Digital Marketing Research and Planning
What's in a sign?
As I read the book of Digimarketing by Wertime and Fenwick, I came across a more updated version of marketing. According to the book, the planning framework has expanded.
- The first tenet states that "consumers and customers must be actively engaged as participants... and not treated as passive viewers or targets." In view of this, marketers should be able to develop a Participant Print, which contains general, digital, and individual profiles of the intended customers and clients.
- The second tenet states that "...marketers should engage people on a sustained basis. Digimarketing requires better planning and a clear proposition of why you merit participants' time and attention." As such, this makes clear as to what the clients will experience and the benefits that can be gained upon interacting with the marketed entity through the Digital Platform Proposition. Key terms such as competitive differentiation, contextual relevance, personalization, transactional role, use of technology, and market application are considered in this process.
- The third tenet states that "marketers need to determine which channels is right for their marketing needs...". This tenet focuses on selecting the digital channels that can reach the most number of intended clients through the Channel Mix Plan. It also involves, upon selecting the channel, what one will actually create, such as the theme, layout, and functionality through the Creative Concept.
- The fourth tenet states that "...content shall increasingly be freed from specific delivery mechanisms, limitations of media units, and physical boundaries. All Digimarketers will need to make relevant, quality content their focus in order to generate sustained participant interest." The fifth tenet states that "consumers will initiate and direct more of the participant-marketer interchange. A large portion of content will come from consumers themselves. Marketers will play a role in this by encouraging and rewarding consumer content creation in a manner that is relevant to their brand(s)."As such, a Content Outline, whether company-provided or consumer-created, should be able to address what content types one should promote, for what purpose, where will such content be sourced, what promotions to be used (for consumer-created), and what tools can be utilized. The key to the content is its linkage to the Platform Proposition.
- The sixth tenet states that "messaging with participants must be on an opt-in basis only and tailored to each participant's indicated preferences. Companies will increasingly seek the exponential payback that comes from having consumers share information through social networking sites and virally with each other." As such, messaging participants should be dealt with accordingly by asking for consent of participation, stating the purpose of messaging, customizing messages for different segments, and ensuring proper frequency of sending of messages. The viralness, even though is out of the marketers' direct control, can significantly impact the intended entity. This is the reason why compelling content is paramount.
- The seventh tenet states that "marketers will need to understand a wide variety of new media options, many of which have pay-for-performance metrics. Search will play a key role in companies' Digimarketing plans too." With this, according to the Digital Awareness Plan, some form of purchased digital media such as sponsorships, advertorials, and product placement in negotiated space are still needed. Lots of data, research, and most probably professional help will be involved to arrive at an ideal plan.
- The eighth tenet states that "it is impossible to manage news in a digital world where consumers are faster than companies. Instead, Digimarketers will have to adapt their approach to be a meaningful part of the public conversation, using all the digital tools available to then to influence - not dictate - the debate." In the Digital Influence Plan, recommendations of consumers are highly important. The speed of information delivery is very fast, such that one should be able to influence opinion as news is still forming. An open and informal tone is critical, for it is a two-way conversation. Also, transparency in terms of communication is very important.
- The ninth tenet states that "...Marketers will need to use more sophisticated approaches to connect digital and physical touchpoints. Plus, they will shift their focus from the integration of brand image to the unification of each other's experience. The use of individual customer data will enable a continuous customer dialogue." Under the Channel Unification Plan, marketers should be able to interconnect the channels one chooses. This involves the integration of physical and digital channels, an example of which is customer care center encouraging callers to visit the company website for more information about a particular topic. It also involves content integration, an example of which is the promotion of celebrities or products by traditional media. The last step, unification of channels, simply put, is the identifying of elements that joins digital channels. An example of this is an individualized account profile of online magazine service, wherein each can update his or her own profile, and the information that one receives magazines that are according to one's preferences.
- The tenth tenet states that "data will be recognized as the lifeblood of marketing. Data is the key to using addressable channels effectively. A good data plan will be the centerpiece of Digimarketing. Marketers will use this data for more detailed psychographic and behavioral profiling of consumers." In the creation of a Data Plan, identifying what data is needed and how one will use it is crucial. Also, one should seek permission from participants prior to collection of such data. The data should be personalized to each participant's preference. Proper mechanism for collecting data is important. Data accuracy should allow validating of data on a periodic basis. The data collected should also be kept confidential.
- The eleventh tenet states that "...marketers will deploy real-time analysis of data to make quick, constant, and fact-based modifications to their Digimarketing activities." The development of an Analytics Plan is paramount to be able to verify if goals are achieved. Different tools can be utilized, such as databases with analytical processing modules, in order to yield insights that can be used for improvements.
- The twelfth tenet states that "via addressable channels, everything in the marketing mix will be measured and optimized to ensure continuous improvement..." Optimization is simply to make things better. The extent of such optimization will depend heavily on the results from the analytics. This is important for in today's highly competitive marketing environment, every gain is useful. Different optimizations such as Search Engine Optimization (SEO), Paid Placement Optimization (SEM), Behavioral Targeting, Creative and Messaging Pre-Testing Optimizations, Site Optimizations, and Campaign Performance Optimization can give the marketer that gain.
During the Obama campaign, a music video flourished on Yes, we can. In my opinion, it applied the techniques of Digimarketing discussed in this book to deliver the content to the American public.
Year after year, different trends in marketing flourish. It is even possible that a part of the entire concept of Digimarketing be updated or modified. In the end, however, one concept is quite evident. Consumers have more influence on the market today than ever, and marketers should be able to properly, quickly, and efficiently address the needs and wants of the consumers in order to provide the most appropriate products, companies, or any other entities.
Source:
Wertime, K., & Fenwick, I. (2008). Digimarketing - The Essential Guide to New Media & Digital Marketing. Singapore: Saik Wah Press Pte. Ltd.