Do you have a #digitalmarketing #strategy” or a marketing strategy for the digital world?

July 20, 2012

I’ll admit it… I’m in my 15th year of digital marketing, wrapped inside a 28 year career of marketing. While this can make me sound like an old fart, I realized quite a while ago that I no longer think in digital terms… I apply digital concepts, tactics and measurement to marketing strategy.

More than parsing words too closely, this goes to the core of all multichannel marketing and consumer centric strategies. Thinking in terms of channel based strategies, a.k.a. digital marketing strategies, is antithetical to success. Your target audience IS your target audience, regardless of where they come upon you.

Consider the rage of discussion around data management platforms, real time bidding and web recommendation tools. Across the board, all value the input of digital signals to try to deliver better or more efficient digital media. Is this the right answer? Last time I researched the area of media consumption, I found that consumers amass about 42% of their media impressions through digital channels.

If you still believe in the “digital marketing strategy”, today’s best practice, consider that you’re looking at less than half of your cutsomer engagement to deliver less than half of their impression of your brand. How does that align to the other 58% of media impressions? How do you control consistency between those impressions?

Hope you get the point. Start thinking about your marketing strategy, and how digital signals and media can help achieve your objectives. The world is turning increasingly digital, but until you make this shift, or until 100% of your audiences impressions are digital we’ll never see an alignment between the digital marketing strategy and overall marketing stratetgy… we’ll never see true consumer centric marketing or true customer engagement.


Enterprise – has the word lost its’ meaning?

March 12, 2012

Yester-year I worked to connect large direct response retailers to their first ecommerce experience – integrating commerce and content systems into “enterprise resource planning” systems (ERP). While we hear less about ERP systems these days, the point of those solutions was that it really did connect all aspects of the business… finance, inventory, customer service, billing, and more.

Today, we use the word enterprise to describe something that we either want a VC to perk up and hear, or something that involves merging a few disparate things. I read a MediaPost article today, “Enterprise DMP Will Require Companies to Merge Data Silos“, and was reminded of this point.

While I thoroughly agree with the authors premise that data silos  are on their way out, I disagree that having a larger silo is substantively better. Or, that it represents the “enterprise”. Combining more digital data for the purpose of sending more, or even better, digital messages is a great ideal but is not the right answer. Two points to consider…

  1. To rightfully use the term, enterprise, it should at least cover a majority of the average media spend, if not all of it. Combining all digital channels, the best we can see in this digital coverage is about a 25% of ad spend and 40% of the consumption of media.
  2. Consumers exhibit multichannel behavior, 70% research and purchase in different channels, online versus offline. Being better at just the online part of this equation match well with consumer expectations or marketer needs.

DMDays ’09 – new digital marketing committee announced – iDirect

June 24, 2009

The Direct Marketing AssociationDuring the opening keynote at DMDays John Greco, president of The DMA, announced a new committee designed to help mentor his organization into a transformative era, bridging their legacy as a primary thought leader in direct mail into the new digital and multichannel world – iDirect.

Fundamentally, this is an incredibly interesting issue and worthy of commentary. What role does the industry establishment play in the current and future evolution of marketing?

The first dimension that comes to mind for me is the communication between online and offline constituents within a company. In this case The DMA has a superior chain of relationships with large brands, and their ability to influence direction is substantial. Time will tell how this will shake out.

My greatest impression is that the marketing world is neither digital nor direct… it’s both. The beauty of digital media channels is that they typically possess a deep level of addressability… a quicker, more accurate form of the same measurement that underlies traditional direct marketing principles.

Noted by industry icon, Stan Rapp, “iDirect Marketing is the new Direct Marketing empowered by interactive insights and multi-channel involvement brought to life with new digital technologies.  It is a fresh approach to marketing directly, driven by a remarkable degree of innovation and information shared via the infinite internet and other digital media.  It’s what’s missing today when you simply say “Direct Marketing” or “Interactive Marketing.”


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