Digital Marketing strategy framework & buyer persona development

Digital Marketing strategy framework & buyer persona development

Digital marketing strategy is no different from any other marketing plan, it provides the overall strategic direction, focus, goals, prioritization, and resource allocation. Although a separate digital plan is needed to help create a strategy, it’s also important to integrate and align all other marketing communication plans i.e. social media plan, content marketing plan, email marketing plan to the overall business objectives.

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Digitization of organizations - The six, critical, parallel shifts

Digitization of organizations: The six, critical, parallel shifts

The following will describe and evaluate six, critical, parallel “shifts” which combine to make digitization more manageable and predictable. It will also state whether, or not, these combined shifts will be relevant to relatively small organizations and if they need to change, be managed differently, or even replaced.

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Search Engine Rankings

Search Engine Rankings: Why page 1 matters for companies?

This short report seeks to establish whether looking to achieve “page 1” search engine rankings (organic listings), for products or services is a fundamentally flawed strategy for most companies to aim for. The key question, would such a strategy ultimately waste resources, reduce competitiveness, and worth the overall investment?

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Social Selling Content Strategy

Social selling content strategy: 6 steps to a successful social selling program for B2B (part 2)

Following on from part 1 (Social Selling: 7 simple evaluation steps for B2B), I will discuss the best approach to social selling content strategy that has worked for me in the last few years. The terms “social selling” and “content marketing” have been thrown around and used interchangeably a lot these days, they are the buzzwords you may hear in your typical sales and marketing department. I will of course not patronize you by explaining what content marketing is, as I am sure since you are reading this post, you are an avid consumer of online content already.

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Personalized Marketing - automated email communication

Personalized Marketing through automated email communication

Personalized marketing means more than just addressing the customer by name. For brands, effective personalization can range from customized web content specifically catering to customers’ preferences, to target relevant automated email communication based on a user’s personal behaviour. This short article will review one example of automated personalized email communication, how it is triggered, and its benefits.

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Social media campaigns - Air New Zealand - Middle Earth

Reflective review of successful and unsuccessful social media campaigns

In this short reflective review, the focus will be on two commercial social media campaigns, one successful and the other, unsuccessful. Air New Zealand, a relatively small airline in the aviation industry, produced one of ‘The Most Epic Safety Video Ever Made’ aptly named by the airline, which pays homage to the ‘The Hobbit trilogy’.

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