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Digital strategy

Without clear digital marketing objectives, you’re basically directionless – and working to achieve vanity metrics that don’t necessarily help you achieve your overall business objectives.

Digital marketing objectives underpin all marketing strategy. After all, how do you know what you're working towards without clear, actionable and achievable metrics? Setting digital marketing objectives should always be the priority as they will be the basis of your entire strategy. By achieving your digital marketing goals, you’re also helping reach your overall business objectives, whether that’s boosting your overall sales or improving awareness of your brand. [si_learning_path_module_shortcode_block id=139243] Setting digital marketing objectives is, on one hand, a great way to motivate yourself and your team and work towards achieving better results for your business. On the other hand, goal setting is much more than just saying “I want to achieve that and that” – it’s how you can develop a plan or strategy that will help support your…

Amazon marketing strategy: Business case study, revenue model and culture of customer metrics: History of Amazon.com

In July 2020, Amazon reported a 43.4% increase in North American sales and 33.5% worldwide revenue growth in the second quarter of 2020. Online sales of groceries have tripled as consumers went online in large numbers to buy food during the coronavirus pandemic, and Amazon increased its grocery delivery capacity by 160%. What can we learn from studying Amazon's marketing strategy? I've highlighted the Amazon marketing strategy case study in my books for nearly 20 years now since I think all types of businesses can learn from their digital business strategy, their response to the pandemic is impressive but not entirely surprising for a brand which is 'customer obsessed'. From startups and small businesses to large international businesses, we can all learn from their focus on the customer, particularly…

The importance of creating and using a digital marketing plan to support digital transformation and company growth

Where do you start if you want to develop a digital marketing strategy? It's still a common challenge since many businesses know how vital digital and mobile channels are today for acquiring and retaining customers. Yet they don't have an integrated plan to grow and engage their audiences effectively. If your business doesn't have a plan you will suffer from the ten problems I highlight later in this article and you will lose out to competitors who are more digitally savvy.

The challenges of digital marketing

In my experience, a common challenge is where to start drawing up your digital marketing plan. I think there is a fear that a massive report is required, but we believe that lean planning works best. Your plan doesn't need to be a huge report, a strategy can best be summarized…

From SMART to SMARTER digital marketing objectives

When identifying specific digital 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.

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With digital objectives being SMART, and documented in Plans linking objectives to strategies and KPIs, everyone is sure exactly what the…

Set the right goals for digital marketing using the 5Ss

Do your set of goals for online marketing cover all the bases? A good set of digital marketing goals covers a range of different measures to help set, review and control performance across all digital marketing activities.

Digital marketing goals through the 5 Ss

PR Smith, my co-author on Emarketing Excellence developed the 5Ss of digital marketing around 2000, and although basic, it's still used by many planning their digital marketing strategy. So I thought I'd share it here by showing how it applies today to ASOS.com, a dynamic online business. To measure the goals suggested, see my post on goal setup in Google Analytics.

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1. Sell - Grow sales

Start with your most important transactions…

What are the essential parts of a digital transformation plan?

A digital transformation plan is a strategic, long-term plan focusing on integrated digital media channels, implementation of new technologies, and smart, digital ways of working. The purpose of a digital transformation plan is to define how to compete more effectively with digital marketing. The scope of a digital marketing plan is typically annual, but a digital transformation plan will typically be longer since this involves creating long-term digital roadmaps. Digital or online marketing is any form of marketing that involves using online channels for goals of acquisition and retention. It also includes digital technology and the use of data to target audiences more precisely with personalized messages. Since creating awareness and achieving conversion still commonly involve offline channels such as a call-centre or in-store, digital marketing plans need to define integration between channels using techniques like customer journey mapping.

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This means that…

Tool for structuring thinking about one of the crucial 4Ps of marketing: The Promotion Pyramid

The Promotion Pyramid is a strategic marketing model digital marketers use to plan marketing activity in relation to the breadth of audience targeted and the resource required (financial and staff time). McCarthy's 4Ps of the Marketing Mix famously highlights 4 of the most crucial elements of marketing strategy: Price, Product, Place and Promotion. There is much discussion of the relevance of the 4Ps today which we cover here, but suffice to say we think these are still key strategy considerations for businesses of all scales - that's where the Promotion Pyramid comes in.

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When thinking about promotion online, digital marketers all too often try to rush into starting campaigns without properly analyzing the merits of different tactics and channels. The resulting approach wastes resources in the long run because the lack of a proper…

Digital transformation strategy to grow your business: Our recommended planning frameworks to implement your successful digital transformation

More marketers than ever are fueling growth through digital transformation. But with the stakes so high, we want to make sure you get your digital transformation strategy right, first time. That's we're here to guide you through it. Discover the success factors for creating a digital transformation strategy to grow your business, read-up on the implementation process for your digital transformation next steps, and explore our latest digital transformation research.

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Why create a digital transformation strategy?

Our research shows that today many businesses are realizing the imperative for digital transformation; to compete in digital marketing data and technology, a structured process of digital transformation is needed. The need for transformation is particularly strong in larger, international brands and organisations that…

Learn how SMEs can use Porter’s 5 Forces to assess marketplace viability when planning

Right now, Porter's 5 Forces is the most useful tool for owners and managers to stay one step ahead of the competition in a challenging market. Earmarked as the best marketing model to help small businesses analyze the competition in the marketplace, balancing these 5 forces is a must for your 2020 marketing action plan. [si_guide_block id="21479" title="Download our Free Resource – Business marketing plan guide" description="Research has shown that companies with a plan succeed more than those without a plan. In this guide, re recommend frameworks and examples to review your strategic capabilities and options and to create a well-considered plan."/]

What are Porter’s 5 Forces?

Porter’s 5 Forces is an analytical model that helps marketers and business managers look at the ‘balance of power’ in a market between different organizations on a global…

How to define an appropriate budget for digital transformation - one that’s realistic yet takes into consideration the aspirations of and opportunities available to your organization

This a difficult balancing act, and never more so than for digital transformation projects. Here, we share some tips to deliver you a budget that effectively serves your transformation aims, helping you maximize the impact of your initiatives. With so many different moving parts, digital transformation projects require a rock-solid foundation from which to build - including a budget that accurately reflects the scale and complexity of the initiative, while remaining achievable and realistic. However defining such a budget - not to mention getting it signed off - can be challenging. We’ve all heard the horror stories of projects going over budget, stalling, or even being abandoned altogether. If you’re currently in the early stages of your digital transformation journey and want to avoid a similar fate, this…