We recently touched on the subjects of the many forms of web marketing tactics that could potentially be utilised as part of your digital marketing arsenal as well as the effectiveness and increased use of these online tools. So while we are on the topic of integrating innovative techniques into your marketing plan, let’s consider this from a broader, more strategic perspective, rather than a pure tactical point of view.
Today, marketing is exploding with possibilities but also complexities as it reaches out into new forms of communication channels and increasingly engaging media. Marketers have an exceptional opportunity to use these new tools to reach their audience, even in a fragmented world. It is becoming essential for marketers to understand the context of the “new marketing”, and prioritise what they need to do to develop customer engagement, build communities and maximise profit in a time of marketing confusion. Online and interactive marketing initiatives should indeed be considered as an effective divergence from traditional marketing mediums as marketers have the opportunity to engage customers in a “conversation” that is not just steered toward standardised product messaging.
I echo Larry Weber, global communications entrepreneur, that “The customer is in control” or “Web 2.0 will change marketing as we know it” could be considered as neo-platitudes. I would simply argue that few marketing professionals, even if growing by the day, embrace these new concepts and adapt their marketing approach accordingly.
An excellent excerpt from his recent book “Marketing to the Social Web: How Digital Customer Communities Build Your Business” is highlighting 12 steps to the interactive future that marketers should take to recalibrate their efforts and change their mindsets on how to improve their marketing effectiveness. This 12-step approach is a great way to organise your thinking about the differences between the traditional marketing of yesterday and the new marketing of today and tomorrow, and includes the following recommendations …
The evolution under way in digital marketing reflects fundamental shifts in consumer behaviour. Leveraging the digital universe now requires marketers to look beyond traditional tactics. As the Internet gains influence and online techniques take on a larger role in strategies, digital marketing may well be the next frontier for consumer engagement and marketing effectiveness.
Although there are many online tactics available to supercharge your digital marketing plan, not all of them deliver the same effectiveness or even are appropriate. It is obviously highly depending on the target audience you are trying to reach and develop relationship with, the products and services you are promoting as well as the marketing objectives you are trying to achieve.
A McKinsey Global Survey of marketing executives from around the world entitled “How companies are marketing online” offers some solid insights into the future of digital marketing together with an excellent synopsis of Web 2.0 and online tools effectiveness as well as how they are increasingly being used to develop customer engagement …
Let me first ask you this simple question since you would be surprised (or not) to discover that a startling 40% of marketing professionals don’t even have a formal marketing plan. Surprisingly, not everyone develops a plan – even though most will agree that it is the foundation to successful and effective marketing.
If, on the other hand, you are not among that 40%, you and your team likely have a 2008 digital marketing plan devised by now. But are you confident that this plan can boost your sales and exceed your goals? Did you organize your marketing efforts to deliver maximum results quickly and efficiently? Have you actually developed the roadmap enabling you to leverage online marketing techniques in order to supercharge your sales and marketing efforts in 2008?
In many instances, your product and services will lend themselves to a variety of online marketing tactics, many of which are extremely well suited to reach your intended audience and highlight the value of your offer. One of the key advantages of online marketing is indeed the ability to utilise effective low-cost techniques that are typically easy to implement and are highly effective at producing, capturing, and capitalising on inbound traffic in a very cost-effective manner …
While every day seems to bring a whole bunch of predictions and thoughts for this new year (and the decade to come!), I have selected this excellent article from The McKinsey Quarterly entitled “Eight business technology trends to watch“. In a Nutshell, this article provides an extremely interesting overview of emerging technology-enabled trends that will shape businesses and the economy in coming years.
These trends fall within three broad categories, namely managing relationships, managing capital & assets and leveraging information in new ways, and include …
Now that we’re on the other side of the New Year, I thought I would share my thoughts on what I feel should be one of the companies’ top priorities – and probably their number 1 resolution for this year: Efficiently managing their online reputation.
Managing online reputation is fast becoming a growing problem for businesses. With the rise of social media and user-generated content, the Internet has quickly become a complex ecosystem where public opinion can be created and disseminated within seconds. Keeping your eyes and ears on the world of consumer generated media can be a daunting task for any company. Blogs, forums, wikis and social networks gain popularity every day and without a plan to monitor and manage your company’s online reputation, you could be at risk.
A great brand can take months, if not years, and millions of dollars to build. It should be the thing you hold most precious and managing your business’s online reputation is key to owning your brand.
So now is the time to take control of your online reputation!
Discover how to maintain, enhance & protect your brand identity …