Panagiotis Leontios

Digital and Social Media Marketing – How Campaigns fit into Organization Strategy (part IV)

In Business, IT on 16/03/2016 at 12:59 pm

organizational strategy#1 | Introduction

There are four different strategies that might be useful for an organization to consider when it comes to digital:

  • The first strategic decision is whether you are going into a digital approach at all. This will involve resourcing and providing content in that area. In terms of marketing some of the key areas that you’ll be focusing on is understanding the customers and trying to see how the consumer interacts via social media, search engines, emails or any other touch points with the organization and then feeding that information into developing of products and services and ultimately what you can search there is how people interact with you.
  • The second aspect for you to try to look into is the sales strategy; this will also help you identify the key influences in your area and then work with them to develop your products and services.
  • The third strategy is operational where social media can be used for internal organizational documents and content creation and,
  • The fourth is the customer service through which people can provide you with inquires using social media.

Campaigns fit into our overall strategy by understanding and relating to and complimenting what we are doing as a business and by looking at the business plan and what the focus for the actual business is at that point in time. For example, if we open another office in a different location then we will have a digital marketing campaign and strategy that looks and focuses on the promotion our business within that particular area. It may also relate to a new product or a new service that we release. So, again, if we recently started to recruit in the film and production sector so we had a lot of digital marketing activity that root together and revolved together around the film industry and production industry, that opened up new social media channel for us to trial. It opened up new key words on search engines for us to optimize against and therefore all that came from the business decision and business plan to either open an office in a new location or to actually focus on recruiting on a new sector. That filters down in the business in terms of the staff that you hire, in terms of the marketing activity that you undergo, in terms of analysis and monitoring the responses that come from these different locations and sectors to ensure that you are deploying activity correctly across all of the new different areas of the business. So digital marketing is just another part of that to make sure that it works properly and produces and turns into a viable commercial channel.

See the rest of the article, covering also the remaining following areas:

#2 | Company business plan example

#3 | Key elements of campaign management – Gantt chart

#4 | Risk Management

#5 | Digital project management tools and techniques

#6 | Project plan monitoring and review

#7 | Marketing automation

#8 | PCC campaign planning


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