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Digital Marketing Campaign Strategy Development

Digital marketing

Did you know that having a video thumbnail in the search results can double your search traffic?

That’s because people are more likely to watch a video, rather than read a whole page of text. It’s also why videos are a key component of a good digital marketing strategy.

What makes a good Digital Marketing Strategy?

As the world moves toward digital transformation and taking their operations online, it only makes sense that you have a solid digital strategy. When creating a digital marketing plan, we need to consider a number of things, such as target audience, goals, reach, and of course, budget. Since there are various ways of reaching out to users on the internet, we need to strategise taking all of these factors into account. Which is why when we create a digital marketing plan for your company, we start by getting to know you and your goals.

Organic, Paid, or Both?

While there is a certain allure to getting what you want for free, it doesn’t always work that way. Many companies while creating a digital marketing strategy often fall prey to the notion that social media is free, hence digital marketing through social media is and should be free. This is where the concept of organic vs paid comes in. Organic marketing refers to putting your product or service online, usually social media, and allowing it to get noticed in its own time. While organic growth is long-lasting, this, however, does not guarantee that your product or service will get noticed, especially not by your target market. It also allows very limited tracking or insights and will take a lot of time before it can yield the desired results. Paid advertising on the other hand will allow you to target your intended demographic, and reach more people in a lesser amount of time. This is why a combination of both strategies is always advised.

DMS Stats

60% of marketers create at least one blog or content piece per day.

Which means, even though a picture is worth a thousand words, a thousand words get three times more leads than paid search advertising, and costs 62% less than traditional marketing.

“Emails with no subject lines (from legitimate sources) were so intriguing that they were 8% more likely to be opened than an email with one.”

Turnkey solutions that cemented a brand online

The Pai Kane Group is a reputed group based in Goa, that is engaged in manufacturing diverse engineering products. Being a home-grown company, they believed in selling door to door through their network of on-ground salespeople, and remained a relatively media-shy company before they approached us to take their plan online.


Our digital marketing strategy combined paid and organic campaigns. We started by creating a robust online presence by revamping their website, creating social media pages, and developing an online advertising campaign complete with targeted landing pages focussed on employment and sales. Our major challenge was to integrate the brand’s on-ground product marketing focus and further extend it in the online space, with a strong focus on increasing sales as well as presence and awareness.


To say the campaign worked is an understatement. By the end of the year, Pai Kane saw a high rise in employment, engagements, and leads. What’s more, we were able to take their products that were based in Goa, India, across 75 countries. We also played a significant role in the online push towards the buy-out of the British company – Sheaf Power Ltd. 

Understanding the Digital Sales Funnel

Understanding a consumer’s behaviour online means having to understand the Digital Sales Funnel. A consumer essentially goes through 4 stages online during his or her purchase journey, and those stages are as follows:

  • Discovery: This where people hear about your brand. This is a crucial stage for new companies because this is probably the first time people are hearing about you.
  • Research/Consideration: In this crucial stage, while a user is learning more about your brand, they are also considering or comparing you to the competition. A good digital strategy will ensure that your USPs shine.
  • Purchase: The hard part may seem over because you’ve converted the shopper into a buyer, but the hardest part is next.
  • Loyalty: Your online campaign needs to keep encouraging people to come back, while turning existing customers into loyal advocates.

There are a number of other finer details that make a great online marketing strategy, and we’d be happy to share them with you at one of our online consultations.

FAQs about Digital Marketing Campaign Strategy

Would my company benefit from digital marketing?
DEFINITELY. You don’t necessarily have to replace your traditional marketing efforts with digital ones, but it is 2020, and if the word digital doesn’t come into your marketing strategy then your business will not thrive. It really is as simple as that.
What is SEO?

SEO or Search Engine Optimisation is the practice of using on-page and off-page tweaks and tactics to ensure that your page ranks higher on search engines. You can find out more about what we offer in SEO by clicking here.

How often should I update my website?

A website that sits stagnant for long periods of time, without any new or fresh content, is nothing more than an online brochure for your company - which is why optimising your website is a good place to start. A successful website will interact with consumers and provide new and up to date information and content. Also, in terms of SEO, Google much prefers a website that is consistently updated. There’s no specific time limit on updating your website, just make sure it stays relevant.

Do I need a Blog?
A blog is the most commonly used platform for sharing marketing content, and an integral part of content marketing. A 2019 survey showed that 55% of marketers make blogging their number one priority while creating a digital marketing strategy. This is because blogs appeal to consumers by providing them with relevant information. Blogging can be used for practically any business, right from a local fashion boutique to a law firm or a construction company.
How often should I post on social media?

There’s really no hard and fast rule, especially since it depends on your goals, and the balance of organic versus paid. However, if you’re looking for a ballpark estimate, we’d suggest the following: 

Facebook: Aim for once a day and definitely no less than 3 times a week.

Instagram: Once or twice a day.

LinkedIn: At least twice a week and no more than once per day.

Twitter: This one is a bit more varied but generally anywhere from 3-30 tweets per day is good.

What is inbound marketing?

Inbound Marketing is a term coined by HubSpot, and is defined as “a business methodology that attracts customers by creating valuable content and experiences tailored to them. While outbound marketing interrupts your audience with content they don’t want, inbound marketing forms connections they’re looking for and solves problems they already have”

Which social media channels should my business be using?
While this really depends on your type of business, the general rule is to focus on social media platforms with the most active users. These are usually, Facebook, YouTube, Instagram, Twitter and LinkedIn. Next, you need to determine where your target audience spends their time and educate yourself on the demographic.

Boost your business

6 Steps to the Perfect Digital Marketing Strategy

Figure out what you want to accomplish

Every company has a different reason (or combination of reasons) for wanting to establish an online presence. Whether it is to build brand recognition, generate leads, or get more subscribers, the first thing you need to do before you begin strategizing is to figure out what your campaign aims to accomplish. Based on this, you can then pick the right platforms, set budgets, and brainstorm awesome ideas to stand out from the competition.

Use the Digital Sales Funnel

Yeah, we talked about that earlier, but it’s important to mention. As we saw earlier, there are a number of stages that a consumer goes through from discovery to purchase, and targeting all or some of these stages is crucial while formulating a strategy. Digital marketers see and interpret the sales funnel in different ways, but the broad categories still include discovery, consideration, purchase, and loyalty. 


Create Buyer Characters

The more detailed you are while selecting a target audience, the better your chances of scoring actionable leads. Which means if you’re looking to sell to ‘young moms’, don’t just stop there – go further. How about Wonder Woman Mom 25-29 with at least one kid under the age of five who is on a budget in a middle-class home. She tries to live an organic lifestyle. but does a McDonalds run on busy weeknights all while running a busy household and working from home. At Kilowott we skip the stereotypes and use years of insights and analytics to build real buyer personas.

Find users at every stage

Once you’ve understood the Digital Sales Funnel and how it works, you’ll want to find your audience members in those categories. In each part of the funnel, there will be people looking for your company. If you’re new, you’d probably want to focus more on the discovery phase and putting out content that introduces your company and brand to people in your segment. Likewise, if your an established company looking to generate sales, you’d want to focus more on research and consideration.


Implement Specific Guidelines to Achieve Your Target

After identifying your target audience and identifying where they are on the digital marketing funnel, it’s time to start tying everything together and create specific tactics that will help you reach those end goals. A few things you might consider are:

  • Lead magnets on the side of your blog posts, and a CTA at the end
  • Share influencer content on social media
  • Encourage testimonials to improve your local SEO score

Consider Automation and Personalisation

Once your campaigns are running, your job is not over. You’ll want to find ways to continue to make your campaigns as impactful and effective as possible. Two ways you can do this are by personalisation and automation. Ads that utilise retargeting or triggered email autoresponders are great ways to show customers similar products that they might have seen in the past. If planned right, they’ll see the message at the ideal time and it will be exceedingly relevant to their needs at that moment.

The ngX Framework

Based on our deep design and technical experience across industries we’ve developed a proprietary digital framework, the ngX framework, which is leveraged across all our projects.

The ngX framework consists of the following steps:


Assess your current customer experience and digital posture across all digital properties


Define a digital experience transformation roadmap to capture digital moments


Develop the front-end and back-end systems and technologies to bring the digital next strategy to life


Deploy all the technologies and design elements together after thorough QA and user testing


Support the deployed components to ensure digital experience ecosystem meets its stated business objectives


Digital marketing to promote the reimagined brand, acquire new customers and retain existing customers for continued business impact

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