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Youa€™ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing. You will have noticed that there's a fair amount of choice online for reaching and interacting with your audience, in fact it's overwhelming!
To help you review and prioritise, we developed the "Digital Marketing Radar" which gives a prompt on the different types of sites and apps you should think about to gain visibility. This is the first version and we intend to refine and update the Radars, while keeping them simple, so tell us your suggestions! I've always thought that the Conversation Prism developed by Brian Solis a several ago now was a great way of thinking through your options for making use of and monitoring social media.
The Bullseye is featured by Gabriel Weinberg and Justin Maiers who released a new book: Traction, a nice hook to show the challenges of gaining visibility online to drive customer acquisition. For a more detailed assessment of media channels is a next stage I recommend our Content Distribution Matrix which can be applied more generally for reviewing digital acquisition channels.
We are now at the point where mobile media time Is now greater than desktop and other media! Yes, we did create a PDF version which is available free for Basic members as part of the free downloads (access from the Membership menu). Likewise I suspect that Delicious is maybe more important than Stumble Upon (but that’s probably splitting hairs). Thanks Richard – let me know how it works if you use it as a training aid on your CIM courses?!
I agree 100% with Richard, my experience is that in B2B LinkedIn is invaluable compared to other social networks. I would go as far to say that LinkedIn when used creatively and well – can be a great customer service tool too. Search Engine Optimization is work we do on your website to make it show up and rank higher on search engines like Google, Yahoo!, and MSN Live. Online Marketing is about researching advertising opportunities for your company that exist on the internet.


Google Adwords is a program that allows you to pay Google to place your website at the top of their search results.
There's a lot of factors to consider when purchasing Google Adwords and fortunately we're here to make sense of it all for you. We'll also enhance your success on a given advertising campaign by designing advertisements for you. You can't be everywhere, so it's important to prioritise which types of sites and partnerships you invest time and money in to try to gain visibility through outreach, partnering and advertising. In this update, we introduce the Marketing Bullseye FrameworkA - a great new tool to review customer acquisition from Traction which has a similar purpose - see the end of the post for a description. In larger companies it's best to have a strategy for reach, so you should get clarity on your priorities through an online marketplace analysis or brand touchpoint map showing your priorities across paid, owned and earned media. More recently, we have developed this into a Social Media Marketing Radar infographic - see this post for more details on each platform and to download our free set of infographics. Justin is founder of search engine Duck Duck Go andA as an entrepreneur involved with this and other startups as a VC, it takes the perspective of startups who are looking to gain visibility.
The statistics are quite shocking which now shows the importance of mobile SEO and Reputation Management in your overall marketing strategy. When a person is searching for general information without clarity of terms that they should be using, there is a strong trend toward that person using Google, or whatever search engine they happen to have on their mobile device (usually google).
The Radar is about prioritising, so if companies felt it was important, they could add it onto their scope. This is really interesting work and will be particularly useful in discussions on CAM Digital Marketing Course Days when talking digital marketing metrics.
Based on my experience I agree with most of the positioning my only divergence is on Linkedin which from a small business, B2B and event based marketing I think is actually more important than any of the other Social Networks if used well. FriendFeed appears to be picked up more by Google Alerts than a lot of other social media so might be worth including. I have Stumbleupon higher priority since it does pass Page Rank and it has more of a viral effect than Delicious.


I definitely agree the Conversation Prism can be a little overwhelming and doesnt support prioritisation. Plus, for a small fee we'll even manage your campaign for you to ensure you achieve success. Trouble is The Conversation Prism has grown over time so that now I can't really use it effectively in workshops - there are too many options and the more important ones aren't distinguished from the less important. It's not limited to social media sites since most sites now have some form of peer-to-peer interaction facility. It can be used to discuss with colleagues or agencies which sites warrant or deserve most attention in the different categories. I think the ability to drill down and really evaluate the content and positioning as part of a holistic strategy is a real winner in terms of making sure an enterprise gets maximum bang for it’s Pounds. That said I find Delicious a useful research tool – must write a little post on that one day. I agree that is an omission, and its value is often underestimated, but that presence would be included under publishers – I will add a note to that effect. We're constantly researching new opportunities for our clients so we can provide the best professional advice possible on where to purchase online advertising. Instead it shows all the main places where a company should review its representation used to increase awareness of it's brand through display advertising, search marketing as well as online PR and social media. Sites which are agreed to be more important which warrant more resource should be positioned more towards the centre and this summarised in your online marketing plan. I think tools that allow an effective visualisation of ones position should be on everyone’s radar.




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