Four Pillars of Digital Marketing Strategy

SOSTAC

Ingenious framework for digital marketing strategy development; SOSTAC ® marketing planning model guide is one of the corner stones in digital marketing arena. One of the key strengths of SOSTAC is that it is logical and pragmatic framework to follow and provides ease in communicating to the stakeholders as they grab the concept easily. However, when you start thinking in implementing this framework, you need further help of techniques and guidelines. Focus of this blog post is to throw light on the synergy of SOSTAC, BABOK V2, IELTS and Swarm Intelligence.

SOSTAC
SOSTAC

SOSTAC recommends, conducting Situation Analysis as a first step in strategy development lifecycle. Suggested elements include customer insights, market trends and internal capabilities etc. BABOK V2.0 provides process and techniques to determine business needs, which are derived from customer needs, or at times business needs are customer needs itself. Relevant domain in BABOK is Enterprise Analysis and Elicitation. Aforementioned domains have documented processes and related techniques to perform activity in a professional manner. Techniques such as, Benchmarking, Brainstorming, Lessons Learned Process, Root Cause Analysis, User Stories, SWOT Analysis, Risk Analysis, Document Analysis, Focus Groups, Interface Analysis and to name but a few. Moreover, Business Analysis Planning and Monitoring comes handy in the phase of Control or Strategy in SOSTAC. Requirement management and communication is the field, which will be required in managing and communicating requirements to stakeholders. There is another blog which provides insight to BABOK in digital marketing.

As per SOSTAC phase of Tactics there is a requirement of Content Plan and for that, IELTS guidelines should be utilized in order to exploit maximum benefit from established processes and standards, instead of re inventing the wheel. This topic was covered in depth in one of my recent blog posts “Rules of IELTS in creating content anatomy to get social media friendly!”

Another aspect of successful digital marketing strategy is conceiving marketing network. Digital marketing works on digital gadgets and virtual interactions are conducted. Critical success factor in implementing digital marketing strategy lye’s in efficient and cost effective implementation of marketing network. Inception of social media marketing in digital marketing arena, compelled us to develop such kind of network, which self organizes and utilize intelligence of millions of users in the shape of influence-rs or brand ambassadors or product reviewers. I suggest swarm intelligence as a guiding principle in implementing such type of networks and series of blog posts are already written on the subject. Quick links to all these blog posts are given below to explore:

Finally, I highly encourage to leave comment on the post as this is an endeavor to seek pragmatic solution to develop and implement effective digital marketing strategy!

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Rules of IELTS in creating content anatomy to get social media friendly!

IELTS For Content Marketing | Digital Marketing

IELTS For Content Marketing | Digital Marketing
IELTS For Content Marketing | Digital Marketing

Recently, businesses are exploring ways to manage their content to get maximum returns on their investments. Content Marketing, is often seen as writing an article having images and videos but not many are considering the broad spectrum. Let us examine how we can exploit maximum returns out of our valuable investments on creating content by following IELTS semantics. Firstly, we will look into the IELTS semantics guidelines for writing and then we will see if it is an appropriate practice for content marketing respectively.

IELTS have criteria on which they gauge article quality and effectiveness:

Task Achievement: In this criterion, they look for the fulfillment of topic. Moreover, they seek whether examples and facts, are provided in the article to validate claim.

Coherence: This law says that, article should be distributed in multiple paragraphs having specific purpose. Namely to illustrate, Introduction, Body and Conclusion Paragraphs. Body paragraph can further subdivide based on need and usually it is required, when topic has several dimensions such as rebuttal, advantages or disadvantages and to name but a few. The most important aspect of coherence is that all paragraphs should be lined with introduction paragraph. Start discussion by expanding on the topic sentence of the introduction paragraph. Always end your paragraph by connecting it back with introduction paragraph by paraphrasing topic sentence.

Cohesion: It is very interesting aspect of writing and this rule suggests that when new sentence starts it should have linking word (such as, Likewise, therefore, Eventhough etc.). This helps in providing logical flow to the reader and makes it easy for him/her to understand that now discussion has progressed to the next level.

Lexical Resource: if I say that this element is the Jewel of content, then I am not wrong as lexical resource means using high quality vocabulary. Most of us are already aware of this aspect so it does not require further analysis.

Grammatical Range and Accuracy: This is the area, which is the most touted for consideration, but we still remain negligent and keep on doing grammatical errors. There is no panacea to grammatical problems apart from following same legacy rules.

With experience, have found out that if your content is in proper structure and based on guidelines mentioned above, then it becomes sharing friendly. For instance, tweeting topic sentence at the start of the marketing campaign and over due course tweeting other topic sentences of different paragraphs of the same article without the need of amendment. Furthermore, this structure will also assist in developing database of the content, which is searchable as per requirement, and this is vital for businesses that run frequent digital marketing campaigns. Moreover, posting on to other social networking sites will become easy by copying entire paragraph and using it as a post with supporting image. Thus, it clearly shows that following IELTS rules assist in getting your content more shareable.

Finally, to recapitulate, we have a priceless resource of IELTS which should be employed in our content marketing strategies to take our content to the higher level of sharing and searching. Coming to the end there is a recommendation that there are infinite online tutors for IELTS why not to use them to correct anatomy of the content. 😉
Happy blogging!

Unveiling Social Media SPIDERS & BOTS | Integrated Optimization

Social Media Spiders ! Integrated Optimization

Social Media Spiders ! Integrated Optimization
Social Media Spiders ! Integrated Optimization

We are living in the era where information and communications technology is leading and triggering changes in all walks-of-life. For the last few years, search engine optimization remained one of the most touted buzzword in online fraternity and then came social media optimization. However, like always technology is not going to wait for anything to grow mature and continue to keep on taking strides forward. Owing to this tendency, we are witnessing another change in optimization world, where Google is showing its predilection towards social indicators as the basis of page ranks. Discover, to the point blog post by Samantha “Google Has Changed Their Website Ranking Advice” to have background information. However, in this article we will try to explore compelling reasons due to which search engines are drifting towards social media indicators and future scenario of optimization world.

Firstly, we have to reiterate the real objective behind setting back-links one of the significant criteria to rate websites; previously, this was the only option available that reflects reputation and demand of the content on the site by digital consumers. This led to introduction of new tactics of building back-links to the website so that its page rank is improved in the eyes of search engines. Due to the very reason, focal point of all resources and efforts were to gain back-links and not on the content of the website, this where problem lies as search engine as we speak most of the time show search results with irrelevant content because owners of the websites have optimized them. Thus, the state of affairs were such that search engines have to take some corrective measures in order to raise the quality of the organic search results.

With the inception of Web2.0 and rapid popularity of social networking sites, search engines have realized that there is another more efficient way of determining the reputation and demand of the content on the website and that is social sharing, comments and likes/dislikes. There are several reasons why this approach is being proffered over previous approaches and they are stated below:

  • Ultimate goal of search engines are to provide organic search results as, per consumers demand, and what could be the better option than social media indicators (such as sharing, ratings, likes or comments) as these are the verdict of the same consumers.
  • There are several aspects about the content, and these all are not related to the quality of the content. Rather, some of them points to the relevance as well, relevance of time, relevance of language, relevance of culture and to name but a few. It is hard to determine relevance with the help of algorithms, so why not to transfer that burden back to online consumers as they are selecting relevant content and rate them daily on social media sphere.

Finally, to recapitulate, social media has acted as catalyst here, and triggered change in search engine algorithms for rating websites. Thus, in times to come we will make web2.0 compliant websites in order to make them search engine friendly and all types of optimizations (such as Search engine optimization, social media optimization, On-page Optimization) will integrate with each other to form “Hybrid Optimization or Integrated Optimization”. Moreover, social media interactions will act as the key performance indicator for search engine bots or spiders and i will not be surprised if facebook or twitter launches its own social search engine. Furthermore, keywords in the content will be highlighted as hash tags ‘#’.

Coming to end, I think we are moving in a right direction and we are going to see interesting changes in times to come. Like always my advise is “Change with the Change! Otherwise Change will Change You!”

Six Stage Process Of Content Marketing!

Content Marketing | Digital Marketing

What Is Digital Marketing ?

Digital marketing include several integrated components like Social Media Marketing, Search Engine Marketing and Display Advertisements. However, one of the key components is content marketing, which falls in almost all of the categories of online marketing. May it be social media or search engine marketing you need to have attractive content to pull audience to your brand.

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Social Media & Search Engine Optimization Vs Social Media & Search Engine Marketing

Facets Of Marketing | Digital Marketing

Facets Of Marketing | Digital Marketing
Facets Of Marketing | Digital Marketing

Lately we have seen countless jargons in the field of digital marketing. Owing to this, professionals working in online marketing have ambiguous understanding of the subject. For instance, terminologies like social media optimization (SMO) and then social media marketing (SMM), moreover, search engine optimization (SEO) and search engine marketing (SEM) and to name but a few. In this article without giving any references, we will try to explore clear understanding of the subject.

Lets discover about online optimization, it is the process by which your brand/website is synergized with other mediums like search engine and social media. In other words, it is the infrastructure laid for linking your website with search engine and social networking, in a way that exchange of information is performed with ease. Further to illustrate, integrating sharing options in the website, making website search engine friendly, making social media pages and having back-links from other sites, are all examples of digital optimization. Therefore, optimization is just like building a skeleton of digital network and tying everything to it.

As we already know, marketing is the process of communicating value to potential customers. Therefore, all activities, which we conduct online for communicating value, come under the umbrella of marketing. Furthermore, if social media page or its posts are being promoted on social network then that will be considered as social media marketing not social media optimization. Moreover, if you promote your website/brand on search engine then it will be termed as search engine marketing. Thus, it is clear from above that running digital campaign, understanding customer needs or making strategies of marketing are the facets of digital marketing (SMM,SEM, Internet Marketing, Email Marketing, Display advertisements, Digital Billboards etc.). Moving forward on the analogy mentioned in the last paragraph, marketing is the process of giving life (Spirit) to the skeleton build above.

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Look busy do nothing – Reverse the Curse In 5 Steps! SMM

Reverse the curse | Digital Marketing

Reverse the curse | Digital Marketing
Reverse the curse | Digital Marketing

Mounting popularity of social media marketing has compelled businesses to adopt emerging platform of social networking as their preferred marketing channel. Since the inception of social media marketing into their overall marketing strategies, organizations are facing problems of social media misuse at work.

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The history of the Web teaches us how rapidly the web have changed in the past 15 years.


Change is the only thing which is permanent. so don’t forget “change with the change otherwise change will change folks”

Digital Advertising and User Experience

The Web became an advertising medium in the early 1990’s. According to Hairong Li (2011) the Web started as a single page and transformed into something richly sophisticated, with new features, functions and advanced applications. With the proliferation of e-commerce the Web has been used as platform to launch new forms of interactive advertising, like display ads, sponsorship, search ads, blogs, social ads, user generated content, and applications. 

The history of the Web teaches us how rapidly the platforms have changed in the past 15 years. According to Hairong Li (2011) in the Interactive Advertising Bureau (IAB) 1998 revenue report there were only four types of interactive advertising. This number grew to 22% in 2010. Search advertising, instead first appeared in the IAB 2000 revenue report and passed from 1% on the first year to 47% in 2009  (p. 17).

With the growth of advertising utilizing digital media,

negative consumer reactions toward digital…

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Social CRM | Convert | Planning Interactions

Social CRM | Convert | Planning Interactions

Social CRM | Convert | Planning Interactions
Social CRM | Convert | Planning Interactions

This is the fifth info-graphic in the series of 10 graphics. Objective is to show desired capabilities when it comes to planning interactions in the Convert Phase of marketing. Importance of this activity is that it develops interaction packages for the next activity of executing interactions.

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RECAP! From DOS commands to Web Applications.

MS DOS and PHP | Digital Marketing

MS DOS and PHP | Digital Marketing
MS DOS and PHP | Digital Marketing

For many years, I have been missing the dos window. I found DOS based programs developed in C++ to be most efficient programs I have ever encountered due to following reasons:

Continue reading “RECAP! From DOS commands to Web Applications.”

Measuring the Impact of Digital vs. Traditional Advertising on Website Traffic


It is pertinent to have tools in your armory to gauge actual performance of digital and traditional advertising endeavors. Explore simple and straightforward way of evaluating outcomes of promotion activities on social media, search engine and traditional means.

Advertising in the Digital Age

tradvsdig_mediabudgetsThere’s an old adage that says “Half of my marketing dollars are working, I just don’t know what half.”  How true is that in this digital age for most businesses that have a mix of digital and traditional advertising?

One of the million dollar questions that every business owner or marketer wants to answer is just how effective is my traditional advertising versus my digital advertising for my business?

Well, there is no silver bullet in the industry right now that answers this question with 100% percent certainty, but there are some tricks that you can use that help shed some light on how effective (or in-effective) your traditional advertising is at bringing consumers to your brand and engaging with your website.

The Concept

In order to do this experiment you’ll need to have installed Google Analytics on your website and have at least 30 days of traffic data.

Let…

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Digital Pheromone

Digital Pheromone In Digital Marketing

Digital Pheromone In Digital Marketing
Digital Pheromone In Digital Marketing

Although there are many natural examples of swarm intelligence ranging From flock of birds to school of fish. However, in this blog post we will be discussing Ant Colony Optimization to imitate same behabiour in digital marketing. Ants are the inspirational creatures who collectively can achieve goals, which are hard to belief keeping in mind the size of tiny species. Such as, optimized short route identification for searching and transporting food, making bridges by holding on to each other legs and to name but a few.

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BACK TO SQUARE ONE ! Looking at the Horizon.


ICT Horizon | Digital Markeing
ICT Horizon | Digital Markeing

Information and Communication Technology (I.C.T.) is one of the fields that are continuously changing with the passage of time. Owing to this, associated industries need to change as well to cop with it, such as Digital Marketing. Looking at the technology evolution, you do not require to be a rocket scientist in anticipating future direction. There are going to be significant changes in ICT through out the world. In this blog post, we are going to examine what are those changes and what will be the effects of transformation respectively.

Continue reading “BACK TO SQUARE ONE ! Looking at the Horizon.”

Following BABOK V2.0 In Digital Marketing!

BABOK and Digital Marketing

BABOK and Digital Marketing
BABOK and Digital Marketing

Social CRM is the buzzword of the recent time and progressing organizations are considering developing capability to expand their reach into the boundaries of social media. Continue reading “Following BABOK V2.0 In Digital Marketing!”

Effective Marketing Strategy | Micro Tip

Customer Irritants | Digital Marketing

Customer Irritants | Digital Marketing
Customer Irritants | Digital Marketing

One of the most important aspects of effective marketing strategy is basing your strategy on the strong foundations of consumer needs and wants.

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Risk Management In Digital Marketing

Risk Management In Marketing | Digital Marketing

Risk Management In Marketing | Digital Marketing
Risk Management In Marketing | Digital Marketing

Although risk management is the responsibility of entire organization but as always there is single responsible person who is leading the initiative and monitoring it; that person is Risk Manager.Analogy to understand this role is that Risk Manager is the person who sits  next to the driver (CEO) of the vehicle (organization). Job of this person is to forewarn driver about the humps or detours on the way and suggesting counter measures to overcome the problem.

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Risk Management Dilemma in Digital marketing!


Risk Management In Marketing | Digital Marketing
Risk Management In Marketing | Digital Marketing

Risk analysis and control is one of the key areas of management. However, due to some reason risk management somehow has not been core component of marketing practices. Although other field of studies such as project management, business analysis and Information technology has been implementing risk management principles with full spirit and zeal. Thus, in this blog post we will try to look at some of the famous failures in marketing initiatives, then we try to examine the problems and finally we will conclude with recommendations to overcome this dilemma of lack of integration of Risk management with digital marketing.

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Remembering Basics Of Marketing For Digital Gain!!!

Remembering basics of marketing for digital gain | Digital Marketing

Remembering basics of marketing for digital gain | Digital Marketing
Remembering basics of marketing for digital gain | Digital Marketing

Lets go back and recognize this fact that marketing approach has not changed a lot and founding principles are the same but mode of communication has changed!

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Social CRM | Convert | Managing Leads

Social CRM | Convert | Managing Leads

Social CRM | Convert | Managing Leads
Social CRM | Convert | Managing Leads

This is the forth info-graphic in the series of 10 graphics. Objective is to show desired capabilities when it comes to managing lead in the Convert Phase of marketing. Importance of this activity is that it develops lead packages for the next activity of customer visitation plans.

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Is Digital Marketing a Makeover of Legacy Marketing or Innovation?


Digital Marketing Is Innovation Or Makeover Of  Legacy Marketing | Digital Marketing
Digital Marketing Is Innovation Or Makeover Of Legacy Marketing | Digital Marketing

It may indeed be true to say that legacy marketing has transformed to digital marketing, this subject however requires further analysis. According to many professionals of legacy marketing, this transformation is merely a relabeling of the traditional marketing terms. By way of contrast, others gravitate towards the opposite way. This post will look at both points of view before reaching to reasoned conclusion at the end.

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Viral Marketing Initiatives


Meeting Customer Needs To Go Viral!

Why Social Media?

Viral-Marketing-pic-of-peopleViral marketing has a snowball effect. It gets bigger and bigger and moves faster and faster as it goes along. So why is it that some messages go viral, while others don’t? Are there specific reasons that some marketing efforts get shared by so many, while others languish on the social media floor? Fortunately for us, there are specific factors that popular viral marketing ventures have in common, including humor, intrigue, interaction, cleverness, and controversy. The following are some examples of these different aspects that have been used successfully.

HUMOR. A pretty universal strategy for getting people’s attention is to use humor. Of course, there are myriad types of humor so it is very important to know your target audience and what kinds of humor they find entertaining. For example, there seems to be a rash of nonsensical and slapstick kind of humor in the media lately. This type of…

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Seeding An App In Swarm Marketing Network


Swarm Marketing Network | Digital Marketing
Swarm Marketing Network | Digital Marketing

This is the third post on the subject of Swarm Intelligence in Marketing. We will take one step further by discussing how swarm marketing network can be established.

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