As the number of people using the internet has increased over the past three decades, so has the practice of digital marketing. It developed into a more complex technique from the time of keyword stuffing and spammy backlinks, utilising big data, personalisation, and a variety of diverse digital marketing strategies including planning, audit, communications, branding, and more.

The field has become more complicated than ever, and you will fall behind without a strong structure for your digital strategy. When engaging in digital marketing strategy, there are so many different things to consider that you might ignore some essential factors that can make or break a company's path to success. This makes having a defined framework for your digital marketing strategy one of the most important things you must do before getting into the specifics of tactics and campaigns.

Digital Marketing Strategy Framework 

What exactly is a digital marketing strategy framework? 

It's a document that lays out the progression of the marketing process, outlining essential conditions and significant touchpoints. It guarantees that nothing in the complex procedure of the digital marketing strategy is missed.

Digital marketing strategy frameworks come in a variety of forms and address many facets of the field, including communications, planning, and strategy. For example: A social media campaign with influencer collaborations, a content marketing plan that uses online resources to generate leads, or a growth marketing strategy that employs social media and email to get client loyalty are a few examples of digital marketing tactics. 

Some include every part of it, while others concentrate on a single one. You must be aware of your company's needs and priorities while developing your own digital marketing strategy to come up with a model that effectively supports your goals.

Marketing funnel

It is one of the most popular digital marketing strategy frameworks, it shows the path customers take while engaging with your business website, from learning about your goods and services to making a purchase. 

There are four stages in the marketing funnel:

Awareness: 

This occurs when a potential customer views a social media post, or banner advertisement, or learns about your company from an influencer or a friend.

Interest:

A potential customer is interested in your brand and is exploring other websites or reading reviews to find out more information.

Consideration: 

A potential buyer recognises their issue and your brand as the remedy.

Action:

The potential client makes a decision, purchases a product, or schedules a meeting with you.

For this type of digital marketing strategy, these stages are quite easy to track on an e-commerce platform. A potential customer enters your website (awareness), clicks on a product and reads the description (interest), adds something to their shopping cart (consideration), and then completes the purchase (action). Best example of this is when a client notices a rack of T-shirts on sale. After browsing the rack, they have reached the next stage of the funnel. The buyer then proceeds to the checkout after picking out four t-shirts. At the last stage, If everything goes as planned, they complete the transaction and get to the bottom of the funnel.

What is its purpose?

While RACE Planning highlights your important digital marketing strategy action points, the Marketing Funnel can assist you in understanding the customer journey and, as a result, identify conversion barriers. This provides information for your framework for planning digital marketing strategy, giving you the chance for influencing consumers to do the required action.

To use this framework, you might need to send automated messages to customers to remind them of the items in their shopping cart, if you are only reaching less than half of the people who put the item in their cart then this is a chance to increase sales that might provide you with the results you want.

A very good example of this is a successful RACE marketing strategy is Netflix.

Likewise, Disney Plus, HBO, etc.

Let's examine their platform promotion strategy:

Reach- Netflix makes a highly exciting offer to potential customers:
That is, Free for one month.

Act- Netflix then researches what each customer likes the most and presents them with several suggestions:
Like highlighting the films, television shows, or documentaries that best suit them.

Consideration- If Netflix has found the proper "key" to keep the subscribers interested by the end of that month, the user will join up for a complete yearly subscription account.

For example: Through the creation of its own original productions, Netflix engages its audience.

Engagement- People become addicted to Netflix's series, not the streaming service itself.

For example: Regardless of who you are and what you like, Netflix offers a series for you, including Vikings, Black Mirror, and Stranger Things and much more.

Each user profile on Netflix includes a series to attract them.

RACE planning 

RACE stands for Reach, Act, Convert and Engage. These four steps point to the online marketing activities you must carry out as you interact with customers through various online mediums and at various points in their buying cycles for this digital marketing strategy.

Reach includes increasing brand recognition and online presence while promoting your website and social media pages. Your targets include website traffic, paid media, external links, and online interaction.

Act, which stands for "interact," includes convincing visitors to do a particular activity on the website or social media page. Your important targets for this part include the bounce rate, time spent on the site, and the number of newsletter sign-ups.

To Convert means to turn loyal followers into paying customers. Your targets for this part include the number of leads, the conversion rate, sales, and revenue. To increase customer retention or to keep them interested all the time, Engagement includes making trusted relationships with them. Customer generation rate and repeat customer rate are a few of your other important targets in this digital marketing strategy.

What is its purpose?

RACE Planning can help you in developing an efficient digital marketing strategy plan by marking out the important actions for each stage of the customer journey.

You should improve all aspects of your digital communications, including press releases, influencer outreach, SEO, and pay-per-click (PPC) advertising. Promote your brand on social media platforms that are used by your target market.

Make a content campaign plan that includes a variety of contents. Spend a lot of money on video because more people will be watching this type of content. One of the top digital marketing strategies, on which you need to concentrate is marketing through video content. Make your content the go-to source for your audience which includes motivational information, to keep your target audience interested.

You can set up a conversion rate optimization program. You can include text-based calls to action in blogs and high-converting pop-ups. Use A/B tests to determine the most attractive designs and content features for web visitors by using RACE planning digital marketing strategy.

Create a client touchpoint map and send personalised messages via social media, email, and the web for further engagement.

Flywheel model

Customers are at the centre of all business activities according to the Hubspot model known as The Flywheel. As compared to the marketing funnel, it is easy to understand. The consumer is the main component of the funnel. It acts as a driving power in the Flywheel model. It's the item that gives the whole plan of action for this digital marketing strategy its "spin" or energy.

Customers are a central focus of the digital marketing strategy framework, surrounded by teams from sales, marketing, and customer support. These teams all try to improve the purchasing experience, which mostly includes reducing "friction" or anything that slows down the flywheel's rotation. It displays the buyer journey, which is outlined in three parts, similar to previous models for digital marketing strategies.

Attract: Attracting attention and reducing brand awareness-related obstacles.

Engage: Establishing trust and making it simple for customers to communicate with you.

Delight: Helping and empowering clients to succeed and when they do, they are more interested in sharing their experience with others, which can increase the number of potential customers.

The best example for the flywheel model is Amazon. Jeff Bezos (CEO, Amazon) thinks that in order to start business growth, Amazon must first provide a satisfying consumer experience. Then, as the number of visitors rises, Amazon becomes more desirable to external shopkeepers and sellers. The range expands as they sell more products on Amazon, which enhances the customer experience. Hence, the growth created in this way leads to Amazon reducing its own costs and the price for customers, which in turn benefits the customer experience. 

What is its purpose?

The Flywheel model removes handoff gaps since it is created to build a collaborative atmosphere across company teams. Additionally, it speeds up the digital marketing strategy by lowering friction throughout the entire consumer journey.

To summarize, You can develop better digital marketing strategies and achieve success with the correct digital marketing strategy frameworks. These are the main elements you need to keep in mind while you pick or make your own. You should know your target market, knowing your audience well will help you create a customer journey map that is accurate. You need to consider the requirements of the audience, this influences the strategies you apply to each step in the framework for a digital marketing strategy. Also, get a well-defined framework. All three of the frameworks for digital marketing strategy presented here have an easy-to-follow logic which makes your planning process more easier.

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