Digital Marketing Process

The Digital Marketing Process is the project management activity to create a website. The flowchart below shows the overall project flow:

Digital Marketing ProcessIn the discussion, the team needs to have a conversation on what forms of digital marketing it will take on. What platform to choose for the website? Will it be a lead generation and have e-commerce as an add-on? What about social media and blogging? How will social media be integrated into the website and into the digital marketing activity? Is an email autoresponder required for regular newsletter and lead capture or would a simple contact form suffice?

A discussion framework will be required to comprehend the scope and goals for the discussion as follows:

Digital Marketing Process Discussion Framework

The decisions from this guided discussion will then form the framework of the website and the organisation’s digital marketing strategy. Then the website building process can then be started as per the follow website creation process flowchart:

Digital Marketing Process ImplementationThis website creation process is critical to the success of the website. The content created in the form of articles and pictures will be relevant to the mission and goals of the website. Videos too play a very important role as it can go viral and also hold a visitor’s attention. The analytics to measure the website ROI are important and you can use both social media as well as search engine analytics. And all this will be driven by the selection of the keywords.

The keyword selection process itself leads to many variations on content and approach to the website, if search engine optimization is important.

In a nutshell the project plan will like the flowchart below. The scope of work needs to be ironed out. A kick off meeting to loop in all relevant stakeholders and gain agreement on the goals, roles and activities. Then coming up with the timelines and the execution plan to work the digital marketing process. Constant reviews of the work in progress plus after the work is done ensures that the plan stays on track to the desired goals.

Digital Marketing Process Project Management

To sum up, the strategy and the digital marketing tactics will need to be crystallised first. Then the process of determining content follows. And then only will the website be built. A shooting from the hip approach in creating the website may work, but many reworks and changes will be made as the digital marketing efforts take root, resulting in a lot of double work. It is best advised to plan the work and then work the plan in order to maximise time, effort and money spent.

Digital Marketing Management Mix

Digital marketing mix management seems to be a very ad hoc activity for most companies. For example, the company website, being a technology, is left to outsourced web designers, junior staffers and the IT department to manage.

If the role of the website is to be an additional channel to market and get leads and sales like newspapers, radio and television, then the management of this asset should fall within the digital marketing management mix. Specifically the Place and Promotion pieces of the 4Ps of the traditional marketing mix.

4Ps The Marketing MixThe Marketing Process:

  • Macro analysis (PESTEL)
  • Micro analysis (Porter’s 5 Forces)
  • SWOT Analysis
  • Target Market Determination
  • Product
  • Price
  • Place
  • Promotion
  • Measure and Control

The items in blue are part of the digital marketing management mix.

The Internet is today the location of choice for people to get information and form an understanding of that information. A call to action can be in place for people to take an action once they are satisfied that they have sufficient knowledge on the subject matter.

Search engine results pages (SERPs), Facebook and Twitter are the preeminent places on the Internet today that people spend their time on. People search for information, follow on topics of interest and catch up with their friends and families activities online.

Having this perspective, a savvy marketer utilizes his knowledge of the marketing mix and looks at the website, Facebook page or tweets as the places to do promotions and attract prospects.

When a person is searching the web for information on a potential service, for example home renovations, the person could opt to follow on Twitter several home renovators, look for recommendations from their Facebook friends and use the search engines to look for home renovators.

If the home renovator has their digital marketing mix in place, then they should rank optimally in the search engine results pages and be able to be found in Twitter and Facebook.

And the home renovator can measure and control their online digital marketing efforts by analyzing their Google Analytics, AddThis Social Analytics, or Facebook Insights data.

The key here is the planning and execution of a management plan to optimize this digital marketing mix. What resources will be needed? What are the specific activities involved? What is the frequency of engagement to be? How to differentiate if required, online promotions versus offline promotions?

It’s like the transformation that occurred in the 1990’s. It was the end of the clerical pool and the move to higher value knowledge workers using computers and multi tasking at their desks.

Digital Marketing Management Mix ResultsIf the workforce can transform from typewriters to word processing and email handling, then why not start the transformation of the workforce from the telephone to blogging, tweeting and facebooking for the business? And yes, the workforce does move higher up in the value chain with this transformation.

So in a nutshell, the digital marketing management mix should be looked at with a seriousness to maximize business opportunities. For all you know, your competitor is already doing this today.

Digital Marketing Triangle

Digital Marketing Triangle (DMT) comes about from the increased complexity in managing marketing engagement in the real world today.

There is social media such as Facebook, Twitter, Pinterest. Then there is the website to manage in terms of content, blog and comments. Then there is the organization structure that separates technology and marketing.

So who does what? Who updates the websites content and technology? Who manages the comments? Who logs in to view the analytics and decides on corrective measures? What is the interaction of the digital marketing triangle of technology, marketing and the consumer?

Digital Marketing Communications

This conundrum can be easily resolved by looking at this problem as a digital marketing problem. What are the goals and objectives of digital marketing for the organization?

If the goals and objectives of digital marketing is to have an effective conversation with customers, prospects and followers of the organization, then that digital conversation can be sized up into two discrete components. The Topic and the Presentation of the topic. Essentially the topic of the conversation and how that topic is rendered or presented to the consumer of the topic.

We can then hand over the topic and conversation to Marketing to manage. We say Marketing in this instance, as a representative of a department that engages customers. It could well be Tech Support, Customer Service, PR or even Sales.

This goes too for search engine results. The most accurate URLs and keywords need to be used in creating domain names, page URLs and title tags, to ensure that the conversations are optimized for search engines and rank well in the search engine results pages (SERPs). We have to bear in mind that search results are being looked at by qualified leads, leads that are looking for solutions and thus are conversations in their own right.

The rendering and presentation part of it is handed over to the Technology or IT team to manage. This is diagramed in the Digital Marketing Triangle as shown below.Digital Marketing Triangle

The consumer wants accurate information. Marketing wants to keep the consumer engaged. Therefore for social media and websites, the content, comments and conversation is to be managed by the Marketing team.

And in the case of websites, the use of a Content Management System (CMS) like WordPress would be an easy to use application for Marketing to update content and manage comments.

The Marketing unit needs to incorporate web designers and graphic artists to be part of the team to manage the visual conversation with consumers. With the prevalence of smartphones and tablets, visual communication online with great infographics, pictures and mobile responsive websites are an urgent requirement to hold the attention of the consumer.

The Technology unit then provides the tools and expertise to manage the hosting, whether in-house or outsourced, of the WordPress or any other type of website. They can provide relevant hardware and network technologies to manage the speed, security and functionality of the website to ensure that the conversation is presented safely and speedily. Plus expertise on mobile app development for the respective mobile platforms.

The roles and activities between the Technology and Marketing units would be as follows:Digital Marketing Roles

Concluding this, for a faster and more productive digital engagement with the consumer, Marketing should either expand its scope of work or set up a Digital Marketing unit that focuses purely on digital marketing activities.

Digital Engagement and the Organization

Digital EngagementDigital engagement and digital marketing are the extensions of offline traditional business processes and marketing into the wild wild world of the internet. The internet today commands attention from almost all sections of society as it becomes the primary medium of communication.

A McKinseyQuarterly article this month, ‘Are you making the most of your company’s ‘software layer’?’, explains this as a separation of the traditional products and services and the digital interactions of a company.

McKinsey says, basically, in today’s world, there are a lots of digital interactions with a company, from its website, social media sites, online advertisements to a variety of programs and applications.

Shopping OnlineFor example, we can see this very clearly in the financial services sector. We pay our bills online, open fixed deposits and create telegraphic transfers, through internet banking applications.

We trade the stock market internationally, through online stock brokering platforms, bypassing the high broker charges of a phone call to the stock brokerage. We can buy our books, groceries and whatnot through the online stores.

We are influenced by what our social connections say on facebook and react to twitter feeds. Consumers today are taking action, responding to the push and pull activities done in the digital world of Google, Groupon, Facebook, Twitter and mobile apps.

Organizational DirectionThe key to successful digital engagement with customers will involve breaking down the organizational silos. A core technology group that understands the business, user needs, the products and the technology will be needed to create an efficient digital experience for the customer.

Parts of this group will be taken from the IT, Marketing, PR and Business Processes departments. And the group’s managers and leaders need to have a clear understanding of their mission and its requirements to ensure success happens.

Is your company prepared for the expansion into digital engagement and digital marketing? Test: Anyone know how to use the QR code?