We're in a competitive field in a competitive time. The stakes couldn't be higher for most of us as we work very hard to earn the increasing budgets we are seeing in online marketing. We earn those budgets with ideas that drive results and analytics that prove the results. But it all starts with an idea.
The idea informs the strategy, which drives the tactics; therefore, an idea could and should find its way into approaches, messaging and creative, channel selection, as well as measurement and optimization strategies.
An idea that drives marketing strategy and needs to be explored could be:
Where do these ideas come from? Creative directors and digital strategists will tell you they come from knowing the client and audience segments. They are absolutely correct -- at least the good ideas. But good ideas can be inspired from a number of different sources. When looking to rethink a problem or shake loose from the insidious hold of well performing but not game-changing programs, I go back to a number of sources that never fail to spur thinking.
I find the following helpful for brand or company specific idea generation:
For general brain and battery recharging:
Whatever you call it, the process of ideation need not be pigeon holed to the creative process alone. It can also be a strategic exercise that launches, recharges, or readjusts an existing digital campaign. In our world of constant optimization that effort is critical and continual.
Where do you find inspiration to drive your online results?
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Robin is the CEO and cofounder of NetPlus Marketing Inc., a top 50 interactive agency established in 1996 to focus exclusively on online marketing and advertising best practices. Robin brings innovative strategy and a depth and breadth of marketing experience to the agency's practice and management. As one of the industry's pioneers, she is a driving force behind NetPlus Marketing's ongoing success with a diverse and discerning client base that considers online results critical to their business success.
Robin is a frequent speaker at national industry events, including ClickZ, internet.com, OMMA, Ad:Tech, SES, Online Marketing Summit, and Thunder Lizard conferences and is a sought-after resource for industry and business publications for her insight and advice on such topics as digital strategy, social media marketing, and behavioral targeting.
December 12, 2013
1:00pm ET / 10:00am PT