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As with any endeavour, good planning is essential to increase the likelihood of a successful outcome. Having a Digital Marketing Strategy does not mean one has to to include each and every element described below (click on the digital marketing strategy schematic below to enlarge). MGL Marketing can help you develop or optimise a Digital Marketing Strategy tailored for your business for maximum budget efficiencies and optimised marketing effectiveness. Contact us today for more information on our wide range of online and integrated offline marketing services.
Digital Marketing continues to be a dominant advertising force for businesses regarless of whether they have a strong online presence or not. There used to be a time ( the good old days ), when every post you made on your Facebook page was seen by all your Fans. Now that Twitter is a public company, it has also seen increased pressures to drive revenues and this will no doubt continue.
It has been said that Social media will increasingly become a pay-to-play marketing channel, a somewhat different landscape from the original. While businesses will need to pay to compete, they will certainly have many more options available to them through new and innovative channels. There has been massive growth in pure image platforms, such as Pinterest and Instagram, increasingly in the last 2-3 years.
The ease of which visual infographics can be created for businesses, and their increased use provides strong indications that image-based content is incredibly  important to spreading your message online. Video marketing is already gaining credibility in the online space, especially via the usual suspects of YouTube, Facebook and Twitter. Even Vine, has the unique capability of allowing businesses to market themselves in 6 second bursts, which may seem disadvantageous at first.
Also remember that videos have become incredibly important in ensuring Google ranking, so consideration is warranted for inclusion in your business marketing.
An increasing number of businesses and its consumers are becoming more and more dependent on cloud services, whether they know it and appreciate it, or not. Stalwart providers such as Google Drive and Dropbox are rapidly being joined by numerous newcomers such as SugarSync, Box and the omnipresent iCloud.
Public and hybrid cloud offerings for enterprises will become more important as Private cloud strategies are tested to the limit. With the confluence of mobile penetration, mobile apps growth , social media prevalence, and the ever increasing growth of enterprise data , cloud services are set to  become an important digital trend leading into 2014 and beyond. Strategic planning is a critical component of good management and governance and it contributes to an organization’s stability and growth.


According to Wikipedia in order to determine the direction of the organization, it is necessary to understand its current position and the possible avenues through which it can pursue a particular course of action.
Once the company has defined its strategic direction and has agreed company-wide goals, a strategic marketing plan is required to guide corporate marketing activities for the next 3-5 years. When faced with the daunting task of writing a strategic marketing plan, one of the first steps to consider as you approach the project is to ask yourself, “What deems this project a success?” Once you determine the benchmarks for your particular plan, use them to guide your marketing planning activities throughout the plan development process.
In project management 101, we learn about the four elements that drive project success: scope, timeline, resources and budget.
Another good practice in the marketing planning process is to develop a list of key questions that you wish to address within the marketing plan. There are many approaches to strategic planning and the approach selected depends on the purpose of the plan, whether strategic planning has previously been done, the culture of the organization, and the speed of change in the organization’s external environment.
I was recently asked to develop a strategic marketing planning approach for a Tourism Association looking to re-vamp their outdated marketing plan to guide their corporate and program marketing activities for the next 5 fiscal years.
I proposed that the first stage would be to gain consensus on an appropriate planning model, subsequently setting the strategic direction and developing an actionable plan.
Breaking the project into phases or manageable chunks will help set and manage expectations of superiors in addition to increasing motivation of the doer and minimizing the overwhelm that may develop when looking at the massive size and importance of the task at hand. Building checkpoints and major milestones into the planning process will help not only with timekeeping but will focus your thought process and activities (which will also tame the budget). Consider a project check-in quarter-way and halfway through the project to ensure that you are still on track with current objectives. This FREE guide will help you assess your current business and provide you with the marketing tools and confidence to create the business you love! Discover the 10 secrets to getting your (business) groove back!+ Find the clarity to catapult your business forward! Its has been proven, where  an overall strategy is developed, in which each tactic and action activity compliments the other, coherency of your messages and overall effectiveness of your marketing is greatly enhanced.
Some of the most profitable online marketing schemes involve some sort of paid advertising. Those days are long gone, never to be seen  again, as Facebook changed its news feed algorithm so that there has been an inevitable decline of the organic reach. This will manifest itself via Keyword,  Interest, Device and Geographic targeting of Promoted tweets. In general, businesses have been slow to ride the crest of these popular media, but cottage industries and SMEs are leading the way with innovative use of these platforms to extend and strengthen their brand.


Many businesses are missing  opportunities to extend their brand via mobile apps, particularly Instagram and Snapchat ( who would have thought ! But considering mobile use  is still growing rapidly and becoming even more accepted amongst businesses as a marketing tool, apps such as Vine are set to become extremely potent in the advertising  war.
Security as always will play an  important role in determining the final makeup of offerings.
A company’s strategic plan acts as a blueprint to guide its activities or direction and to provide a basis for setting priorities, allocating resources, monitoring progress and assessing results and impacts against its pre-described goals.
However, a marketing plan is of no use without a marketing strategy, which lays the foundation for a good plan.
Everything you do should work toward your goals for success – this will keep you focused and on track. The most important benchmark of success is getting the balance right between these interrelated elements and managing each of them effectively – project success is dependent upon it. These questions will be born from each of the elements within the scope and provide guidance for your tasks.
This also affords the opportunity to re-align based on revised or new goals uncovered during the initial phases of the project. By following a proven process, you increase your chances of reaching your goals and objectives. The E-Consultancy schematic below  illustrates the operating procedures and management processes required for successful Digital Marketing planning and its integration to existing marketing and business structures. Sometimes, in the rush to action, Digital Marketing Strategy can often be overlooked as businesses focus on the individual tactics of specific media channels such as SEO, PPC and Social Media Marketing. We can advise and help you every step of the way with your marketing planning and budget efficiency.
Google AdWords has started the trend, and is  rolling out paid ads to its own social media platform, Google Plus. The growth trends we have seen in 2013 in micro- targeting will only increase, including Promoted Posts, Custom Audiences, and Facebook Exchange (FBX), Facebook’s real-time ad bidding exchange. If you don’t have the expertise, time or resources to do this internally, I’m here to help.
Hiring a marketing consultant to help with your marketing planning will free up your time to work on other business critical activities.



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