This is an introductory article for small to medium businesses who are either behind the digital sales and marketing curve, or who are dabbling with digital tactics for either branding or lead generation purposes.
The focus of this article is 'Digital Demand Generation' (DDG), a discipline that combines a custom combination of digital tactics for lead generation (traffic), and an implementation of a marketing automation tool to manage lead progression through the funnel towards a closed sale.
This discipline is now emerging as Revenue Performance Management (RPM) and was originally termed Marketing Automation. Regardless of title, progressive organisations can make significant strides forward with DDG by increasing their number of leads, number of sales qualified conversions and reduction of the sales cycle in terms of time and expense.
Using digital marketing tactics, marketing automation tools and the latest best practices can result in a tremendous revenue growth opportunity for SMEs, but be sure to consider the suitability of DDG for your business.
I think we can all agree digital marketing doesn’t fit neatly into a single
slot. Hence, success requires digital marketers to be expert at
yet another skill: the ability to drive
organizational change. Loosely translated, this means, "Those idiots and
their rules are driving me so crazy I could throttle them." Completely
understandable, digital marketing is hard enough as is.
In 90 seconds I present my case for digital marketing leadership: Marketers are translators.
They're no longer artists who deliver messages, they're interactive, experiential shepherds that discover need as it evolves in real time.
The Great Recession has hit the UK startup scene especially hard. Funding has all but dried up for startups and just a few short months ago Jonathan Kestenbaum, CEO of the National Endowment for Science, Technology, and the Arts said that many startups faced an "unimaginable dilemma" in trying to survive.
But are things looking up for UK companies, especially those in the media sector? According to accounting and business advisory firm Grant Thornton UK LLP, the answer may be yes.
Back in interactive marketing's beginning, a word you heard time and
time again was "silo." There were silos between digital and traditional
advertising and marketing at both the agency and client levels. The
gulf was broad and often seemed unbridgeable. These days, there are new
silos popping up all over the interactive landscape. And they're
attributable to an industry skills gap.