Resourced Leaders

'Resourced Leaders' is a premier Australian based Leadership Performance organisation that specialises in working with senior executives, leaders and high performing individuals who aspire to greater levels of personal leadership and success.

Pitfalls of Digital Marketing #2

Posted by Phil Owens
Phil Owens
Philip is one of Australia’s leading performance and leadership specialists. He
User is currently offline
on Thursday, 16 August 2012 in Leadership

In this second piece on the pitfalls of digital marketing, we will look at the problems of integration and alignment.

Often organisations which are not clear on what or why digital marketing should be used (see pitfalls #1!) fall straight into the second set of digital marking ‘traps’ – that of problems with alignment and integration.

Consider the circumstance that happens in a lot of companies – they make a decision to invest in ‘Digital Marketing’ – perhaps because the opposition are, or because they don’t want to get left behind.  The big question is ‘how do we do that?’

Many ogranisations go down the path of creating a separate group for their digital marketing and social media.  This presents a number of significant problems, the least of which are internal politics, fighting over budget and complete lack of co-ordination.

A further issue is that special ‘rules’ are created within the organisation regarding the use of digital media.  These rules become codified as policies and act to severely restrict what is possible in digital media usage that are essentially different to non digital marketing channels.

Whilst there needs to be appropriate governance and compliance around the utilisation of digital marketing (in particular the use of social media), the rules that apply here must be consistent with normal marketing practice – and based on common sense.

Therefore a lack of integration of digital media creates all sorts of barriers, additional burdens and potential for inefficiencies.

A further ‘trap’ appears when the use of Digital marketing is not aligned with the more traditional channels used for marketing.  If digital marketing is considered as additional channels to the target customer or other stakeholders, then it will be additional to what already exists.  On this basis, digital and non-digital channels need to be considered together, and beside each other, as to which offers the best synergy, and the best ROI, in delivering the messages that will create behaviour change in the customer.

It may be that many ‘digital channels’ are not required, or that digital can replace many traditional channels.  It all depends on what is to be achieved.  Aligning the correct message to the correct channel in an holistic approach will maximise the potential benefits of your marketing.

However, simply pushing messages down digital media channels with no thought for how these align to the overall marketing and activation strategy is a pitfall that many organisations fall into whilst they are blinded by the ‘shiny new thing’ syndrome.

How do you integrate and align digital media resources within your organisation?

With the addition of digital marketing options, do you have your ‘digit’ in too many pies?

What is your reflection or story?  I would love to hear!

Stay resourceful.

Phil.

Philip is one of Australia’s leading performance and leadership specialists. He honed his skills working with executives and leaders around the world, coaching and consulting in over 30 countries, from entrepreneurial start-ups to boards of multi-billion dollar businesses.

Comments

Guest
Perfect Digital Agency Friday, 21 September 2012

Digital Marketing is not a bad technique

Digital marketing is a very wide field. Everything has its pros and cons. Based on some disadvantages, we cannot go into a conclusion. In my opinion, digital marketing is the best way to make people know about the business.

Phil Owens
Phil Owens
Philip is one of Australia’s leading performance and leadership specialists. He
User is currently offline
Phil Owens Friday, 21 September 2012

RE:Digital Marketing is not a bad technique

Thanks, PDA,

There is no 'best', but only the most suitable. If I am marketing to 70 year old females then is digital still the best? Thanks for your comment, and indeed t is a wide field. My aim is to demystify it and take it out of some 'unknowable' realm and bring back some reality.

Thanks for checking in. More on this to come soon.

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Guest
Guest Tuesday, 21 November 2017