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Our recommendations on digital marketing strategy development

Digital marketing strategy is often overlooked as companies focus on the tactics of individual media channels like SEO, Adwords and Email marketing.

This is our selection of the most popular Smart Insights advice on digital marketing strategy followed by our most recent articles which are updated through our “digital marketing strategy essentials” in our weekly enewsletter.

This figure from Dave Chaffey’s Ebusiness and Ecommerce Management book is recommended as a framework for managing all digital marketing activities.These are the digital marketing strategy issues which we aim to cover on Smart Insights!

Related recommendations to digital marketing strategy

Also see our recommendations on individual digital marketing tactics like social media marketing strategy.

Posts about strategy - Digital marketing strategy:

Integrated online marketing strategy – a tool for integrating your strategy

by Dave Chaffey on August 31, 2010 · 0 comments

in Digital marketing strategy, Digital marketing strategy alerts

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.

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The rise of mobile and what it means for email marketers

by Mark Brownlow on August 19, 2010 · 1 comment

in Email marketing

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.

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Benchmarking competitor use of social media using The Social Media Balance Sheet™

by Annmarie Hanlon on August 7, 2010 · 1 comment

in Online PR / Social media

A tool to measure social media presence – for sector and competitor research

Social Media Metrics have to date mainly focused on the view of their effectiveness from inside the company. At Evonomie we’ve been looking for a while for an external qualitative method to measure companies’ online activities as part of a strategic review.

Internal or in-company quantitative methods are in abundance and focus on activity, surveys and return on investment (ROI). These are certainly valid metrics and there is a comprehensive list in Jim Sterne’s book Social Media Metrics. The real question when conducting research is how can you capture the metrics if you’re outside the company? You don’t have access to their analytics so need to make a judgement on what’s important and whether the information is available.

Benefits of benchmarking competitor use of social media

Reasons we want to measure the social media activity from an external perspective include:

  • The review competitors’ activity, their strengths and weaknesses
  • To understand where and how the market segment is using social media
  • To identify opportunities
  • To identify threats
  • To review new markets companies may consider moving into
» Read our full article

Several digital trends impacting modern marketing

by Danyl on August 5, 2010 · 0 comments

in Digital marketing strategy

Technologies get attention, yet they’re fleeting suggests Steve Rubel in this presentation for Edelmen PR. I couldn’t agree more – remember MySpace, bought by Murdoch 5 years ago for £330m. And, only yesterday Google Wave went belly-up.

Rubel notes that trends develop more slowly and are timeless, and for this reason it’s the trends that we need to take note of.

So many ‘new trends’ have been there all along, after all what’s really so new about social media – aside from the changing technology? Our desire to connect and share isn’t new, and forums were one of the first web services online. Was that early social media or ‘word of mouth’, both? So what trends are new according to Rubel…

Six Digital Trends To Watch by Steve Rubel and David Armano

I like the presentation – though several are pretty well explored already? If you’re a trend follower you may also want to see McKinsey’s Ten Tech Trends.

Here is my summary including some of those comments from people on the Slideshare site:

1 Marketing in the age of streams

  • We’re bombarded with information so cut-through

 …  » Read our full article

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Q&A: International Ecommerce providers

by Dave Chaffey on August 3, 2010 · 0 comments

in Digital marketing Q&A

Q. Who would you say the market leaders are from an e-commerce perspective?  i.e what companies are you aware of that provide a complete outsourced online shop(s) through to order handling and fulfillment on a multi-country basis?

A. I think there are a limited number of Ecommerce solution providers that can deliver this. There are more that work on in individual countries or markets, but fewer which can offer the international fulfillment.

For me, these are best known suppliers which I believe have the scale to help you I would recommend taking a look at :

1. GSI Commerce international Ecommerce solutions

2. Amazon Fulfillment Web Service (Amazon FWS)

3. Venda Ecommerce Fulfillment

To review others I suggest you download the Gartner Ecommerce Leaders Magic Quadrant:

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