Digital marketing factory

Foreword: this post is in progress, all sections will be updated and complemented over time, to iterate into a more consistent resource. Come again soon, or register to receive updates in your mailbox.

I’ve coined the term digital marketing factory / hub to picture a full system of marketing tooling and governance that will help build and nurture your business. Here I’ve defined a system in fifteen functional blocks, being conscious of some overlapping, or of some categories that could merge eg CRM with automation and campaigns. Further, I feel data, artificial intelligence and other rising categories might deserve a separate attention, but I leave it for now inside below mentioned blocks. Behind each block a huge list of tech solutions… Marketing Technology Media has an estimated 8,000 martech solutions in its latest landscape! When selecting solutions, criteria such as performance, cost efficiency, usability, integration, privacy, and alignment with latest regulations (esp. EU) shall be considered. I suggest some common tools that I often use for small to mid-sized businesses. In large organisations other professional tools might be considered, and a more integrated approach might make sense.

Business case: corporate venture scaling

Agile project management

Designing a solid project with a potential mix of waterfall and agile approaches is a good start to plan for great things. I often use Trello, Basecamp, Jira, or even Miro, all very efficient in different contexts.

Strategy design & planning

There’s no better way than to picture your strategy. Connected whiteboards for visual design thinking do a great job. Examples with frameworks.

Customer mapping

Customer mapping (personas, journeys, value-customer fit) is critical to your business. Connected whiteboards for visual design thinking do a great job here too. Examples with frameworks.

Content factory

Whenever possible content research, design and activation should be internalised, not left 100% to agencies. To secure agility, being able to iterate continuously and to own the precious oil. Many things come into play, hence the concept of “content factory”. My usual toolbox includes Canva, Adobe, Diigo, Feedly, Hootsuite…

Web design

Here also lots of solutions can be found for web design, now with advanced drag and drop interfaces based on html5. My experience: WordPress keeps doing a great job, is behind a third of all websites. With an immense ecosystem of applications.

Social media interactions

A solid approach to social media requires not only perseverance, empathy and consistency, but also tooling to make it efficient: automation, monitoring and measurements. I personally use Hootsuite (monitoring and distribution), LinkedIn automation, and some measuring tools (including influence measurement). Intelligence I’ve put as separate block below. The management of social media (shared media) shall ideally be combined with the management of all other digital channels (owned, paid) with the use of a full marketing automation platform, in order to secure a 360° approach.

CRM

From nimble to heavily sophisticated solutions, the CRM field is rather populated too. I use Zoho a lot as a cost efficient comprehensive solution for small to mid-sized organisations. But there are many other good solutions, including EU vendors. The CRM engine should be the core of your marketing infrastructure, with other blocks revolving around, like web captures/forms, campaigns and automations, but also customer support/FAQs/virtual agents.

Campaign Management

Description in progress. Come again soon, or register for updates in your mailbox.

Marketing Automation

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Ecommerce management

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Analytics and dashboards

Most marketing tools have their own analytics. Given the volume of data across all your containers, and to efficiently pilot your business, it can become critical to implement holistic tools; to start building your realtime dashboards, and to replace static or complicated automated spreadsheets. Tools like Tableau can do a fantastic job. Business case: datasets into business assets

Testing

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Funnel design & simulation

This one is not a usual one as a stand alone, the funnel design itself is sometime integrated in the automation block. What is interesting here is the ability not only to design, visualise, marketing-sales funnels but also to simulate the outcomes based on trafic assumptions, or even on realtime data: simulate ROI scenarios before investing in campaigns. Tools like Funnelytics or Geru can do a good job here.

Privacy compliance

To tackle GDPR and other privacy related regulations, specific tooling will be interesting to consider, for instance to craft and maintain professional privacy notices.

Business intelligence

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