Last week I introduced Internet marketing strategy as a concept and I explained the categories digital marketing channels fall into.
This week we’ll take a look at the framework overall, before going into more depth of each section over the coming weeks.
Internet marketing framework
The diagram below is a visual representation of the framework we are looking at. As you can see, the structure is a process, beginning at the top and working down highlighting key activities involved in the formulation of an Internet marketing strategy.
The framework is divided into 3 primary sections, each with their own set of sub-activities. At the core of the process there are 4 key steps:
1) Setting marketing objectives
2) Defining the strategy to get what you want
3) Implementing your strategy
4) Measuring, analysing and improving the campaign
Looking at the diagram, you will notice that the process is not strictly sequential in its flow. One element can affect another in the framework. For example, your business objectives inform what your Internet marketing objectives are; conversely, your Internet marketing objectives can also affect your business objectives depending on your industry and market.
These 4 core steps are predominantly common sense and they are familiar to a lot of business orientated action processes that require the creation, implementation and revision of campaigns, strategies or concepts. However, reinforcing these steps will help you keep in mind these important points when performing the more detailed aspects of the strategy. This in turn, can help you more easily and proactively manage other opportunities and risks that you identify along the way.
At the very top of our strategy is the most important part; the business objectives of the company overall. It’s important to maintain a clear understanding and vision of your business goals and objectives throughout the process. If your online objectives do not compliment your offline targets, you’ll be trying to steer your company ship in two separate directions!
How can this help us Search Marketers?
This framework isn’t solely for broad, business wide or corporate strategy building. It can be applied to a myriad of specific situations. E.g. On page SEO, PPC, keyword research to name just a few. You just have to apply the framework and think of it in that particular scenario. Whatever situation you apply the framework to, use it as a guide and point of reference, always keeping the four core activities relevant and present in your workings and consistently keep in mind your business objectives.
Next week, we’ll take a look into the framework sections, beginning with the definition of your online opportunity.
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