Digital marketing strategy in 2022

digital marketing

In what way should a digital marketing plan be organised?

In order to take advantage of the expanding digital marketing prospects for client acquisition and retention – and hence increase revenue – we feel that an omnichannel marketing strategy is necessary for marketers.

Plan your digital marketing campaign using these five simple steps:

RACE (Plan, Reach, Act, Convert, and Engage) is an excellent framework for organising your marketing approach.

Developing a successful digital marketing plan necessitates the five processes shown in the marketing funnel below, which guide customers through their interactions with your company and influence their purchasing decisions and lifetime value.

It is possible to scale up or down your marketing efforts using the RACE Structure, which is a simple, practical framework. Using our digital marketing strategy system, you’ll be able to observe the outcomes of your marketing efforts right away and make adjustments based on the information you’ve gathered.

The following are examples of how to design a digital marketing strategy in five phases.

The five steps of strategic digital marketing planning are: plan, reach, act, convert, and engage. This section summarises the most important success elements for each step of your digital marketing plan, with examples from the Smart Insights RACE Framework incorporated throughout.

The first step is to devise a strategy.

You must have a strategy in place before you can have an effective digital marketing campaign! A data-driven strategy is recommended, as is a thorough analysis of your present digital marketing performance.

For example, you may use omnichannel planning to customise analytics, set up KPI dashboards, and prioritise your digital marketing media, technology, and data to enhance sales by establishing SMART goals.

We offer a digitally-focused approach to strategy and planning to guarantee your digital marketing strategy works efficiently and successfully. A fully integrated, data-driven, realistic digital marketing plan is what our digital transformation solutions are all about for marketers and company managers.

To achieve digital transformation, you need to strengthen your company’s digital maturity and integrate “always-on” digital marketing efforts with your brand and product marketing.

There is no defined plan or strategy in place, no clear targets for digital contribution, and minimal prioritisation of actions at the ‘initial’ maturity level.

However, a market-leading digital marketing strategy incorporates a comprehensive integration of digital marketing throughout the organisation, a testing and optimization programme, and a 360-degree customer perspective coupled with data and technology.


Increase the number of clients you’re able to reach and the level of awareness about your brand. Using the most up-to-date internet marketing tactics, you can ensure that your website gets the attention it needs to succeed.

Members of Smart Insights may stay up to speed on the newest marketing approaches throughout all stages of the RACE Framework. ‘ For instance, our digital marketing trends suggest the following three strategies to boost your organic search in 2022.

Keep an eye on core upgrades and EAT in 2022 since many advertisers are already experiencing major traffic variations from the July 2021 Core updates.
Maintain a keen eye out for new possibilities presented by structured data and the SERPs’ feature sets. For instance, Google altered page names in August 2021, which had an impact on the SERPs. Related Questions are one of the areas highlighted in Moz’s latest SERPs Features summary.
As the popularity of local voice inquiries grows, so does the need of optimising for these changes in keyword behaviour.

The third step is to take action.

To assist you produce leads for the future, you should encourage engagement on your website or social media. There are a number of things you can do after reaching your target audience to help them proceed down the sales funnel toward making a purchase decision.

Marketing with content

This is where smart content marketing comes into play. During the customer lifecycle, use content marketing to amuse, inspire, educate, and persuade prospective customers to convert.


Of course, the ultimate goal of a well-structured digital marketing campaign is to increase sales. In order to keep your customers coming back for more, you might use retargeting, nurturing and conversion rate optimization techniques.

Three conversion-boosting strategies are highlighted in our digital marketing trends report.

Consider your usage of always-on optimization in an organised manner. Even while digital marketing offers numerous chances for testing, many companies choose not to take use of them.
Take a look at how sophisticated the customization of your website is. 72% of customers believe they now only interact with marketing communications that are customised and matched to their interests, according to a SmarterHQ research
Be mindful of your standing in the community. To gauge how prevalent social commerce is in the United States, Absolunet looked at a few metrics:
E-commerce buyers say social media influences their purchasing decisions by 87 percent.
40% of small businesses have a Facebook storefront.
Social media is used by 40% of businesses to drive sales.
Thirty percent of customers said they would buy straight via social media sites on their mobile devices and laptops.

5. Become a part of

In the end, did you know that you can increase sales from existing customers by keeping them engaged after they’ve made their first purchase?? You may use your current customer data to develop hyper-targeted marketing campaigns using web, email, and social media marketing.

Digital marketers now have many choices for doing customer interaction research and testing, including:

This is known as A/B testing.
Individuals that represent a certain kind of customer
Customers’ experiences and content are mapped out.
Surveys of the customer’s voice
Analyze the route
Website customer intent surveys
Digital experience usability studies
Multivariate analysis
In addition, machine learning provides a wealth of new information about customer habits. Predictive analytics, for example, may be used to discover:

Best times to send a message to a certain person (can be based when they originally bought or subscribed, but this can be refined through time)
Based on study of delay, the best time and offer for follow-up conversations (average interval of response)
Cluster-based segmentation reveals the best product or category combinations.