Tools and Strategies for Digital Marketing

Tools and Strategies for Digital Marketing

Dive into the dynamic world of digital marketing with CRM Knowledge's comprehensive guide. Discover essential strategies—from SEO and content marketing to social media and email campaigns—crafted to elevate your brand's online presence. Explore powerful tools like ClickDimensions, Touchdown, and Customer Insights Journeys, designed to enhance engagement and drive growth. Whether you're new to digital marketing or refining your strategy, our expert insights will equip you with the knowledge to succeed. Read on to unlock the potential of your marketing efforts!

Did you know that businesses using digital marketing strategies see a 2.8 times higher revenue growth expectancy? Digital marketing is no longer just a trend; it's a vital component of any successful business strategy. By making the most out of your data, your business can engage with your customers in more personalised and impactful ways than ever before.

In this blog, we’ll dive into the core components of digital marketing and explore the strategies that can make your brand stand out from the rest. We'll also take a look at three powerful tools that can transform your marketing approach: ClickDimensions, Touchdown, and Customer Insights Journeys. These tools are designed to help you optimise your marketing processes, deliver personalised experiences, and gain valuable insights into your customers' behaviours.

Our company specialises in implementing and supporting these digital marketing tools, ensuring you get the most out of your investment. Whether you're looking to enhance your email marketing, improve mobile engagement, or harness customer data for targeted campaigns, we're here to help.

Understanding Digital Marketing 

What is Digital Marketing? Digital marketing refers to the use of digital channels, such as search engines, social media, email, and websites, to promote products and services. Unlike traditional marketing, digital marketing allows businesses to reach a global audience, target specific demographics, and measure the effectiveness of their campaigns in real-time. Key components of digital marketing include:

  • Search Engine Optimisation (SEO): Improving your website's visibility on search engines to attract organic traffic.
  • Content Marketing: Creating and distributing valuable content to attract and engage your target audience.
  • Social Media Marketing: Using social media platforms to build brand awareness and encourage community engagement.
  • Email Marketing: Using email campaigns to nurture leads, promote products, and build customer relationships.
  • Pay-Per-Click (PPC) Advertising: Running paid ads on search engines and social media platforms to drive traffic and conversions.

The Evolution of Digital Marketing 

Digital marketing has evolved significantly over the past two decades. In the early days, it was largely limited to basic website design and email campaigns. Today, it encompasses a wide range of sophisticated strategies and technologies that enable businesses to connect with their audiences on a deeper level. Key milestones in the evolution of digital marketing include:

  • The Rise of Social Media: Platforms like Facebook, Twitter, and Instagram have become essential marketing channels, allowing businesses to engage with customers in real-time.
  • Mobile Marketing: With the widespread adoption of smartphones, mobile marketing has become crucial for reaching consumers on the go.
  • Big Data and Analytics: The ability to collect and analyse vast amounts of data has transformed digital marketing, enabling more targeted and personalised campaigns.
  • Artificial Intelligence and Automation: AI-powered tools and automation have streamlined marketing processes, from customer segmentation to content creation.

Current Trends in Digital Marketing 

Staying ahead of the curve in digital marketing requires keeping up with the latest trends. Some of the current trends shaping the industry include:

  • Personalisation: Delivering personalised content and experiences based on individual customer preferences and behaviours.
  • Video Marketing: Using video content to engage audiences and convey information in an easily digestible format.
  • Voice Search Optimisation: Optimising content for voice search to cater to the growing number of users who rely on voice assistants like Siri and Alexa.
  • Influencer Marketing: Partnering with influencers to reach new audiences and build brand credibility.
  • Interactive Content: Creating interactive content, such as quizzes and polls, to engage users and encourage participation.

As we move forward, we'll delve into the specific digital marketing tools that can help you implement these strategies effectively. These tools not only enhance your marketing efforts but also provide valuable insights that drive business growth.

Essential Digital Marketing Strategies 

Content Marketing

Content marketing is all about creating and distributing valuable, relevant, and consistent content to attract and engage a clearly defined audience. High-quality content builds trust and authority, driving traffic and conversions. Effective content marketing strategies include:

  • Blogging: Regularly publishing informative and engaging blog posts to attract and retain an audience.
  • E-books and Whitepapers: Offering in-depth guides and reports that provide value to your audience.
  • Infographics: Using visual content to simplify complex information and make it more digestible.
  • Videos: Creating videos to showcase products, share customer testimonials, or provide tutorials.

Social Media Marketing

Social media marketing leverages platforms like Facebook, Instagram, Twitter, LinkedIn, and others to promote your brand and connect with your audience. Effective social media strategies involve:

  • Creating Engaging Content: Sharing posts, stories, and videos that resonate with your audience.
  • Building a Community: Engaging with followers by responding to comments, hosting live sessions, and running contests.
  • Paid Advertising: Using targeted ads to reach specific demographics and drive conversions.
  • Analytics: Tracking metrics such as likes, shares, and engagement rates to measure the success of your campaigns.

Email Marketing

Email marketing remains one of the most effective digital marketing strategies. It involves sending targeted messages to a list of subscribers to nurture leads, promote products, and build customer relationships. Key email marketing tactics include:

  • Personalisation: Tailoring emails to individual preferences and behaviours.
  • Segmentation: Dividing your email list into segments based on demographics, interests, or past behaviours.
  • Automation: Using automated workflows to send emails based on triggers like user actions or dates.
  • A/B Testing: Testing different subject lines, content, and designs to optimise email performance.


Search Engine Optimisation and Search Engine Marketing are critical for driving traffic to your website. SEO focuses on optimising your site to rank higher in organic search results, while SEM involves paid advertising to appear in search engine results pages . Essential SEO and SEM strategies include:

  • Keyword Research: Identifying the keywords your target audience is searching for and incorporating them into your content.
  • On-Page SEO: Optimising individual pages on your website, including meta tags, headings, and images.
  • Technical SEO: Improving site speed, mobile-friendliness, and overall user experience.
  • Link Building: Acquiring backlinks from reputable websites to boost your site's authority.
  • Paid Ads: Running PPC campaigns on platforms like Google Ads to target specific keywords and audiences.

With these strategies in place, businesses can build a robust digital marketing foundation. In the next section, we will delve into the digital marketing tools that can help you execute these strategies effectively, starting with ClickDimensions, Touchdown, and Customer Insights Journeys. These tools offer advanced features to enhance your marketing efforts and deliver measurable results.

Digital Marketing Tools 

When today’s market can be so competitive, leveraging the right digital marketing tools can significantly enhance your strategies and outcomes. These tools streamline processes, provide valuable insights, and enable more personalised and effective marketing campaigns. Here, we’ll introduce three powerful tools that CRM Knowledge specialises in: ClickDimensions, Touchdown, and Customer Insights Journeys by Microsoft.


Overview and Features ClickDimensions is a solid marketing automation solution designed to integrate seamlessly with Microsoft Dynamics 365. It provides a comprehensive suite of tools for email marketing, campaign automation, web intelligence, surveys, and more.

Key Features:

  • Email Marketing: Design and send targeted email campaigns with ease.
  • Campaign Automation: Create automated workflows to nurture leads and engage customers.
  • Web Intelligence: Track and analyse website visitors’ behaviour to tailor marketing efforts.
  • Surveys and Forms: Collect feedback and data directly from your audience.
  • Social Marketing: Manage and track social media campaigns.

Benefits for Email Marketing, Campaign Automation, and Customer Engagement ClickDimensions enables businesses to create highly personalised email campaigns that resonate with their audience. Its campaign automation feature allows for the development of complex customer journeys, ensuring consistent and timely interactions. Additionally, the web intelligence tools provide insights into visitor behaviour, helping businesses refine their marketing strategies for better engagement.


Overview and Features Touchdown is an advanced mobile marketing platform designed to optimise mobile engagement. It offers a range of functionalities to create, manage, and analyse mobile marketing campaigns.

Key Features:

  • Push Notifications: Send timely and relevant notifications to engage users.
  • SMS Marketing: Reach customers directly through SMS campaigns.
  • Mobile App Marketing: Promote your mobile app and drive downloads.
  • Analytics: Gain insights into mobile campaign performance and user behaviour.

Benefits for Creating and Managing Mobile Campaigns Touchdown’s push notification and SMS marketing features allow businesses to connect with customers on their mobile devices effectively. By delivering personalised messages and offers, businesses can increase customer retention and drive sales. The analytics tools provide detailed reports on campaign performance, enabling continuous optimisation.

Customer Insights Journeys by Microsoft

Overview and Features Customer Insights Journeys, part of Microsoft Dynamics 365, is a customer data platform that helps businesses understand their customers better through data unification and analysis. It enables personalised marketing efforts and customer journey mapping.

Key Features:

  • Data Unification: Integrate data from various sources to create a single customer view.
  • Customer Segmentation: Segment customers based on behaviours and preferences.
  • Journey Mapping: Visualise and optimise customer journeys.
  • Predictive Analytics: Use AI-driven insights to anticipate customer needs.

Benefits for Segmentation, Analytics, and Customer Journey Mapping Customer Insights Journeys helps businesses create more effective marketing strategies by providing a 360-degree view of their customers. The segmentation feature allows for highly targeted campaigns, while journey mapping ensures a seamless customer experience. Predictive analytics offer foresight into customer behaviours, enabling proactive marketing efforts.

Our Expertise and Services 

With years of experience in digital marketing and CRM solutions, our company excels in implementing and supporting advanced marketing tools. We understand the unique needs of businesses across various industries and tailor our services to meet those needs.


  • ClickDimensions: Implementation, training, and ongoing support for email marketing, campaign automation, and more.
  • Touchdown: Setup, optimisation, and analytics for mobile marketing campaigns.
  • Customer Insights Journeys: Integration, data unification, and customer journey mapping to drive personalised marketing efforts.

Marketing Momentum: Ongoing Support Service We not only offer training, implementation, and integration but also an ongoing support service specifically for our marketing products called Marketing Momentum. This service ensures that your marketing systems are always performing at their best and include:


  • Health Check: Ensure your marketing system is efficient and up-to-date with regular app updates and mini audits.
  • Strategy Sessions: Collaborative sessions to define a clear roadmap for your success, aligning your efforts with your business goals.
  • Content Advice: Guidance for crafting compelling content across various channels, including emails, social media, and web forms.
  • Email Optimisation: Support in reducing unsubscribes, minimising bounces, and improving engagement with A/B testing and optimisation.
  • Monthly Tutorials and Training: Modular sessions, available live or as recorded, empowering your team with the latest techniques and best practices.
  • Lead Generation and Nurturing: Comprehensive strategies and programs designed to convert prospects into loyal customers.
  • Campaign Review: Collaborative review of marketing campaigns, ensuring you reach your target audience and achieve your goals.
  • Segmentations, Subscriptions, and Marketing Lists: Master data management with precision, including segmentation for campaigns, GDPR compliance, and subscription lists.
  • Event Marketing: We offer technical expertise to ensure the seamless execution of events, webinars, and workshops within the system, enhancing engagement and user experience.
  • Yearly Recap: An annual review summarising your performance, achievements, and setting goals for the upcoming year.

Digital marketing is an ever-evolving field that offers tremendous opportunities for businesses to connect with their audiences, drive engagement, and achieve their goals. By understanding the core components of digital marketing and utilizing advanced tools like ClickDimensions, Touchdown, and Customer Insights Journeys by Microsoft, you can transform your marketing efforts and deliver personalised, impactful experiences to your customers.

Ready to take your digital marketing to the next level? Contact us today to learn how we can help you leverage powerful marketing tools, refine your strategies, and achieve outstanding results. Our team is here to support you every step of the way, from initial setup to ongoing optimisation and beyond.

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Peter Clements

Peter is the founder and chief consultant at CRM Knowledge. With an impressive background spanning over 20 years, Peter has established himself as a leading expert in CRM systems, particularly specialising in Microsoft Dynamics 365.Throughout his career, Peter has been dedicated to providing great support, training, and consulting services in the realm of CRM. His in-depth knowledge and hands-on experience with D365 have made him a trusted advisor for countless businesses seeking to optimise their customer relationship management processes.