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Digital Marketing – A step-by-step guide


What is Digital Marketing?

In general, the term “Digital Marketing” includes all kind of marketing instruments which are used in online marketing in order to get customers attention in the digital world. However, the question arises, which tools from your marketing shed should be used to successfully implement digital marketing in you company.

In this article we are going to show you the most important steps to plan an effective digital marketing campaign.


Step 1: Defining the target group

Whether online or offline, target group segmentation is the starting point for all marketing activities. Through the gained knowledge a scattering loss  can be successfully avoided.

In digital marketing, user behavior is decisive for the definition of the target group. Additionally, beside common information such as age range, gender, annual income, occupation and more, questions like “Where can my customers find me online?” or “Where does my target group spends most of the time?” or “How does my target group gain new information on the web?” are equally important.

In order to satisfy the needs of a new defined target group and furthermore to support their purchasing decision process, other crucial factors should be considered in digital marketing:

Due to digitization and the rising importance of social media, a specific and personalized communication with potential customers through digital technologies is essential.

One approach thereby is content mapping. With the usage of content mapping, purposive content can be created in order to address different target groups. Firstly, to implement content mapping successfully to a marketing campaign, a suitable generic term, which addresses a wide range of customers, must be defined.

In the second step it’s necessary to figure out adequate sub-points so that the previous main point is interpreted and classified more precisely. Hence, the focus switches more on the target group. To put oneself in the position of the appropriate target group, the previous sub-points are broken down again into another sub-points. As a consequence, concrete questions about what defines the respective target group are coming up. Nevertheless, before publishing a suitable communication channel should be taken into consideration.


Step 2: Where does digital marketing take place?

The main part of today’s communication takes place on the internet by using digital applications. In addition to chat applications and e-mails, particularly social media platforms are considered as a central place for digital marketing. Accordingly, besides high-quality content, it’s also important to get connected with the target group and build a relationship with them. The different features likes, shares and comments thereby ensure an authentic interaction and significantly improve a company’s reputation. Hence, we are taking a detailed look at the various communication channels.


Step 3: Developing a digital marketing strategy

After a company has clarified basic questions about its own target group, suitable communication channels combined with appropriate strategies should be found. In addition to the main social media platforms like Instagram, LinkedIn, Facebook, YouTube, TikTok and Pinterest, other common advertising options can be taken into account, for example:

  • SEO and SEA:

All internet users are being tracked via algorithms. So at least advertisements can be successfully placed by using SEO and SEA, which in turn means the target group can be directly addressed.

  • Google Ads:

When it comes to paid product advertisements via google search, the product data feed should be precisely described.

  • Email Marketing and CRM:

Regular and partly personalized newsletters can have a far more positive effect on the customer relationship management. Through customized emails, the interpersonal communication could take place on a personal level.


Conclusion: digital marketing vs. offline marketing

In conclusion, digital marketing come up with way more advantages in comparison to offline marketing. A clear benefit can be seen when tracking online data. With the help of statistics, website traffic or lead generation, current trends and preferences of the various target groups can be determined quick and easy. As a result, attractive campaigns can be created. Lastly, digital marketing, especially in the area of ​​social media, has many advantages regarding customer loyalty and prospecting.

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