The Managing Digital Marketing in 2017 Report is now in its fourth year and is just as relevant as ever. Based on research from Smart Insights and Technology for Marketing (TFM), it explores different approaches businesses use to plan and manage their investments in digital marketing. These findings and recommendations have been grouped into four different areas aimed at improving the commercial contribution of digital marketing for businesses. We’ll now take the time to run through those areas and how they can help you.
- Review digital marketing capabilities and transformation
This section aims to get you to ask the question: Does my company have the capability to make the most of digital marketing? A company using digital channels will see nothing of any meaningful value come from those channels unless they have the right capabilities in place to manage them. To this end, it’s helpful to use a rating or scoring system to help you keep track of your current use of digital marketing and how far you need to go. This will help you build a roadmap for where you want your company to be in its use of digital marketing and shows how digital transformation can be a long journey.
- Developing integrated strategies and plans
When it works, a digital platform can be a huge boon to any company’s marketing strategy. For a platform to work some real magic however, there needs to be a structured, planned approach based on a solid strategy. Jeff Bezos of Amazon has said that without a structured plan some companies can succumb to “shiny object syndrome”, always chasing their tail. Integrating the plan with your existing strategy is crucial to the digital platform’s success.
- Investing in digital marketing
To invest properly in digital marketing, one must first assess which digital channels produce the most significant amount of lead and sales at the most favourable cost per acquisition (CPA). The report asked several top marketers to give their views on which channels were the most cost-effective. These marketers identified (among others) SEO, content marketing and email marketing as the most effective methods available. Investing in these methods is a crucial point of digital marketing.
- Innovation and optimising digital marketing
The option to dynamically update and test digital media has always been one of the biggest advantages the platform has had over traditional media. This constant ability to tweak and change the system has given rise to the concept of ‘Always-on’ marketing. This ‘Always-on’ mentality represents a move away from tradition burst marketing to a method that also for the constant driving of products and services as consumers search and review content and services. Real-time marketing is also part of ‘Always-on’ since marketers can deliver more relevant content that is being discussed in social media and by word-of-mouth.
To download and read the full report (originally published on TFM Insights) follow this link. The full report includes examples, links and opinions from experts that will help you understand and get the most out of digital marketing.
Conal Yarwood-Frost, Content Coordinator, UBM EMEA