I map out approaches to answer two common questions squeaked out by anxious digital marketing execs: (1) Where do I start? and (2) How did I do?
To answer the first one, I focus on the two (yes, two) dimensions of brand positioning and purchase cycle. My research showed that the decision about which digital channels and formats to buy is actually rooted in the strategic position of your brand. A second dimension is the consumer’s purchase frequency, because it determines how much of your target is actively in market at any moment.
The second question – “How’d I do?” – relates to what used to be called measurement, back when digital marketing itself was a trailer park on the edge of town. Today it’s called analytics and everybody wants a piece. My research shows how a simple visual map of the consumer’s potential journey through your campaign, combined with a basic stimulus-response model, can really open the kimono on your campaign’s true value.
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