Strategic roadmap for digital marketing an e-book-for-chief-marketing-officers

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Transcript of Strategic roadmap for digital marketing an e-book-for-chief-marketing-officers

  • 1. Do not post PDF on any web site or require registration to access. Copyright 2011 CustomerThink Corp. Distribution is permitted only by sharing www.customerthink.com/digitalmarketingbook. Photo licensed from Getty Images.Strategic Roadmap forDigital Marketing 0E-Book for Chief Marketing OfficersBy Authors of DigitalMarketingOne Copyright 2011 CustomerThink Corp. Document may be freely distributed using www.customerthink/digitalmarketingbook.

2. ForewordCustomerThink research finds that digital and social channels are thefastest growing methods of customer interaction. About two out ofthree consumers start their research with a search engine, with socialnetworks a growing source of influence during the buying process.Edited byAdvanced mobile technologies will only accelerate the digital trend Akin Arikanand further empower customers. Bob ThompsonTodays successful marketer must learn how to engage with customersand create value for stakeholders in a complex digital world. To help Authorsyou grapple with this challenge, thought leaders from the FoundersCouncil of our DigitalMarketingOne community have written a seriesStrategic Roadmap for Digital Marketingof articles to help you design a coherent multi-channel digitalArdath Albeemarketing strategy. Akin ArikanAkin Arikan, the lead architect for this document, leads off with acomprehensive framework. In subsequent articles, contributingEdward Boydauthors add their expert advice in each of these major topics. Channels: Advertising, search marketing, mobile marketing, Kim Dushinskisocial media marketing Naras Eechambadi Techniques: content marketing, lead management, revenueperformance management, customer marketing Eric Enge Optimization: accountability, ROI, management practices, Jim Lenskoldtechnology strategyWe hope you enjoy this e-book and find it useful. Please use Robert Lesserhttp://www.customerthink.com/digitalmarketingbook to spread the Tom Manningword about this free resource. No registration is required for access.To keep up with the latest insights in our fast-moving digital marketing Laura Pattersonworld, engage with our thought leaders at DigitalMarketingOne! David RaabBob Thompson Chris RyanCEO, CustomerThink Corp.Founder, CustomerThink.com and DigitalMarketingOne.com Alan See1 Jim Sterne Steve WoodsCopyright 2011 CustomerThink Corp. Distribution is permittedonly by sharing www.customerthink.com/digitalmarketingbook.Do not post PDF on any web site or require registration to access. 3. Table of ContentsINTRODUCTIONA Framework for Digital Marketing Strategy....................................................................................... 4PART I - DIGITAL CHANNELSInteractive Advertising: User Engagement Drives ROI ......................................................................... 8Search Marketing: Optimizing Organic and Paid Search .................................................................... 11Engaging Consumers with Local Search to Promote and Persuade .................................................... 14Strategic Roadmap for Digital MarketingMobile Marketing: Creating a Meaningful Dialogue with Your Customers ......................................... 18Four Metrics for Social Media Marketing Success ............................................................................. 20PART II - DIGITAL MARKETING TECHNIQUESUsing Content Marketing to Build Credibility and Engage with Your Target Audience ....................... 24Lead Generation: Digital Strategies to Create New Sales Opportunities ............................................ 27Lead Management: An Essential Component of End-to-End Digital Marketing .................................. 30Revenue Performance Management: Align Marketing and Sales to Optimize Top-Line Growth......... 34Maximize Long-Term Customer Value with Customer Marketing...................................................... 37PART III - DIGITAL MARKETING OPTIMIZATIONFive Key Principles to Improve Your Marketing ROI .......................................................................... 39Five Steps to Improve Your Marketing Accountability ....................................................................... 43Management Performance Techniques to Guide Digital Marketing Spend ........................................ 48Aligning Technology and Digital Marketing Strategies....................................................................... 50 2 Copyright 2011 CustomerThink Corp. Distribution is permitted only by sharing www.customerthink.com/digitalmarketingbook. Do not post PDF on any web site or require registration to access. 4. Strategic Roadmap for Digital Marketing 3Copyright 2011 CustomerThink Corp. Distribution is permittedonly by sharing www.customerthink.com/digitalmarketingbook.Do not post PDF on any web site or require registration to access. 5. A Framework for Digital MarketingStrategyHow can you increase ROI and accountability? Isnt that the questionthat keeps you up at night?Specifically within digital marketing, how can you accomplish thisDoing Digital justicesystematically and without getting sidetracked by the hype of the dayor whichever digital channel is yelling the loudest?means to makeThat is just what our contributing authors to this e-book aim to helpappropriate use of itsyou with. Together with this group of experts in the numerous nichesStrategic Roadmap for Digital Marketinginteractive within digital marketing, well show how the many puzzle pieces can beassembled into a strategy that supports your business.capabilities whenI will start us off with a framework to help you set your digitalpromoting yourmarketing strategy at the highest level. The chart below summarizesbrand and offering . the most critical elements of a digital marketing strategy. Here is abrief description of each of the major elements.0. Inform Digital Strategy by Overall Marketing StrategyAkin ArikanIf you havent set your overall marketing strategy yet, stop wastingyour time with digital here, go back and do that first. Research yourmarket, select your target segments and set your overall marketing mix(the 4Ps).Akin, the author of1. Define Digitals MissionMultichannel Marketing:Metrics and Methods for Job number one with digital is to define how the channel should beOn and Offline Success, contributing to your overall business and to the customer life cycleis a product strategist for across multiple channels. How should the channel help with creatingIBMs web analytics and customers and making money?enterprise marketing2. Select Your Overall Digital Strategymanagement solutions.Akin has been working Based on the mission that you set for Digital, you can now derive yourwith digital analyticsoverall approach. This includes the presences that you should prioritizepractitioners since 1999. (e.g. website, mobile, Facebook, etc.) and their related site types orBlog LinkedIn Twitter business models, i.e. 41. eCommerce,2. Lead generation,3. Customer service,Copyright 2011 CustomerThink Corp. Distribution is permittedonly by sharing www.customerthink.com/digitalmarketingbook.Do not post PDF on any web site or require registration to access. 6. 4. Content/publishing,5. or Brand marketing.Based on these decisions you can then derive the top five KPIs (key performanceStrategic Roadmap for Digital Marketingindicators) that you should manage the digital channel towards. You can also form aninitial opinion on the ad channels that suggest themselves for the audience that youwish to reach.3. InteractivityDigital still cant beat traditional advertising media on reach. Yet, digitals uniquestrength is interactivity. Doing Digital justice therefore means to make appropriate use 5of its interactive capabilities when promoting your brand and offering. Interactivitymeans taking promotion, which is one of the 4 classical Ps in the marketing mix, and Copyright 2011 CustomerThink Corp. Distribution is permitted only by sharing www.customerthink.com/digitalmarketingbook. Do not post PDF on any web site or require registration to access. 7. expanding it by focusing on many more Ps that digital is really good at: persuasion, permission, personalization, growing net-promoters, etc. 4. ROI Measurement, Accountability, and Optimization The other strengths of Digital are measurability and testing. Put these to use towards continuous improvement. 5. Technology Strategy and Selection Finally, your use of digital marketing technology should of course be determined by the digital and interactive marketing strategies that you are going after.Maturity ModelStrategic Roadmap for Digital MarketingIt makes sense to have a maturity model as a companion to our framework so that you canscore your progress against the framework.The model below provides a score for each of the five major areas (#1 -5) in the frameworkabove. For each area, the model describes different levels of maturity at which a companymay be. The lowest level of maturity gets a score of zero and the highest level a score of 3. 6 Copyright 2011 CustomerThink Corp. Distribution is permitted only by sharing www.customerthink.com/digitalmarketingbook. Do not post PDF on any web site or require registration to access. 8. As an example of using this maturity model, below is how a company might score that is reallygood at digital as a standalone channel but hasnt yet made the step to cross-channelStrategic Roadmap for Digital Marketingintegration.Next StepsThats it, as to setting your top-level strategy. In subsequent articles, members of ourDigitalMarketingOne Founders Council will then add expert advice about each of the richelements of digital marketing: Channels (Advertising, search, social media) Marketing Techniques (content, customer, revenue management, lead management) Accountability & Optimization (marketing performance, ROI measurement) Technology strategyContact the Author: BlogLinkedInTwitter7 Copyright 2011 CustomerThink Co