How to help your digital marketing strategy to succeed

Earlier this year I wrote about how to start formulating a digital marketing strategy.

Getting the strategy right is of course paramount. But even when the strategy is right, if it’s not understood, supported, and turned into action then it’s barely more than an academic exercise.

Ella Fitzgerald was on the money when she sang “tain’t what you do, it’s the way that you do it… that’s what gets results”.

Here are some actions to take when creating your digital marketing strategy that will also help to build the foundation for its success.

How can Pharma organize for agility in the digital age?

As pharma and healthcare companies embrace the need for digital transformation, how can they ensure that they are set up for success?

I was recently invited to speak at a Brand Innovation Summit in Princeton NJ. Senior representatives from a number of large Pharma and healthcare companies attended the session co-hosted by Hale Advisors and  eXL Pharma.  

Attendees were looking for answers to key questions such as: “what makes a company nimble and able to embrace digital transformation?” and “What types of organizational structures are best for pharmaceutical and healthcare companies looking to build digital marketing capabilities?” 

Anarchy is governance too

The primary intent of governance is to increase focus, reduce waste and capture learning. That doesn’t necessarily mean centralising everything.

Governance is sexy. All the stuff we used to manage – content, brands, projects, IT – now we govern it. And people who a few years ago had never heard the word, now talk about governance all the time.

However, drill into what they’re saying and it’s mostly about checks and controls. Governance, it seems, comes from a comprehensive list of policies and checklists, rigorously (and often centrally) enforced.

I think this is more likely to lead to bureaucracy than good governance.

Start Me Up! A profile of Addvocate, optimising employee social media

We know the benefits of enabling all employees to use social media. Sales, service and just seeming human becomes a lot easier. Giving employees this freedom is easy in some organisations, generally small ones with a well-trained staff.

There are, however, inherent risks. If an employee goes rogue and damages your brand, it can be difficult to react quickly and avert loss of sales or sentiment.

It can also be difficult to easily track the impact of your employees’ activity, and provide them with the best content to spread.

Addvocate is a platform designed to get rid of this tension, by offering guidance, daily messages and alerts, as well as analytics and optimisation.

We spoke to CEO and Founder Marcus Nelson…

Why you need to avoid governance vacuums

Say “governance” and blame never follows too far behind. Accountability, so far as I can tell, is a synonym for “who shall we sack?”

No wonder most people avoid discussing governance.

I’ve been facing it head-on recently. I’ve run several workshops on product development governance within a variety of organisations.  

In particular, we’ve been looking at some of the key decisions that people make during the course of product and systems development, and at how they allocate responsibility for those decisions.

Governance: nine steps to good decision making

Organisations that avoid discussing governance end up spending a lot of time on it. They define it afresh for each decision. They argue endlessly about decision rights.

They end up with little time to actually make the decisions.

So they make poor decisions.

Why should I care about governance?

My favourite definition of governance comes from the Institute on Governance: governance is “the process whereby societies or organisations make important decisions, determine whom they involve and how they render account”.

Organisations that don’t address governance end up spending a lot of time on it. They discuss it over and over again for each decision as they argue about due process and decision rights and accountabilities. They end up with little energy for the decision itself. So they make bad decisions.