Throughout the course of the year I have learnt that brand awareness and engagement is possible via a range of methods which form part of most companies´ marketing strategies, helping in their effectiveness. It is important to identify which media will be most affective for the target segment and that fits in strategically. The next step is to develop a digital marketing strategic plan encompassing the business´ goals and KPIs to best understand how to achieve targets as well as measure them. Consequently, the next step is to implement the digital marketing plan which requires long term monitoring and tailoring to the ever changing environment. Click the link to read a more detailed guide to the other technical side of digital marketing.
In a way the Uppsala Model can be modified and applied this situation. Knowledge (competitor actions & social trends) is gathered and informs a brand which leads to commitment (website launch or revamp & Facebook profile). More intel (customer satisfaction, no. of followers & no. of visits) is gathered which again leads to commitment (Instagram profile & mobile app) and so on.
Fodor, M. & Hoffman, D. L . (2010). Can you measure the ROI of your social media marketing. MIT Sloan management review. Vol. 52 (Issue. 1).
