Considerations when deploying a digital marketing strategy

digital marketing

It’s time for your digital marketing initiative to go beyond just building awareness. You need to place your brand in front of prospects at just the right moment when they are specifically looking to act and are looking for your products and services. 

Here are two things to consider the next time you are looking to deploy a strategic digital marketing initiative that meets the needs of your prospects throughout the customer journey, helping convert leads to sales.

Digital Marketing Consideration #1: In-Market Targeting

Building an in-market targeting strategy requires an understanding of your prospect buying process. To begin mapping out this process consider starting with a few simple questions:

1.) How are your customers searching for your products and services?
2.) Where are your best customers/ prospects located?
3.) How long are they considering before buying?

Answers to these questions are most likely hiding in the walls of data within your Google Analytics. Don’t worry – we can help you find them!

With this information in hand, you can narrow in on the most effective digital media channels to elevate your visibility throughout the consumer buying process. From initial search and consideration all the way to converted sale. 

Digital Marketing Consideration #2: Audience Segmentation

Your customers and prospects deserve tailored experiences based on their interests and interactions with your brand. A smart digital marketing strategy provides the ability to segment your audience, improving the relevancy of communications.  

Remarketing is a digital media tactic utilized to display advertisements to customers and prospects based on their interaction with your website. With remarketing, you can stay in front of your audience during the decision-making process and even provide an incentive to complete the conversion. 

Email marketing can also be leveraged as an audience segmentation tool. Email communications should differ between customers and prospects. The ability to tailor email communications is only limited by the quality of your email list.

Marketing automation is yet another tool to segment your audience based on interactions with your website or email communications. Marketing automation workflows can be used to automate the distribution of relevant email communications, a powerful tactic to encourage prospects to take the next step.

We deployed all of these tactics to grow e-commerce sales by more than 100% for our client BuildClean. You can learn more about that here.



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Ernie Thomas



Advertising is in Ernie’s DNA as he’s a third-generation family member to join the business his late grandfather founded. With that pedigree comes an almost six sense of identifying the “it factor” needed to create campaigns that spark customers to action. Ernie (or ET) uses his outgoing personality to connect with clients to build strong collaborative relationships. He digs deep to uncover new opportunities that will make a measurable difference for each client’s business. A graduate of Eastern University and Saint Joseph’s University (MBA), he has the book smarts and experience to elevate brand communications with strategies that challenge the status quo. He’s always guiding Team SWBR toward the correct target audiences, smartest campaign messages, right digital channels and best traditional tactics suited to boost sales.

When he’s not working, Ernie enjoys spending time with his wife and daughter. He’s also an avid golfer still searching for his first hole-in-one.