I had an interesting conversation today with a colleague [Mark Stonham] and we were discussing business strategy development and the conversation, for a while became centred around the internet and that of digital marketing. It was then that I started to talk about my concept of how I feel the internet should be viewed and positioned as a key component of a company’s digital [search engine and social media] marketing strategy.
Those of you have read my thoughts before will know that I position the internet and that of digital marketing as a [nother] marketing channel that business, companies and various organisations looking to market their products and services are able to make use of in order to get their marketing message out to the world at large i.e. their target market customers that would have been defined during the business strategy development phase, this particular marketing channel can be used to collect market intelligence, survey customers [nowadays this can be accomplished making of of chatbot marketing] as well as being used to deliver the products and services [or a digital component] of the company to the client.
I also went on to stress the point that I believe that not enough attention is paid to segmenting the internet itself as a channel to market.
What is the exact meaning behind the statement I make above ? well – the internet and digital marketing itself provides multiple sub channels that can be used to communicate with – there are many that can be used for marketing execution for sure but for brevity some of them are :-
- article marketing
- video marketing
- email marketing
- social media marketing
- chatbot marketing
… it is through these marketing channels that we as marketers and business leaders need to make sure that we communicate effectively with those who are to become our customers. For that to happen those clients must be interfacing with us through specific sub digital internet marketing channels.
It is here that I can see where many companies are potentially making costly strategy development errors in not taking the time up front to develop their digital internet channel marketing strategies. It is here that they will be told which internet sub channels their clients are interfacing with most and direct them with respect to how much effort, time and energy should be directed towards any one or multiple internet marketing sub channel.
Having said that, I do understand that there are many social media marketing experts that push the idea that using this form of marketing on the internet is all that is necessary – needless to say, I disagree as …
Strategy should precedes execution
… and this stands true for marketing on the internet as it does if you were to be selling products and services into a new country. As always, I hope you find this useful – and do feel free to hit the contact button above and get in touch if you would like to discuss business consulting, training, coaching, speaking or mentoring services.
To your business success.
-Stephen C Campbell