Digital Marketing isn't going anywhere, and strategies and consumers are going to continue evolving throughout 2024.
Marketers are looking to increase their budgets across all digital channels with social media advertising and content marketing coming out on top in terms of priority. At Logica, our top tips are to measure everything and understand what you’re achieving from your spend. This will allow you to make changes where necessary and continually improve campaigns so they deliver the best return on investment. In addition, staying consistent with your activity is also key.
Decide which digital platforms and channels you’re going to use to reach your goals and audience. Not all channels will be suitable for your business and your audience so find the channels that will deliver the best results for your business.
For example, if you’re a beauty brand targeting users between the ages of 18-30, TikTok can be a highly effective channel for your business. However, LinkedIn isn’t where your audience is going to be so advertising on that platform is likely to be unsuccessful and result in wasted budget that could be invested back into TikTok to boost a well performing video.
On the other hand, if you’re a business coach looking to attract new clients, LinkedIn is the perfect platform but TikTok is unlikely to drive leads or sales for your business.
Finding the right people in the right places is essential for a successful digital marketing strategy. If you’re just starting with a number of channels, we always recommend conducting research to find out where your customers are browsing or spending time. If you’re already running activities, have a look at which are the most successful and which aren’t working well and decide where it’s worth investing your budget and time. Are there any other channels that you’re not utilising that you could be?
Want to know more about where your customers are, what they’re doing and what appeals to them? Have a look at what your competitors are doing.
Choose a list of 3-5 close competitors to analyse and analyse a number of elements including:
Finding out all of this information can help to inform your own strategy. There might be elements that are working for them that you’re missing in your own strategy. While we never recommend completely copying your competitors, knowing what they’re up to and taking different elements from their strategy is a quick win in terms of tweaking your own strategy and campaigns for success.
Before you start tweaking, refining or setting up any campaigns, sit down with your team and decide on what you’re looking to achieve throughout 2024.
Once you have these objectives, you can decide on a budget and where your budget should be spent. Try to plan monthly and predict how spend will grow as you achieve more results throughout the year.
This will also help you to understand which metrics you need to track and report on so you can understand what’s effectively driving sales and revenue and where you need to make improvements.
For example, high traffic but low engagement rates would suggest that your ads are working, but there’s something on your website that’s not quite providing visitors with the information they want. Have a look at tools such as Hotjar to watch user videos and understand where potential sticking points are. When you make changes, be careful not to do too much at once otherwise, you won’t understand what’s worked to make your campaigns more successful.
When budgets are tight, and you’re not being given any extra but are still expected to deliver the same results or more, getting as much as possible from your existing budget is essential.
“We speak to a number of marketers and businesses who have either tried digital marketing or are currently running campaigns but tell us they’re just not getting the results they expected.
“The reality is digital marketing can take time. Particularly with strategies such as SEO, digital marketing is a long-term strategy that takes time and effort to see improvements over 3-12 months at least - and that’s if you’re not starting from scratch! PPC and other paid ads can offer quicker results but the campaigns can still take time to generate data and build momentum so it can take a couple of months to start seeing the impact of your activities.
“Many businesses we speak to have trialled digital marketing for a few months, haven’t been realistic about the results they expect to see or don’t trust the agency they’re working with so pull the plug straight away.
“It can be frustrating to invest in something that isn’t providing an immediate return for your investment, but digital marketing takes time, patience and consistency. Switching between activities and agencies to find something that works is going to harm your efforts, so focus on one activity at a time until it’s working and then move onto the next activity,” Amy Ward, Director.
Preparation is key when it comes to a successful digital marketing strategy. Making sure this ground work is covered before you dive into 2024 will help you to understand where you’re going, who you’re targeting and what you need to do to get there. Making changes to your campaigns and tweaking over time to find the most effective strategy for your business will help you on the way towards achieving your goals and growing your business in the coming year.
If you’d like to know more about what to expect from digital marketing in 2024, download our whitepaper: The State of Digital Marketing in 2024.
If you'd like to know more about what to expect from digital marketing in 2024, download our whitepaper: The State of Digital Marketing in 2024?
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