Five Frontiers of Digital Marketing


Digital transformation triggered several shifts in traditional practices especially in marketing. Marketing professionals spend lot of time in learning ways to conquer frontiers of digital marketing. Often it has been witnessed that when it comes to implementation then veterans find it difficult to apply digital marketing concepts due to ambiguous understanding of the subject.

Frontiers of Digital Marketing Image

Let’s try to look at digital marketing components and their frontiers to grab the concept crisply!

Digital marketing components are classified into several groups which need to be ascertaining before digging into them:

  1. Customers

Customers are the pivotal component of the entire digital marketing paradigm. It is always helpful to visualize customer as the dart board and number of rings in the board are its needs. Therefore, developing customer personas is one of the key functions in this frontier. There is comprehensive blog written on developing personas which is a must to read “How to Create Detailed Buyer Personas for Your Business”. Customer feedback is another very important activity of this layer which force entire model to improve.

  1. Strategy

Once the target is set, then strategy becomes next priority whose role is to navigate organizational resources to their ultimate goal. I have written the blog on the subject which could be useful Four Pillars of Digital Marketing Strategy.

  1. Interfaces

It cannot be over emphasized that interfaces should be user friendly and intuitive in nature. Moreover, they should be seamlessly integrated with marketing automation platform in-order to drip real-time analytics and other functions. There is noteworthy article, which will assist in this knowledge area “10 Rules of Good UI Design to Follow On Every Web Design Project”. 

  • Website
  • Emails
  • Social Media
  • Advertisements
  1. Processes

On back of interfaces there are three mission critical processes which are recurrently running and moving the wheel of digital marketing in the direction of strategy to realize growth. Processes are tightly coupled with marketing automation platform.

  1. Content Management : Follow the link to read more on content management “Six Stage Process Of Content Marketing!”
  2. Search Engine Optimization : Follow the link to read more on SEO “How To Do Search Engine Optimization!”.
  3. Lead Nurturing Management:
  1. Platform

This is the platform which glues interfaces with processes and provides insight to the management for better decision making and controlling marketing activities.

Marketing Automation – platforms such as Sales Force are some of the examples.

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Digging into Digital Marketing Gap!


Mind-the-digital-marketin-001

” Despite the vast amounts of consumer data available to help marketers understand and build strong relationships with their customers, the two don’t always align. What marketers believe will delight customers, often turns them off.”

Original Source: 

http://www.theguardian.com/media-network/media-network-blog/2013/jul/12/digital-marketing-gap-infographic

Video

Big Picture of Digital Marketing! [VIDEO]


List of 5 hyperlinks referred in video:

SOSTAC:
http://www.smartinsights.com/digital-marketing-strategy/sostac-model/

BABOK:
https://whatisdigitalmarketing.wordpress.com/2013/06/11/following-babok-v2-0-in-digital-marketing/

MEASURING ROI:
http://www8.gsb.columbia.edu/execed/webinar/Measuring-ROI

CONTENT ANATOMY:
https://whatisdigitalmarketing.wordpress.com/2013/06/26/rules-of-ielts-in-creating-content-anatomy-to-get-social-media-friendly/

PUBLISHING POSTS:
https://whatisdigitalmarketing.wordpress.com/2013/07/05/four-step-process-of-publishing-posts-in-inbound-marketing/

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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!

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!”

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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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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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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How To Do Search Engine Optimization!


SEO | Digital Marketing
SEO | Digital Marketing

Search Engine Optimization (SEO) is one of the facets of online brand promotion. It is important to understand that why SEO is important for business progression. Millions of internet users find information by searching online on search engines such as Google, Bing, and Yahoo and to name but a few. Google by far is the leading search engine on the planet as we speak, thus it virtually is the standard for SEO.

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