Since digital channels are where so many interactions happen, brands need to make sure they have the essential digital technology pieces in place. These include:
website / mobile / blogs / social / email / search / content / ratings & reviews / marketing automation / analytics / commerce
While almost every brand probably needs a website, the exact recipe should be determined by the right strategy work, as we discussed in this recent post: 5 Steps to a Defensible 2015 Marketing Budget.
The idea is that modern marketing is circular not linear. You never come to a dead end and everything connects and supports everything else in the brand ecosystem. In order to do that you need to have certain technology pieces of the puzzle in place before you jump to tactics.
You probably already have a website. It’s should be the core of your ecosystem. This is where you are free to cultivate and convert to the best of your ability. But all websites are not created equal. A modern marketing websites should:
- Have landing pages that are customized by where viewers come from.
- Tell a persuasive brand story customized to each viewer’s interests.
- Attract search with content designed for SEO.
- Enable advocacy with content and social media.
- Use Responsive design to enable viewing on any mobile device.
- Identify visitors and deliver relevant content.
- Produce comprehensive activity analytics.
- Enable speedy marketing updates with a flexible CMS.
These are the basics of a modern brand website. The key, however, is in how you execute them. You messaging, branding, content, design and user experience are all the product of your strategy work, without which your site may not resonate with consumers or produce the leads and conversions you hope for. Whatever the ingredients, the fundamental idea is that your digital marketing infrastructure should enable you to execute and adapt quickly and easily.
Advertising and acquisition tactics alone rarely close the deal anymore. Consumers, B2C and B2B, need to do research, evaluate, talk with friends and peers, and be cultivated. It’s a complex soup of influences and interactions. The good news is that it can be mapped and understood, so that armed with that knowledge you can deliver the right message to the right person at exactly the right time. In order to do that, however, you need to have some essential mechanical pieces of the puzzle in place first.
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