Digital Disambiguation – Building a Digital Marketing Campaign For 2017

If there’s one single solid truth of online marketing, it’s that nothing stays the same for long.

With marketing trends in a constant state of flux, it can often be difficult to formulate a digital marketing strategy that is sure to bring in new customers from year to year. While this is also true for other forms of advertising, the lifecycle of interest online is significantly shorter than one may initially expect as an outsider. This is something that digital marketing agencies are constantly working against; the limitless amount of content that one can find with a few simple searches is more than enough to drown out even the most obtuse of brand marketing strategies.

So, what can be done to define yourself?

How does one stay stalwart within an unwavering current of distractions? The answer lays in finding a successful digital marketing strategy, which for the reasons listed above, is much easier said than done. That’s why, after sifting through the trials and tribulations of digital businesses from across the globe, Digital Next have compiled some of the formative steps that go into building a marketing strategy for 2017.

Big Data Analytics

As is the case with many parts of our daily lives, looking to the past and present as a way to predict the future has its merits. With that in mind, when related to meticulous records of unambiguous facts, this sentiment takes on far more significance. As any business owner who has sorted through their own data will have seen, knowing your audience’s behaviour over time can give you valuable insights into what may draw them in the future.

This method is nothing innovative, as even the terms used to describe it have existed since the turn of the millennium. However, with the proliferation of cloud-based sharing and storage came a valuable opportunity to collect large data-sets for future research. This means that utilising analytics and data to structure your strategies has never been more effective or comprehensive, and with an abundance of additional data from other companies easily found online, it’s sure to be very informative.

Conversion Rate Optimisation

It’s all well and good for people to flock toward your website, but if they don’t decide to buy your product or service, then something needs to be fixed.

Another term that has stood the test of time in the last two decades, conversion rate optimisation involves developing your website to best accommodate the user experience, leading individuals toward a potential conversion with the least possible resistance. When I say resistance, I’m specifically referring to website designs that, due to poor programming, confusing layouts or a lack of user interactivity, deter potential customers from pursuing your service further.

There are very few companies offering a wholly unique service, which means that individuals are likely to quickly stray elsewhere if they are not greeted with a welcoming, easily navigated platform. This is an issue often related to a cheap site build but can be found on any web page where issues have gone unaddressed.

If you believe that you may be experiencing issues in this regard, a quick glance at your analytics should be able to answer most of your queries. For example, an overly high bounce rate from your landing page can mean that your audience is simply not finding what they expected at a glance, leading them to click away.

This leads us to another important part of digital marketing, not to mention a consistent deciding factor for prospective clients.

Quality Content

With content being seen as one of the most important parts of any digital strategy, there isn’t much I can say that hasn’t been repeated countless times by marketing experts everywhere. With that said, the praise that content marketing has received is by no means unwarranted. When utilised as link building, high-quality content has fantastic possibilities for SEO campaigns and is one of the most effective means businesses have for connecting with their audience.

Content Marketing is often split into two loose categories:

On-Site/On-Page – Content produced specifically for your website, which can be utilised for search engine optimisation through the use of keyword building, while also being an excellent way to keep visitors on your page engaged with your service. This can also give direction to your customers in a way that textless images can’t, describing your offerings in a tantalising and positive light that, when done correctly, can make or break a conversion.

Off-Site/Outreach – As you can likely guess, outreach content is written for use on platforms aside from your website, either for advertising purposes or as part of a link building campaign. These pieces tend to be posted on external blogs, forums, and directories, linking back to your service in a way that will potentially draw the eye of customers and Google’s algorithm alike.

Whatever your reason for doing so, a digital campaign is unlikely to be as effective as it could be without some form of content marketing strategy in place. With that said, as businesses are quickly realising, just having any old content is becoming less and less effective. To reap the full benefits of content, consider hiring SEO-experienced freelance writers. This may seem like an unnecessary expenditure at first, but this will allow you to put your message on sites with more traffic and higher DAs, doing away with the link farms that are so often utilised by those looking for an easy out.

Wearing Your Marketing

While not the most necessary step to take on your digital journey, we could not possibly finish this checklist without discussing something only coming into prominence within the last 12 months. The idea of utilising wearable technology as a vehicle for marketing tactics is one that has been causing quite a stir within the world of tech-savvy businesses.

A main impetus of this was showcased by, of all companies, Ikea.

In an innovative effort to boost interest in their brand, Ikea collaborated with experts in the field of augmented reality to develop a way for their customers to “try out” furniture in their home before purchasing it. This was achieved using the individual’s smartphone camera, creating a digital 3-D image of the furnishing within the user’s home.

Despite the relatively simple idea behind it, their project was a resounding success and led a plethora of businesses to jump on the technological bandwagon.

Others are doing it, and you should be following suit.

The public loves innovation, and technologies such as virtual reality offer you one thing that most other mediums can’t: A captive audience.

Also check => 10 Best VR Headsets

VR gives its users a fully immersive experience, and with people from all walks of life excited to be a part of this new phenomena, it gives you the perfect way to connect in a new way.

We aren’t here to tell you how you should develop your strategies, as each business will react to campaigns differently. The main goal of this article is to get you thinking about potential changes to your current digital process, preparing your company to be the next big success story in 2017!

Short URL:

About the author

Atish Ranjan

Atish Ranjan is an established and independent voice dedicated to providing you unique, well researched and original information from the field of technology, SEO, social media, and blogging.


Click here to post a comment

All the data shown above will be stored by on At any point of time, you can contact us and select the data you wish to anonymise or delete so it cannot be linked to your email address any longer. When your data is anonymised or deleted, you will receive an email confirmation. We also use cookies and/or similar technologies to analyse customer behaviour, administer the website, track users' movements, and to collect information about users. This is done in order to personalise and enhance your experience with us.

  • Hi Atish,
    Thanks for the informative post.

    As for content, is quality coupled with due social media promotion going to bring good backward links? Of course, ‘good’ in this context refers to the quality of content acceptable for search engines such as Google, Bing.

    Kindly clarify.
    Thank you.

    • Hello KR,

      Content quality is very important but many a time, even you write excellent content, and no one knows about it then how would anyone link to it?

      That is the reason when you write killer content, you need to social promotion a bit to let others know that you have a content on your site, then many general users, and bloggers do read the content.
      and, when someone writes his/her own content, and find that your post is good to link there, then they do give you a link.


  • Digital marketing is a big thing and needs lots of things to be done simultaneously to get the best results. Content is surely one big part of internet marketing but it is not always about text contents. It can be a video, a PPT or an infographics. The more diversified we make our digital marketing processes, the better results we get out of it.
    It’s a ever changing domain and an online marketer must update skills consistently to stay relevant on this industry.

  • Thanks for sharing this post. I want to add some more points. A digital marketing campaign contains the whole digital marketing services like SEO, SEM, Email marketing, social media marketing etc. To build a campaign one should implement all the above services to make it effective and efficient.

  • Hi Atish,

    Nice article! Digital Marketing is one of the important factors which needs to be considered if you want to increase your traffic and visibility of your business. Email marketing is one of the cheapest and easiest ways to market your business, but as rightly mentioned by you the content matters a lot as in what kind of content you wish to market and what kind of audience the content is being delivered.

    Thank you for sharing 🙂

Pin It on Pinterest