Digital marketing strategy

Selecting the best revenue options for Internet startups I’m often contacted by site owners with an idea for a new site who are trying to work out how much revenue they’ll be able to raise depending on the number of visitors to their site. There’s no simple answer to this, but to help, several years ago I

Using the RACE Planning System to get ahead in your digital marketing The first edition of my Internet, Marketing, Strategy and Planning book from 2000 contained a template for creating what we then called an Internet Marketing Plan. Ten long, but exciting years later, marketers are understandably even more hungry for guidance, given the importance of digital

A summary of Amazon’s business strategy and revenue model I’ve used Amazon in my books for over 10 years now since many companies, from startups and small businesses to large international businesses, can learn from their focus on the customer and the approach of using technology and analysis to improve results. It consistently outperforms other companies

12 digital marketing fundamentals to get right in 2012 At the turn of the year, it’s always worth reflecting on the opportunities and challenges ahead to help shape priorities for marketing. In a recent talk for AdTech London, I identified 12 marketing trends, available in the Slideshare embed at the end of the post. In this post I’ll highlight

What do you think is the best, i.e. most useful marketing model? I’m a fan of using practical models for marketing since I think a good simple model gives us a framework to assess how we’re doing things now compared to our competitors and planning marketing strategies for the future. Simple frameworks are also great to help

What is the SOSTAC® marketing planning model and how do you use it? If you don’t know SOSTAC®, it’s worth getting to know. I’m alerting you to SOSTAC® now since it was the third most popular of the marketing models poll in 2011, but’s not so well known as #1 and #2. What is SOSTAC®? SOSTAC® is a

The RACE Digital Marketing Improvement Framework RACE is a new mnemonic we’ve developed to help digital marketers plan. In this post, I’ll discuss how you can simplify your measurement and reporting through RACE, You can find more details about applying RACE for Internet Marketing Planning in our Internet marketing template download. Through 15 years of advising marketers

My predictions on 11 marketing trends for 2011 I’m was early in reviewing marketing trends for 2011 since I presented my predictions on the latest developments at the IDM/DMA North Annual Conference in October 2010. You can view my presentation at the end of this post. 2011 update – predictions in key areas of Internet marketing Since this

Our framework for marketing success You may remember our strategic RACE framework which we created to provide a means to contextualise digital marketing tactics. We’ve developed this with a new visual to show a planning and management process to use on marketing projects. Our new Growth Wheel infographic developed in collaboration with First 10 Digital, aims to

Great examples of websites with effective online value propositions (OVPs) “Why should I do business with you online?” is the question on the subconscious minds of all site visitors and especially first time visitors. I believe the design has to emphasise your key offers and why we should do business with you online rather than via another

Social media marketing gives new options for segmentation Since the 1950s, when the practice of market segmentation began, it has been the cornerstone of any marketing strategy. Accurately define your market segments and then the follow on activities of targeting …..

Thinking like Sun Tzu to improve your strategic position This is the second part to last week’s interpretation of how Sun Tzu’s Art of War can be applied to digital marketing - thanks for the comments and shares on the first part! …..

What can an ancient text do to help your digital marketing? This is a question that Dave and I were discussing recently, and we decided the answer was “quite a lot actually” and that a fun and (hopefully!) interesting post …..

Of the sixteen tools reviewed which two work best? This article explains why we believe you’d benefit from using these services for feeding back on web page designs. You’ll find you can use them for everything from campaign landing pages …..

New Boston Consulting Group report on the Economic impact of Internet on retail Value/Importance: Recommended link: BCG Perspectives March 19th article A new report on consumer and business use of the Internet in the G-20 countries If you’ve been working …..

Are you a Creator, Critic, Collector, Joiner or Spectator? If you’ve not seen Forrester Technographics tool before you are missing a treat. Showcased in the book Groundswell, Technographics is Forrester Research’s methodology for surveying customers. Its similar to segmenting by demographics …..

How do you build long-term relationships with customers using online media? “Open conversations generate loyalty, sales and most of all, learning… for both sides”. Seth Godin Achieving engagement with a customer or fan base is not so much about tactics …..