Defining the scope of digital marketing using the '5Ds of Digital' and the Smart Insights RACE planning framework.

My recent blog post on digital marketing trends shows the latest innovations, but here we go back to basics to define digital marketing. This is important since for some in business, particularly more traditional marketers or business owners, 'digital' is simplistically taken to mean 'our website' or 'our Facebook page'. This thinking limits the scope and opportunity of what's managed and it means that activities that should be managed may be missed.

The 5Ds of digital marketing

To understand the importance of digital marketing to the future of marketing in any business, it’s helpful to think about what audience interactions we need to understand and manage. Digital marketing today is about many more types of audience interaction than website or email... It involves managing and harnessing these ‘5Ds of Digital’ that I have defined in…

From SMART to SMARTER marketing objectives

When identifying specific marketing objectives to support your long-term goals, it is common practice to apply the widely used SMART mnemonic. You will know that SMART is used to assess the suitability of objectives set to drive different strategies or the improvement of the full range of business processes. One of the main reasons that we called our site and service SMART Insights is because we wanted to help marketers succeed through using a more structured approach to planning to give more realistic targets they could be more confident of achieving. Using SMART objectives and then measuring them through properly customised analytics reports is a big part of how we hope to help too. With SMART objectives documented in Plans linking objectives to strategies and KPIs everyone is sure exactly what the target is, progress towards it can be quickly and regularly reviewed, for example…

What is the difference and does it matter?!

Before Digital marketing became the de-facto term, I've been asked this question a lot across the years... does the difference in scope between these terms matter? So, as we enter 2017, I thought it's time for another quick look. Here is the latest comparison from Google Trends between 2004 to end 2016. You can explore the trends on this embed from Google. trends.embed.renderExploreWidget("TIMESERIES", {"comparisonItem":[{"keyword":"Internet marketing","geo":"","time":"all"},{"keyword":"Emarketing","geo":"","time":"all"},{"keyword":"Digital marketing","geo":"","time":"all"}],"category":0,"property":""}, {"exploreQuery":"date=all&q=Internet%20marketing,Emarketing,Digital%20marketing&hl=en-US"}); Does the difference in these terms and their definitions matter? No, of course not, it's semantics! But it is interesting to see how the scope of Internet marketing vs Digital marketing has changed over time. In my books, when discussing alternative definitions, I explain that, no it doesn't really matter, but the scope and responsibility is important to make the most of managing the opportunities. So…

A definition of paid, earned and owned media

With the rise in importance of social media and online PR, we’re seeing more companies change their method of budgeting, reporting and investing in media to reflect the types of sites where audiences spend their time online. The trend is towards a review of investments in the 3 main media buckets of earned, shared and paid which each give opportunities to influence customers. None of these media types are new, but what is new is the increasing prominence given to owned and earned media while paid media has always dominated in the past. It’s a positive move since it poses questions about how best to measure the returns from social media and set the investment at the right level. Since these terms are increasingly being used, but it's unclear on the definitions, this post gives a compilation of alternative definitions for paid, earned and owned…

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