digital marketing

16 Critical Things To Get Straight Before Creating A Digital Marketing Strategy

Planning a digital marketing campaign isn’t a simple process. Many factors impact the creation of an effective strategy, and it’s important for everyone involved to be on the same page. However, there are a few aspects of a digital campaign that marketers may not always consider prior to creating a strategy.

As leaders in the communication space, the members of Forbes Communications Council are intimately familiar with what goes into crafting effective digital marketing campaigns. Below, 16 of them share important aspects that marketers should consider before diving into strategizing one.

1. Your Lookalike Audience

Most digital marketing campaigns involve some version of creating a lookalike audience, and most will create a lookalike audience of their entire customer database, but this is a mistake. You don’t want to target all of your customers; you only want to target your “best” customers. When you create these lookalike audiences, only mirror the top 10% to 20% of your customers, not the entire list. – John HuntinghouseTAB Bank

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