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.
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:
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.
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”.
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”.
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.
Social media marketing is the sizzling topic of recent times. Worldwide web is flooded with articles and tips on how to use social networking. It is very important to note that social media marketing is not preference of gigantic businesses only; rather small businesses find it equally effective.
We are witnessing several stories of successes and failures on digital marketing sphere. Like always, planning is the key role of managing businesses and virtually is a make or break. Since, planning horizon spans over multiple levels of management within all organizations, which makes it most vulnerable area for triggering failures. Wisdom of managing complete planning horizon, which includes strategy, tactics & action plans, is a panacea of business success. In this article, we will put light on the focus of different levels of management before coming to the real meat of discussing their detrimental effect on digital marketing planning.
Traditional organizational model comprises of three levels of management; Top management, middle management and lower management. All these three levels of management contribute in business planning. On top of this, there is a requirement of developing functional strategies, such as marketing, financial and HR strategies to support business strategy. Top management focuses on developing ‘strategies’ for the businesses usually spanning over 5-10 years. Middle management focuses on developing ‘tactical’ plans spreading over 1-3 years. Lower management focuses on developing action plans spanning over quarters or semesters. All these plans, should be integrated to each other in a way that ultimately business strategy should realize. Hence, it is clear that different people are involved in planning horizon and there is need of synergy.
The most important aspect of successful planning is ‘alignment’ of all plans. However, this is the area where practically most of the time staff being negligent. For instance, let us take an example of digital marketing, where top management framed a strategy of “NO SPAMMING” to win trust of potential customer in the longer run. However, during execution of tactics or actions, lower management designs digital marketing campaign having more than one product/service, to save on marketing costs. Since, each product or service has peculiar target market. Therefore, some potential customers will perceive this campaign as “SPAMMING” having irrelevant message. This will spoil brand image in a longer run and top management will realize this after considerable time, because strategic outcomes are always defined for longer period. Thus, it is vital to understand that at times, for tactical gains we tend to ignore strategic gains, which eventually lead us to nowhere.
Finally, to recapitulate, it is recommended that special emphasize is required on exercising controls over creation of different plans (strategy, tactics, action plans) in planning horizon. As small act in action plan may lead you to long-term failure as discussed above.
Recently, came across to excellent webinar by David, in which wisdom of measuring return on investment in digital marketing is shared. Personally, find it very useful and pragmatic, owing to this decided to share it with you.
It has four easy and logical steps from ‘defining objectives’ to ‘measuring metrics’, then of to ‘DIY Model’ followed up by ‘Focus on KPIs’. Furthermore, in measuring metrics, four kinds of matrices are advised ‘Audience’, ‘Social Channel Engagement’, ‘Universal Engagement’ & ‘Financial’. Lastly, seven habits of agile marketing model were shared to put pragmatism in the approach of developing digital marketing strategy.
Overall, this webinar is a collection of methodology, tactics & approach, making it complete package for digital marketing professionals.
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 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:
Viral 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…