Digital Marketing in the Zone (David Reske, 2017)

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Review: Marketing is not something that can be done with hard and fast rules, it is important to focus and once you are in the zone - do the right thing. This book greatly explained the steps to fulfil each task zone. Rated: 8.5/10

  • BANT criteria: Budget, Authority, Need, and Time
  • Click-through rate (CTR)
  • Remarketing: previous interactions
  • 6 core elements
    • Marketing programs
    • Strategy & planning
    • Team & process
    • Data & technology
    • Content
    • Website
  • Zone marketing checkup
    • Clear marketing strategy in sync with org mission and vision
    • Specific documented marketing goal aligned with org sales goal
    • Executive understands and support
    • Weekly scorecard for clear process
    • Marketing plan with investment returns
    • Strong understanding of customers & channels partners
    • Strong understanding & update of competitors
    • Clearly defined marketing personas
    • Clear understanding of marketing plan
    • Understands work impact & weekly metrics
    • Weekly & quarterly meetings
    • Regular quality access of marketing team
    • Follow processes & drive innovation
    • Service providers deliver strong value
    • Documented processes in place
    • Sales cycle content
    • Documented software tools
    • Regular evaluate quality & fit of each marketing element
    • Monthly content & advertisement testing
    • Marketing programs producing planned results
    • Sufficient marketing budget
    • Website fully reflect brand and key messages
    • Website getting good conversion
    • Efficient and effective digital advertising programs
    • Social media gaining better tractions than competitors
    • Effective at reaching out to all influencers
    • Large email house list of target market
    • Effective email program
    • Automated marketing processes
    • Quarterly marketing program innovation
  • Situation analysis (how are you doing now?)
    • Customers: who are them
    • Competitors:
    • Their core message?
    • Their best customers?
    • Website well designed?
    • Website easy to navigate?
    • Clearly communicate product differentiation?
    • Their market segment & compelling factors?
    • Call to actions?
    • Effective landing pages?
    • Social media on websites?
    • Is it SEOed?
    • Their keywords?
    • Industry keywords?
    • Paid advertisements?
    • Ad effectiveness?
    • Compelling landing page?
    • Other advertisement locations?
    • Newsletter function?
    • Email professionalism?
    • Followers on major social media sites?
    • Content posted weekly?
    • Audience interactivity?
    • Post on company vs. products vs. thought leadership?
    • Compelling blog?
    • Current programs: what are the bad past examples?
  • Objectives (goals & success measurement?)
    • Mission & vision
    • Goals, KPIs & analytics
  • Strategy (how to achieve your goals?)
  • Personas
    • B2B:
      • Industry
      • Location
      • Role within the company
      • Level within the company
      • Size of the company
      • Experience
    • B2C:
      • Age
      • Sex
      • Location
      • Income level
      • Education
      • Technical skills
      • Shopping patterns
  • Differentiation
    • Identify an issue>research solution>study alternative>create decision criteria>decide on product/vendor
  • Messaging/stories
  • Budget & calendar
    • Planning example:
    • Weekly email campaign to prospect
    • Monthly e-newsletter to customers
    • $10,000 ad spending
    • 2 press releases
    • 50 posts on social media sites
    • New white paper content on the website
    • Ad planner:
    • Investment, planned impression, planned clicks, planned leads, planned customers, planned revenue
  • Team member measurement
    • Trust & respect
    • Service excellence
    • Initiative
    • Innovation
    • Integrity
    • Core values
    • Responsive
    • Quality
    • Result
    • Price & value
  • Level 5 team
    • Industry experience
    • Certified experts
    • Proven frameworks & process
    • Data & insight
    • Marketing innovation

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