Think back to a couple of years ago or even as far back as the mid '90s. You may recall some commonly espoused good advice on starting a digital marketing effort. Often, we counseled brands against reaching out with interactive marketing efforts and dollars until they got their online house in order. In earlier days that meant setting your foundation in your Web site, but now has grown to be a much more dispersed and complex task.
Original foundation-setting activities typically included a short checklist that looked something like this:
In the earlier days, new online marketers often relied heavily on the expertise of digital agency partners to help them complete this list of activities. They simply did not have the right experience or resources internally. Marketers had to fight for new budget to build and support all this new activity. Remember when marketers and information technology departments battled for control of Web-related budgets and efforts?
While new to many, this short list seemed simple enough for the time and often took the push paradigm of marketing and simply transferred it to new channels. Now, largely because of the advent and growth of new channels and of social media, we have much more work to do to ensure we are ready to put a public face online. Today's online marketers need to add the following activities, among many, to their preparation phase:
The preparation list could be endless and will vary based on circumstance. But this phase is now much less of a build-and-deploy effort and more an effort that requires monitoring, analyzing, training and response. Why? More online activity around your brand is happening independent of corporate efforts. They started without you. Participating in business online today demands attention to channels you control and build but even more so to those areas you have no control over. The mind shift to this reality is daunting.
Times have changed. It is rare at this point that any marketer, save a new business, is starting her online efforts from scratch. New businesses face an expanded checklist before they even get started, but even existing businesses have to continually examine and refit their Web assets and efforts to keep pace with the changes in the marketplace and their audiences. While this cost of entry continues to rise, businesses will be forced to make choices. Can they dedicate staff? Can they afford to be present in a comprehensive way? The operative question might be can they afford not to be?
The commitment to online for businesses now is no longer one of a small group of people in the organization operating in an independent mode. In this age of transparency, because more customers are online or conducting business online, because more critical activities occur online -- the commitment has to span the entire organization. It has to be core. It requires the organization to build flexibility into its budgets, training, messaging, and other key functions. It requires constant preparedness as opposed to the old paradigm of a start up preparation phase.
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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