Managing Digital Marketing
Dr. Dave Chaffey and Matt Chappell from Smart Insight, who researched the management of digital marketing, published the results of a study on the state of digital marketing in 2020. Chaffey and Chappell have created Smart Insight, a digital training and performance platform that supports groups, organizations and individuals to plan, optimize and manage marketing. Studies have addressed the trends of 2020 on how companies manage and plan their investments in digital marketing. However, in my opinion, what is more important than the research results in terms of digital marketing here is what kind of advice and observations you got out of the article.
Good strategic planning is important in business, and the same applies to marketing and digital marketing. However, it is good to remember that digital change is not fast, but requires time, investments and the creation of a strategy.
Dr. Dave Chaffey and Matt Chappell emphasize that integration is worthwhile, as it is simpler and more profitable to create one working plan than to start working on your own plans for digital marketing and marketing. An integrated plan here means that one plan is created that includes both topics, i.e. digital marketing and marketing. An integrated strategy created for the long term, designed with business and marketing priorities, goes a long way. However, the text did not mention that how long is a long term. However it was mentioned that a year is too short? How can time be defined? I could see it being very company specific. Perhaps some kind of research could be done on the concept of working time between organizations of different sizes.
The text talks about marketing in such a way that it should be kept “always on”. To follow, and to be on top of the situation, and to know how to market more relevant content, which in turn creates discussion, for example, on social media and face to face conversations. The progress of digital marketing requires investments, because marketing in social media is also paid for on various platforms. Digital marketing also takes place in other places than social media, for example organic search, search engine optimization, content marketing and email marketing, of which it has been mentioned that these above have been the most effective marketing measures. Understanding the customer path and customer understanding development is an important condition for success. It is recommended for companies to create a road map according to which one to proceed and with the help of statistics that can be monitored to see if there are desired results obtained.
Marketing is a really broad concept, you can hardly ever learn too much about it. However, I would see learning marketing in such way that knowledge is power, but experience and experimenting are the kinds of things that in the endgame defines a profitable way of marketing and digital marketing for every company.
However, I would see the points expressed in the text in a very positive way, because good points emerged from it, for example precisely that digital marketing is not free either, but the company must prepare for it when making a strategy. Chaffey and Chappell have created a good way to share information about digital media, where others can improve their own digital marketing.