FREE DOWNLOAD: HOW TO PRIORITIZE YOUR DIGITAL MARKETING EFFORTS
Bits and Bytes, Dollars and Cents, and Human NaturePatrick has been intimately involved in e-commerce since its inception. He developed his own e-commerce platform from the ground up and sold it as a service to others. (He also developed a killer team collaboration app for me before the original Basecamp.) As a consequence, Patrick has a detailed understanding of the bits and bytes that underpin the increasingly sophisticated tools available to us today. Furthermore, he understands marketing and how technology is subordinate to business and human needs. Finally, Patrick has been in the game long enough to have an appreciation for nuance. The best tool in the world is useless unless a human hand picks it up and learns to wield it artfully. The digital marketer must be at home in the domains of technology, business, psychology, and sociology. Check.
Introducing the Digital Marketing FrameworkTo prioritize your digital marketing efforts, you first need to understand how they fit together. Take a couple of minutes to watch Patrick’s introduction to his framework (you can use the closed captions feature to read along if audio is inconvenient): As Patrick explains, your online sales are built on a foundation consisting of three categories of activities: build, tell, and measure. Each builds upon the preceding, so the impact on sales is cumulative.
- Build an effective and reliable e-commerce platform; develop expertise within your team; and craft authentic stories about your unique products.
- Tell stories about your product, business, and community in ways that overcome shoppers’ doubts; establish a consistent voice; and create multimedia content with the intent to publish it through multiple channels.
- Measure interactions; specify the intent of each of your digital campaigns through the definition of funnels; and continuously test and compare alternatives.
- Sell your products through the website traffic you own, buy, and earn.