Digital Marketing Expertise - Expert
I find when reviewing online marketing strategies in student assignments or real-world live assignments that the different aspects of strategy often aren’t well integrated.
Although online marketing strategies are usually well structured into the SOSTAC® structure featured in our online marketing strategy template, the sections aren’t often well related. It’s not clear how each strategy is supporting a goal or the analysis on which its based.
A simple method of showing the integration and providing a one pager summary of the digital strategy summary is to use a table set out as below with separate columns for SMARTER goals (see end of page), substantation (based on the situation analysis) and strategies. This can also include the KPIs for success.
In the days of Heraclitus, mobile messages involved horses. But his wise words about the constancy of change apply so well to mobile email.
Mobile long meant a senior executive armed with a BlackBerry that turned HTML email into something suited to a modern art exhibition.
Email designers scratched their heads and hoped the problem would go away. Email marketers took solace in the fact that most audiences were BlackBerry-free. Then along came the iPhone and mobile email has never been the same.
Keeping your head in the sand is no longer an option: mobile email is one of the four trends driving email marketing change. This post explores the challenges and solutions for the forward-thinking marketer.
These website personalisation tools enable you to segment visitors and the deliver personalised messages within containers as with the classic Amazon personalized recommendations – read their published methodology.
This list is probably the most incomplete on the wiki due to lack of time so please DM me with solutions
Personalization integrated with web analytics
- BT Buckets Lower cost option that integrates with Google Analytics if required
Independent personalization engines
Personalization of customer service
- eStara from atg eStara Click to Call and Click to Chat engage visitors proactively
… » Read our full article
Like many I’ve switched to Chrome as my main browser this year for the speed and stability.
If you haven’t made the switch yet, there’s almost nothing to stop you now although I’m still missing the SEO Book plug-ins for Firefox, although SEO Quake is an adequate competitor.
I’ve found great interest in these new tools on my Advanced SEO course, so “due to popular demand” I’ve created a page of the ones I recommend. I’ve started with the simplest ones which marketers on the course might use, onto the more advanced ones for the SEOs.
1. PageRank Status
A simple tool for showing Google PageRank.
You probably don’t need this one if you have some of the other tools like SEO Quake.
Chris developed the excellent developer toolbar for Firefox. The main value of this for SEO is checking for semantic markup of <h1>,<h2>,<h3> – through reviewing many site I find that developers love to plaster containers in sidebars with <Hx> failing to highlight the content that matters to
… » Read our full article
I’m noticing a lot more innovation roles in larger organisations recently. It’s great to see companies investing in understanding technology and marketing trends to try to create a roadmap for prioritising and implementing innovative digital technologies for marketing applications.
If you’re involved in digital strategy, you’ll be constantly making judgements and doubtless arguing with colleagues about which innovations are most relevant to your organisation. Here are a couple of tools to help.
The Gartner Hype Cycle model for technology innovation
You may well know the Gartner Hype cycle since this has been published for over 10 years I think – here is the latest one, with this post from Gartner giving more detail.
