Defining and understanding the needs and expectations of the customers is necessary and critical in a digital marketing strategy. Most of the large corporate companies already figured out that understanding and anticipating the feelings, attitudes, beliefs and opinions are key factors in order to succeed within their industry. However, collecting operational data as a source of insight is not reliable neither sufficient in order to set an effective marketing strategy.

In designing a marketing strategy, the user or customer experience should always be a priority. Having a well-designed and easy to navigate website is the first aspect that your customers are going to notice about your company. Searching online about your brand is the step that any potential customer will do before purchasing your services.
Therefore, the website design should match your brand image and culture in a way that will attract the interest of your customers and make them feel that the brand is made for them and matches their attitude and desire.
Also, to reach the market segment that you are targeting, the website needs to be well designed internally which implies having a good ranking on search engine result pages (SERPs). To be able to have a good ranking, the SEO is an important step in designing your website and digital marketing strategy hence the importance of your on-site and off-site setups. Your website SEO should be concise and precise to reach the targeted market and customers without receiving mislead users that are not looking for the products and services that you are offering.
Once reaching the potential customers with the well-designed online platform, engaging them is the second step to target. The best way to keep your customers loyal and engaged to your brand is through social media where they can be aware of all the new products or services that you may offer but also all the promotions. Social media is not only a mean to make more profit but also to listen and know about the needs and wants of your market. Through social media, you will be able to create an affiliation with your users (knowing what they want and when) and test your future offerings before launching them and avoid added expenses. However, your social media community should be related to your brand’s culture and attitude because having many followers that are not attracted or engaged with your brand will only mislead your data analysis and marketing strategy.
With an engaged community, you will be able to have a constant exchange of ideas and thoughts about how your customers feel and think. Hence, it will help you optimize your decision process and attract fresh customers and generate new offers for your community. Moreover, it will deepen you understanding of your targeted customers and have a more relevant and reliable data.