Building The Digital Marketing Strategy From A

There are three fundamental platforms with the indispensable role in your digital marketing strategy , they are infrastructure, analytics and content.

3 platforms of digital marketing

As you can see, among 3 elements, the infrastructure plays the most important role (as the biggest), then the analytics and finally the content. But do not think that you can ignore any part as all 3 platforms are required to make your digital marketing strategy. If you do not believe it, try advertising when your website is down, or do not measure traffic from channels, or do not have any content on the website and see.

1. Infrastructure:

The infrastructure in digital marketing is the most essential part of the platform in the digital marketing strategy. If this section is not stable, it will lead all the other factors to go down. Facilities include:- Server, hosting, domain to form a website.
- Database to store data and customer information. CRM (Customer Relationship Management) is used to assist in retrieving data from the database easier for marketing, sales, service.
- CMS (Content Management System) is the cover to help the usage, management and publishment of content on the website easier and faster.

A good infrastructure need to ensure the 5 following factors:

The stability: if your website does not work, do not talk about the purchase or any other thing, it's not going to happen. To ensure the website operate stably for 24/7 is crucial. Or if the website is down, When is the fastest time it can work again?

Speed: Does your website load fast enough? Nobody wants a slow website at all. The loading speed of the website is associated with your conversion rate: the slower the website loads, the more the conversion rate decreases and vice versa.

Ability of extension: what will happen if your site needs to increase from 10,000 to 100,000 access time? If your website can not guarantee an increase in load capacity, you can lose a lot of opportunity for buying and development. This is a lesson that we have seen so many times, you ran an imposing advertisement program which attracted a lot of participants, but at that moment, your website was collapsed. As the result, you did not sell any product and also lost many potential customers because they were frustrated and did not come back. Do not repeat this lesson again.

Security: if your website is hacked and all customer information is lost, it is obviously not good for your service at all. If you have a self-built website, please ensure the compliance with regulations on web security. If you are using the CMS open sources such as WordPress, Joomla, Magento, etc., please make sure that you stay up to date with the latest version.

Compatibility: Does your website work well on all browsers, mobiles and screens with different sizes? You cannot test all the cases, but make sure that your website can display at the best on popular browsers and devices.

2. Analytics:

Analytics is not only to install Google Analytics on your website and look daily at indicators such as sessions, time on site, bounce rate and do not know what to do with it. Analytics here includes the measurement of indicators and then find out the orientation to improve the desired conversion rate. A visitor went to your website and then became a customer, what happened between that time? Find out the answer is the job of the analysis process. To measure it, we often rely on three main measurement methods:

Analytics is to find out what happened when 1 visitor converted into 1 customer

Performance Channel Tracking: measurement of the amount of traffic came from each channel, which channel has more efficient operation, which channel brings more customers and which channel has the highest number of conversions?

Audience Response Tracking: measurement of the user's feedback when they're on sites such as the time they've been on the website, which website did they get rid of, what page was viewed by them before making conversion?

User Behavior Tracking: measurement of user behavior using tools like Heatmap to know they drag on which point on the website, where did they click, where did they scroll the site?

There are three important things you need to identify with the analytics as follows:

Finding the right KPIs to track: are sessions on site or number of followers on the fan page the indexes you want to track? Are they direct indicators related to the goals of your digital marketing strategy? If not, then you're in a wrong track. We'll talk more about how to identify metrics to correct in the below part.

Determining the influence extent of the feedback from customers: whether customers who stays longer than 3 minutes on the website will be able to purchase more? Or customers who saw the company's information site will usually leave contact information than those who do not? Understanding the customer's feedbacks which directly impacts the ability to convert will help you determine which metrics should be set as a KPI.

Analytics rather than report: exporting the data from the measurement tools to excel and sending is the report, not the analytics. What you need to know is what can you do from that data?

We will mention to the selection of which KPI for tracking and monitoring more properly at the below section.

Please see other article: Google Analytics and why it is inaccurate

You can see the Content section in a separate article: Part 5 - Content in Digital Marketing