3.1 Introduction

Marketers Outsource Programmatic More than Other Tasks offer an insight into the issue of in-house vs outsource - something that crops up in every chapter of the book. Note, however, that the respondents will be from 'big' organizations - the numbers could be completely different for smaller organizations.



3.2 Digital isn’t the only option

I have included this 2017 Ecommerce Round-up: 16 Percent Growth; ’Retail Apocalypse’? for the background information on online retail around the world - which shows digital is not the only option.

Although A Small Business Guide to Google My Business is - obviously - about an element of digital marketing, I have included it here as I think there is a reasonable argument that for many small businesses, this could be their web presence i.e. the only digital marketing they need to undertake [note that I also listed this article in the SEO chapter 4.7].

There is some stark honesty - and swearing - in Giffgaff: Online ads don’t make a brand famous. Take particular note of the quote; "We thought we didn’t need TV and that we could just make content that would go viral and make us famous ... that didn’t happen at all. We were wrong".

Digital touchpoints are making their mark in US retail, but print is (still) not dead

Mark Ritson: Marketers are clueless about media effectiveness – here’s the proof is a must read for all marketers and marketing students.

I have included Why one startup is investing 100% of its crowdfunding into marketing for several reasons, not least because it is a good story of the development of an online business. However, it is included in this section because the method of marketing that has been identified as being 'the way to go' is ... yep, offline.

Lidl scales back digital media investment after seeing poor ROI.

Tesco blames high cost of online advertising as it shuts Tesco Direct website.

Take a look at the stats in Time Flies: U.S. Adults Now Spend Nearly Half a Day Interacting with Media and see why non-digital media is still more than player for marketers.

Next will see that moving ads from TV to digital is never seamless.

I've posted TV Ads, W-O-M Sway Purchases for Gen Xers for two reasons. Firstly to show that digital isn't everything, and secondly that some of the digital high-flyers might not be what some folk would expect.

The biggest lies that digital marketers tell themselves.

I have included Mark Ritson: 10 lessons all marketers should take from Direct Line’s brand strategy as an example of how 'traditional' marketing can be more effective than 'digital'.

More from Mark RitsonGary Vaynerchuk is wrong, wrong, wrong, wrong, wrong about media - he has very similar views to me.

Here's someone else who questions the use of 'digital' by suggesting that It’s time to ditch your job description.

The author of Mark Ritson: Think TV is dying? You’re forgetting about the ‘Knopfler Effect’ is always worth reading [caveat: he does swear quite a lot]. This is an excellent example of his well thought-out and researched articles where he manages to make a valid [almost academic] argument in an entertaining way.

Note that no aspect of digital marketing is identified in In-Person Events Ranked #1 Among B2B Demand Generation Tactics. This reflects my experiences with B2B companies - particularly small ones.

Mark Ritson: It’s time to shut down digital marketing teams for good is not exactly the subject of this section - but it is closely related.

Lloyds admits it hasn’t had much success on social.

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3.3 Non-marketers in digital marketing

For those of you who feel I am wrong on this issue, read A day in the life of ... head of digital marketing & media at Philips, in particular the first line of the answer to the question; “what kind of skills do you need to be effective in your role?”[as head of digital marketing & media] - which is; “First and foremost, a solid background in marketing”.

Mark Ritson: Maybe it’s just me, but shouldn’t an ‘expert’ in marketing be trained in marketing? Before anyone is declared an expert/ninja/guru/visionary in marketing they need to learn the discipline. You need a qualification to be qualified.



3.4 Personalization

Targeting personalised ads to the right audience is a MUST read.

What Does Personalization Mean to Consumers?

How AI is redefining personalization & the job of the email marketer.

Although The newest Forrester Wave on social listening platforms expresses disappointment in the category is about consumer data gathered on social media, its findings suggest that SM data alone is not much use and that in order for it to be useful, it should be combined with non-SM data.
Note that the research is also an assessment of the commercial platforms that are available to marketers: one conclusion is that: 'the platforms don’t generally offer many options for acting on the data'. If you have read this chapter of the book, you should find that scenario familiar.

Although Is personalisation tailored to a corporate website’s needs? focuses on corporate sites, I think it is equally applicable to all types of website - with the exception of those mention in the article.

How Can Brands Make Customers Feel Like Individuals?.

Personalisation is not the end-game of marketing is an objective view of the subject - take note that there is mention of personalisation spectrum.

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3.5 Viral marketing

GO ONLINE *page 37* Walking the viral walk - get your free copy of Unleashing the Ideavirus.



PRACTICAL INSIGHT *page 39* Viral tricks of the trade ... The Secret Strategies Behind Many 'Viral' Videos. Note that this article was published in 2007 - I bet practitioners of this 'dark art' have got a whole lot better at it since then.





3.6 Paid, earned, owned

Hmmm ... I've not come across any articles on this subject since the book was published - suggesting that I was right when I called it an 'ailing patient'?

3.7 Content marketing

There is some interesting stuff in 2018 Benchmarks, Budgets, and Trends – but who were the respondents if 86% said they were engaged in content marketing? That number seems very high to me.

Automated content is a thing – but should it be?

You need to get past the bias on both sides of this argument - but it makes for an interesting 'discussion' ... Why many brand publishers already know quality versus quantity and should speak out.



I've included 6 Lies Content Marketers Tend to Tell in this section, but the advice offered also applies to website and social media content.

Why Siemens is putting AI in charge of its revamped content strategy.

Although Building links in boring industries is about SEO, it has a cross over to content marketing in the same way that content marketing can benefit SEO.

10 brilliant examples of content marketing from beauty brands.

‘Content’ is the worst word in marketing.

3.8 Influencers

I am going to use Influence 2.0: The future of influencer marketing not only as a comment on the subject, but also as an example of potential author bias – note what the author of this article does for a living.

The Do's And Dont's of Influencer Marketing

Is everything in the influencer market Rosy – Are marketers underestimating the fraud threat to influencer marketing?

How to calculate influencer engagement rate. Add the number of comments to the number of likes and divide by the number of followers. Multiply 100 to get the percentage. Various sources suggest the average engagement rate is around 1.5%. 6% is considered exceptional. Obviously, it is a numbers game, but if the average is 1.5%, that means many are less than 1%. Marketers should consider the ROI to decide on whether the effort – and potential problems - is worthwhile.

There’s some strategic thinking behind How Nissan works with influencers at each stage of its marketing funnel

Brands will pay £75,000 for celebrity influencer endorsements despite confusion over fees – I would want to see evidence of ROI before I signed off on these prices for one blog entry.

In the last paragraph of this section I offer the warning:
"Finally, influencers can go from hero to zero overnight and even if the brand can extract itself from the misdemeanours of an influencer, the time and resources put into the relationship are all wasted."
Now read ... YouTube suspends advertising on Logan Paul’s videos.

UK shoppers say brands aren't transparent about influencer deals and rules need tightened.

ASA probes influencer marketing rules so consumers don’t have to ‘play detective’ to spot ads.
CMA launches investigation into transparency in influencer marketing.

ANA finds only 36% of marketers say their influencer marketing is effective.

Influencer Content Sways Youth Who Engage With It: 4 Insights.

5 must-have considerations when working with influencers, according to P&G's legal counsel.

Is L’Oreal is doing ‘background checks’ as part of a new influencer vetting process closing the stable door after the horse has bolted?

COMMENT: it would seem that I have added more links to this section than any other on the site. This reflects that the role of influencers has been in the news. You should not take all these comments as suggesting that influencer marketing is more important than any other aspect of digital marketing. I would even argue that as it is effective for so few organizations it is one of the 'lesser' forms of marketing on social media.

Influencer recommendations are not celebrity endorsements is an excellent commentary on influencer marketing.

A third of brands admit to not disclosing influencer partnerships.

I think that If influencers are authentic they’ll back your brand for free is a considered reflection on the use of influencers.

How to Scout Out the Best Influencers for Your Brand.

Five influencer marketing lessons from the Olivia Jade scandal.

It's nice to see some research that supports what I have always believed [based on my own research]. Only 4% of people trust what influencers say online kind-of makes all previous links on this page irrelevant.

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3.9 Affiliate marketing



Although I have included study finds very few influencers disclose affiliate marketing on YouTube and Pinterest here it could just as easily have been in the previous section. I have included it here as an example of just how common affiliate marketing is and how it sneaks under the radar of many customers and consumers.

3.10 Attribution

Five Charts: The State of Attribution.



The ROI of multi-touch attribution models.

3.11 Public relations and Reputation management

Online Reputation Management 101: What Businesses Need to Know.

I have not included 8 best online reputation management tools for your brand to promote the tools listed, but to show you what kind of software is out there.



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3.12 Integrated marketing communications


3.13 Gaming

Ford targets new audience as it becomes first brand to launch a car at a gaming event.

Mobile developers grow optimistic about in-game ads.

Four reasons why gaming should be a key channel for all media buyers.

Google rolls out smart targeting for in-game ads.

Fifa, product placement and the future of ads in video games.

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3.14 Legal considerations

If you work in retail management - or on the shop floor - you know these things, so why do online retailers get it so wrong, so often? See ... 'Misleading' online shopping returns policies revealed.

3.15 Strategic digital marketing

GO ONLINE *page 54* Gerry McGovern’s How online is changing the game and the playing field for strategy development



How ASOS used Instagram to boost recall and awareness is a very well presented story of marketing on social media. However, I have included it here because it is clear that the objective is 'branding'.

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3.16 Digital marketing objectives

Digital Marketing Objectivesfrom the book. A footnote to this section of the book is that students and practitioners ask; ‘where are the SMART objectives to these strategies?’
I argue that my ‘3 objectives’ model is strategic – and so long-term – in nature. The key objective points the direction of the overall purpose of the organization’s digital marketing. For example, if the key objective is to generate income via online sales, tactical objectives can be more specific and time constrained e.g. SMART – increase sales of products x and y by 20% over the next 12 months.
In a dynamic digital environment, this translates into being able to react to changes in technology, the market and customer expectations by adjusting tactics … whilst still pursuing the overall key objective in a holistic manner. However, a caveat is that in constantly focusing on changing tactics, marketers must not lose sight of the key objective.

Here’s a thought-provokingly good read – and so worthy of your time/effort. I have included in this chapter and also that on advertising as it is relevant to both. In fact, arguably, it is relevant to most of the book ... The day after tomorrow: when ad blockers and GDPR kill all adtech and martech