Digital marketing channels – Customer journey to online purchase
However, the above data from Customer journey to online purchase suggests that for example the decision to buy a room night in a hotel in the UK will often be influenced by social media – hence it would be appropriate to have sales related communications here.
One of the techniques that works well in digital marketing is to try small scale projects to observe the impact and learn from that engagement. Based on the results an activity and or the message could be stopped, replicated or refined.