Why Digital Marketing?

Hi All,

Reasons why you may need a digital channel strategy?

You're directionless

I find that companies without a digital strategy (and many that do) don't have clear strategic goals for what they want to achieve online in terms of gaining new customers or building deeper relationships with existing ones. And if you don't have goals you likely don't put enough resources to reach the goals and you don't evaluate through analytics whether you're achieving those goals.

You won't know your online market share

Customer demand for online services may be underestimated if you haven"t researched this.  Perhaps more importantly you won't understand your online marketplace: the dynamics will be different to traditional channels with different types of customer profile and behaviour, competitors, propositions and options for marketing communications. See online marketplace methodology post.

Existing and start-up competitors will gain market share

If you're not devoting enough resources to digital marketing or you're using an ad-hoc approach with no clearly defined strategies, then your competitors will eat your digital lunch!

You don't have a powerful online value proposition

A clearly defined online customer value proposition will help you differentiate your online service encouraging existing and new customers to engage initially and stay loyal.

You don't know your online customers well enough

It's often said that digital is the "most measureable medium ever". But Google Analytics and similar will only tell you volumes not sentiment. You need to use other forms of website user feedback tools to identify your weakpoints and then address them.

Digital doesn't have enough people/budget given its importance

Insufficient resource will be devoted to both planning and executing e-marketing and there is likely to be a lack of specific specialist e-marketing skills which will make it difficult to respond to competitive threats effectively.

You're wasting money and time through duplication

Even if you do have sufficient resource it may be wasted. This is particularly the case in larger companies where you see different parts of the marketing organization purchasing different tools or using different agencies for performing similar online marketing tasks.

You're not agile enough to catchup or stay ahead

If you look at the top online brands like Amazon, Dell, Google they're all dynamic - trialing new approaches to gain or keep their online audiences.

You're not optimizing

Every company with a website will have analytics, but many senior managers don't ensure that their teams make or have the time to review and act on them. Once a strategy enables you to get the basics right, then you can progress to continuous improvement of the key aspects like search marketing, site user experience, email and social media marketing.




Courtesy: http://www.smartinsights.com/digital-marketing-strategy/digital-strategy-development/10-reasons-for-digital-marketing-strategy/




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The skills required to be an effective marketer keep changing, just as the ways in which we drive demand generation keep changing. Demand Generation is built on a solid strategy and that encompasses many different components. It seems again and again, marketers are not able to keep up with the perpetual quest to obtain new skills in areas including marketing automation (now really a basic requirement for any marketer), analytics, content marketing, search engine optimization, content management systems and others. If marketers don’t have the skills they need to be effective in their jobs, how can organizations expect the programs we run to drive revenue to be effective?
According to a recent report, “The rise of the Marketer –Driving engagemenet, experience and revenue” an Economist Intelligence Unit report sponsored by Marketo, “Marketing technology is proliferating through the cloud to the point where almost all companies—even the smallest ones—use multiple systems operating within an overall marketing operating system.” In fact, the technology landscape is growing so rapidly that according to the latest Marketing Technology Landscape infographic from Scott Brinker via chiefmartec.com from January 2014 to January 2015 – there was an increase in 929 new technologies used in marketing! That means a lot of new skills will be required to run these technologies.
In a recent marketing enablement webinar with marketing leader Brian Hansford of Heinz Marketing, we discussed what skills marketers need to have and how it was time to step up our game, and take marketing enablement into our own hands. Listen to the brief webinar and see what resources are available to marketers today…some are even free! There is no shortage of webinars, eBooks, seminars, user groups and classes designed to help marketers become better in our jobs. Take the initiative and commit to attend a webinar a month for your own skills development or start with a class a quarter. Set clear goals to develop yourself. Don’t wait on others to help you develop new skills. Sadly, marketing enablement is not like sales enablement (annual sales meetings or quarterly sales training) in most organizations it is not a well-organized, company-funded or even a scheduled event. So it’s up to you.
- See more at: http://annuitas.com/2015/05/19/modern-marketing-skills/#sthash.xhYJi9eI.dpuf