An overwhelming amount of information is out there about how to get started with online marketing or social media marketing and the platforms and tools to use. The landscape of online marketing is changing at such a fast and furious speed that it is almost impossible to know if the same techniques and tools that apply today will work tomorrow. That is why it is important to focus on a comprehensive approach to understand online marketing environment holistically rather than just focus on learning new tools and techniques every day. Online marketing strategy framework is a technique for understanding the online marketing activities and services holistically.
The marketing strategy framework will give the ability to take a holistic approach by dividing online marketing services and activities domain into sub-domains or components for understanding thoroughly that particular activity domain and evaluating purposes; and brought back the knowledge in composition with other domains for understanding sustainable online marketing services. The importance of synthesis into sub-domains/components and integration through the holistic approach is to gain more comprehensive understanding of online social and technical reality, and online marketing environment.
The strategic framework has divided the online marketing activities into four (4) main domains/components to achieve the overall objectives and targets of the online marketing services. Each of the domains will focus to achieve their specific objectives and targets; and integrate with other domains through mapped and shared documents for achieving the ultimate goals of the marketing project.
The focus of the analysis domain is a get a comprehensive idea and strategies about content keywords, content business objectives, content audiences, content competitors, KPIs etc. It will also focus on identifying gap in appropriate and quality content necessary to support online business objectives, improve customer satisfaction and generate business revenue.
This domain will help businesses to a get a clear and broad picture of their – i) online customer demography, behaviors, needs and where they are; ii) online business goals, targets and performance measurement criteria etc and finally iii) content and keywords that are most relevant and important to business for connecting their online visitors and converting them to business customers. The analyze domain will carry out the following analysis for gaining a widespread understanding/knowledge on the content, keywords, customers, business objectives in order to assist for developing, delivering and measuring online media services.
- Keywords Research and Analysis
- Link Building Analysis
- Content Business Objectives Analysis
- Content Audience Analysis
- Content Audit
The main focus of the development domain is to create appropriate, quality, and optimized content that are more easily shareable and discoverable through social network, news channel, blogs and search engine. This domain will also focus on search engine, user and mobile friendly content and website design. The develop domain will carry out the following development activities for publishing content to facilitate search finding and social sharing of optimized content and website.
- Content Development
- Technical SEO Audit
- Usability Audit
- Content for Mobile
The main focus of the promotion domain is to deliver and publish social and mobile friendly content to multiple social media channels that business owned. This will also focus heavily on building content links, conducting email marketing campaigns, mobile marketing campaigns and online advertisement campaigns. The promote domain will carry out the following promotional activities for bringing customers for selling online products and services.
- Social Media Marketing
- Link Building
- Email Marketing
- Mobile Marketing
- Online Advertisement
The focus of the measurement domain is to measure the success of the website content, marketing initiatives, social signals. The core focus should be given on the conversion process and visitor behavior analysis. The measure domain will implement the following measure tools and techniques for understanding how online resources are being used, shared, and commented by the online customers.
- Social Media Analytics
- Website Analytics
In summary Online Marketing Strategy Framework is a holistic approach to understand online marketing environment; and it will support online businesses to build a comprehensive marketing strategies for more return on investment.