Download the PDF: https://www.demandmetric.com/content/digital-marketing-best-practices-report
It has been said that “All Marketing is Digital Marketing.” And with good reason! In the last decade (or less), the marketing environment has been transformed.
Marketing has moved from an environment in which traditional marketing, brick and mortar storefronts and Digital Marketing options all competed for the time, attention and resources of the marketing department to one in which Digital Marketing reigns supreme – with an occasional nod in the direction of the storefront, or traditional marketing (direct mail, print advertising, etc.)
One of the biggest challenges of Digital Marketing is the speed of which it has taken over the marketing organization, often in an ad hoc, uncoordinated fashion.
Demand Metric’s research has consistently shown that Digital Marketing has a very significant and positive impact on the organizations that are employing it when they do so by following best practices and processes in a coordinated, holistic approach.
In this Best Practices Report on Digital Marketing we will cover the Digital Marketing landscape in five distinct categories - Content Marketing, Social Media Marketing, Mobile Marketing, Video Marketing and Public Relations
Our Demand Generation Program Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help you develop and implement a demand generation strategy that provides a steady flow qualified, engaged leads for your sales team.
Our Sales Enablement Plan Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help you develop a sales enablement plan that increases your win-rate, deal-size and % reps attaining quota.
Sales & Marketing Development Plan - a template for the CROFan Foundry
This playbook helps you build, measure, learn and adjust your sales and marketing leadership plan. It addresses many topics under Sales and Distribution, Customer Development, Strategic Marketing Frameworks and Integrated marketing Plans, including sample metrics for measuring progress.
Our Demand Generation Program Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help you develop and implement a demand generation strategy that provides a steady flow qualified, engaged leads for your sales team.
Our Sales Enablement Plan Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help you develop a sales enablement plan that increases your win-rate, deal-size and % reps attaining quota.
Sales & Marketing Development Plan - a template for the CROFan Foundry
This playbook helps you build, measure, learn and adjust your sales and marketing leadership plan. It addresses many topics under Sales and Distribution, Customer Development, Strategic Marketing Frameworks and Integrated marketing Plans, including sample metrics for measuring progress.
IMC 610 Integrated Marketing Communication Plan for KmartStephanie Marchant
Integrated Marketing Communications plan for Kmart. The target audience of female shoppers between the ages of 18 and 45 is the focus of the proposed campaign and a great deal of research has been completed to identify and utilize Kmart’s strengths, weaknesses, opportunities and threats to prepare a plan most beneficial to the organization. Objectives and tactics have been designed to fall in line with Kmart’s mission and values. This detailed plan includes marketing, creative, media, and public relations strategies, as well as direct marketing and sales promotions suggestions. A comprehensive budget and media plan flowchart map out the campaign and the proposed measurement and evaluation plan will assess the campaign upon completion.
A go-to-market strategy (GTM strategy) is an action plan that specifies how a company will reach customers and achieve competitive advantage. The purpose of a GTM strategy is to provide a blueprint for delivering a product or service to the end customer, taking into account such factors as pricing and distribution. A GTM strategy is somewhat similar to a business plan, although the latter is broader in scope and considers such factors as funding.
Looking to scale something up? Depending on how you're going after your market/ acquiring users, you may need to build a sales organization that's optimized for a top-down or bottom-up sales process (or perhaps both).
Watch the video overview at http://a16z.com/2015/03/06/go-to-market-bootcamp/ and then check out this slide deck, which shares some concrete tips and tools for accelerating time to market -- from the go-to-market experts at a16z, led by 'sales savant' Mark Cranney.
Because selling to enterprises is a lot like getting a bill passed through Congress: it can get stuck. And getting stuck -- or going down the wrong path -- can mean death to startups in a competitive market. Here's how to avoid that.
Use this modern go-to-market framework to define the activities required to successfully build market-driven products & services that customers will accept.
B2B Lead Generation with Content Marketing // MAN Digital Pitch DeckMAN Digital
MAN Digital is a boutique B2B Digital Agency focusing on B2B Lead Generation with Content Marketing.
WHAT WE DO?
• B2B Lead Generation Strategy
(Workshops, Audit + Strategy)
• Copywriting & Content Marketing
(Content Creation - blogs, webinars, pitch decks, email, video, ebooks, case studies, anything that helps you sell better your product or service)
• Performance Marketing
(LinkedIn Ads, Xing Ads, Google Ads, Quora Ads, Facebook Ads, and RTB)
• Digital Sales
(Marketing & Sales Automation, CRM Implementation, Pitch Decks, Outbound, Analytics, and Reporting )
In short, we do full stack for B2B Lead Generation by building content marketing ( not only blog posts), funnels, sales automation, and conversion rate optimization throughout the buyer's journey.
Our Northstar is to initiate an ideal sales conversation with high quality leads in the B2B space.
Slides David Shoenberger recently used in his discussion w/ mentees of The Product Mentor.
The Product Mentor is a program designed to pair Product Mentors and Mentees from around the World, across all industries, from start-up to enterprise, guided by the fundamental goals…Better Decisions. Better Products. Better Product People.
Throughout the program, each mentor leads a conversation in an area of their expertise that is live streamed and available to both mentee and the broader product community.
Download the Sales Strategy Template
fourquadrant.com/product/strategic-account-plan-template/
Sales Strategy Template - The outline for s sales strategy plan should include an assessment of the customer’s business, opportunities that are prioritized, a summary of the team’s capabilities, an evaluation of relationships and a sales action plan.
Strategic Market Planning - Assessing a customer’s business is a fundamental element of strategic market planning. Start with a basic SWOT and then drill down to develop value statements that specific to specific business initiatives.
Sales Strategy Plan - The sales strategy plan should be centered around the opportunity area that provides high value to both the account and the vendor. Other opportunities may exist but win / win’s are the best possible outcome.
Marketing & Sales Strategy - Document the sales strategies and capabilities required to penetrate and or expand into the account.
Sales Tactics - The identification of key customer contacts required to advance the strategic and tactical aspects of the sales are key sales tactics. Formalize the collection of this information for the entire account team to leverage.
Market Development Strategy - The market development strategy must document the tangible, objective, quantitative measures of success. These sales metrics are typically expressed as subscription, bookings or revenue.
Download the Sales Strategy Template
fourquadrant.com/product/strategic-account-plan-template/
SaaS Marketing Plan: 5 Ways to Get your B2B App to Sell ItselfLincoln Murphy
Your B2B SaaS app will not sell itself unless it is designed to do so. This is a guide to getting your B2B SaaS to 'sell itself' was created by noted SaaS Marketing expert and Growth Hacker Lincoln Murphy of Sixteen Ventures.
This guide is full of actionable, unique, and thought-provoking ideas - Growth Hacks if you will - that are designed to allow your product to sell itself.
From attracting the right audience and driving user engagement, to making it easy to buy and easy to share through orchestrated virality, this guide covers all aspects of what's necessary to drive growth with SaaS companies of any stage and serving any market.
Whether you have a self-service sales model or one that requires outside sales reps to drive business, the tips and techniques contained in this guide and the source blog post will help you achieve your goals of efficiently scaling your sales process.
Digital Marketing Interview Questions - For FreshersDigi Futech
In today's digital age, where online presence and brand visibility are crucial for business success, digital marketing plays a pivotal role. It encompasses a wide range of strategies and techniques aimed at reaching a target audience, increasing brand awareness, driving website traffic, and generating leads. For freshers looking to embark on a career in digital marketing, it is essential to be well-prepared for interviews that assess their knowledge, skills, and potential contributions to an organization's marketing efforts. Digital marketing is a dynamic and ever-evolving field that offers exciting career opportunities for freshers.
Digital marketing evolves as quickly as technology. The field develops alongside new
advancements to keep pace with consumer behavior as it endeavors to be everywhere
potential customers are. Such a quickly changing landscape means that old jobs are being
replaced by automation technologies as new jobs are created. The double-digit growth rate1
in the field of digital marketing is a strong indicator of the health of the industry.
IMC 610 Integrated Marketing Communication Plan for KmartStephanie Marchant
Integrated Marketing Communications plan for Kmart. The target audience of female shoppers between the ages of 18 and 45 is the focus of the proposed campaign and a great deal of research has been completed to identify and utilize Kmart’s strengths, weaknesses, opportunities and threats to prepare a plan most beneficial to the organization. Objectives and tactics have been designed to fall in line with Kmart’s mission and values. This detailed plan includes marketing, creative, media, and public relations strategies, as well as direct marketing and sales promotions suggestions. A comprehensive budget and media plan flowchart map out the campaign and the proposed measurement and evaluation plan will assess the campaign upon completion.
A go-to-market strategy (GTM strategy) is an action plan that specifies how a company will reach customers and achieve competitive advantage. The purpose of a GTM strategy is to provide a blueprint for delivering a product or service to the end customer, taking into account such factors as pricing and distribution. A GTM strategy is somewhat similar to a business plan, although the latter is broader in scope and considers such factors as funding.
Looking to scale something up? Depending on how you're going after your market/ acquiring users, you may need to build a sales organization that's optimized for a top-down or bottom-up sales process (or perhaps both).
Watch the video overview at http://a16z.com/2015/03/06/go-to-market-bootcamp/ and then check out this slide deck, which shares some concrete tips and tools for accelerating time to market -- from the go-to-market experts at a16z, led by 'sales savant' Mark Cranney.
Because selling to enterprises is a lot like getting a bill passed through Congress: it can get stuck. And getting stuck -- or going down the wrong path -- can mean death to startups in a competitive market. Here's how to avoid that.
Use this modern go-to-market framework to define the activities required to successfully build market-driven products & services that customers will accept.
B2B Lead Generation with Content Marketing // MAN Digital Pitch DeckMAN Digital
MAN Digital is a boutique B2B Digital Agency focusing on B2B Lead Generation with Content Marketing.
WHAT WE DO?
• B2B Lead Generation Strategy
(Workshops, Audit + Strategy)
• Copywriting & Content Marketing
(Content Creation - blogs, webinars, pitch decks, email, video, ebooks, case studies, anything that helps you sell better your product or service)
• Performance Marketing
(LinkedIn Ads, Xing Ads, Google Ads, Quora Ads, Facebook Ads, and RTB)
• Digital Sales
(Marketing & Sales Automation, CRM Implementation, Pitch Decks, Outbound, Analytics, and Reporting )
In short, we do full stack for B2B Lead Generation by building content marketing ( not only blog posts), funnels, sales automation, and conversion rate optimization throughout the buyer's journey.
Our Northstar is to initiate an ideal sales conversation with high quality leads in the B2B space.
Slides David Shoenberger recently used in his discussion w/ mentees of The Product Mentor.
The Product Mentor is a program designed to pair Product Mentors and Mentees from around the World, across all industries, from start-up to enterprise, guided by the fundamental goals…Better Decisions. Better Products. Better Product People.
Throughout the program, each mentor leads a conversation in an area of their expertise that is live streamed and available to both mentee and the broader product community.
Download the Sales Strategy Template
fourquadrant.com/product/strategic-account-plan-template/
Sales Strategy Template - The outline for s sales strategy plan should include an assessment of the customer’s business, opportunities that are prioritized, a summary of the team’s capabilities, an evaluation of relationships and a sales action plan.
Strategic Market Planning - Assessing a customer’s business is a fundamental element of strategic market planning. Start with a basic SWOT and then drill down to develop value statements that specific to specific business initiatives.
Sales Strategy Plan - The sales strategy plan should be centered around the opportunity area that provides high value to both the account and the vendor. Other opportunities may exist but win / win’s are the best possible outcome.
Marketing & Sales Strategy - Document the sales strategies and capabilities required to penetrate and or expand into the account.
Sales Tactics - The identification of key customer contacts required to advance the strategic and tactical aspects of the sales are key sales tactics. Formalize the collection of this information for the entire account team to leverage.
Market Development Strategy - The market development strategy must document the tangible, objective, quantitative measures of success. These sales metrics are typically expressed as subscription, bookings or revenue.
Download the Sales Strategy Template
fourquadrant.com/product/strategic-account-plan-template/
SaaS Marketing Plan: 5 Ways to Get your B2B App to Sell ItselfLincoln Murphy
Your B2B SaaS app will not sell itself unless it is designed to do so. This is a guide to getting your B2B SaaS to 'sell itself' was created by noted SaaS Marketing expert and Growth Hacker Lincoln Murphy of Sixteen Ventures.
This guide is full of actionable, unique, and thought-provoking ideas - Growth Hacks if you will - that are designed to allow your product to sell itself.
From attracting the right audience and driving user engagement, to making it easy to buy and easy to share through orchestrated virality, this guide covers all aspects of what's necessary to drive growth with SaaS companies of any stage and serving any market.
Whether you have a self-service sales model or one that requires outside sales reps to drive business, the tips and techniques contained in this guide and the source blog post will help you achieve your goals of efficiently scaling your sales process.
Digital Marketing Interview Questions - For FreshersDigi Futech
In today's digital age, where online presence and brand visibility are crucial for business success, digital marketing plays a pivotal role. It encompasses a wide range of strategies and techniques aimed at reaching a target audience, increasing brand awareness, driving website traffic, and generating leads. For freshers looking to embark on a career in digital marketing, it is essential to be well-prepared for interviews that assess their knowledge, skills, and potential contributions to an organization's marketing efforts. Digital marketing is a dynamic and ever-evolving field that offers exciting career opportunities for freshers.
Digital marketing evolves as quickly as technology. The field develops alongside new
advancements to keep pace with consumer behavior as it endeavors to be everywhere
potential customers are. Such a quickly changing landscape means that old jobs are being
replaced by automation technologies as new jobs are created. The double-digit growth rate1
in the field of digital marketing is a strong indicator of the health of the industry.
Become a Digital Marketing Manager
An Essential Skills Checklist
For more information contact Digital Marketing Association Pakistan | https://DMAP.pk
#digitalmarketingmanager #DigitalMarketing #DigitalMarketingAssociationPakistan #DMAP #SocialMediaManager
Marketing automation software or strategy webinarMarketo
“Marketing Automation is no longer an optional solution but … essential to assure business success.”Nucleus Research: “Marketing Automation Drives Business Success” 2019
All You Need to Know About Digital Marketing Jobs.pptxSourabh Sinha
The growing demand for digital marketing professionals is a reflection of the rapidly evolving digital landscape. In today's technology-driven society, businesses across industries are recognizing the importance of establishing a strong online presence to remain competitive.
An Introduction to Digital Marketing. My series of Digital Marketing Tutorials will help you to get a good insight into Digital Marketing !! Happy Learning Friends !!
THE FUNDAMENTALS OF DIGITAL MARKETING saanu digital [Autosaved].pdfSaanuDigital
Digital marketing has become an integral part of every business’s success strategy in the modern era. As the world continues to evolve and technology advances, the need for effective digital marketing services has grown exponentially. In Bhiwani, a city known for its thriving business environment, one company stands out from the rest – Saanu digital. With its exceptional expertise and a proven track record, Saanu digital has emerged as the best digital marketing company in Bhiwani, helping businesses achieve remarkable growth and online visibility. In this article, we will explore the reasons why Saanu digital is the go-to choice for businesses in Bhiwani seeking digital marketing solutions.
What is the Marketing?
What is Digital transformation means?
What is Digital Transformation for Marketing?
Understanding Digital Transformation
What are the Benefits of Digital Transformation?
Why is transformation needed now?
The first step towards transformation
The 5-step approach to digital marketing transformation
The value of digital Transformation for Marketing
The exciting implications for marketing transformation in an ever-evolving digital world
How digital transformation can revolutionize marketing
The role of digital transformation in driving customer experience
5 Big Fundamentals of Digital Marketing Transformation
The digital marketing transformation challenge
7 Roadblocks to Digital Marketing Transformation
Your 2019 Digital Marketing Transformation Strategy
THE COMPLETE GUIDE TO CREATING A PERFECT DIGITAL MARKETING STRATEGYVinodh Ramakannan
Spinta Digital, leading digital marketing company in Chennai and London gives you The Complete Guide To Creating A Perfect Digital Marketing Strategy in this blog! Read on to know how we help our brands using this near to perfect digital marketing strategy.
In today's fast-paced business world, a robust online presence is no longer optional - it's a necessity. Digital marketing has become the cornerstone of brand promotion, lead generation, and customer engagement. In this article, we will explore the dynamic realm of digital marketing, understanding its various facets, challenges, and future trends.
Types of Digital Marketing
Digital marketing encompasses a wide array of strategies and channels. Understanding the different types and their applications is crucial for any business.
Search Engine Optimization (SEO)
SEO involves optimizing your website to rank higher on search engine results pages (SERPs). This organic traffic is highly valuable and cost-effective.
Content Marketing
Content is king in the digital realm. Crafting engaging, informative content not only attracts audiences but also establishes your brand as an authority.
Social Media Marketing
Social media platforms are powerful tools for connecting with your target audience. Choosing the right platforms and engaging content is key.
Email Marketing
Email marketing remains a potent way to nurture leads and maintain customer relationships. Crafting compelling email campaigns is an art worth mastering.
The Digital Marketing Funnel
Understanding the digital marketing funnel is essential. It consists of several stages, including awareness, consideration, and conversion. Each stage requires a tailored approach to guide potential customers down the funnel.
Measuring Digital Marketing Success
Key performance indicators (KPIs) help you gauge the effectiveness of your digital marketing efforts. Tools like Google Analytics provide valuable insights into user behavior.
Challenges in Digital Marketing
While digital marketing offers immense opportunities, it also presents challenges.
Competition
The digital landscape is crowded. Standing out requires creative and data-driven strategies.
Adapting to Algorithm Changes
Search engine and social media algorithms change frequently. Staying updated is crucial.
Data Privacy and Security
With increasing concerns about data privacy, businesses must handle customer data responsibly.
Future Trends in Digital Marketing
The digital marketing landscape is continually evolving. Keeping an eye on emerging trends and technologies can give you a competitive edge.
AI and Automation
Artificial intelligence and automation are revolutionizing digital marketing by streamlining tasks and personalizing user experiences.
Video Marketing
Video content is gaining prominence. Short videos, live streams, and interactive content are driving engagement.
Voice Search Optimization
As voice-activated devices become more common, optimizing for voice search is vital.
Conclusion
In the digital age, digital marketing is not just an option; it's a requirement for business success.
Similar to Digital Marketing Best Practices Guide (20)
The Impact of COVID-19 in B2B MarketingDemand Metric
In Q2 2020, we asked marketing leaders at mid-sized B2B companies in the USA abouthow the COVID-19 pandemic has impacted their plans for the year.
Here’s what we found.
In 2018, Return Path and Demand Metric partnered to study the state of email marketing to equip marketers with data and best practices to improve the use of email.
Engagement is the key to getting email into subscriber inboxes. This relationship to deliverability made engagement a logical next candidate for the study. Return Path and Demand Metric partnered again to study engagement and its relationship to email deliverability.
Infographic Vidyard Video Marketing 2018Demand Metric
For far too long, the emphasis on video content marketing has been on production quality; the higher the quality, the more marketing value a video is presumed to have. While quality is certainly an important aspect of video content, producing quality video does not guarantee video content marketing success. Success is very much a function of how well video content and viewing data integrate with the marketing technology stack, and how the sales team leverages the intelligence. In this fifth annual video content marketing report, Demand Metric and Vidyard partnered on research to better understand the use of video for sales and marketing, how performance is being measured, and what impact video is having. This study’s focus is on the use of video in marketing, the maturity indicators such as measuring video content performance, and how video viewing data is integrated with marketing automation platforms (MAP) and customer relationship management (CRM) systems. This report shows what progress, if any, has been made in the fifth year of this study. These study results provide insights and data useful for helping marketers get the highest possible return on their video content investment.
Download the PDF: https://www.demandmetric.com/content/content-marketing-solution-study
Our Content Marketing Solution Study presents the insights, landscape and vendors within the content marketing space. Demand Metric defines content marketing as the strategies, processes and software technology that enable marketing departments to automate, measure and improve the performance of marketing strategies, activities and workflows.
These strategies and activities include: Email Marketing, Multi-channel Campaign Management, Inbound/Search Marketing, Landing Pages, Lead Generation, Lead Management, Lead Scoring, Lead Nurturing, Social Marketing, Marketing Resource Management, Event Management, Engagement Marketing and Marketing Analytics.
The three foundation functions of marketing automation systems are – email marketing, campaign management and lead management. While the most advanced and sophisticated marketing automation systems have extending capabilities far beyond this base, these functions are core to a Marketing Automation system.
Download the PDF: https://www.demandmetric.com/content/seo-technology-overview
SEO is no longer just about search.
In fact, SEO, which in its early days focused primarily on keywords
(finding, optimizing, ranking), is now a baseline factor of a broader Internet
Marketing strategy across the Enterprise.
This new SEO-driven market segment that has been called Web
Presence Management (WPM) is based on the reality that keywords no
longer drive search results, but rather optimized content does.
As the SEO market matures, quality measures, such as reputation, trust,
content relevance and author authority, are replacing the old quantity
metrics, such as keyword rankings and link volume.
Advanced SEO solutions now weigh campaign performance metrics
(based on brand building, site traffic and conversion) more heavily than
keyword rankings.
This reality is based on changes in the way customers search, the
increasingly integrated omni-channel marketing environment and,
most notably, changes to Google’s Search Engine Results Page (SERP)
algorithms that favor page content freshness, density and content-rich
media over standard keyword search.
All of this means that Modern Marketing Organizations (MMOs) must
re-evaluate their SEO strategies, processes and campaigns.
In this report we will examine the state of the market, share results from the
SEO Benchmark Study, evaluate the strengths and weaknesses of 15 top
SEO solutions in our vendor landscape to help organizations choose the
best solution for them, highlight the current trends in SEO that will have an
impact on Enterprise SEO initiatives and provide some recommendations
for the way forward as SEO is redefined right before our eyes.
Demand Metric defines Search Engine Optimization Platforms
as those frameworks, tools and technologies that use searchrelated
functionally to secure high visibility and web presence
for brands, products, services and companies through the use
and management of elements, such as keywords, links, content
relevance and social signals tracking.
In its fourth year, this report on video marketing metrics highlights best practices including video hosting to how video viewing integrates with the sales funnel.
Formalizing the Sales Support Function How-To GuideDemand Metric
Executive Summary
At the highest level, the Sales Support function is responsible for ensuring that the Sales & Marketing departments have the tools, resources, and systems they need to achieve current and future sales revenue targets.
Read this brief 2-page guide to learn:
Director of Sales Support Roles & Responsibilities
Action Plan for formalizing the sales support function
Read this report to learn how to assess your current level of effectiveness, and if necessary, hire an experienced Director of Sales Support.Download our Director of Sales Support Job Description to get started!
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
How to Launch a Mobile App Guide How-To GuideDemand Metric
Executive Summary
A mobile app is a software application designed for smartphones, tablets and other mobile devices that has been built on a mobile operating system such as iOS, Android, Blackberry and Windows.
Mobile apps were originally developed for productivity and information retrieval. Today, over 91% of all U.S. citizens have their mobile device within reach 24/7 (Morgan Stanley). The rising use and accessibility of mobile phones has influenced many companies to enter this growing market with new and innovative use cases.
This How-To Guide discusses the benefits of creating a mobile app, things to consider before building a mobile app and an action plan to help you launch your new app.
Read this brief 5-page guide to understand the following:
Benefits of creating a mobile app
Things to consider
Action plan for launching your mobile app
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Getting Started with Agile Marketing How-To GuideDemand Metric
Executive Summary
Agile Marketing is a method for planning and executing a marketing plan borrowed from the world of software development. Instead of long, “waterfall” methods of development that too often result in delayed or out-of date products launching later than planned, the Agile method follows a simple process of build, measure, and learn. Marketers all over the world are adopting this method to the extent that 2013 has been dubbed “the year of Agile Marketing".
This How-To Guide defines why Agile Marketing is important and outlines its key principles and identifies and action plan for getting started.
Read this brief 5-page guide to understand the following:
How to apply agile methods to marketing
Important terminology
How Agile Marketing is currently being used
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Entering the European Market Successfully How-To GuideDemand Metric
Executive Summary
Leaving your domestic comfort zone to operate in another country or even continent requires careful planning. Expanding into new geographical markets is very exciting, but also very nerve-wracking. Any firm considering entering into international business transactions must understand that doing business abroad is not a simple task. It is stimulating and potentially profitable in the long-term but requires much preparation and research prior to the first transaction.
Europe is probably the most heterogeneous continent on our globe, making understanding market potential more challenging than in more homogeneous markets. Because of the European Union, it’s tempting to view Europe as a single market. In reality, you must consider each country as a market, because each country has a different mix of history, culture, language and business etiquette.
This How-To Guide will describe the steps required to successfully expand into the European market.
Read this 7-page guide to understand the following:
Understand market potential
Identify product-market comibinations
Identify a local partner
Launch and start selling
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Driving SEO with Press Releases How-To GuideDemand Metric
This How To Guide will explain how press releases can boost SEO efforts, how to write press releases for SEO, the pros and cons of doing so and conclude with an action plan on using press releases in your SEO efforts.
For decades, press releases were the basic building blocks of a public relations strategy. A company that wanted press coverage would write and issue a press release. The more skilled the company was at media relations, the better this strategy worked. Press releases still serve this purpose, although a new and important use of press releases has evolved as a tool for Search Engine Optimization (SEO).
For companies whose websites are key to revenue generation, the SEO benefits are the primary motivation for writing and issuing press releases. If releases also produce favorable media coverage, that’s viewed as a bonus. The benefits of this SEO strategy result from the links a press release can produce back to the issuer’s website. These links are known as backlinks. The more external, authentic backlinks a website has pointing to it, the higher it ranks on a Search Engine Results Page (SERP). While this strategy is conceptually simple to grasp, executing it effectively requires some insider knowledge of both media relations and SEO.
Read this brief 8-page guide to understand the following:
How press releases boost SEO
Writing press releases for SEO
The pros and cons of a press release SEO strategy
Using press releases in your SEO efforts
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com to make a content request.
Calculating Customer Lifetime Value How-To GuideDemand Metric
Executive Summary
This How-To Guide details the definition of customer lifetime value (CLV), the advantages of calculating CLV and the standard formula for calculating CLV.
Common sense tells us that the longer a customer is in relationship with a company, the more profitable that customer relationship is. However, many companies put the emphasis on new customer acquisition and not enough effort is made to retain existing customers. This is a mistake, because the financial impact of retaining customers is substantial: companies can increase profits by as much as 100% by retaining just 5% more of their customers. For these reasons, CLV is a crucial metric that most organizations overlook mainly because its definition and purpose are not entirely known. Understanding the monetary value each customer represents to your organization can help you budget correctly for your business needs, strategically plan your marketing initiatives and improve long-term relationships with your customer base.
Read this brief 4-page guide to learn about:
Customer Lifetime Value
The advantages of calculating CLV
The standard formula for calculting CLV
Use the Customer Lifetime Value Calculator to get started!
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Lead Scoring: Five Steps to Getting Started How-To GuideDemand Metric
Executive Summary
This How-To Guide will help marketers score leads by showing how to set up a simple lead scoring system and then refine it over time.
Lead scoring applies mathematical formulas to rank potential customers. It is chiefly used to identify prospects that are ready for direct sales contact. Because the calculations are automatic, the scores are consistent, current, and can include more variables than any manual assessment. This saves marketers work, ensures that all qualified leads are sent to sales promptly, and keeps non-qualified leads out of the sales system.
Read this brief 11-page guide to learn about:
The case for lead scoring
Setting up a simple lead scoring system
Refinements to improve results over time
Companies that follow this process will quickly gain immediate benefits from lead scoring and have a solid foundation for future growth.
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com to make a content request.
Executive Summary
Social media are now part of every business and consumer activity, joining telephone, Web, broadcast, and face-to-face interactions as primary communication channels. This means that all marketing, sales, and service organizations should include social media as part of their basic activities. Yet social media are still new enough that many organizations are still struggling to learn how to use them, while others are learning how to use them most effectively.
This How-to-Guide provides an overview of social media applications and emerging best practices for deploying social media at your company.
Read this 9-page guide to learn:
The definition of social customer relationship management (CRM)
The main functions needed for social CRM
The vendor landscape for social CRM
Social CRM best practices
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Executive Summary
This How-To Guide will explain the components of a Marketing Resource Management (MRM) system, provide an action plan for deployment, and conclude with a plan for implementation.
Marketing Resource Management (MRM) systems control the administrative processes that support customer-facing marketing programs. This distinguishes MRM from marketing execution systems that store customer databases and deliver marketing messages through email, Web ads, and other channels. MRM may be sold independently or as a component of comprehensive marketing management systems which also provides execution.
MRM functions fall into two primary clusters. The first involves functions related to company-level marketing management, including program planning, scheduling, budgeting, and cost reporting. The other cluster relates to program management, including task lists, purchasing media and materials, and content creation, approvals, storage, and distribution. Some MRM systems specialize in a few of these functions. Others specialize in additional functions such as customizing content for local offices or dealers or in marketing reporting and analysis. Systems may also be tailored to specific industries or companies of a certain size.
Companies buy MRM systems when their marketing programs become too complicated to run in a less systematic fashion. This, along with the systems’ high cost, originally meant that MRM was used almost exclusively by large marketing organizations with hundreds of marketers in multiple offices. More recently, the growth of digital marketing has meant that even small marketing organizations need to manage many different programs and content versions across multiple channels, and to introduce new versions more quickly. This expanded complexity has rarely been accompanied by a corresponding expansion of staff, adding to the pressure for more efficient operations. At the same time, costs have decreased as MRM capabilities were added to integrated marketing suites and as stand-alone MRM products became available as vendor-hosted services (Software as a Service, or SaaS). The result has been increased use of MRM systems among companies of all sizes.
Read this 7-page guide to learn about:
The components of a Marketing Resource Management (MRM) system
An action plan to deploy an MRM system
How to implement an MRM system
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Driving Value with Marketing Automation How-To GuideDemand Metric
Executive Summary
B2B marketers have enthusiastically adopted marketing automation, with industry revenue growing at 50% per year according to Raab Associates estimates. The reason for this adoption is simple: marketing automation works. Users consistently report growth in quantity and quality of leads, in lead acceptance rates, and in marketing revenue contribution. Recent acquisitions by major software vendors including Oracle, Salesforce.com, Microsoft and Adobe further confirm that marketing automation is becoming a standard part of every company’s technology foundation.
But simply deciding you want to make better use of your marketing automation doesn’t end the discussion; it just raises the much more difficult question of how. This How-To Guide will provide you with some answers.
Read this 12-page guide to learn about:
The Marketing Automation Maturity Model
The levels of Marketing Automation Maturity
How to evolve your Marketing Automation strategy at each level
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
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No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
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When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
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- New framework for examining and safeguarding an online reputation
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Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
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AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
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• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
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How to use the Video Matrix
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Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
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2. Table of Contents
1 3
2 6
3 11
Executive Summary
What is Digital Marketing?
Digital Marketing & The MMO
Digital Marketing Landscape
Digital Marketing Roles Matrix
Digital Marketing Maturity Model
Analyst Bottom Line
DIGITAL MARKETING
Best Practices Guide
184
6 35
377
408
41Action Plan
51About Demand Metric
3. 3DIGITAL MARKETING BEST PRACTICES GUIDEEXECUTIVE SUMMARY
It has been said that “All Marketing is Digital Marketing,” and with good
reason! In the last decade (or less), the marketing environment has been
transformed.
Marketing has moved from an environment in which traditional marketing,
brick and mortar storefronts, and Digital Marketing options all competed for
thetime,attention,andresourcesofthemarketingdepartmenttooneinwhich
Digital Marketing reigns supreme – with an occasional nod in the direction of
the storefront, or traditional marketing (direct mail, print advertising, etc.).
One of the biggest challenges of Digital Marketing is the speed at which it
has taken over the marketing organization, often in an ad hoc, uncoordi-
nated fashion.
Demand Metric’s research has consistently shown that Digital Marketing has
a very significant and positive impact on the organizations that are employing
it when they do so by following best practices and processes in a coordi-
nated, holistic approach.
In this Best Practices Report on Digital Marketing we will cover the Digital
Marketing landscape in six distinct categories.
Executive Summary
This report covers:
Social Media Marketing
Mobile Marketing
Video Marketing
Content Marketing
Action Plan
Public Relations
4. 4DIGITAL MARKETING BEST PRACTICES GUIDEEXECUTIVE SUMMARY
We present four models to enable Modern Marketers to take a holistic approach to Digital Marketing. These four models are:
The Modern Marketing Department Structure, which
offers a look at the key functions needed to fully address
Digital Marketing initiatives across the organization.
The Marketing Organization Maturity Model, which
shows the progression and pathway a marketing depart-
ment should take to mature from a Cost Center to a World
Class Organization, responsible for, and measured on,
driving sales and revenue.
The Digital Marketing Maturity Model, which shows the
pathway an organization should take to mature in its use
of Digital Marketing from Ad Hoc to World Class.
The Digital Marketing Roles Matrix, which highlights the
roles, responsibilities, processes, technology, content,
and metrics for effective Digital Marketing strategies.
Orientation
STAGE 1 - Undefined
STAGE 2 - Progressive
STAGE 3 - Mature
STAGE 4 - World-Class
Tools &
Platforms
No defined strategy or process for
Digital Marketing or digital properties
Ad hoc development; Point tools
for Email, Content and Social Media
Marketing; No mobile or video apps
Platforms that perform specific func-
tions with coordinated tools, applica-
tions and workflows
Platforms connected to each other i.e.
Web Content Management to Content
Marketing to Social Listening API
integration to Enterprise CRM and MA
systems
Utilizes comprehensive, end-to-end
system integration of all Digital
Marketing related platforms with tight
integration to Enterprise CRM, MA and
other legacy ERP systems
Defined strategy and processes exist
for Digital Marketing in pockets in the
organization
Defined, integrated strategy and
processes exist for Digital Marketing
across an Enterprise
Defined, integrated strategy for Digital
Marketing exists across an Enterprise;
Campaigns are tracked and measured
by effectiveness of engagement and
conversion
Leadership Does not see difference between
Digital and Traditional Marketing
Views digital as new marketing
channel; Allocates budget & staff
resources
Recognizes that Digital Marketing is omni-
channel and the key component in audi-
ence engagement to drive preference &
loyalty; Long term commitment; Willing
participant; Resources for growth
Views Digital Marketing as key
component in customer engage-
ment strategy and primary focus
for marketing team; Organization
aligned and measured around
Digital Marketing’s contribution to
revenue
Digital
Marketing
DIGITAL MARKETING
Maturity Model
LEVEL 1 - Cost Center
LEVEL 2 - Revenue Neutral
LEVEL 3 - Revenue Contributor
LEVEL 4 - Profit Center
World Class
Marketing
Organization
Leadership
Staffing
Budget
Orientation
Marketing plan aligned with and
drives business planning
CMO, VPs, Directors, Managers
and Program Managers
CMO compensation tied
to revenue & marketing
performance
Budgeting is connected to
revenue growth targets
Very reactive, operational, not
strategic, no plan
No senior leadership in
Marketing, possibly a Manager
Informal roles & responsibilities,
no job description
No budget exists, spending is
Ad Hoc
Still reactive, some campaign plan-
ning, no strategic plan
Director of Marketing, with
Project or Program Managers
Basic job descriptions in place
but rarely updated
A small budget exists for items
such as trade shows, etc.
Working from a strategic marketing
plan and campaign plans
VP, Director of Marketing,
Program Managers
Job descriptions & performance
reviews done regularly
A budget exists and business
cases are created to justify
spend
WORLD CLASS
MARKETING ORGANIZATION
Maturity Model
V I E W R E S O U R C E
V I E W R E S O U R C E
V I E W R E S O U R C E
V I E W R E S O U R C E
5. 5DIGITAL MARKETING BEST PRACTICES GUIDE
Our goal is to enable the Modern Marketing Organization (MMO) to create
a holistic, end-to-end, enterprise-level approach to Digital Marketing.
Here are some of the highlights:
The depth and breadth of Digital Marketing has created a compelling
need within the MMO to gain control of it.
Digital Marketing has evolved in four stages, externally and internally.
Externally, we have seen the customer experience mature from mass
display and broadcast to highly personalized real-time experiences.
Internally, we have seen technologies mature from ad hoc point solu-
tions to fully integrated, end-to-end systems connected across the
Enterprise, at every touchpoint and delivery channel.
Our Solutions section covers the Digital Marketing systems, vendors, and
applications from the five Digital Marketing functions: Content Marketing,
Social Media Marketing, Mobile Marketing, Video Marketing, and Public
Relations.
Each of these categories is covered in more detail in our Digital Marketing
Solution Study Series.
Additionally, Digital Marketing teams need to evaluate and integrate their
approach to websites, landing pages and microsites, online advertising and
SEO, creative design services, and virtual events.
These will be covered in detail in our Customer Experience Virtual Summit.
Demand Metric’s key recommendation from this report is
that Digital Marketing can make a significant and positive
impact on organizations that are employing it, when they
do so by following best practices and processes holistically
integrated across the five key categories listed above.
We offer this Best Practices Report to enable your organization
to make your Digital Marketing function the best that it can be.
EXECUTIVE SUMMARY
6. 6DIGITAL MARKETING BEST PRACTICES GUIDEWHAT IS DIGITAL MARKETING?
Digital Marketing is, at its most basic, the use of electronic means to present
a company, product, and services to customers, prospective buyers, and the
marketplace.
The term Digital Marketing is so broad that it has almost lost all contextual
meaning. The purpose of this report is to put a solid framework around
Digital Marketing so that Modern Marketing Organizations can measure
their progress and success in achieving their Digital Marketing goals.
Broadly, Digital Marketing includes the creation and distribution of marketing
through software, the Internet, and Social Media. It also covers the produc-
tion of documents by electronic means such as digital printing. Since virtu-
ally all documents today are designed in software such as Adobe Photoshop
or InDesign and printed on digital printers, it is easy to see why we say all
marketing is Digital Marketing.
What is Digital Marketing?
Demand Metric defines Digital Marketing as:
The strategies, processes, tools, and
technologies that support the development,
deployment, management, and measurement
of digital elements used for marketing and
advertising.
Bottom-line
Digital Marketing drives revenue by creating a unique and
memorable digital experience for the customer or prospect.
7. 7DIGITAL MARKETING BEST PRACTICES GUIDE
Marketing’s focus on Digital Marketing continues to grow as more orga-
nizations learn how to use digital resources for website traffic, demand
generation, content marketing, online advertising, and mobile/video
marketing development.
The most sophisticated marketers realize that the value of Digital
Marketing is not just for lead generation and nurturing, advertising, and
content marketing.
The true power rests in creating digital experiences that can drive brand
equity, create lasting relationships, and directly impact sales, revenues,
and profits.
Demand Metric’s Digital Marketing Landscape Benchmark Report exam-
inedthemajorfactorsdrivingDigitalExperiencesincludingbudgets,creation
priorities, platforms, sophistication of digital experiences, approaches, and
measurements.
Driving Forces
None
16 to 30%
46 to 60%
61 to 85%
More than 85%
31 to 45%
Don’t know
1 to 15%
4%
18%
8%
10%
14%
12%
6%
28%
FIGURE 1: PERCENTAGE OF MARKETING BUDGET
ALLOCATED TO DIGITAL
WHAT IS DIGITAL MARKETING?
DIGITAL
MARKETING
LANDSCAPE
Benchmark Report
V I E W R E S O U R C E
8. 8DIGITAL MARKETING BEST PRACTICES GUIDE
58% of study participants are allocating less than half of their budgets
to digital marketing, which leaves room for growth. Yet, marketers have
long understood that the digital marketing dollar goes farther than the
traditional marketing dollar, so the budget for digital initiatives don’t
directly indicate their impact (Figure 1).
59% of study participants rated the creation of digital experiences
either “high” or “very high” as a marketing priority (Figure 2).
A relationship exists between placing a high priority on digital expe-
rience marketing and revenue growth. 76% of study participants that
reported revenue growth in the most recent fiscal year also put a high
priority on digital experience creation. For organizations that reported
declining revenue growth, only 6% reported that digital experience
creation was a high priority.
The more sophisticated or advanced the digital experience, the more
magnified the effect is on brand perception: 91% of study participants
that are deploying sophisticated digital experiences report that these
efforts have a favorable influence on brand perception. At the basic level
of sophistication, only 50% of participants report this favorable impact.
For organizations in which sophistication is advanced in the creation
of digital experiences, 83% are also experiencing revenue growth.
Just 6% and 11% of organizations, respectively, that are also deploying
advanced or more sophisticated digital experiences are in flat or
declining revenue growth situations.
Here are some conclusions from the report:
FIGURE 2: DIGITAL EXPERIENCE CREATION PRIORITY
Very low
High
Moderate
Low
Very high
3%
35%
30%
8%
24%
WHAT IS DIGITAL MARKETING?
9. 9DIGITAL MARKETING BEST PRACTICES GUIDE
The benefits of effective Digital Marketing span across the MMO, touching
several roles and departments, including Senior Management, Strategic
Communications, Demand Generation, Content Marketing, Community, Social
Media, Public Relations, Product Marketing, and Customer Experience.
Creates the best digital experience to drive engagement.
Creates an ongoing, real-time relationship with customers and
prospects.
Drives brand perception across all channels and touch points.
Provides targeted, personalized, localized content at the right audi-
ence at the right time.
Increases conversion rates across all media channels.
Provides a consistent customer experience by providing content for
a specific buyer persona at a targeted stage in the buyer’s journey.
Increases website and blog traffic and SEO.
Collects more relevant and accurate customer data across multiple
touch points.
1
2
3
Provides a native mobile customer experience, not one re-designed
from web.
Gets an integrated view of the customer’s total experience that is
not fragmented by the device and software they are using.
Stays connected to the customer as they move from PC to phone to
tablet and back.
Provides better customer service by handling problems and
complaints quickly and personally using social listening.
Gains product knowledge for future products and services by
learning what customers are asking for on social networks.
Learns who has the influence and clout in various social communi-
ties and develops deeper relationships with them.
Uses video to provide collateral for social marketing, enhance
content initiatives, and produce more realistic customer experiences.
4
5
6
7
8
9
10
11
12
13
14
15
Benefits of Digital Marketing
WHAT IS DIGITAL MARKETING?
Here are some of the top benefits we have observed in a comprehensive
look at Digital Marketing. More benefits, directly related to each category,
are found in the respective solution studies.
10. 10DIGITAL MARKETING BEST PRACTICES GUIDE
Despite the benefits being achieved by those doing Digital Marketing
well, some marketing organizations continue to struggle with the transi-
tion from traditional to Digital Marketing.
Not surprisingly, the two key barriers to embracing Digital Marketing
are education and resources.
Marketing organizations already stretched for time and money are reluc-
tant to take on more responsibility or embrace change. Much of this is
driven by Senior Management leadership.
Barriers to Digital Marketing
WHAT IS DIGITAL MARKETING?
Senior Management that discounts or views Digital
Marketing as just another channel option do not expend
the resources to create engaging digital experiences, while
those that see digital as the primary marketing channel see
significant revenue gains.
11. 11DIGITAL MARKETING BEST PRACTICES GUIDE
Digital Marketing & The MMO
The wide variety of Digital Marketing opportunities has created a compel-
ling need within the MMO to gain control of Digital Marketing.
In most companies, Digital Marketing has grown organically with many
independent initiatives cropping up to address one marketing need after
another.
Unlike the days of yore when all computers and systems were under the
control of IT departments, Digital Marketing’s budgets, tools, and technol-
ogies are spread across the organization and “in the cloud.”
The challenge with that approach is that the success rate of Digital
Marketing initiatives are limited when they do not include enterprise
data integration with existing CRM, SFA, and Marketing Automation
systems.
To address that challenge for the MMO, this report, combined with our
Solution Study Series, examine the primary platforms for five digital func-
tions – Content Marketing, Social Media Marketing, Mobile Marketing,
Video Marketing, and Public Relations.
Overview
DIGITAL MARKETING & THE MMO
Our Digital Marketing Solution Studies can be best described as follows:
Our Content Marketing Solution Study looks at the
range of content platforms.
We examine the landscape, vendors and solutions for the
three foundation platforms – Web Content Management
(WCM), Content Marketing (CMS), and Content Distribu-
tion (CDS).
These platforms and toolsets provide the structure that
content marketers need to create relevant and personal-
ized content for each of their individual audiences.
CONTENT
MARKETING
Solution Study
V I E W R E S O U R C E
12. 12DIGITAL MARKETING BEST PRACTICES GUIDE
Our Social Media Marketing Solution Study examines
Social Media strategies and processes on four key plat-
forms – Social Listening, Social Engagement, Social Expe-
rience, Social Analytics, and the major Social Networks.
Our Public Relations Solution Study provides insights
and analysis to help marketers understand the solutions
available to help the modern PR practitioner.
Our Video Marketing Solution Study examines the land-
scape, vendors, and solutions for video development,
production, and marketing.
We evaluate the primary video hosting and sharing plat-
forms that enable marketers to provide information,
education, advice, and/or entertainment to their target
audiences.
Our Mobile Marketing Solution Study is designed to
provide a solid understanding of the current Mobile
Marketing environment.
We examine the landscape, vendors, and solutions for
two categories of Mobile Marketing – Mobile Application
Development (MADP) and Mobile Content Development &
Management (MCDP) – to enable marketers to incorporate
mobile within their broader Digital Marketing Strategy.
PUBLIC
RELATIONS
Solution Study
VIDEO
MARKETING
Solution Study
MOBILE
MARKETING
Solution Study
SOCIAL MEDIA
MARKETING
Solution Study
V I E W R E S O U R C E
V I E W R E S O U R C E
V I E W R E S O U R C E
V I E W R E S O U R C E
DIGITAL MARKETING & THE MMO
13. 13DIGITAL MARKETING BEST PRACTICES GUIDEDIGITAL MARKETING & THE MMO
As the organization progresses in maturity through Level 2 (Neutral) and
Level 3 (Contributor), it is able to provide evidence for its increasing revenue
contribution through metrics that justify marketing spend and staff resources.
At Level 4 (Profit Center) the organization has strong executive manage-
ment support. It is led by an executive able to to fully staff and resource
the organization for success.
Metrics such as Customer Lifetime Value (CLV), Brand Equity measure-
ments, and Customer Cost to Acquire provide quantitative support for
marketing’s role.
Not surprisingly, our studies show that more mature organizations, which
also have a more coordinated approach to Digital Marketing, reap the
benefits.
As noted in our Digital Marketing Landscape Benchmark Study, 59% of the
participants rated the creation of digital experience high or very high.
Equally important, 76% of the study participants reporting revenue growth in
the most recent fiscal year put a high priority on digital experience creation.
The Modern Marketing Organization
Demand Metric defines the Modern Marketing Organization (MMO) as
driving the revenue of the company through the acquisition, engagement,
development, and maintenance of long-term, cost effective relationships
with customers.
In brief, the MMO has responsibility for sustained revenue generation,
Sales Enablement, and authority over all of the processes, technologies,
tools, and talent that support the “customer universe.” That new
responsibility for revenue generation is a key driver for Digital Marketing
to create better digital experiences which will result in better leads, more
sales opportunities, and sustainable customer relationships.
As Demand Metric’s World Class Marketing Organization Maturity Model
shows (next page), the more mature the organization, the more it contributes
to the overall revenue picture. Demand Metric’s World Class Marketing
Organization Maturity Model examines seven marketing components across
four stages, illustrating common or best practices at each stage.
At Level 1, the marketing organization is viewed as a Cost Center, primarily
responsible for sales support with few resources and no way to effectively
show its contribution to revenue.
For a more detailed look at the MMO, please download our
How-To Guide: The Modern Marketing Organization. V I E W R E S O U R C E
14. LEVEL 1 - Cost Center
LEVEL 2 - Revenue Neutral
LEVEL 3 - Revenue Contributor
LEVEL 4 - Profit Center
World Class
Marketing
Organization
Leadership
Staffing
Budget
Orientation
Marketing plan aligned with and
drives business planning
CMO, VPs, Directors, Managers
and Program Managers
CMO compensation tied
to revenue & marketing
performance
Budgeting is connected to
revenue growth targets
Very reactive, operational, not
strategic, no plan
No senior leadership in
Marketing, possibly a Manager
Informal roles & responsibilities,
no job descriptions
No budget exists, spending is
Ad Hoc
Still reactive, some campaign plan-
ning, no strategic plan
Director of Marketing, with
Project or Program Managers
Basic job descriptions in place
but rarely updated
A small budget exists for items
such as trade shows, etc.
Working from a strategic marketing
plan and campaign plans
VP, Director of Marketing,
Program Managers
Job descriptions & performance
reviews done regularly
A budget exists and business
cases are created to justify
spend
WORLD CLASS
MARKETING ORGANIZATION
Maturity Model
15. Want to rate your organization’s World Class Marketing maturity with an
interactive tool? Download our World Class Marketing Assessment
and get started today!
LEVEL 1 - Cost Center LEVEL 2 - Revenue Neutral LEVEL 3 - Revenue Contributor LEVEL 4 - Profit Center
Processes
Systems
Metrics
Executive
Perspective
of Marketing
All processes are defined,
measured, managed, and
optimized
All systems fully integrated,
analytics & business intelligence
Customer lifetime value (CLV),
brand equity, cost to acquire, ROI
Source of revenue, strategic
function
No processes, activities done
ad hoc, reactive in nature
Minimal marketing technology
in place
No metrics or a focus on adver-
tising: #impressions, #ads
Cost-center, not a strategic
function
Activities are repeatable and
some processes are defined
Legacy customer database or
CRM system, email marketing
Perational metrics such as open
rates, click-thrus, registrations
Cost-center, sales support
function
All processes are defined and
some measurement in place
CRM, marketing automation, with
some integration.
Cost per lead (CPL), renewal rate
%, #sales qualified leads created
Cost-center, flashes of brilliance
WORLD CLASS
MARKETING ORGANIZATION
Maturity Model
V I E W R E S O U R C E
World Class
Marketing
Organization
16. 16DIGITAL MARKETING BEST PRACTICES GUIDE
Digital Marketing Responsibilities
As noted earlier, responsibility for the various elements of Digital Marketing
spans the organization. Figure 3 (on the next page) shows an org chart for a
mid-level to enterprise size Modern Marketing Organization.
All roles are important here. If the company does not have headcount for
each role, the functions can still be handled through marketing activities.
DIGITAL MARKETING & THE MMO
Within this structure, digital marketing responsibilities are
shared by the CMO, VP of Demand Generation, Content
Marketing Manager, Event Marketing Manager, VP of Strategic
Communications, Community and Social Media Managers,
Public Relations Manager, Product Marketing and Customer
Experience Management Team.
17. 17DIGITAL MARKETING BEST PRACTICES GUIDE
CMO
Customer Advisory Council
Customer Experience (CX)
Management Team
DIGITAL MARKETING & THE MMO
VP Sales Enablement
Marketing
Operations
Manager
Lead Qualifica-
tion Specialist
CRM/Marketing
Automation
Systems
Administrator
VP Strategic
Communications
Community &
Social Media
Manager
Public/Analyst/
Investor Rela-
tions Manager
Creative
Director
Graphic
Designer
Agency Project
Manager(s)
VP Product Development
Market
Analyst(s)
Product
Manager(s)
Product
Marketing
Manager(s)
Product
Development
Engineer(s)
VP Customer Success
Director,
Professional
Services
Professional
Services
Consultant(s)
Customer
Success
Manager(s)
Customer
Support
Technician(s)
Content
Marketing
Manager(s)
Event
Marketing
Manager(s)
Marketing
Program
Manager(s)
Inside Sales
Rep(s)
VP Demand Generation
FIGURE 3: MODERN MARKETING DEPARTMENT STRUCTURE
18. 18DIGITAL MARKETING BEST PRACTICES GUIDE
Digital Marketing Landscape
While electronic marketing has been around for decades in some form or
another, Digital Marketing as we know it today traces its roots to the birth of
the web. Digital Marketing has evolved in four stages, externally and inter-
nally. Externally we have seen the customer experience mature from mass
display and broadcast to personalized, real-time experiences, as follows:
Display – Web pages (Web 1.0)
Connection – Rich media content, social networks, blogs, Wikis (Web 2.0)
Engagement – Convergence of content, social, mobile, and video experi-
ences to create digital experiences
Personalization – Personalized and localized content, delivered to
personal devices in real-time through custom content and marketing apps
History
DIGITAL MARKETING LANDSCAPE
Internally, we have seen tools and technologies mature from ad hoc point
solutions to fully integrated, end-to-end systems connected across the
Enterprise, as follows:
Ad hoc – Point tools used by teams and departments
Coordinated – Platforms that perform specific functions with coordi-
nated tools, applications, and workflows
Connected – Platforms connected to each other i.e. Web Content
Management to Content Marketing to Social Listening API integration
to enterprise CRM and MA systems
Integrated – Comprehensive, end-to-end system integration of all
Digital Marketing related platforms with tight integration to enterprise
CRM, MA, and other legacy ERP systems.
19. 19DIGITAL MARKETING BEST PRACTICES GUIDE
1993
1994
1998
2003
2004
2005
2006
2007
2010
2011-2014
Stanford graduates
create “Jerry and
David’s Guide to the
World Wide Web.”
Amazon is launched in
Seattle.
The web is born and
the first web page
released by CERN
April 30, 1993.
Google launches
& Aprimo (MA
system) appears
Digital Marketing
Convergence
iPhone introduced.
Facebook
launches.
LinkedIn
launches.
YouTube
launches.
Twitter launches & first
Video Marketing plat-
forms become available.
iPad introduced
DIGITAL MARKETING LANDSCAPE
FIGURE 4: DIGITAL MARKETING TIMELINE
Figure 4 shows the timeline of some of the major milestones, vendors, and trends that have brought us the Digital Marketing environment we know today.
20. 20DIGITAL MARKETING BEST PRACTICES GUIDE
The World Wide Web
1993: The web is born and the first web page released by
CERN April 30, 1993.
1994: So many web pages are launched in one year that
two Stanford graduates create “Jerry and David’s Guide to
the World Wide Web.” In April, the Guide is renamed and
re-launched as Yahoo. Also in this year, Amazon, one of
the first large ecommerce sites, is launched in Seattle.
1995: The first Web Content Management Systems appear
as extended document management systems.
1997: The first blog sites are launched.
1998: Google is launched.
1999 – 2004: Web 2.0 appears with rich media content
(video, infographics, HTML5) combined with social
networks and wikis. This becomes the standard platform
for Digital Marketing.
2001 – 2003: Drupal & Wordpress are launched.
2008: Brightkit (now Hootsuite) is launched.
Marketing Automation
Social Media, Social Sharing, Mobile, Video
1998: Aprimo, first Enterprise Marketing Automation,
appears.
1999: Silverpop, MindMatrix, Eloqua appear and extend
Marketing Automation space.
2006-2009: Marketo, Hubspot, Paradot, Act-On, and
second wave Marketing Automation vendors, appear.
2002: Friendster, social networking site, is launched.
2003: LinkedIn is launched.
2004: Facebook is launched. Social sharing begins with
AddThis (2004). Also, Microsoft releases Single Sign-On
Enterprise Security for Web Applications (Microsoft® ASP.
NET)
2005: YouTube is launched and the Video Marketing land
rush begins. Also, ShareThis is launched and advances
social sharing.
2006: Twitter launches and Video Marketing platforms
appear.
2007: The iPhone is introduced and mobile apps begin.
2010: The iPad is introduced.
DIGITAL MARKETING LANDSCAPE
21. 21DIGITAL MARKETING BEST PRACTICES GUIDE
Digital Marketing Convergence
2011 – 2014: Convergence of content marketing, social
channels, web, and mobile & video development plat-
forms enable truly personalized, localized digital expe-
riences for each consumer and customer in real time.
Playing Field
Content Marketing Landscape
As noted above, our analysis of the Digital Marketing
landscape indicates that it is comprised of ten distinct
categories.
Of these, we have produced in-depth solution studies for
five – Content Marketing, Social Media Marketing, Mobile
Marketing, Video Marketing, and Public Relations.
Each study looks at the benefits, trends, vendor landscape,
and implementation strategies that impact that category.
Here we summarize each landscape.
All the of Digital Marketing Solution Studies include much
more detailed information on each landscape and can be
downloaded from the Demand Metric website.
We have divided the Content Marketing vendor landscape
into two primary categories. They are:
Web Content Management (WCM) – these platforms
provide the infrastructure and functionality for content
creation and delivery across digital channels (web,
blogs, search, social). They typically integrate with key
internal CRM and MA systems.
Content Marketing and Distribution (CMS/CDS)
– these platforms provide the creation, organiza-
tion, management, distribution, and measurement of
content across all device types and channels.
DIGITAL MARKETING LANDSCAPE
22. 22DIGITAL MARKETING BEST PRACTICES GUIDE
CUTTING-EDGE Platforms NICHE
Platforms
COMPREHENSIVE Platforms
STANDARD Platforms
BASIC Platforms
Figure 5 provides a combination of the vendor landscapes from WCM and CMS/CDS platforms.
DIGITAL MARKETING LANDSCAPE
FIGURE 5: CONTENT MARKETING VENDOR SOLUTION LANDSCAPE
23. 23DIGITAL MARKETING BEST PRACTICES GUIDE
Deeper insights and analytics to enable marketers to view and respond
to user engagement with relevant content.
Tighter integration between content marketing and enterprise
systems for a holistic customer view.
Richer content and media ads that increase user engagement.
More personalized experiences with rich media and relevant content
through the integration of user social profiles.
Increasing blend of owned, earned, and paid media to create higher
level of “trusted content.”
As the Content Marketing landscape evolves, Demand Metric expects to
see the following trends take shape within the Web Content Management
and Content Marketing and Distribution Platforms:
DIGITAL MARKETING LANDSCAPE
For our complete analysis on this segment, download our
Content Marketing Solution Study.
CONTENT
MARKETING
Solution Study
V I E W R E S O U R C E
24. 24DIGITAL MARKETING BEST PRACTICES GUIDE
We have divided the Social Media Marketing vendor landscape into five categories. They are:
Overview
Social Listening Platforms
These are platforms and apps that focus on social moni-
toring/response. These platforms monitor conversations
across social networks for mentions of a company/brand
to collect opinions of and experiences with that company,
brand, or product.
Social Analytics Platforms
Social Networks
Social Engagement Platforms
Social Experience PlatformsThese are platforms that focus on the collection, measure-
ment, and benchmarking of social activity, behavior, opinion,
and emotion across social networks and media types
(owned, earned, and paid social media). Most analytics plat-
forms create detailed and individual customer profiles.
These are the social environments in which social interaction
and commerce take place. In this study, we look at the major
social networks for B2B and B2C business activity, such as
Facebook, Twitter, LinkedIn, Google+ and YouTube. Demand
Metric provides a full listing of Social Networks in our Top
SocialMediaSitesDatabaseandSocialMediaChannelMap.
These platforms focus on apps that deepen the engage-
ment between the company and the customer. While
most of these platforms offer a monitoring component,
they provide a deeper level of engagement via apps for
increasing ease and speed of social sharing, developing
online communities, content creation & publishing, and/or
gamification.
These platforms focus on changing the experience the
customer has with the company or brand. Social Experi-
ence platforms usually include components of both moni-
toring and engagement; however, they go a step further
with functionality that changes the way the customer inter-
acts with a company. These solutions serve to extend the
reach of a brand deeper into the customer’s environment.
DIGITAL MARKETING LANDSCAPE
25. 25DIGITAL MARKETING BEST PRACTICES GUIDE
CUTTING-EDGE Platforms
COMPREHENSIVE Platforms
STANDARD Platforms
BASIC Platforms
Figure 6 provides a combination of the vendor landscapes for Social Listening, Social Engagement, Social Experience, and Social Analytics platforms.
DIGITAL MARKETING LANDSCAPE
FIGURE 6: SOCIAL MEDIA MARKETING VENDOR SOLUTION LANDSCAPE
26. 26DIGITAL MARKETING BEST PRACTICES GUIDE
The evolution of the Social Media Marketing landscape will continue on
the same trajectory that we see it occurring today with more engage-
ment, better experiences, and tighter integration across social networks.
That trend, plus better and deeper analytics and tracking systems, will
enable marketers to further refine the relationship between companies
and their customers in social media.
Digital campaigns will rely on social networks and channels to distrib-
uted higher quality, more immersive content, and digital experiences that
increase conversion rates and drive higher revenue.
The social connection will continue to move from a transactional rela-
tionship between marketer and customer to a “circle of peers” with the
buyer “owning” as much of the outcome as marketing.
DIGITAL MARKETING LANDSCAPE
For our complete analysis on this segment, download our
Social Media Marketing Solution Study.
SOCIAL MEDIA
MARKETING
Solution Study
V I E W R E S O U R C E
27. 27DIGITAL MARKETING BEST PRACTICES GUIDE
We have divided the Mobile Marketing vendor landscape into two primary
categories. They are:
Mobile Application Development (MADP) Mobile Content Development &
Management (MCDP)These are platforms and applications that focus on the
infrastructure and tools needed to design, build, test,
deploy, and manage mobile applications.
Platform functionality ranges from those that only support
native apps to those that provide native, Web/HTML5 and
hybrid apps, and APIs for enterprise integration.
We included platforms used to optimize existing Websites
in this category.
These platforms focus on the delivery of content across
mobile devices to provide an optimized experience.
Key functionality includes content publishing and presen-
tation; integration of data, services, and applications; as
well as engagement programs like payment and mobile
messaging campaigns.
Mobile Marketing Landscape
DIGITAL MARKETING LANDSCAPE
For our complete analysis on this segment, download our
Mobile Marketing Solution Study.
MOBILE
MARKETING
Solution Study
V I E W R E S O U R C E
28. 28DIGITAL MARKETING BEST PRACTICES GUIDE
CUTTING-EDGE Platforms
COMPREHENSIVE Platforms
STANDARD Platforms
BASIC Platforms
Figure 7 provides a combination of the vendor landscapes from MADPs and MCDPs.
DIGITAL MARKETING LANDSCAPE
FIGURE 7: MOBILE MARKETING VENDOR SOLUTION LANDSCAPE
29. 29DIGITAL MARKETING BEST PRACTICES GUIDE
Demand Metric expects the Mobile Marketing landscape to continue to
grow rapidly for the foreseeable future.
Demand Metric expects to see the following trends take shape for appli-
cation development and mobile content platforms:
Better management of applications and devices across the enterprise
and through all channels.
Deeper insights and analytics to enable marketers to view and respond
to mobile app engagement.
Tighter integration between mobile apps and enterprise systems for
a more holistic customer view.
Richer content and media ads that increase user engagement.
Mobile as the “spear point” – the first connection a prospect has with
the company, product, or service and, as such, defines their on-going
relationship with the company.
DIGITAL MARKETING LANDSCAPE
30. 30DIGITAL MARKETING BEST PRACTICES GUIDE
Video Marketing vendors fall into four main tiers, which can be seen in
Figure 8, based on their functionality in the following six categories:
Video Hosting & Streaming – the video hosting & streaming
component of these platforms centers around the capacity of solu-
tions to upload, download, view, and process video files.
Video Content Management – video content management involves
all of the activities that support the storage, organization, and modi-
fication of video content.
Video Distribution & Sharing – the manner in which videos are
distributed and shared can be critical to the success of a video’s
performance. This component of Video Marketing focuses heavily
on the delivery of video content.
Video Optimization – optimizing videos is a critical function of
Video Marketing that is often overlooked by many organizations.
Video optimization ensures that your video content is getting ample
traffic from the proper audience.
Video Marketing Landscape
1
2
3
4
5
6
Demand Metric expects that the need and desire for video content will
continue to grow radically among Enterprises and SMBs. CRM video
sharing, social sentiment and sharing analytics, video asset to ROI metrics,
and video mapping to the sales cycle are several features that will notably
change the Video Marketing spectrum in the near future.
As the market begins to saturate with category-specific vendors, Demand
Metric believes consumers will continue to gravitate toward vendors that
offer more comprehensive, end–to-end solutions rather than niche solutions.
For our complete analysis on this segment, download our Video
Marketing Solution Study.
VIDEO
MARKETING
Solution Study
V I E W R E S O U R C E
Video Monetization – videos provide an array of benefits, as
mentioned previously, that will, ultimately, increase an organization’s
bottom line. However, generating revenue directly from videos has
become central to Video Marketing.
Video Analytics – metrics are an integral part of implementing any
technology in order to identify and prove ROI.
DIGITAL MARKETING LANDSCAPE
31. 31DIGITAL MARKETING BEST PRACTICES GUIDE
CUTTING-EDGE Platforms NICHE
Platforms
COMPREHENSIVE Platforms
STANDARD Platforms
BASIC Platforms
DIGITAL MARKETING LANDSCAPE
FIGURE 8: VIDEO MARKETING VENDOR SOLUTION LANDSCAPE
32. 32DIGITAL MARKETING BEST PRACTICES GUIDE
Vendors across the PR Solutions Landscape fall into four tiers based on the features and functionality of their offerings:
Basic
At the basic level, point solutions provide targeted func-
tionality, commonly a media/influencer contact solution
like Crowdbuilder, or news distribution such as PR.com.
There is rarely integration with complementary PR solu-
tions or functions.
Standard
Second tier vendors like Bulldog Media’s Media Pro or
Business Wire bundle multiple PR functions, such as a
media contact database with a news distribution func-
tion. Some standard offerings are optimized for a specific
vertical.
Comprehensive
The largest group of vendors fall into this tier, which
includes solutions that provide the primary features of a
PR solution, including media contact database & manage-
ment, monitoring, distribution, and measurements &
analytics. These areas of functionality are not integrated,
or have just basic integration with each other. In other
cases, functionality is provided through partnerships with
other solution providers.
Cutting Edge
The most advanced tier is occupied by vendors like
MarketWired, PR Newswire, and Vocus that provide a
full suite of PR functionality, including a media contact
database & contact management, online and traditional
media monitoring, news distribution, and measurements
& analytics with reporting. These functions are not only
present in the solution suite, but are integrated to a
moderate or high degree.
Public Relations Landscape
DIGITAL MARKETING LANDSCAPE
33. 33DIGITAL MARKETING BEST PRACTICES GUIDE
CUTTING-EDGE Platforms
COMPREHENSIVE Platforms
STANDARD Platforms
BASIC Platforms
Figure 9 illustrates the Public Relations Vendor Landscape.
DIGITAL MARKETING LANDSCAPE
FIGURE 9: PUBLIC RELATIONS VENDOR SOLUTION LANDSCAPE
34. 34DIGITAL MARKETING BEST PRACTICES GUIDE
The media and PR industry both continue to grapple with the new reality
that everyone is becoming a publisher.
The current crop of PR tools has always been helpful at securing earned
media placements, and it is still important to do so.
Where the tools are less effective is in identifying and reaching the broader
spectrum of influencers whose names may not appear on a masthead, but
have built an impressive following through social media or by blogging.
PR solution providers must continue to develop ways for their users to
identify and monitor the influencers that matter to them.
DIGITAL MARKETING LANDSCAPE
For our complete analysis on this segment, download our
Public Relations Solution Study.
PUBLIC
RELATIONS
Solution Study
V I E W R E S O U R C E
35. 35DIGITAL MARKETING BEST PRACTICES GUIDE
Our Digital Marketing Roles Matrix (next page) provides an at-a-glance view
of the key components of Digital Marketing: roles, responsibilities, processes,
technology, content, and metrics. Each of our six technology/vendor catego-
ries is represented in the Digital Marketing Roles Matrix, as follows:
The Organizational Big Picture
Social Media
Content Marketing
Driven by the Community and Social Media Manager,
Social Media processes, technologies, and platforms are
used by Strategic Communications, Content Marketing,
Community and Social Media, and Customer Experi-
ence. The common metrics for Social Media include User
Engagement, Sentiment Analysis, and Campaign ROI.
Driven by the Content Marketing Manager, Content
Marketing processes, technologies, and WCM platforms
are used by Senior Management, Strategic Communi-
cations, Community and Social Media Managers, Public
Relations, and Product Marketing. The common metrics for
Content Marketing include Content Views, Links Earned,
Content Conversion, and Content Published.
Mobile Marketing
Mobile Marketing processes, technologies, and platforms
are used primarily by Product Marketing, which is respon-
sible for the development and deployment of mobile
apps. That said, several other roles contribute to content
development for these apps, including Strategic Commu-
nications, Demand Generation, Content Marketing,
Community and Social Media, and Customer Experience.
Video Marketing
Public Relations
Video Marketing processes and technologies are used
primarily by Content Marketing. However, several other
roles contribute to video content, including Strategic
Communications, Demand Generation, Community, Social
Media, and Customer Experience.
Driven by the Public Relations Manager, Public Relations
processes, technologies, and platforms are used primarily
by Public Relations and Strategic Communications to create
relationships with external media, bloggers, and influencers
for news stories and other earned media opportunities.
DIGITAL MARKETING BEST PRACTICES
Digital Marketing Roles Matrix
36. 36DIGITAL MARKETING BEST PRACTICES GUIDE
ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS
Senior
Management
Revenue Accountability
Staffing & Channel Management
Reporting to CEO/Board
Budgeting & Planning
Reviews & Coaching
Recruitment & Retention
WCM
Marketing Automation
CRM
Thought Leadership Blog
Webinar Presentations
Conference Keynotes
Revenue by Channel
Customer Lifetime Value, NPS
Return on Customer (ROC)
Strategic
Communications
Brand Strategy Digital
Marketing Strategy Social
Mobile Marketing Strategy
Marketing Budget
Agency Management
Communications Management
WCM
Content Marketing Platforms
Social Media Platforms
Data Sheets, Whitepapers
Case Studies/Testimonials
Competitive Analysis
Market Share, Profitability
Brand Equity
Content Usage
Demand
Generation
Lead Generation & Events
Inbound/Outbound Marketing
Sales Opportunity Management
Advertising/Sponsorship
Lead Generation
Tradeshows
Marketing Automation/Email
Digital Asset Management
Event/Survey Management
Advertising/SEO
Email Campaigns
Webinars
Campaign ROI, Email Metrics
Marketing Qualified Leads
Contribution to Pipeline
Content
Marketing
Web Content Management
Content Marketing
Content Distribution
Content Creation
Campaign Analysis
Content Scoring
WCM, Blogging Platforms, MA
Content Mktg & Distribution
Video Marketing Platforms
Website and Blogs
eBooks, Articles
Videos
Content Views, Links Earned
Content Conversion
Content Published
Community &
Social Media
Online Community Management
Social Listening
Social Engagement
Community Development
Social Channel Management
Social Reputation Management
WCM
Social Media Platforms
Social Channels & Networks
Posts, Tweets, Photos
Forums, Chats, Comments
Articles, Community News
User Engagement
Sentiment Analysis
Campaign ROI
Public Relations
External Communications
Media Relations
Analyst Relations
Influencer Identification
Relationship Cultivation
Content Creation/Distribution
Media Contact Database
News Distribution & Monitoring
Analytics & Reporting
News Content/Press Releases
Thought Leadership Content
Rich Social Media Content
Mentions/Impressions
Audience Growth & Engagement
Sentiment Analysis
Product
Marketing
New Product Development
Mobile App Development
Video Production/Development
Product Launch
Product Positioning
Competitive Analysis
WCM
Mobile Development Platforms
Video Production Platforms
New Features/Ideas for R&D
Gamification
Competitive Analysis
Avg. Revenue Per User
Avg. Order Value
Conversion Rate, Renewal Rate
Customer
Experience
Interactive Experience
Customer Satisfaction
Customer Advocacy
Customer Experience
Customer Journey Mapping
Customer Persona Creation
Customer Profile Management
Customer Support, Twitter
Survey & Social Channels
Buyer Personas
Customer Journey Map
Proposals, Presentations
Customer Satisfaction Index
Customer Lifetime Value
Net Promoter Score (NPS)
DIGITAL MARKETING ROLES MATRIX
37. 37DIGITAL MARKETING BEST PRACTICES GUIDEDIGITAL MARKETING MATURITY MODEL
Digital Marketing Maturity Model
Level of Commitment
The strength of the commitment and the focus on excellence in Dig-
ital Marketing initiatives and campaigns drives other best practices.
Planning
World Class Digital Marketers create strategies, goals, and KPIs
for every point of their Digital Marketing effort.
Processes
World Class Digital Marketers develop measurable processes
for each phase to ensure progress and success.
Our Digital Marketing Maturity Model (page 37-38) illustrates seven key
components. These are:
Orientation – the posture the organization takes toward the discipline
of Digital Marketing and its importance to the organization for marketing,
sales, and revenue generation.
Leadership – the view of executive/senior management toward the
role Digital Marketing plays in driving sales, revenue, and profits, and its
inherent value to the company.
Tools and Platforms – used to create, deploy, manage, and measure
Digital Marketing initiatives and campaigns.
Demand Generation – how well the organization performs in this core
attribute of Digital Marketing.
Digital Experience – how well the organization performs in this fast
emerging area of Digital Marketing.
Budget/Staff – how well Digital Marketing is resourced with time, talent,
tools, money, and authority.
Metrics – how Digital Marketing initiatives and campaigns are tracked,
measured, managed, and reported.
The move from Stage 1 (Ad Hoc) to Stage 4 (World-Class) is characterized
by the following best practices:
Resources
World Class Organizations ensure that sufficient resources (time, talent,
tools, money) exist for each initiative, campaign, and phase of their plan.
Management
World Class companies effectively manage the change, progress,
and results of Digital Marketing efforts.
38. Orientation
STAGE 1 - Undefined
STAGE 2 - Progressive
STAGE 3 - Mature
STAGE 4 - World-Class
Tools &
Platforms
No defined strategy or process for
Digital Marketing or digital properties
Ad hoc development; Point tools for
Email, Content, and Social Media
Marketing; No mobile or video apps
Platforms that perform specific func-
tions with coordinated tools, applica-
tions, and workflows
Platforms connected to each other i.e.
Web Content Management to Content
Marketing to Social Listening API
integration to Enterprise CRM and MA
systems
Utilizes comprehensive, end-to-end
system integration of all Digital
Marketing related platforms with tight
integration to Enterprise CRM, MA, and
other legacy ERP systems
Defined strategy and processes exist
for Digital Marketing in pockets in the
organization
Defined, integrated strategy and
processes exist for Digital Marketing
across an Enterprise
Defined, integrated strategy for Digital
Marketing exists across an Enterprise;
Campaigns are tracked and measured
by effectiveness of engagement and
conversion
Leadership Does not see difference between
Digital and Traditional Marketing
Views digital as new marketing
channel; Allocates budget & staff
resources
Recognizes that Digital Marketing is omni-
channel and the key component in audi-
ence engagement to drive preference &
loyalty; Long term commitment; Willing
participant; Resources for growth
Views Digital Marketing as key
component in customer engage-
ment strategy and primary focus
for marketing team; Organization
aligned and measured around
Digital Marketing’s contribution to
revenue
Digital
Marketing
DIGITAL MARKETING
Maturity Model
39. Digital
Experience
Budget &
Staff
Metrics
No focus on creating digital
experience
Allocated budget for Digital Marketing
is less than 15%; Staff is contracted or
coordinator role
No formal measurements in place
Budget allocated; Defined roles and
responsibilities; Resources up to
45% of total marketing budget
Analytics to monitor and track app
performance like QR codes, SMS, web
traffic by device, and mobile ads
Budget with business case to justify
spend; Dedicated marketing roles for
Digital Marketing; Resources up to 60%
of marketing budget
Dashboard monitors app performance,
device usage & location, and user
engagement by content asset
Budget connected to marketing goals;
Organization aligned for maximum
impact of Digital Marketing; Resources
of 60 to 85% or more of marketing
budget
Enterprise-wide dashboard with visual
representation of user acquisition and
engagement by behavior, experience,
brand reach, etc.
Little awareness; Digital experi-
ence occurs as an afterthought, not
the driving force behind a Digital
Marketing initiative; Sophistication of
digital experience created is low with
minimal brand impact
Creation of digital experience is a priority
for marketing teams and based on
detailed journey mapping; Sophisticated
digital experience aligned to buyer
engagement experiences and measured
on revenue impact
Alignment and delivery of digital
experiences based on persona expec-
tations; Defined cross-functionally to
ensure touchpoint consistency; Sophis-
tication of digital experience created is
very advanced and drives behavior
STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class
Digital
Marketing
Demand
Generation
Personalized & localized content
delivered to personal devices in real-
time through custom content and apps;
Native mobile optimized; Proactive
social listening with reliable feedback;
Fully aligned with sales for enablement
Relies on website landing pages with
limited content targeting; Company
profile on Social Media networking
sites; Social posting is sporadic and
ad hoc; Lack of audience awareness;
One-way dialog
Offers rich media content, Social
Networks, blogs, Wikis (Web 2.0);
Growing subscriber lists for Email;
Social customer & audience aware-
ness; Mostly one-way dialog
Convergence of content, social, mobile,
and video experiences to create full digital
experiences for conversion and sales
opportunities; True social dialog; Recogni-
tion of preferred audience
DIGITAL MARKETING
Maturity Model
Want to begin increasing your organization’s Digital Marketing maturity?
Download our Digital Marketing Framework and get started today!
V I E W R E S O U R C E
40. 40DIGITAL MARKETING BEST PRACTICES GUIDEBOTTOM LINE
Bottom Line
Digital Marketing is changing the way companies do business.
While adoption rates among companies and industries varies,
most marketing departments have begun to devote a portion of
their budget to Digital Marketing.
Demand Metric’s analysis of Digital Marketing in this report and
companion solution studies offers the following key conclusions:
Content is King and Context is Critical. As content marketing
evolves, users and customers will become less tolerate of
content that is not directly relevant to their needs and the
stage of their buying journey. The right Content Marketing
strategy, combined with the right platform and tools, will
ensure that the Modern Marketing Organization uses its
content for optimum success.
For many customers, their mobile device will define the
way that they relate to your company, product, or service.
Creating a positive mobile experience is crucial in keeping
customers engaged.
Social Media Marketing will become the primary engage-
ment engine for customers evaluating or choosing products
and services.
Companies searching for new ways to deliver their
message and increase brand recognition, as well as orga-
nizations looking to improve the success of their current
video marketing program’s performance, should consider
researching and implementing a Video Marketing platform.
Many companies that have been digital marketers for years
still strain after incremental improvements in clicks and click-
thru rates by tweaking email copy here or HTML code there.
By creating rich digital experiences instead of chasing
clicks, marketers can break away from the pack.
Demand Metric’s key recommendation from this report
is that Digital Marketing can make a significant
and positive impact on the organizations that are
employing it when they do so by following best prac-
tices and processes that are holistically integrated.
42. DIGITAL MARKETING BEST PRACTICES GUIDE 42
Define requirements for Marketing and Sales Alignment with
our Sales & Marketing Alignment Tool to ensure all activities
are viable across the organization.
2
3
4
5
6
7
8
9
Build
Organize
Set Objectives
Research
Identify
Plan
Train
Measure
1 Align
Discover How To Align Your Sales and
Marketing Efforts
V I E W R E S O U R C E
ACTION PLAN
43. DIGITAL MARKETING BEST PRACTICES GUIDE 43ACTION PLAN
2
3
4
5
6
7
8
9
Build
Organize
Identify
Train
Measure
1 Align
Make The Case For Digital Marketing To Key
Stakeholders
Build a Business Case for your Digital Marketing initiatives with
our Business Case Template.
V I E W R E S O U R C E
Set Objectives
Research
Plan
44. DIGITAL MARKETING BEST PRACTICES GUIDE 44ACTION PLAN
3
4
5
6
7
8
9
Organize
Identify
Train
Measure
1 Align
2 Build
Organize how your company will structure the Digital Marketing
function.
Use our Digital Marketing Roles Matrix to standardize roles &
responsibilities for Digital Marketing.
Understand All Required Digital Marketing
Roles and Responsibilities
V I E W R E S O U R C E
Set Objectives
Research
Plan
45. 45DIGITAL MARKETING BEST PRACTICES GUIDEACTION PLAN
4
5
6
7
8
9
Set Objectives
Identify
Train
Measure
1 Align
2 Build
3 Organize
Develop a solid 12-18 month plan for your Digital Marketing
programs with:
Content Marketing Strategy Scorecard
Social Media Strategy Scorecard
Mobile Marketing Strategy Scorecard
Video Marketing Strategy Scorecard
Public Relations Strategy Scorecard
Plan Your Digital Marketing Programs In
Advance
V I E W R E S O U R C E
Research
Plan
46. DIGITAL MARKETING BEST PRACTICES GUIDE 46ACTION PLAN
5
6
7
8
9
Research
Identify
Train
Measure
1 Align
2 Build
3 Organize
4
Review Potential Digital Marketing Vendors
Begin the process of selecting a vendor to assist you in your
Digital Marketing initiatives.
Review the RFP templates in each of the Digital Marketing Solu-
tion Studies as there are many solutions to choose from during
this process.
Content Marketing Solution Study
Social Media Marketing Solution Study
Video Marketing Solution Study
Mobile Marketing Solution Study
Public Relations Solution Study
Set Objectives
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Plan
47. DIGITAL MARKETING BEST PRACTICES GUIDE 47ACTION PLAN
6
7
8
9
Identify
Train
Measure
1 Align
2 Build
3 Organize
4
5
Discover Key Digital Marketing Vendors
Identify the key players in the market. We have already begun
this process for you by researching a multitude of quality vendors.
You can take a look at the vendors we have reviewed with
Content Marketing Vendors Matrix
Social Media Vendors Matrix
Mobile Marketing Vendors Matrix
Video Marketing Vendors Matrix
Public Relations Vendors Matrix
V I E W R E S O U R C E
Set Objectives
Research
Plan
48. DIGITAL MARKETING BEST PRACTICES GUIDE 48ACTION PLAN
7
8
9
Plan
Train
Measure
1 Align
2 Build
3 Organize
4
5
6 Identify
Ensure You Have a Strong Marketing
Communications Strategy
Develop an implementation strategy and communication plan
to roll-out the initiative across the organization and through your
channels.
Use our MarCom Playbook to create your plan.
Follow this simple step-by-step playbook to create a marketing communications
plan that supports its marketing strategy.
MARKETING COMMUNICATIONS PLAN
Playbook & Toolkit
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Set Objectives
Research
49. DIGITAL MARKETING BEST PRACTICES GUIDE 49ACTION PLAN
8
9
Train
Measure
1 Align
2 Build
3 Organize
4
5
6 Identify
7
Train Your Team on Digital Marketing Best
Practices
Develop an education/training plan for all affected personnel:
marketing, product development, operations, and sales.
DIGITAL
MARKETING
Training Courses S TA R T L E A R N I N G
Set Objectives
Research
Plan
50. DIGITAL MARKETING BEST PRACTICES GUIDE 50ACTION PLAN
9 Measure
1 Align
2 Build
3 Organize
4
5
6 Identify
7
8 Train
Track and Measure Key Digital Marketing
Metrics
Measure the success of your Digital Marketing solutions imple-
mentation and function with
Content Marketing Metrics Dashboard
Social Media Metrics Dashboard
Mobile Marketing Metrics Dashboard
Video Marketing Metrics Dashboard
Public Relations Metrics Dashboard
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Set Objectives
Research
Plan
51. 51DIGITAL MARKETING BEST PRACTICES GUIDEABOUT DEMAND METRIC
Demand Metric provides Agile Marketing software powered
by 1,000+ practical tools and resources to help our members
complete their work faster and with more confidence.
Our community of 125,000+ global members is composed of
CEOs and business owners, marketing consultants and agen-
cies, marketing executives and managers, and professionals
who specialize in: product management, marketing operations,
sales enablement, customer engagement, demand genera-
tion, content marketing, project management, account-based
marketing, and other disciplines.
To learn more about Demand Metric, sign up for a free member-
ship at: www.demandmetric.com
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About Demand Metric