Rafe

Earlier in my career I had moved from the world of professional services to digital marketing with UNICEF. In the same short period we have continued to witness the turbulent tide of technological, social and economic change. Indeed the digital world is so transforming and the speed of change so fast that it brings enough challenges of its own, demanding a management capability for rapid response to changing marketing needs. The world is changing. Big will not necessarily b

Well, maybe not, I just always wanted to use that line. Over the last number of years marketing has gone through a transformation. In the same period we have continued to witness the turbulent tide of technological, social, and economic change. Indeed the digital world is so transforming and the speed of change so fast that it brings enough challenges of its own, demanding a management capability for rapid response to changing marketing needs. The world is changing – and big

Digital Marketing - Analytics: Measurement and Metrics Having travelled the path of embracing possible approaches to digital marketing over the course of this short series of articles, we now come to final element, which is the measurement and tracking of your digital marketing efforts. Marketers refer to the conceptof ‘closed loop’ marketing. Measurement allows us to analyse what is happening with yourmarketing efforts and ultimately identify appropriate metrics and trends t

In this third article on digital marketing we continue the story and look at the conversion process. Previously we looked at efforts to drive traffic to your website through creation of compelling content and through its optimisation and promotion. In this article we will consider the process of conversion – having brought visitors to your website how do you engage them to take the next steps in developing a relationship with your firm. From the first article we emphasised th

Digital Marketing - Getting Found In last month’s introductory article on digital marketing, I made the point that it is not apanacea or silver bullet that will suddenly replace all traditional marketing initiatives and tools. What it does offer is significant potential for increasing communication and collaboration. This capability coupled with low cost of usage and deployment means that many firms are adopting this approach to improving their engagement with clients and con