Digital Marketing

Integrating Strategy and Tactics with Values, A Guidebook for Executives, Managers, and Students

Ira Kaufman, Chris Horton

• Publisher: Routledge
• Year: 2014
• eBook ISBN: 9781317999744
• Edition: 1
• Topic: Business
• Subtopic: Business General
• Index: Business

Digital Marketing: Integrating Strategy and Tactics with Values is an easy-to-understand guidebook that draws on the latest digital tactics and strategic insights to help organizations generate sustainable growth through digital integration. It provides a roadmap to adopt a digital mindset, incorporate digital trends strategically, and integrate the most effective digital tactics and tools with core values to achieve competitive advantage.

Bringing the reader through its five-step Path to Digital Integration (Mindset, Model, Strategy, Implementation, and Sustainability), Digital Marketing seeks to

• Outline the key drivers of change and leading digital marketing trends executives need to understand and incorporate to drive business opportunity.

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• Evaluate the digital channels and technologies management teams can leverage to execute a successful Integrated Digital Marketing strategy. This includes insight into the latest digital tactics (website, social, mobile, search, content, and email marketing; data analytics) and social tools (Facebook, Twitter, YouTube, LinkedIn, Instagram, Pinterest, and Google Plus).

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• Discover the impact of digital transformation on the organization, from the effect of digital tactics on the customer experience (CX) to the value of integrating internal digital strategies to facilitate collaboration and innovation.

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• Guide aspiring leaders on how to combine core values and business goals with progressive digital strategies, tactics, and tools to generate sustainable outcomes for all stakeholders.

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This interactive guidebook provides a truly Connected Digital Experience (CDE): the Zappar augmented reality mobile app allows the reader to activate the "Discover More" and " Play Video " icons found throughout the book, instantly connecting the reader, via their mobile device, to additional content housed on our companion website, Digital Marketing Resource Center ( www.dmresourcecenter.org ). " Play Video" icons incorporate point-in-time video commenting solution Vusay to enable interactive social conversations around each video.

Digital Marketing is the ideal guide for aspiring leaders – executives, instructors, owners, entrepreneurs, managers, students – at all stages of digital literacy.

To request access to the resources in the Digital Marketing Resources Center, please contact Ira Kaufman at [email protected].

MINDSET

MODEL

STRATEGY

IMPLEMENTATION

SUSTAINABILITY

Chapter 7:	Define and Establish
Chapter 8:	Convey and Promote
Chapter 9:	Connect and Convert
Chapter 10:	Measure and Refine

Integrated Digital Marketing (IDM) is an over-arching strategy to help organizations build meaningful relationships with those who find value in their brand (i.e. their target audience) across all digital platforms. Digital marketing is a complex, ever-changing field with many moving parts; new trends come and go each day. As it is impossible to catch lightning in a bottle, so too is it impossible to offer a comprehensive and exhaustive set of IDM tactics and tools in an introductory guidebook. Recognizing this, in the following four chapters which comprise the “Strategy” unit, we endeavor to provide a foundational subset of actionable tactics and tools necessary for your organization to execute an effective IDM strategy.

As a reminder, you can access in-depth information, videos, and updates from our Digital Marketing Resource Center (www.dmresourcecenter.org) wherever you see this icon.

CHAPTER 7: DEFINE AND ESTABLISH

Clarify Values

Define Goals

Shape Brand Message

Establish Online Presence

The first step in implementing the IDM Strategic Model is to Define and Establish your brand for the digital age. We use the term “Define” in the sense, to identify, specify, or discern; we use the term “Establish” in the sense, to lay the foundation, launch, or initiate. To find success with IDM, your organization must first Define its values, goals, and message and use these to Establish a robust online presence. This may be a confusing exercise for organizations that regard their brands as already Defined and Established, however, it is a necessary one.

The transparency and authenticity of the digital culture necessitate that brands live their values or face the consequences (e.g. accusations of hypocrisy, bad reviews). Clarifying values allows you to clearly Define your business goals and shape your brand message – all preconditions for your organization to Establish a seamless online presence across relevant digital channels.

By investing the time and effort upfront, you can lay a solid foundation for an effective IDM strategy. This chapter provides the tactics and tools you need to accomplish this worthy goal.

TACTIC: CLARIFY VALUES

In chapter 3, we introduced “Principles” as the 6th P of the New Marketing Normal, which necessitates that businesses integrate individual and organizational values to achieve success. Organizational values are those things or beliefs your organization finds important and meaningful. Clarifying and defining these core values is necessary to building an authentic and transparent brand.

Suggested Action – Determine the core values of your organization:

• Survey the executive team and selected managers and employees for their input.

• Compile the results, and then discuss with your senior leadership.

• Come to agreement on the core values that you want to represent the organization as touchstones for all work, both internal (e.g. communications, performance, customer service, collaboration) and external (e.g. website, brand, content, social messaging) to the organization.

• Survey or interview your partners, suppliers, customers, prospects, and social communities to see if they acknowledge your core values.

• Compare the results. If there is no consensus, you have some work to do!

TACTIC: DEFINE GOALS

Now consider your organization’s goals, as they are the standard by which you measure organizational performance. Are you a healthcare company that wants to be one of the top five regional providers in the next three years? Are you a software manufacturer that wants to launch a new project management tools and capture 5% of the market? Are you a local craft beer brewery that would like to achieve regional reach within the next five years while still keeping with your commitment to donate 25% of all profits to charity?

While most business goals tend to reflect standard, “bottom line” metrics such as brand position or ROI, they can also encompass holistic, “sustainable values” metrics (e.g. 100% organic certified foods, 10% increase in local job creation). Defining specific business goals that are well thought out and reflect the future direction of the organization is a critical component of IDM strategy.

Prepare a short survey for your organization’s board and management team to gain agreement on goals. Each partcipant will allocate 100 points among a list of goals broken out by stakeholder. The results will be shared and discussed among both groups until consensus is reached.

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Stakeholder	Goal in Year X	Rating
Shareholders/Owners	Increase Revenue by 10%	20 pts.
Prospects	Increase Brand Recognition	10 pts.
Current Customers

Table of contents

• Cover
• Half Title
• Title Page
• Copyright Page
• Dedication
• Table of Contents
• Figures
• Acknowledgements
• Foreword: Embrace the New Digital Mindset, by Philip Kotler
• Foreword: More Than New Channels, It’s a New Perspective, by David Edelman
• Preface: What is Digital, and Why Should I Care?
• Introduction: Your Roadmap to Digital Integration
• Mindset
• Model
• Strategy
• Implementation
• Sustainability
• End Notes
• Glossary
• Index