In our conferences we love to look at marketing from an integrated and customer-centric perspective. Digital marketing pioneer and success author Dave Chaffey, also founder of SmartInsights.com, has such an integrated perspective.
At one of our Fusion Marketing Experience events, Dave provided 11 joined-up digital marketing strategies for 2011. On top of that, he showed and explaineda holistic roadmap for digital marketing, which he developed, called RACE.
Among the 11 digital marketing strategy issues, Dave mentions content and engagement strategy as the number one opportunity, followed by optimization, right touching, social media marketing, display resurgence and mobile apps (in decreasing order).
From a content/engagement strategy perspective, Dave looked at blogging and content marketing, mentioning that when companies want social media, they really want content marketing. To have a content (marketing) strategy it’s also important to develop a core brand proposition and different OVPs (Online Value Propositions).
Good content isn’t simply enough, make it exceptional – and integrated.
You can watch Dave’s presentation below the brief Q&A.
Can you tell us what your RACE framework is about?
Dave Chaffey: “The first edition of my Internet, Marketing, Strategy and Planning book from 2000 already contained a template for creating what we then called an Internet Marketing Plan. Today, marketers are even more hungry for guidance, given the importance of digital media. RACE is an answer to that”
What is your message to businesses wishing to improve their marketing?
Dave Chaffey: “To succeed today, as has always been the case, you need to obsess about how customers and prospects experience your brand. Digital channels and the analysis tools we have available today, allow us to get closer to the customer than ever before, even at a distance. Successful brands create experiences and the digital experiences you create have to be amazing to cut-through. Average isn’t good enough.”