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Archive for 'TFMA'

Digital Marketing Tactics: How Strong Are Yours?

Guest Blog: Marina Lumley, Independent Marketing Consultant

Digital Marketing Tactics - ChessIn this fifth and final post in this mini-series I’m talking about Digital marketing tactics.  This series started with a challenge set to all us marketers – myself included.  “Do you have a clear digital marketing strategy for your company?”.

The reason I asked the question is that we usually want to improve on the marketing we are doing and we tweak thing and try new activities.  But more often than not, we focus our efforts on the actual tactics and don’t first ensure that they come off a compelling plan.  So in my previous posts, I set up a simple framework to help guide you through a planning process which should give you confidence and focus in the digital marketing you are doing and or want to do. (more…)

Posted in: Digital Marketing, TFMA

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Digital Marketing Objectives: Have You Based Them on Your Digital Strategies?

Guest Blog: Marina Lumley, Independent Marketing Consultant

In this fourth post I’m talking about objectives.  Sometimes this is the start point for marketers but actually there are usually 3 stages that happen first, and are covered in my first 3 posts:

1) Situation Analysis
2) Goal setting
3) Broad strategies

To ensure you have the most potent objectives I make sure they come off my broad strategies. Last time I gave the example strategies as:

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Posted in: Digital Marketing, TFMA

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Digital Marketing Strategies: Have You Based Them on Your Digital Goals?

Guest Blog: Marina Lumley, Independent Marketing Consultant

In this series of posts I’m exploring a framework for thinking about digital marketing.  One of the challenges I face when embarking on a consultancy project for a client as do many of my peers is to establish what the real digital marketing goals are. These digital goals are the fundamental things that you want to achieve.  And often the only way to work out what your digital goals are is to have done a very robust analysis of your current situation. If you don’t start there – you run the risk of being tactical in the initiatives you come up with and not able to measure their impact and how important they were.

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Posted in: Digital Marketing, TFMA

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Digital Marketing Goals: Have You Set The Right Ones?

Digital Marketing Goals
Establish and rationalise your marketing goals
Guest Blog: Marina Lumley, Independent Marketing Consultant

In a recent post, I talk about one of the problems that I see marketers encounter when doing digital marketing.  In fact it’s not just restricted to digital – it’s all types of marketing.  The problem I encounter is that companies haven’t analysed their current situation sufficiently well and so any ideas and plans that they come up with tend to be tactical and now play back to what really needs to be done.

So before embarking on any digital marketing activity it’s important to make sure it’s part of a “plan”.  Seems simple enough – but the first part of creating a digital strategy is Planning and it starts with research and information gathering to understand your current situation – competitors, current results etc.

(more…)

Posted in: Digital Marketing, TFMA

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