The knowledge economy that sits within our digital world is an eco-system that is moving the foundations of power from physical to abstract and invisible. Social media marketing – We know what this is. Paid digital advertising – Facebook and Google Marketing funnels – Taking people on a digital journey from digital discovery to sales Influencer marketing – Reaching trusted audiences via influencers. What are your digital assets? Digital Assets In the rush for a quick fix and instant gratification the marketing solution is often seen as Facebook advertising replacing other paid brand building activities such as radio and television. Soft digital assets – Ones that are hard to see and measure. Hard digital assets – Those that are more visible and can have metrics put next to them. Image source: McKinsey Soft digital assets These elements are hard to measure but it doesn’t mean we shouldn’t embrace them and gain insights and understanding. And quality content that is linked to by other websites and creates online conversations and reach. This will be vital in putting together your digital marketing strategy.
“We are transitioning to a business economy where your brand is not just about bricks and buildings but bits and bytes”
Today your brand is defined by its content online. And the data now measures its impact.
The conversations and buzz are often hidden and “ephemeral”. Spreading into the digital corners of human consciousness.
But many businesses are either not aware of them or don’t realize their importance in our increasingly digitized world.
The knowledge economy that sits within our digital world is an eco-system that is moving the foundations of power from physical to abstract and invisible.
Is your marketing manager ready?
Digital marketing took an axe to the job description of the marketing manager. Many of the growth tactics that worked in the past have stalled or stopped working.
The rise of new tools and technology made marketing 101 look a little dated and in need of a renovation. Requiring a serious makeover.
In the past they could hide behind the “Ad” and the PR agency. They did the creative, negotiated with the media and you could blame them if things didn’t work out.
It was easy not to be accountable.
Mass media metrics are almost impossible to measure back to results. Digital has moved accountability from opaque to transparent.
Is your key growth tactician still using the tools they learnt 20 years ago?
Have they evolved and adapted?
Kept learning?
It’s complicated
Today a CMO needs to understand all the new components that make up digital marketing plus traditional marketing.
Here are just a few of the categories that now need the modern CMO’s attention: Many of these did not exist 10 years ago.
- Social media marketing – We know what this is.
- Content marketing – Adding value to your projects and customer with valuable content.
- Email Marketing – It’s been around a while but still key.
- Paid digital marketing- Facebook and Google are your top 2 and each of these are disciplines in their own right.
- Search engine optimisation – Ranking on the first page of Google is now worth aspiring to.
- Paid digital advertising – Facebook and Google
- Marketing funnels – Taking people on a digital journey from digital discovery to sales
- Influencer marketing – Reaching trusted audiences via influencers.
- Marketing automation – cling and managing your complex digital tactics
But before you rush in you need to know where you are starting from.
What are your digital assets?
Digital Assets
In the rush for a quick fix and instant gratification the marketing solution is often seen as Facebook advertising replacing other paid brand building activities such as radio and television.
But digital marketing is not just Facebook advertising. It is just one sliver of what you should be doing.
Playing the long game is what effective digital marketing is also about. Growing and building substantial digital assets. These are assets that will keep giving. Digital marketing and advertising should not just be treated as an expense, but as assets.
If you are well into the digital journey then you will have built digital assets. They are investments in building bits and bytes that…
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