The Value of Strategic Development in Digital Marketing


Digital marketing is a key method to gain brand exposure and bring clients in at a lower cost than traditional marketing methods. Additionally, it helps increase top line revenue, instill trust in your customer base, and reinforce brand values. In a culture that’s not just connected to the internet on an hourly basis but also wholly intertwined with it at the highest of levels, the value of digital marketing can’t be ignored.

Advertising and marketing technology both continue to become a commoditized sector. Here at Single Origin, we understand this, which is why we focus on helping clients develop a comprehensive digital marketing strategy. This is where the real value is — in strategic development, consultation, and execution.

First, it’s important to define what a digital strategy is: quite simply, it’s a series of actions that will help you achieve your goals using online marketing.

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Reaching Your Audience

It goes without saying that consumers and businesses are always online. Understanding these audiences is reliant on your ability to reach them and observe their behavior on platforms where they spend the most time. Your brand needs a healthy mix of Google (AdWords, SEO, Display, Video) and Social (Facebook, IG, Twitter, LinkedIn) to have a robust understanding of both ends of the spectrum.

At the same time, though, you’re busy growing a business. Understandably, these ever-changing landscapes can quickly become overwhelming because you already have so much on your plate. How are you supposed to plan, create, fine-tune, and maintain a strong digital marketing strategy while managing the day-to-day of your operations?

As paid media spend has increased 10% from last year to 25% of the total marketing budget this year, according to Gartner, it’s increasingly important that a strategic plan is thoughtful and built to move into the next several quarters — understanding that the media buying landscape in digital can shift. It’s imperative for marketers to have an experienced team that can implement a solid strategic plan — but also savvy enough to know when and how to pivot for new opportunities.

How Single Origin Gets You There

Because strategic development is such a vital part of your digital marketing plan, you may need someone on your side, driving you toward those goals. Our team is focused on learning more about our client and their respective industry during our kickoff period, where we have several strategic discussions around business goals, benchmarks, and KPIs.

We also place a great amount of value on analytics and data, making sure that all conversion scripts, codes, and digital tags are implemented while measuring results properly. Companies with a clear marketing plan and who regularly measure their marketing efforts experience faster growth than those without one, simply because they’re actively trying to fuel their business’ growth.

Entrepreneur puts it best: Most business owners, senior-level VPs and CEOs are so busy working “in” their businesses that they fail to work “on” their businesses. As a result of dealing with the day-to-day operations of a company that includes supply-chain demands and client hand-holding, it’s easy to neglect to nurture the right marketing strategies that will help drive growth forward.

In addition to evaluating existing digital channels and assets, you must audit your media campaigns, re-evaluate your existing content, identify gaps in that content, and craft a content creation plan. In order to form a cohesive strategy that comprises a solid vision of all of the right elements, you need a methodical approach that takes time, effort, and most of all patience.

Marketing Trends For 2020 and Beyond

As we look ahead to the new year, it’s necessary to realize that it’s tough to keep up with all the constant updates, new techniques, and changes to algorithms on various social platforms. Being aware of emerging or continuing trends will keep you at the top of your game.

From shoppable posts and VR, to smart bidding and SERP position zero, there’s a lot that goes into making a potent marketing and advertising strategy for the upcoming year. The right strategic development plan for your digital marketing campaign will serve as the linchpin for your success. Ignore that value and 2020 will leave you behind.

Contact Single Origin

If you’re looking for a digital agency that can help you craft the most powerful digital marketing strategy possible, one that will carry you into 2020 and beyond, contact Single Origin today at 925-289-8879 or email us at You can also fill out our online form for a quick response. Strategy, execution, and optimization — this is how we make things happen!

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