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.
List of 5 hyperlinks referred in video:
Marketers’ communicate with the help of ‘Posts’ in inbound marketing, in other words we can say that posting is the protocol of communication in inbound marketing. There several types of posts in social media world, such as status post, blog post, micro-blog/tweet, Graphic Posts, Video Posts or Audio posts etc. Success of online interaction relies on in-depth analysis of target market behaviors, interests, needs, wants and convenience. In this article, we will analyze some of the major factors involved in posting brand messages.
- Alignment – Understanding Background
- Understanding Marketing-Mix to align posts
- Understanding Customer Needs & Wants to align posts
- Understanding of Social Media Mix to align posting strategy
- Segmentation – Creating Groups, Lists or Circles as per following demographics:
- Age or Generation
- Time Zones
- Irritants & Grievances
- Triggers: This is another aspect to put weight in leads. Escalating or Deescalating triggers increases or decreases the chances of getting customer engaged. Trigger can be holidays in the specific localities and it may mean that customer is not approachable or it may mean that customer is more than ready to be engaged as he has to do shopping.
- Content Management
- Diversity to attract all demographics
- Keywords are important for Social Media Searches
- At least two or more topics or ideas to counter monotonousness
- Supporting facts & examples for all topics and ideas
- Real life Analogies help in engaging audience
- Planning, Monitoring & Control Posts
- Identifying Influence-rs through social network data analytic tools like Google Ripples etc.
- Identifying like-minded communities, groups, lists or boards etc.
- Unique short URL for specific post to track its effectiveness
- Mapping customer irritants, needs & product/service features
- Hash-tag keywords to increase visibility of post among social network search engine
- Always post to specific list, group or circle. Public post is like a talking-brochure sales person and most of the people ignore them.
- Acknowledging and encouraging shares, comments, likes
- Follow-up Posts with paraphrasing and with little tweaks in the post
- Acknowledging and encouraging shares, comments, likes
- Continual Improvement Process until objectives are achieved
Recently, we are witnessing very informative articles suggesting winning trust in-order to gain long-term engagement with digital consumers. There is a logical reason behind this claim that is since social media marketing is a buzzword of recent times, and to interact on this platform ethical practice needs to be followed. Therefore, winning trust by providing high quality content to digital consumers is the new dimension kicking into marketing strategies, so that audience trust is achieved.
However, what if one of your fierce competitors is doing a research on the topic related to your business stream and the white paper or blog post released contain high quality content. Would you share it on your blog? Because, if you go on ethical grounds, then this content is required to quench the thirst of content of digital consumer, but at the same time you are compromising with your business strategic goals; this leads us to CONFLICT OF INTEREST.
There will be a requirement of constraints in sharing information of your competition if it is in conflict with your business strategy. From Legacy marketing to digital marketing, primary focal point remained competition analysis and deducing competitive edge for your businesses, this is a natural course of action, as far as marketing is concerned and founding principle. That is why alteration in this dimension is not pragmatic option. Finally, it is suggested that “Excess of anything is bad” quote. Moderation is advised, when it comes to information sharing of competition or anything, which comes in conflict to your business interests.
Digital marketing is in vogue, and most of the businesses worldwide, are adopting this dimension of marketing just to earn status symbol of being “Innovative Organization”. Owing to this adhoc approach, decision of indulging into online marketing unfolds unpleasant surprises upfront. In this blog post, we will unearth some of the significant challenges faced by the companies in implementing digital marketing strategies. Awareness of these potential pitfalls may lead to plan contingencies and risk management strategies, before diving into Digital Marketing. However, this is no doubt that digital platform is the bigger stage for marketing, but at the same time if you get it wrong then it will become the reason of your rapid descend as well!
This is one of the key risks in digital marketing, as technology and search engine algorithms are changing with high frequency making digital marketing strategies redundant. Therefore, it is vital to tackle this risk by incorporating mitigation or transferring tactics. Another approach to confront this problem is to make short spanned milestones, which collectively over a considerable period realize strategic goals (may be after one to five years). Thus, mathematics concepts of “Integration” and “Derivation” hold the key for digital marketing strategies.
Diversified Customer Relationship Channels:
Another challenge, which marketers face in digital marketing, is plethora of social networking sites on which they have to interact with customers. Legacy marketing use to revolve around TV and print media for communicating brand value but it is not the case anymore. Organizations need to broaden their presence base across all major or desired social networking sites to keep the reach for their digital endeavors. Furthermore, social networking is not the only fragment, on which digital consumers are present, mediums like search engines, Emails, SMS, Digital Billboards are the other platforms on which virtual interactions are required. Since, there are many channels of engagement for the marketers and it is impossible to keep presence on all mediums, this call for intelligent selection of channels as per the product/service nature.
Organization Readiness for Embracing Digital marketing:
This is the area, which is usually neglected. To introduce change in any system it is vital to make necessary arrangements, in-order to make that system compatible with change. For instance, if business does not possess content writers, bloggers and social media strategist etc. in their line-up and these functions are left on the individual who does not possess the required capabilities, then that system is bound to fail. Moreover, if website does not comply with web 2.0 frameworks, and social networking page is created on social networking website, then instead of increasing brand value it will start diminishing it, as being not share-able on social networks. Hence, it shows clearly that organizations must assess their readiness before entering into digital market.
About a decade ago, there was historic transition in software development industry where Java introduced platform independent programming language. Now is the time when marketing world is facing the same dilemma and there is a requirement of device independent marketing strategies. Further to illustrate, if some company has designed and created an impressive landing page on its website for the promotion of one of its product. However, that landing page has no mobile interface then that company wills failure out on the opportunity not being on the smart phones. Similarly, if website is not tested on all web browsers of computers, tablets or smart phones then it is relying on luck to get beneficial results of the campaign. Therefore, it is pertinent to have device independent approach in all digital marketing strategies to bear successful outcomes.
Lack of international standards in Digital marketing:
Digital marketing alone cannot achieve ultimate objective of marketing, there is a need of Hybrid approach, which combines legacy with digital marketing. There are not international standards like those that we do have in marketing or for that matter in other professional bodies; this adds further grief on the problem. Since, we cannot control this dimension so it is always advisable to make appropriate practices by combining several standards of marketing and information technology.
Digital marketing may turn out to be “Curse in disguise!” because the principle of digital marketing is word of mouth significance and what if it comes from one of your irritated customers. This will lead companies to catastrophe like the famous case of “DELL-HELL”, where one of its customer turn out to be a blogger who ruined DELL reputation on digital landscape with alacrity. Beware of this risk and always look out for the irritated customers and resolve their irritants by rectifying the problem. Contrariwise, this is a favorable dimension for digital consumers having the ability to effect companies brand value and will contribute in raising the level of customer satisfaction.
Overabundance of Data for Analysis:
Moving onto the most touted challenge as we speak; there are almost infinite number of data analytic approaches and software in the marketplace. Without any doubt, the king of analytics is “Google Analytics” for the website and “WordPress Analytics” for blogs. However, the reason for mentioning it as challenge is that the size of the data is huge. To maintain this data for some time is a real overhead, as higher storage is required, Confidentiality-Integrity-Availability of data, Security and safety requirements and last but not the least, integration of all data analytic to assist in making marketing decisions.
Communication with Stakeholders:
Coming to the end of our list of challenges, as a rule in management; communication is the make and break for all businesses. When it comes to digital marketing this is the area where you find most difficulties. Because, it is a relatively new phenomena and there are not more tangible examples to refer in your communication with stakeholders like bosses or investors. This leaves ample task and skill on the marketers to convince their bosses to take decision in their favor but most of the time it gravitates towards the other side. It is recommended, that consistent pursuit and comprehensive details are the two pillars of getting the verdict in your favor and there is no elixir of life, which will fix this problem all of sudden.
Finally, to recapitulate, this is not the complete list of the problems but certainly one of the top most challenges faced by marketing professionals in recent times. Purpose of this blog post is not to discourage anyone, rather it’s a heads up call for all of us.
One of the most important aspects of effective marketing strategy is basing your strategy on the strong foundations of consumer needs and wants.
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.
This info-graphic is second in the series of ten. Objective of this graphic is to show what capabilities are desired for planning activity in find/promotion phase.
In recent times, if business is not managing their social media presence, then they are missing huge opportunity in grabbing market share. It is important to understand that how social media management is practically implemented in existing organizational structure. There are three levels of management in a typical organization. Top Management works on the vision, mission, and developing business strategies.
Since the introduction of social media on internet, businesses are exploring methods to utilize this media to their advantage, at the same time increasing revenues and controlling loss of business.
Digital Marketing is new flavor in marketing. Basically it is “communicating value” to market through digital gadgets like desktop computers, smartphones, tablet computers etc. Internet marketing is the major portion of digital marketing that is why on most occasions these terms are used interchangeably. Internet Marketing has five major types: