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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 āStrategyā 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. | |
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CHAPTER 7: DEFINE AND ESTABLISH
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 āDefineā in the sense, to identify, specify, or discern; we use the term āEstablishā 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 ā 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 āPrinciplesā 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 ā Determine the core values of your organization:
ā¢ Survey the executive team and selected managers and employees for their input.
ā¢ Compile the results, and then discuss with your senior leadership.
ā¢ 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.
ā¢ Survey or interview your partners, suppliers, customers, prospects, and social communities to see if they acknowledge your core values.
ā¢ Compare the results. If there is no consensus, you have some work to do!
TACTIC: DEFINE GOALS
Now consider your organizationās 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, ābottom lineā metrics such as brand position or ROI, they can also encompass holistic, āsustainable valuesā 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 organizationās 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. |
| Stakeholder | Goal in Year X | Rating |
| Shareholders/Owners | Increase Revenue by 10% | 20 pts. |
| Prospects | Increase Brand Recognition | 10 pts. |
| Current Customers | ...
