Three Important Things about Digital Marketing All CEOs Should Understand. Over the years, the marketing sector has witnessed radical transformations. This has been exhibited by the emergence of digital marketing as a dominant way of marketing products or services. In the beginning, media such as print and broadcast were the major ways of creating publicity for companies, products or their services. However, the success of the marketing campaign would only be successful with the input of the company’s Chief Executive Officer (CEO). CEOs sit at the pinnacle of their firms or agencies, which puts them in charge of the company’s overall welfare.
Unlike in the past, nowadays, most CEOs involve themselves minimally in their company’s marketing activities. This development is down to the emergence of digital marketing. In this regard, these individuals have abdicated their duties towards their companies’ marketing initiatives. It is quite a sad fact that some CEOs have no idea of the basics of digital marketing. Abdicating their obligations towards digital marketing affects CEOs contribution towards their companies. Some of the must-know facts about digital marketing include:
Digital marketing basics
For CEOs who would wish to adopt digital marketing, they must understand the pillars of such a campaign. First, digital marketing would only become a success with the infusion of an internal communications system. To this extent, these systems must be a reflection of the marketing tools. There must also be a communications or advertising agency that has unrevealed knowledge about digital marketing.
Before the digital marketing campaign kicks off, CEOs need to understand that a comprehensive method for gauging the success of the marketing drive must be put in place. With this important piece of information about digital marketing, it would be possible to accurately report and scrutinize data. The other basic tenet of digital marketing is the internal talent pool. CEOs have the choice of bringing on-board a person with longstanding experience in digital marketing.
Groundwork for the digital marketing strategy
The other thing that CEOs must understand about digital marketing is the need to lay a proper groundwork for the campaign. This is often the first stage before the development of the digital marketing campaign. A well-laid groundwork will provide direction to the marketing campaign, which in effect ensures its success. The foundation of a digital marketing strategy includes its objective, the corporate culture and the quality of the products or services.
With regards to the objective, it should be clearly stated and directly linked to the digital marketing campaign. The quality of the products or services being marketed must be irreproachable. This would be integral in the longtime success of the product or service. CEOs must also understand the importance of the company’s corporate culture in digital marketing. They ought to have a clear comprehension of the corporate culture and any limitations related to digital IQ, cross-departmental corporation and agility.
CEOs role in digital marketing
As the head of their companies, CEOs need to understand their participation in their companies digital marketing campaigns is key to their success. Their input would make their companies customer-centered and market-focused. It would also give strength to the marketing planning process. The involvement of the CEO in his or her company’s marketing campaign would provide impetus to the marketing budget process. It would also be pivotal in the development of the firm’s sales personnel and marketing.
Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
The way in which digital marketing has developed since the 1990s and 2000s has changed the way brands and businesses utilize technology and digital marketing for their marketing. Digital marketing campaigns are becoming more prevalent, as digital platforms are increasingly incorporated into marketing plans, and as people use digital devices instead of going to physical shops.
Digital marketing activities are search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, and e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, optical disks and games, and any other form of digital media. It also extends to non-Internet channels that provide digital media, such as mobile phones (SMS and MMS), callback and on-hold mobile ring tones.
This has been a guest post from Fonthip Ward who is a business consultant at http://mybusinessfirst.com.au