In today's world digital marketing is a leading way of marketing used by companies to promote themselves. But for having better results business owners must plan their business strategy prior. Businesses know how vital digital and mobile channels are for acquiring and retaining customers. And still, they don't have any influencing plan to grow and engage their customers effectively.

Whether one has a strategy or not, 'opportunity, strategy, action' approach is the approach for improving digital marketing that is helpful to compare where to assess the potential against where one wants to be in future.

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Creating a digital marketing strategy is similar to creating any other marketing strategy. The challenge faced here is to know how to convince top management that one needs. It’s easy for those of who have been around the digital environment for a long period of time to realize that this is something indispensable. It is believed and have witnessed its success. However, everyone does not have this same mentality and the lack of empathy for these people and a sense of obviousness doesn’t help us improve very well.

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Here is some reason why you should have prior plans or your digital marketing strategies:
•          Obtain direction and focus: To achieve your goals everyone needs to have a proper strategy. You must know whether you are going in the right direction and if you are able to execute them properly.

•          Gain a powerful online value proposition: It is not easy to win in this world we live in. Differentiating the brand helps you boost the click-through rate, not only new visitors need to be aware that you exist and you are worth it but it is also important for your returning visitors to be aware. If you win them by differentiating your brand with a strong value proposition will be the key to keeping them interested in your company and brand.

•          Avoid silos: Everyone agrees that digital marketing works best when integrated with traditional media and response channels. An integrated marketing strategy ensures a vision that provides focus. With your digital marketing plan, you can build the governance needed for new technology, manage capabilities and processes and share data across the organization. It is always recommended to develop an integrated digital marketing strategy and once Digital Transformation is completed then digital marketing activities will be part of your marketing plan and part of a business.

•          Can plan budget better: Having enough resources is not sufficient. You should be planned in advance that what exactly your digital program needs to succeed. What are the skills that are required to deliver good results? It's possible that your employees may not be using their time as effectively as they are expected.

•          Constantly optimizing: A strategy will help you to constantly optimize and create an environment for continuous improvement. It is important to track and manage the efforts you have in plan constantly. Once a strategy enables you to get the basics then you can progress to continuous improvement of the main aspects like site user experience, search marketing, social media marketing, and email.

•          Obtain ROI: Being able to measure every marketing action ensures you with a cost-effective strategy. In this way, one can create the capabilities to support digital marketing operations.

•          Existing and start-up competitors will gain market share: If you're not providing enough resources to digital marketing or if you're using an approach with no clearly defined strategies, then your competitors will easily destroy your market and it will reduce your audience.

•          Wasting money and time through duplication: It doesn't matter you have sufficient resource it may be wasted. It is particularly in the case of larger companies where different parts of the marketing organization purchase different tools or use different agencies to perform similar online marketing tasks.

•          Not agile enough to catch up or stay ahead: If we see at the top online brands like Tesco, Dell, Google, Zappos, Amazon they all are new approaches to gain or keep their online audiences constantly.

So, at last, we conclude that planning is very important for the development of good marketing strategies to improve marketing.