by Dorota Umeno on May 21, 2012
We often get asked by clients, prospects and project collaborators in other fields to explain why we recommend they include a specific channel or technique in their digital marketing mix.
The question may come from any part of the organization, but typically it is asked by an individual playing one of the following 4 roles in the organization:
For smaller to mid-size businesses the person asking about digital marketing may be the decision-maker, but more often they are our key contact, our marketing, sales or IT champion at the client business.
Commonly, even if they are fully on board with the proposed digital marketing strategy, they are responsible for its implementation and on the hook for the objectives it is meant to achieve and the ROI it is expected to generate.
As such they need to justify the investment to their boss or the check-signer “at the top”. It is our job – and in our best interest – to make it super easy for that individual to pitch our recommendations up the organizational hierarchy.
Even without the motivation of being directly asked to explain this, we feel that we should always be ready to provide an elevator pitch for each digital marketing channel we recommend. After all, there are many possible marketing channels competing for resources and investments should be made carefully with ROI as a guiding principle in addition to branding and other goals.
We know this stuff inside out and we should be able to explain it in plain English and back it up with data.
That’s how the idea for The Confluence Digital Why Book Series was born. Each eBook in the series will explain in clear, concrete and concise (our “3 Cs”) terms why and how a digital channel can help a business achieve revenue, profit and growth goals. Each Why Book will include research data supporting a channel and convey recommendations in terms of highest interest to each of the key decision-makers in a business. We think making this information available is so important that we will be making the whole series available on our website.
The inaugural issue of the series, The Why Book of Paid Search, is now available for free download.You may get it here.
Additional planned issues in The Confluence Digital Why Book Series include:
If you would like to see a Why Book on another topic, believe that we should address an additional asker role, or simply that we are missing something, please let us know. We want this to be a conversation starter and are very much interested in reader feedback.
Given the rapid pace of change and continuous evolution of digital marketing, we pledge to always keep The Why Series current, regularly updating each Why Book to reflect any changes that may be pertinent.
We also have plans to follow the Why Book series with a corresponding How Book series.
Stay tuned for the next chapter in the series, The Why Book of Social Media, due out on July 15th, 2012.