The importance of a coherent digital marketing strategy is not lost upon any good marketer in this day and age. The early trend of spinning yarns and incoherent plans while working on digital marketing is long gone. Companies today are hiring marketing professionals with a history of creating the right strategy and campaigns to bring success.
Going into 2020, there are a number of specific lessons marketers need to imbibe. Every year, there are a few lessons marketers take away based on changes in technology, consumer behaviour, and channels of promotion.
2019 was a turbulent year simply in terms of how many changes it brought to digital marketing. From search engine updates to the reining in of the major social media platforms, marketers have had to lot to contend with.
The biggest disruption has been caused in the planning of any given digital marketing campaign. As marketers are unaware of the nature of the obstacles that lie in front of them, the entire point of a strategy comes into question.
In this article, we discuss key digital marketing strategy lessons marketers must take into 2020 in order to be better prepared against any changing trend.
Remain Updated with Changes in Digital Platforms
This year, we saw the BERT update come into the frame and have massive implications on the traffic of many websites. We also saw social media platforms like Instagram, Facebook, Twitter, and Pinterest change their respective platforms to a significant degree.
Change is scary for everyone. No blogger with a successful website wakes up in the morning and hopes that Google changes its search algorithm drastically. However, change is always around the corner It cannot be helped.
The one thing marketers can do to beat the changes is react well to them. The obvious trick is to always keep one’s ears to the ground and expect changes to be on the horizon.
Ditch a Pan-Platform Strategy. Be Where You Should Be
2019 was a year which highlighted how useless it is to appear across every possible digital platform. Brands discovered that even a large investment to promote their products on all mainstream digital platforms will not necessarily work.
Instead, identifying some key promotional channels and leaving others aside is the best way to go. Each popular digital platform has a distinct audience and marketers must identify which platform is likely to have their audience.
Small Budgets Are Not Necessarily Bad
Many marketers in the digital sphere have bought into the notion that a larger budget is better.
Of course, a large budget helps open many doors. Marketers have the luxury of spending money in various different avenues in order to reach the marketing objectives set.
However, large budgets can be a problem too. Their management is a serious challenge. Marketers, by nature, are not accountants. They are often not the best when it comes to managing a great sum of money.
Small budgets, on the other hand, force digital marketers to become leaner and focus on areas which promise maximum results. Instead of getting confused by having too many options, a small budget makes things easier for marketers. Thus, if allocated a small budget, marketers should look at the positive side and find ways to make efficient use of the resources available.
In conclusion, this article covered three important lessons digital marketers must take into 2020.
About the Author – Tom Clark is a digital marketing trainer and content strategist with three years of experience in the industry. He currently works at Eduburg, a training institute known for its formidable digital marketing course in Delhi.