Our website looks great but it is not working. We have even done SEO but it still doesn’t work.
These are words I often hear from exasperated clients who bought an expensive package from a regular “digital agency”. The simple answer to this is that their digital marketing has been myopic and direction-less – No Strategy. No Plan . This is partly due to callousness towards digital marketing and poor understanding of the “digital monkey” (a phrased borrowed from a good friend). How does one tame this “digital monkey”? Here are a few ingredients to a delicious recipe :-
- Measurable Goals: The first mistake most companies make is that they do set any measurable goals for their digital marketing. It is not rocket science to understand that without well defined goals anything, not just businesses, will be direction-less. The goals for digital marketing should be synchronous with the overall marketing goals of the company. Additionally, goals should be measurable. Sounds obvious, doesn’t it? Well that’s because it should be obvious but unfortunately, it isn’t.
- Strategy: The second key ingredient to make digital marketing work is to write a strategy. If goals were a destination you wanted to get to, a strategy is a vehicle to get you there. Without this vehicle you will not reach your destination. In the Indian context, writing a strategy and more so paying for it seems a waste of money. There is little appreciation of the intellectual capital invested in writing a good strategy. Believe me, it is money well spent because in the long run it will pay huge dividends and will pay for itself many times over.
- Plan: The strategy will identify digital tools to be used and how. The next thing is to write a plan to execute the strategy. A strategy should ideally identify metrics to be tracked and plan should include regular review of these metrics. A lot about a digital marketing plan is testing something quickly and then adopting it or correcting it so regular reviews should be part of governance. It is iterative rather than linear.
The “digital monkey” can not only be tamed but also trained to pluck low and high hanging fruits for you basket but it has to be done right. I end this post with a phrase I often cite in meeting –
“Don’t just do it,do it right”
Until my next post, ciao. Do write in your comments. I love feedback – mostly good (;-)) but I can handle the other variety too.