Digital Marketing Fundamentals – How To Get A Smart Start?

When establishing a digital marketing strategy, the first concern is to think carefully taking into account the specificities of the targets, markets, products / services offered, etc. Digital marketing uses a variety of strategies and requires the use of multiple tools. Its learning can not be realized in one day; it is often necessary to update its knowledge with magento development or ecommerce Development Company. There is not really a complete guide in digital marketing. Most books and readings work to offer and report a specificity of this field.

Fundamentals and Strategy

Strategy is the foundation of your marketing activity. It allows you to prioritize your projects and measure their progress.  Many people skip the strategy and go straight to marketing tactics. This is a big mistake. Strategy is the most important part of marketing work. You need to understand the strategic foundation behind marketing before you can apply it and make it operational to marketing.

Why develop a Digital Marketing Strategy?

The reasons are many, but the first of all is that with digitalization of companies, digital marketing becomes essential. The stakes are high because many companies have disappeared since the 2000s because they had not made this digital transformation.  It is certainly important to continue prospecting, canvassing, but the targets and competitors of the company are already using it on these digital levers. Digital marketing is the sector most used by companies to make this transformation. Digital marketing, by its possibilities, allows to better relations with its targets, to better understand them, to know more precisely their needs.

Who should Address this Digital Marketing Strategy?

Without this prior work, it is a waste of money and time, so the definition of targets is certainly the most important step. You have to segment and target, know your market well. We advise developing the typical profile of the ideal customer of the company (or project). It is not uncommon for one to develop 2 or 3 different profiles, also called personas. Personas are fictitious people representing an ideal target profile. This technique makes it possible to better take into account all the characteristics of the users of the products and services offered by the company. It is an effective tool that allows you to adapt your digital marketing strategy. It brings mostly answers to the “why” seen above.

What message to deliver in the digital marketing strategy?

Based on its positioning, the company establishes an editorial strategy specific to each of the targets determined during the 3rd stage, the personas. The set must meet the specific needs of the personas. It must be clear, simple and consistent. The target is at the heart of its content strategy, so all content must be of high quality. The type of content also depends on the chosen channels. On a blog the contents will be different than on Facebook for example. The most used type of content is certainly editorial. Indeed, the communication agencies are hiring more and more editors. Currently, marketers are also investing more and more in image, video and computer graphics software.

How to establish a Digital Marketing strategy?


Branding is often an afterthought because the branding effect is hard to measure and digital marketing is so data driven. This is a mistake, however, as consumers expect a shopping experience that suits them. Big brands are better at being online. You will be able to understand exactly what makes a good image if you master digital marketing.

 Marketing experiences and conversions:

When you work on conversion, you are in experimentation. The most common form is the simple A / B test, where a control and a variable of an element are tested. The more elements you test (like a title, an image, etc.), the more complicated your test becomes. These are multi-varied tests that test multiple page elements simultaneously. We always recommend starting with A / B tests and keeping things simple at first.

Content Marketing:

Content marketing involves creating and sharing content, such as blog posts, video tutorials, to drive action in your target market. It takes longer to produce results than other operations, but it often leads to better leads through your marketing funnels.  SEO When you go to Google and search for something, you see the results of SEO or search engine optimization. SEO seeks to rank your web pages as high as possible in the search results. The merit of SEO is that you appear in front of customers who express a clear interest in your offer.

Reference programs:

Referral marketing is about getting your current customers to recommend others to join your offer. These customers become ambassadors of the brand. Sponsorship programs are commonplace and you may be familiar with them.


There is no longer any question today of using (con) downward communication, from a brand imposing its point of view to an available and passive audience. In a horizontal world, influence is today a major element of communication. The brand must take into account all the elements of its ecosystem. It must deliver to each of them coherent and relevant messages.

Social Selling:

Encourages social buyers to become customers. Social networks represent a considerable market in which companies have every interest in using them. The image of a company is a valuable asset for the company. It allows him to position himself in his market.

Inbound Marketing Strategy:

Inboud Marketing:

is used to perform pull communication operations, to attract targets on the company’s platforms. The interest is to gain notoriety and brand image.


acquisition of new visitors from social networks by producing content that meets the needs of the targets, with the aim of bringing them to the company’s platform. For example, the company website. It should be noted that B-to-B marketers with blogs have 67% more prospects.

Paid Search (Google AdWords):

Paid search involves the ads you see at the top and bottom of the search results. A marketer will research the keywords on which he wants his ads to appear, and then create ads for the market for people looking for those terms. There is a lot of focus on the Google Ad AdWords program because it has a lot more reach than competing programs like Bing. This is due to the large number of users on Google.


This is the contextualization of content based on the user’s behavior, geolocation, weather, time of day. We are in a one-to-one marketing. In 2016, more than half of the marketers were that personalized campaigns had better ROIs (Return on Investment). Giving the right content at the right time on the right channel seems to be the trend in this 2019.

Marketing automation:

One-to-one marketing has become essential to effectively deploy its marketing strategy. Marketing automation allows you to set up a highly personalized marketing and increase the turnover of the company. The strategy lies in setting up scenarios. These are directly linked with the return on investment of the operation.   

The essential scenarios for an increase in turnover:

The welcome sequence: drip email gives the first glimpse of the company and the marketing of the company. This is a series of welcome emails following the registration of a visitor on the company website. These emails (5 to 10) can feed the visitor (nurturing in English) information about the brand, the product / service. They are equipped with calls to action to encourage the recipient to make a purchase.

Email Marketing: Email is a channel for interacting with potential and current customers. Even after all these years, e-mail remains a popular media outlet for customers and an effective way to get a click. Email can seem intrusive, so some prefer SMS, which is even less common.

Social Media Marketing When you see a company’s Facebook message or tweet, you’re watching their social media communication. Social media marketing uses channels such as Facebook, Instagram or more recently Snapchat to reach potential customers. The scope of publications: produce content on multiple media (Facebook, Twitter, Linkedlin, Pinterest), and look at which one is the most suitable? Who are the users of each network? Which content fits best in each case?  

Know your community To know your users better, you must publish frequently, you can determine the content they prefer, which will guide your messages. The recommended indicator is the number of publications.

Qualitative community assessment Counting individuals in a community is not enough, a qualitative assessment of the community is needed. You have to determine if they are worthwhile and if they fit into your target, the goal is to focus your efforts on your ideal targets.

Recommended indicators  Number of fans, combined with community participation.

Social media branding To find out what’s being said about your brand, you need to use a watch system.

Recommended KPIs:  Number of endorsements received by your brand on social media, google trends, site statistics…

Strategy for CM Building a successful community is based on a well-defined strategy that integrates social methods and tools into business processes and goals. There are many articles on the subject. You can complete this reading on the excellent Webmarketing & Com website

Define the financial and human means The financial aspect and the human aspect: these values ​​should be taken into account when establishing the social media strategy. We must take into account the human environment. News, events, studies, staff are also crucial.

Choice of its ecosystem Go get them on the right platform: customer knowledge will help determine the typology of media; suddenly the definition of tools becomes secondary. The choice of the platform must meet the logic of objectives, targets, message and orientation of communication.  It becomes relevant to develop one’s own business model. Many companies have developed their own Marketplace Marketplaces lock information on customers at the risk of seeing them sucked by sellers.It is increasingly relevant to create your own marketplace, even niche and whatever the market (b-to-c, b-to-b and c-to-c). This allows the company to control the competition, or even its suppliers. In b-to-b, companies have a network of suppliers. If they digitize this network, it gives a Marketplace.

Measuring Tools

The goal is to measure the impact of the actions undertaken to reach the set objectives. This will help optimize the actions taken, improve, test new formats and amplify actions. These indicators or KPIs (Key Performance Indicator) will allow to analyze the effectiveness of the digital strategy for your brand image. This information will help to better target marketing campaigns and increase their performance. The biggest difficulty of this step is to choose the indicators.

Return on Investment (R.O.I.)

Henry FORD said: “The 2 most important things do not appear on the balance sheet of the company: its reputation and its men.” The Return on Investment is an indicator in itself because it will validate the relevance of the choices made in the marketing strategy. It is the main indicator because it is the result of calculating the profitability of marketing studies. The interests are clear: maximize profits on the marketing levers involved. Which reliable and fast indicator will make it possible to judge the relevance of the actions? Today, it is difficult to quantify an image improvement. The concept of Return on Investment in the broadest sense must be taken into account. The global impact on the business model that this digital transformation imposes is closer to the ROI. The indicators resulting from the marketing actions (number of visits, CPC, Bounce rate, etc.) only allow measuring a part of the benefits of the digital strategy. Another way would be to measure brand awareness before and after the marketing campaign. With social media indicators, but also with google trends.

Watch tools:

It is unthinkable to imagine putting a digital marketing strategy without keeping a watch on the theme of the latter.  The idea here is to determine what types of information we should look for and even to set up tools to automate this work, which can sometimes be tedious.  The watch tools can be into three groups: the watch on reputation, how to automate its watch (when possible) and what tools can help us.

Author Bio:

Junaid Ali Qureshi is an ecommerce entrepreneur with a passion for emerging tech marketing. Some of his current ventures include Progos Tech, , Titan Tech and Smart Marketing .