B2B Marketing Insider
OK, I admit it. I am a sucker for a great slideshare presentation.
I subscribe to a number of respected marketers, business people and brands who create slideshare presentations I think are worth reviewing. And then I like to review them here.
Last week I saw this great presentation from Jeff Bullas (@JeffBullas) from the land down under. It’s called “How to Win in a Digital Economy.”
Jeff writes some of the best blog articles on social media marketing, so I knew his slides would be great also. So here is a quick recap of Jeff’s main points. But I invite you to check out all 88 slides which are chock full of great stats and advice for today’s businesses.
The Challenges:
- How to get found in a universe of over 500 Million + websites, 150 million blogs, 2.2 Billion banner ads served every day, 700,000 keyword searches every minute?
- Most marketers are stuck using old marketing techniques and paradigms.
- How does your brand cut through the noise of information when “every 2 days we create as much information as we did from the dawn of civilization until 2003” ( ~ Google CEO Eric Schmidt).
How to Succeed in The Digital Age
Step One: Design and build online assets (website, blogs, social accounts).
Connect an online store, social account and mobile platform to your website. Today’s websites are interactive, frequently updated, using dynamic content like blog articles and social comments and they are integrated with your CRM and Marketing Automation platforms. Today’s website requires amazing digital design, “liquid and linked content,” compelling multimedia, visual content and social connectivity. And today’s website takes advantage of the use of mobile access to allow visitors to “read, view and buy anything, anytime from anywhere.”
Step 2: Develop Your Marketing Strategy.
This will define your vision, target audience and goals along with the tactics and metrics you will use to achieve them
Step 3: Integrate paid, owned and earned media in an integrated way to allow for “multiple channel action.”
Paid digital advertising, Search Engine Optimization, Social channels and email all can be combined for marketing that is more effective than any one tactic used alone. (Jeff has some great tips on social media marketing that you should really check out!)
Step 4: Monitor, Measure and Modify.
One of the greatest benefits of digital marketing is that it can be measured, modified and optimized to meet your buyer needs and your business goals.
Michael Brenner is the Vice President of Global Marketing for SAP where he leads content strategy and serves as the managing editor of the company’s award-winning Business Innovation thought leadership blog site. He is also the author of B2B Marketing Insider, a contributor to Forbes and a frequent speaker at industry events covering topics such as marketing strategy, social business, content marketing, digital marketing, social media and personal branding. Follow Michael on Twitter (@BrennerMichael), LinkedIn, Facebook and Google+ and Subscribe to B2B Marketing Insider by Email
Hey Mike,
The only thing I disagree with is the order of the steps. Step 1 should be first. You can’t design and build a website, start using social media, or anything online without fully understanding your marketing strategy.
Jay
Thanks Jay, completely agree.
Agree with Jay here…a marketing strategy will prevent you from wasting scarce resources.
Another thing that you need to do is concentrate on being share worthy. Unless the content and marketing strategy takes that into account, you will be burning cash like the Joker
Thanks so much Bhaskar. Deciding what NOT to do is just as, or more, important than deciding what is important.
I love to say: when everything is important, then Nothing is important!
I like step 3. Leveraging the synergies between paid advertising, SEO, email and social media can be very powerful.
Thanks Paula, I think you’re right and it’s hard which means most of organizations don’t do it very well. But a huge opportunity with a little focus, time and energy.