The recent classes have taught me a lot about what goes into a digital marketing strategy. These lessons have had a substantial effect on my comprehension and, as a result, my ability to put together a workable marketing strategy for the organization I’m focusing on during this case study. I have been prompted to think at a much deeper level regarding not only the anatomy of a digital marketing plan but also the individual parts that make up the whole and how those parts fit together.
The instance of exploring SWOT analysis highlighted the significance of recognizing internal strengths and weaknesses, as well as external opportunities and threats. When I applied this analytical tool to my case study organization, I was able to identify some real competitive advantages that the organization could use to inform its marketing strategies, like superlative product performance and really solid customer relationships. Likewise, the PESTEL analysis offered a way to systematically evaluate external factors like the economy and our current technological revolution that influence a market's behavior and demand. For me, what has been of utmost value has been the understanding of the kinds of challenges and opportunities that are emerging in our industry, particularly in light of all the recent changes in the digital world.
The analysis of competitors, made possible by the Competitor Website Scorecard, was particularly enlightening. By contrasting the competitors' performance in areas like design, SEO, and engagement, I could see gaps and areas where my organization could excel. For instance, understanding how competitors deploy call-to-action buttons and audience-specific content gave me ideas to improve our user experience and content strategy.
The course has highlighted where I need further illumination before I can shine a light on the Digital Marketing Plan. One area is around audience segmentation. It is one thing to segment an audience; it is another to develop the segmentation in a way that will allow for a deep dive into understanding how emerging technologies—like AI—and new data collection methods—like zero-party data—will be used in (ethical!) and compliant ways to develop the (GDPR/CCPA) privacy-focused Digital Marketing Plan.
In general, this course has taught me to view digital marketing as an interconnected ecosystem. Each part—from organizational analysis to competitor insights—works together to form a cohesive strategy. Most importantly, I am now convinced that every digital marketing decision must be data-driven and work towards the company's overall vision if it is to be "strategic" and "effective" in any meaningful sense. And that applies just as much, if not more, to our final project as to any situation we may encounter in the future.
-Isabel Mena
