In the first part, the organization’s relevance in the new world of digital interactive marketing is discussed. Marketing in digital time requires a rapid response as well as a clear focus and understanding of the customer. The organization must understand and respond to the key drivers of inbound / internet marketing. This understanding of the evolving internet market space and the expanding relationships with the customer requires using the digital interactive marketing model.
Chapters:
- New Marketing Perspectives in Digital Times
- New Framework for Digital Marketing
- Five-Stage Model of Social Media / Digital Interactive Marketing
The first chapter compares and contrasts traditional marketing concepts to inbound or interactive marketing concepts. This comparison highlights the increased importance of being relevant to visitors, customers, and internet users. This, then, positions the organization to take advantage of the evolving social media / digital interactive concepts. The evolving social media expansion can help the organization develop an appealing and engaging digital presence as a part of its total customer relationship management (CRM) efforts.
The second chapter focuses on developing a network communication model and on understanding the drivers and inhibitors of digital interactive marketing. Key to the understanding of inbound and social media marketing efforts is the discussion of both social customer relationship management (CRM) and an effective total CRM communication framework.
The third chapter develops and presents the five-stage model of interactive online and social media marketing to adopt and to follow. The first stage is setting the direction of overall interactive online and social media marketing by determining relevant inbound and social media goals, benefits, and roles. It involves an initial diagnostic audit of the organization’s digital presence. The second stage is designed to enhance the understanding of the current inbound and social media behavior of visitors and potential customers. The third stage focuses on developing the right inbound and social media strategy to achieve the goals set for the digital and social media presence. The fourth stage is to implement the action plan. The fifth stage is to monitor and develop key performance indicators (KPIs) for the dashboard that can be used to assess the effectiveness of the interactive online and social media initiatives.
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