Learn more about Digital Marketing Framework through 6 steps witch are: 1-Discovery. 2-Internet Business Analysis. 3-Build. 4-Implement. 5-Measure. 6-Manage Results.
Content, advertising, mobile and social media will make up the foundation of your digital marketing efforts, but what kind of base do they have? This base is called a digital marketing framework. The framework is a six-step process, made up of the following phases: Discovery, Internet Business Analysis, Build, Implement, Measure and Manage Results.
The first and most important element of the digital marketing framework is Discovery. It's the longest phase and requires the most time and energy to piece together, but if done correctly, it'll ensure the success of the other five phases and drive your entire digital marketing strategy. The core components of Discovery include identifying goals and objectives, selecting strategies and tactics, exploring new opportunities, and setting metrics and targets.
The second phase of the digital marketing framework is the Internet Business Analysis. Now that your goals and objectives have been identified, the next step is researching how best to implement a digital marketing strategy. There are three specific tasks that will yield valuable information: market segmentation, persona development and competitor analysis.
In the process of market segmentation, a business will consider which pieces of the market to target and then analyze those areas. You’ll have much greater success when targeting niches rather than jumping headlong into a vast and uncharted ocean of consumers.
Persona development involves the creation of fictitious characters that represent various types of your customers by incorporating different demographics, interests, locations, age groups, gender and behavior. Once personas are created, specific and more personal campaigns and strategies can be used to target the differing customer types which will lead to a higher conversion rate, more sales and a better ROI.
Before implementing digital marketing tactics, it's a good idea for you to analyze your competitors to see what they’re doing in the digital space. An in-depth competitor analysis often returns valuable information including strategies that are working for your competitors (which you can then implement) and areas where you can gain a definite competitive advantage.
The next component of the digital marketing framework is Build. The Build phase is where the strategic development of a digital marketing plan shifts into resource planning and allocation. Before the requirements of a digital marketing strategy can be built or implemented, your business needs to have a discussion about who will build it and at what cost? Are there enough staff members to handle it internally or do you need an agency or consultant? How much budget do you have available?
Businesses that choose to work with consultants will discover that experts can alleviate the pressures of Build (and much of the following three phases) from the equation as they'll already be off and running with the project at this point.
Regardless of the path, the Build phase is where you’ll set up or modify your digital assets, which are things like your website, social media profiles and the development of any other digital campaigns.
Following Build is the Implement phase. During this period all of the digital assets and campaigns tasked throughout Build need to be scheduled for launch and subsequently activated. A cohesive and well-organized launch strategy can pay dividends as it’s often an underrated part of most digital marketing efforts.
Once businesses are fully operating within the digital space, many consider their job done. They sit back and wait for good things to start happening and are either satisfied by mediocre results or simply disappointed. Don't build, implement and wait, because it won't do you any good. The Measure phase of the digital marketing framework is what enables you to determine which strategies work best and enhance those that are generating a positive ROI with your marketing budget.
Since most businesses aren't aware of the Measure phase, this is another area where an agency or consultant can assist. A consultant helps you determine target goals for each digital tactic and then sets up the measurement of those metrics.
The Manage Results phase is the final cog in the digital marketing framework. One of the most helpful aspects of digital marketing is that anything and everything can be measured. After implementing a campaign and letting it run for a reasonable amount of time (and also tracking it correctly), it'll be easy to discern whether the campaign works. If it doesn't, pull the plug. If it works, start the digital marketing framework again and figure out how to enhance it.
Most businesses aren't managing their results - at least not yet. The monitoring of digital marketing efforts allows you to make ongoing adjustments and rapid improvements to campaigns. The Manage Results phase is the key to more efficient digital marketing and could be the competitive edge your business is lacking.
Ref. WSI “Digital Minds Book”
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