Clients generally have unrealistic expectations of a integrated digital marketing strategy. They expect results immediately or within the first 3-6 months. We prepare our clients for real expectations by reviewing a Digital Marketing Timeline.
An Integrated Digital Marketing strategy has five stages during a 27+ month period. (note: the timeline can be collapsed to 6+ months depending on the relevancy and the timeliness of the promotion) During each stage the number of touchpoints, client marketing efforts that touch the customer, are expanded. These touchpoints build on each other and grow exponentially. As your network expands the media (traditional advertising, PR, online, social) begin to synergize with each other. In the future a successful strategy will be self generating and grow virally. The goal is to convert your network of touchpoints to actions that support your strategic objectives. Here are the expectations projected for the five stages of the Digital Marketing Timeline Strategy.
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Entwine Inc was selected by the Adhesive and Sealant Council to educate industry leaders about social media and B2B marketing at the 2010 Adhesive and Sealant Spring Conference in Savannah, Georgia. Ira Kaufman and Patsy Stewart studied the industry and gathered examples of companies starting to embrace social media such as Lanxess, H.B. Fuller, Cytec, Hexion and Arizona Chemical. It really wasn’t a surprise, but the adhesive and sealant industry has barely tapped into social media.
Social Media Revolution – Creating Value for Your B2B Business
Our presentation, Social Media Revolution – Creating Value for Your B2B Business, introduced industry leaders to the value of Social Media when used in an Integrated Media Marketing Strategy. We divided it into three parts; the case, the integrated strategy and the social media marketing tactics. Read More »
‘Prove to me social media works!’
That is the cry of many businesspeople when challenged by the hype of Twitter and Facebook. The answer will not come simply from growing social media followers. Rather, it will come from the effect social media has on expanding and converting your company’s touchpoints. The marketing strategy of every company is to touch their customers, engage them, and move them to a targeted action. But most companies are not aware of their touchpoints, their effectiveness and why they work. “Touchpoint Optimization Strategy ” is a 5-step process that tracks the conversion from a one way touchpoint to an “action point” in the customer relationship lifecycle.
Step 1: Listening
Many companies view their touchpoints as one-way, passive listening posts to the voice of the consumer or feedback on the effectiveness of traditional marketing efforts. Sales and consumer insights measures include surveys, ad test, awareness tracking, contact centers, media tests, customer satisfaction studies, and brand tracking. However, these listening posts often provided measures that are “time challenged”, needing to wait for the end of a marketing effort before being able to “listen” to the results and gain feedback. Read More »
