Marketing is a fast-paced industry, which means that the hottest trends are always changing. However, some basic elements of a strong and successful digital marketing strategy never change. Here are six aspects of your digital marketing strategy to focus on.

1. Data

All good marketing strategies use data to gain an understanding of their customers and test the effectiveness of their marketing messages. Before you start gathering data, you need to work out what questions you want to answer. This allows you to focus on collecting and storing only the data you need.

2. Personalization

Personalizing your marketing messages can be an extremely effective way to establish relationships with individual customers. Address your customers by name and be sure to contact them using the channel they prefer, whether that be SMS, phone, email or another method.

3. Market Segmentation

Like personalization, market segmentation can allow you to target your customers with marketing messages that are appropriate for their needs. Segmentation involves splitting your customer base into several different groups, known as buyer personas, based on their age, purchase history and other demographic factors.

4. Propensity Modeling

Propensity modeling is a strategy that involves working out what purchases customers will make in future. To do this, you’ll need data on your customers, as well as marketing automation software to find trends in all that data. Once you work out which products particular customers are most likely to purchase and when you can target them with marketing messages to ensure those purchases take place.

5. Single Customer View

single customer view is a full picture of an individual customer, which you can build using data collected from your sales, IT, marketing, finance and customer service departments. Once you understand your customers via the SCV model, you can target them with personalized messages.

6. Consistent Messages

Although personalization is important in marketing, it is also essential to send out consistent marketing messages. You can vary the tone between the communications you send to different groups of customers, but ensure that your message in each case expresses the core values of your brand.

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