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applying Technology-focused disciplines with a Marketer’s eye

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Archive for October, 2008

Digital Marketing Tactics: You Cannot Keep Them Separated (part 1)

Posted by jwoodymeach on October 21, 2008

OK. I’m going to tell you something that you may find surprising: Digital Marketing is Complicated. [Insert sarcastic look here]

Whether you are in charge of marketing a specific product or brand or your entire organization, digital marketing has become so much more than building and managing a website.

When I started building websites in 1994, there was no such thing natural search optimization, paid search, mobile web, or social media (we just called them “forums”). Most digital marketing was purely an extension of traditional media; and “integrated marketing” meant making sure your website had the same look and feel as your print ad.

The rapid growth and evolution of digital marketing has caused tactical segmentation that is starting to cause more headaches for a marketer than it probably should.

I was speaking with a digital brand manager for a large CPG firm. For her annual programs, she has needed to manage eleven tactic vendors – not including her Interactive Agency of Record or Public Relations Agency. If you want a job that is nothing but answering e-mail and voicemail and processing vendor invoices, then that’s the job for you.

One of the biggest problems with disparate vendors is you can end up having to fight to make sure that your message is consistent and clear, all the while fending off the vendors who want more money to execute their “most important” tactic.

One way I help clients understand the complexities is through the Capabilities Map (or affectionately, the “Flower Bed”).

Each dot or “pistil” represents a digital marketing tactic that requires some level of management. The lines or “petals” coming out of each dot are either strategies or types of sub-tactics that requirement some level of consideration. Some petals require simple yes/no decisions (e.g. are you going to have a blog or not?) while others may require different strategies altogether (e.g. inbound and outbound e-mails often need different technology and governance).

At the center of Capabilities Map are Engagement Entry Points or EPPs. EPPs are the control points for capturing Personally Identifiable Information (PII). Websites and Mobile have emerged as the leading digital EPPs. However, avenues such as the multiple Interactive Television models are showing promise. EPPs can also be offline such as driving customers to a Brick and Mortar store or live event.

Customer Data won’t be address here – that’s another article.

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Google look over here! We’ve got analytics too!

Posted by jwoodymeach on October 9, 2008

Following the purchase on IndexTools in April 2008, Yahoo has launched a beta of Yahoo! Web Analytics.

Yahoo! Web AnalyticsThis puts Yahoo! on par with Google from an solid analytics provider standpoint. I always liked IndexTools as a lower cost Web Analytics solution and if Yahoo! can keep the integrity of that platform while providing another no cost alternative to customers — bring it on.

The ability to track more than 4 scenarios (or goals to my Google Analytics brethren) would be enough to make me take a serious look.

There are discussions about whether the tool will be be free or not. My hunch is that it will be free as long as you are part of one Yahoo!’s advertising solutions. This is fair in my opinion.

The system is still in beta with current customers through early 2009.

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Your Ads be damned. I’ll show what I want.

Posted by jwoodymeach on October 7, 2008

This type of approach has been around for a few years. I recall a similar bent with the Comedy Central “I Poop on Your Site” starring Triumph the Insult Comic dog. However, this approach to effect advertising on a localized basis is interesting.

Since it’s client-side, will the ad servers be able to pick it up? Probably not, but if you know, please post a comment.

Also, I’d love to know the adoption rate of this–however small.  Sounds more like an attempt as a “buzz generator” that anything else. However, more of a buzz with advertisers than with the consumer.

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