Executive Summary
It has been said that “All Marketing is Digital Marketing.” And with good reason! In the last decade (or less), the marketing environment has been transformed.
Marketing has moved from an environment in which traditional marketing, brick and mortar storefronts and Digital Marketing options all competed for the time, attention and resources of the marketing department to one in which Digital Marketing reigns supreme – with an occasional nod in the direction of the storefront, or traditional marketing (direct mail, print advertising, etc.)
One of the biggest challenges of Digital Marketing is the speed of which it has taken over the marketing organization, often in an ad hoc, uncoordinated fashion.
Demand Metric’s research has consistently shown that Digital Marketing has a very significant and positive impact on the organizations that are employing it when they do so by following best practices and processes in a coordinated, holistic approach.
In this Best Practices Report on Digital Marketing we will cover the Digital Marketing landscape in five distinct categories - Content Marketing, Social Media Marketing, Mobile Marketing, Video Marketing and Public Relations
Table of Contents
- Executive Summary
- What is Digital Marketing?
- Digital Marketing & The MMO
- Digital Marketing Landscape
- Digital Marketing Playing Field
- Digital Marketing Best Practices
- Digital Marketing Framework
- Digital Marketing Maturity Model
- Action Plan
- Analyst Bottom Line
- Our Best Practices Report Methodology
- About Demand Metric
To obtain this document, visit us at http://www.demandmetric.com/register
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Executive Summary
What is Digital Marketing?
Digital Marketing & The MMO
Digital Marketing Landscape
Digital Marketing Playing Field
Digital Marketing Best Practices
38
39
40
Analyst Bottom Line
About the Research Analysts
Our Best Practices Report Methodology
35
36
Digital Marketing Maturity Model
Action Plan
Table of Contents
33 Digital Marketing Framework
41 About Demand Metric
4. 4
Internally, we have seen technologies mature from ad hoc point
solutions to fully integrated, end-to-end systems connected
across the Enterprise, at every touchpoint and delivery channel.
We present four models to enable Modern Marketers to take a
holistic approach to Digital Marketing. These four models are:
The Modern Marketing Organization Model, which offers a
look at the key functions needed to fully address Digital
Marketing initiatives across the organization.
The Marketing Organization Maturity Model, which shows
the progression and pathway a marketing department should take
to mature from a Cost Center to a World Class Organization,
responsible for, and measured on, driving sales and revenue.
The Demand Metric Digital Marketing Maturity Model,
which shows the pathway an organization should take to mature
in its use of Digital Marketing from Ad Hoc to World Class.
The Demand Metric Digital Marketing Framework, which
highlights the roles, responsibilities, processes, technology,
content, and metrics for effective Digital Marketing strategies.
Our solutions section covers the Digital Marketing systems,
vendors and applications from the fix Digital Marketing functions
noted above. Each of these categories is covered in more detail in
our Digital Marketing Solution Study Series.
Additionally, Digital Marketing teams need to evaluate and integrate
their approach to websites, landing pages and microsites; online
advertising and SEO; creative design services and virtual events.
These will be covered in detail in our Customer Experience Virtual
Summit.
Demand Metric’s key recommendation from this report is that
Digital Marketing can make a significant and positive impact
on the organizations that are employing it when they do so by
following best practices and processes, holistically integrated
across the six key categories listed above.
We offer this Best Practices Report to enable your organization to
make your Digital Marketing function the best that it can be.
Digital Marketing: Best Practices, Case Studies & Insights
8. ABOUT THE RESEARCH ANALYSTS
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Clare Price, VP Research
Clare is an expert in marketing strategy, branding, strategic
communications, sales enablement, social media marketing,
content marketing and leveraging marketing technologies.
Clare is a former Gartner Research Director and helped
build their Internet Strategies Services division with clients
such as Microsoft, IBM, HP, Cisco, Proctor & Gamble and
Wells Fargo.
Kristen Maida, Senior Research Analyst
Kristen has worked with Demand Metric for the past 4
years, learning about and gaining experience in all aspects
of the organization. She has developed job functions in
almost every department to help with Demand Metric’s
rapid growth. Her specialties include: social media
marketing, digital marketing, content marketing &
management and business process development.
Digital Marketing: Best Practices, Case Studies & Insights
Jerry Rackley, Chief Analyst
Jerry Rackley is Chief Analyst at Demand Metric.
His 30-year marketing career began at IBM, and
includes experience in the technology and financial
services sectors. He has worked with companies
ranging in size from startups to members of the
global 1000, performing marketing, marketing
communication, public relations and product
management work.
Phi Schmidt, Senior Research Analyst
Phi R. Schmidt has an award-winning background in music,
sound and visual effects, and draws upon his experience
working on feature films such as '300', and commercial
clients like 'Ford' and 'Toyota'. Phi is an expert in video
production and online marketing, and is a Senior Research
Analyst at Demand Metric.