What are the digital marketing concepts

Why do you even need online marketing concepts in 2020?

We live in a digital culture. If you want to build a successful brand, you need an effective online marketing concept with which you can control everything from brand awareness to acquisition. Not sure how to develop a digital marketing strategy? In the following article we will answer the key questions why an online marketing concept is important and how one can be created from scratch.

Why do you even need online marketing concepts?

A digital marketing strategy is a must in today's advertising landscape because:

  • Your customers are online and this is where you need to meet them. One of the first rules of marketing is to address your potential buyers right where they are. In today's digital world, it doesn't matter what type of business you run, at least some of your customers are online. Even though the majority of a company's revenue comes directly from offline channels or verbal referrals, its potential customers are still influenced by what they see and hear on digital channels every day.
  • Digital marketing offers numerous possibilities for customer contact. There are so many options for communicating with your customers about a digital marketing strategy, from ads to content marketing to SEO. The more strategies you use to attract customers, the more buyers you will attract and the more successful your brand and business will become.
  • Online Marketing Concept = Direction. With so many ways to target your customers, you need direction if you want to be successful in digital marketing. That is why a well-thought-out strategy is so important. This helps you to consider important topics such as your target group, their needs and interests, your competition and your positioning, the suitable communication channels and how you ultimately measure your success.
  • Digital marketing offers a high return on investment. When done right, digital marketing can be vastly less expensive than other marketing strategies - and it can bring you the most benefit. The ability to pre-test, learn, and refine strategies and move faster and more cheaply through digital media channels means valuable customer information is available faster and at lower cost.

With the right online marketing approach, brands can achieve a number of benefits. These include increased brand awareness, higher customer conversions, and receiving a database of invaluable data about their customers and how they can be effectively reached. In short, developing a digital marketing strategy is an absolute must if you are looking to be successful in 2020 (and beyond). But if you're just starting from scratch, how can you build an online marketing concept from the ground up?

The structure of your online marketing concept

Now that you know that implementing a digital marketing strategy is a must for your business, let's go through the steps to achieve it:

Step # 1: put your team together

Before you can develop your strategic online concept, you need to put together the right team. Some of the people you need to start your digital marketing strategy from the start include:


Your marketing team needs to be involved in developing your digital marketing strategy. That seems obvious. Keep in mind, however, that your entire marketing team needs to be involved in the process. Regardless of whether it is a regular channel, a digital concept or a combination of both. Everyone on a marketing team should know about the concept of online marketing, why it exists and what impact it could have on the team.

Even if the team members are not directly involved in the creation of the strategy, they should consider the main goals, the campaign timelines, the key messages that are being disseminated through digital channels. Before you begin devising your digital marketing strategy, make an appointment with your entire marketing team to bring everyone involved up to date.


No matter what type of digital marketing strategy you implement, you will need design assets to support that strategy. Your designer or design team should be involved in the process from the beginning. Not only can they help develop the necessary resources to support your digital strategy, but they can also help guide design decisions and make sure everything stays on-brand. Designers and development teams are responsible for making a campaign look good. Getting them on board earlier to encourage creativity and fill in gaps in an approach can lead to a smooth implementation of the campaign concept.


A big part of building a successful digital marketing strategy is having the technology in place to support it. This is why it is so important to report to your IT department. In the digital environment, there are numerous technical options available that are constantly changing. It is imperative that you have a very close relationship with your IT staff while developing your online marketing concept. Not only can your tech team set you up for success by finding the right analytics tools or marketing software, for example, but they can also help you anticipate - and remove - potential tech barriers.

Sales team

Another team that you would definitely like to help develop your digital marketing strategy? The sale. They know your audience as well as your products and services best. Your sales team can provide you with the background information needed to both select appropriate channels and create appropriate messages. If you are a solo preneur or have few employees, don't worry! You can just as easily develop a digital marketing strategy. Just make sure you take all of these elements (marketing, design, technology, and sales) into account when developing your strategy.

Step # 2: Research

Before you start developing your digital marketing strategy, you need to equip yourself with as much information as possible - and this is where SWOT analysis, competitor analysis and target group definition come into play. Research is an important part of any marketing strategy, especially digital strategy, as effectively using budget and marketing channels requires an understanding of who your target customer is and how they interact with your brand and your competitors. Before you begin developing your strategy, you need to do a lot of research, including:

  • SWOT analysis. The SWOT analysis is a methodological tool that helps workers and companies to optimize performance, maximize potential, manage competition and minimize risk. SWOT is about making better decisions, big or small. It can help you determine the effectiveness of small products or new services. Likewise, SWOT is a method that can only improve performance if mastered.
  • Competitor analysis. While you never want to copy your competitors, researching their digital marketing strategies can provide insights into working with your ideal audience - and most importantly, what isn't working.
  • Target group definition. Who are your customers? Which digital channels do they use? How do you deal with brands in the digital space? If you get to know the specifics of your customers right from the start, you can develop an online strategy tailored to your target group.

One thing is certain: the extensive research of your competitors and customers before developing your digital marketing strategy is an investment that pays off in the long term. Customer and competitor analytics can help save time and money in the long run by informing a channel strategy, identifying target audiences, and understanding the top, middle, and bottom of the marketing funnel. Once you've done all of your research, it's time to share the data with your team.

Step # 3: choose your channels

With the research done, it's time to develop your digital marketing strategy. There are many different channels that you can incorporate into your digital marketing strategy. But if you want to be successful, you need to figure out which channels will best connect with your audience - and then focus on those. You can save time and money by choosing channels that are tailored to your goals, budget, and audience. You want to be present through the channels your potential customers use on their shopping journey and want to build trust and gain insights into their interaction with your content.

For example, if you want to promote a lifestyle brand, it makes perfect sense to focus your digital marketing strategy on social media. However, this may be less useful if you, as an architecture firm, want to address B2B customers. If you're looking to drive traffic to insurance company websites, Google Ads might be a good marketing channel. However, if you want to target audience who mainly use social media, the performance will not be as good. You also want to make sure that you have a coherent strategy across all of the channels you choose.

They work together, and data from one channel can improve remarketing, messaging, and targeting. The point is that there are many digital marketing channels out there. But the best digital marketers figure out which will be most effective and effective for their specific business - and then focus their efforts there. For example, if you want to incorporate social media marketing into your digital marketing strategy, you need compelling graphics.

Step # 4: outline your strategy

Now that you've done your research and figured out which channels you will be pursuing, it is now time to outline your digital marketing strategy. This includes:

  • Set goals, KPIs and budgets. For your digital marketing strategy to be successful, you must: Understand your goals, measure them, and clearly define the budget required to achieve those goals.
  • Set up analyzes. Analytics gives you valuable insight into everything from campaign performance to where you need to focus on what's not working and make adjustments. So you need to start deploying and expanding this from the beginning.
  • Define campaigns and channels. The most important part of your digital strategy is to describe exactly what your online marketing concept actually looks like. Which channels do you focus on? What campaigns do you run on these channels? What's your schedule to meet your KPIs?
  • Develop your content. As soon as you know which channels and campaigns you are serving, you can develop the right content. This includes, for example, ads, images for social media, email marketing templates or blog posts.

Step # 5: Implement the campaign

Once your strategy is in place, you can move on to the next phase of your digital marketing strategy: implementation. After the strategic phase, the online marketing concept is now being implemented.

Step # 6: split test

As soon as you have implemented your digital marketing strategy, test and optimize all steps. This is the only way your online strategy can boost as many sales as possible and win e-mail addresses and new customers. Split testing is also a great way to increase your conversions and make sure your concept is the best it can be. Everything from a keyword in a headline to the color of a button can detract from target audience engagement on a website or ad. By carefully planning to test all components from SEO to social media marketing to remarketing, marketers can precisely determine and refine which elements need to be kept and which need to be changed. This is the only way to ultimately persuade more customers to convert. This is how split testing works:

  1. Create an asset (let's call it Asset A), for example from your social media graphic or a Facebook ad.
  2. Create another asset (let's call it Asset B) that is identical to Asset A except for one key element. So if you've created two Facebook ads, for example, you can run them with a different image or headline.
  3. Implement both assets and test which one does better.
  4. Review the analytics, take the better performing asset, and repeat the entire process until you have the optimal ad, graphic, or most engaging headline.

Split testing definitely takes time and effort. Even so, they are the best way to ensure that your digital marketing concept is getting the highest possible conversions.


A solid online marketing concept for 2020 can drive your growth, new sales and conversions. With a digital marketing plan, your business can successfully communicate with its audience by using appropriate digital marketing channels, sharing valuable content, and encouraging co-creation.

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